Virtuelle Sprachassistenz. Einfluss auf die kognitive Ebene des Kunden-Marken-Engagements
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Virtuelle Sprachassistenz. Einfluss auf die kognitive Ebene des Kunden-Marken-Engagements

Virtuelle Sprachassistenz. Einfluss auf die kognitive Ebene des Kunden-Marken-Engagements


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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,7, Georg-August-Universität Göttingen, Sprache: Deutsch, Abstract: Die Hausarbeit beinhaltet eine Betrachtung der Auswirkungen der Nutzung von virtueller Sprachassistenz auf die kognitive Beziehungsebene des Kund*innen-Marken-Engagements. Dabei kommt es zu einer genaueren Untersuchung darüber, wie die neuartige Technologie die Wahrnehmung des Konsumierenden beeinflusst und wie sich diese auf das Vertrauen und die Zufriedenheit der Kundschaft auswirkt. Die Datenschutzbedenken spielen bei dieser Betrachtung eine wichtige Rolle. Insgesamt 28,3 Millionen deutsche Staatsbürger*innen und somit 47 Prozent aller Internetnutzer*innen haben im Jahre 2016 schon einmal virtuelle Sprachassistenz genutzt. Die Gründe, aus denen virtuelle Sprachassistenz angewendet wird, sind sehr individuell und verschieden. Bei einer Umfrage aus dem Jahr 2016 bezüglich des Verwendungszweckes gaben 63 Prozent der Befragten an, digitale Sprachassistenz für die Steuerung von Geräten im Haushalt ein zusetzten. Andere Verwendungszwecke waren unter anderem das Abrufen von Informationen von Suchmaschinen und das Abspielen von Musiktiteln. Es wird somit deutlich, dass Verbraucher*innen die unterschiedlichsten und alltäglichsten Aufgaben zunehmend technologieunterstützt erledigen. Allerdings gehen mit dem Gebrauch von virtueller Sprachassistenz auch Datenschutz-bedenken einher, da Nutzer*innen oftmals nicht wissen, wie ihre Daten tatsächlich genutzt werden und welche Risiken damit verbunden sind. Diese Sicherheitsbedenken sind einer der Gründe, welche für manche Verbraucher*innen gegen eine Nutzung von virtueller Sprachassistenz sprechen. Dies wird in einer Umfrage aus dem Jahr 2018 deutlich. Bei dieser wurden 1.008 deutsche Bundesbürger*innen befragt, aus welchen Ursachen sie sich gegen eine Nutzung entscheiden würden. Der größte Anteil der Befragten mit insgesamt 43 Prozent gibt an, dass diese aufgrund


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Product Details
  • ISBN-13: 9783346939807
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr
  • ISBN-10: 3346939804
  • Publisher Date: 08 Sep 2023
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm


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