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Qualität und Nutzen von Avataren als Dienstleister im Social Web – Messung und Konsequenzen

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Zusammenfassung

Die erstmalige Nutzung von Avataren ist auf die Mitte der 1980er Jahre zu datieren, als sie in Computerspielen, wie beispielsweise „Ultima“, und auf webbasierten Treffpunkten, wie beispielsweise „Habitat“, Verwendung fanden (Donath 2007). Zum gegenwärtigen Zeitpunkt finden Avatare nicht mehr nur in webbasierten Spielen (wie z.B. World of Warcraft) oder virtuellen Welten (wie z.B. Second Life) Anwendung, sondern werden vermehrt von Unternehmen als Instrument im E-Commerce eingesetzt, um den webbasierten Verkauf zu stimulieren und zu verbessern (Kim et al. 2007; Messinger et al. 2009).

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Authors and Affiliations

  1. Unternehmensführung, Univ. Basel, Peter Merian Weg 6, Basel, CH-4002, Switzerland

    Prof. Dr. Manfred Bruhn

  2. Wirtschaftswissenschaftliche Fakultät, Marketing und Unternehmensführung, Peter Merian-Weg 6, Basel, CH-4002, Switzerland

    Dipl.-Kffr. Verena Schoenmüller, Dipl.-Kffr. Daniela B. Schäfer & Nina Habicht

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  1. Prof. Dr. Manfred Bruhn
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  2. Dipl.-Kffr. Verena Schoenmüller
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  3. Dipl.-Kffr. Daniela B. Schäfer
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  4. Nina Habicht
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Correspondence to Manfred Bruhn .

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  1. Unternehmensführung, Univ. Basel, Basel, Switzerland

    Manfred Bruhn

  2. Universität Hohenheim (510P) Institut für Marketing & Management, Stuttgart, Germany

    Karsten Hadwich

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Bruhn, M., Schoenmüller, V., Schäfer, D., Habicht, N. (2013). Qualität und Nutzen von Avataren als Dienstleister im Social Web – Messung und Konsequenzen. In: Bruhn, M., Hadwich, K. (eds) Dienstleistungsmanagement und Social Media. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01248-9_20

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