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Wie relevant sind Chatbots als Kommunikations- und Marketinginstrument für Hochschulen? Konzeption und Akzeptanz eines Chatbot-Prototyps für den Master-Studiengang „Kommunikations-, Multimedia- und Marktmanagement“ der Hochschule Düsseldorf
[How Relevant are Chatbots as a Communication and Marketing Tool for Universities? Conception and Acceptance of a Chatbot Prototype for the Master Study Program "Communication, Multimedia and Market Management" of the University of Applied Sciences Düsseldorf]

Author

Listed:
  • Denk, Maximilian
  • Khabyuk, Olexiy

    (Department of Economics of the Duesseldorf University of Applied Sciences)

Abstract

Die Veröffentlichung gibt zunächst einen Überblick über das Themenfeld "Chatbots" aus der medieninformatischen und kommunikationswissenschaftlichen Perspektive. Auchwird der Einsatz von Chatbots als Kommunikations- und Marketinginstrument im Hochschulbereich diskutiert. Aufbauend auf einer Weiterentwicklung des Technologieakzeptanzmodells (TAM) wird der Konzeptionsprozess eines Chatbotprototyps für den Masterstudiengang "Kommunikations-, Multimedia- und Marktmanagement" dokumentiert und der Prototyp selbst empirisch evaluiert. Die Zielgruppe der Studierenden stellt einem solchen Kommunikationsinstrument ein positives Zeugnis aus. Die Entscheidung einer Hochschule zur Einführungeines Chatbots sollte jedoch individuell vor dem Hintergrund einer Kosten-Nutzen-Abwägung und der eigenen pädagogischen Mission getroffen werden.

Suggested Citation

  • Denk, Maximilian & Khabyuk, Olexiy, "undated". "Wie relevant sind Chatbots als Kommunikations- und Marketinginstrument für Hochschulen? Konzeption und Akzeptanz eines Chatbot-Prototyps für den Master-Studiengang „Kommunikations-, Multimedia- und Ma," Duesseldorf Working Papers in Applied Management and Economics 52, Duesseldorf University of Applied Sciences.
    • Handle: RePEc:ddf:wpaper:52
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    References listed on IDEAS

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    More about this item

    Keywords

    Hochschule; Mensch-Maschine-Interaktion; Sprachassistenten; Technologie-Akzeptanz-Modell; Human-computer-interaction; Speech assistant; Technology acceptance model; University;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M5 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics
    • A23 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Graduate
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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