| fullrecord |
[{"key": "dc.contributor.author", "value": "Reivinen, Tuomas", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2012-12-05T08:00:26Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2012-12-05T08:00:26Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2012", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1239679", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/40532", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkimuksessa tarkastellaan tuotehuhuja, eli markkinoilla liikkuvia ep\u00e4virallisia tietoja tulevista uusista tuotteista, joita niiden valmistaja ei ole virallisesti vahvistanut. Aihetta tarkastellaan innovaation diffuusiota ja innovaation omaksumista k\u00e4sittelev\u00e4ss\u00e4 teoreettisessa viitekehyksess\u00e4.\nTutkimuksen tarkoituksena on selvitt\u00e4\u00e4, aikaistavatko tuotehuhut innovaation omaksumista ja mink\u00e4laisia vaikutuksia tuotehuhuilla on kuluttajien k\u00e4ytt\u00e4ytymiseen. Tutkijan oletuksena on, ett\u00e4 tuotehuhujen avulla kuluttajat kuulevat uusista innovatiivisista ominaisuuksista jo hyviss\u00e4 ajoin ennen tuotteen virallista julkistamista, jolloin he voivat alkaa pohtia niiden merkityst\u00e4 itsellens\u00e4. Innovaation omaksuminen, eli niiden k\u00e4ytt\u00f6\u00f6nottoon p\u00e4\u00e4tyminen vie kuluttajilta usein pitk\u00e4n ajan, koska ne sis\u00e4lt\u00e4v\u00e4t uusia ominaisuuksia, joita kuluttajan t\u00e4ytyy opetella ja sis\u00e4ist\u00e4\u00e4 varmistuakseen k\u00e4ytt\u00f6\u00f6noton eduista suhteessa sen haittoihin.\nEmpiirinen tutkimusaineisto ker\u00e4ttiin strukturoidun kyselylomakkeen avulla, johon vastasi 240 tietotekniikkayhti\u00f6 Applen valmistamien tietokoneiden kuluttajaa. Havaintoyksik\u00f6iden tuoteryhm\u00e4kohtainen innovatiivisuudenaste (Domain-Specific Innovativeness, DSI) mitataan Goldsmith ja Hofacker (1991) rakentamalla mittarilla ja tuotehuhujen seuraamisaktiivisuus (TSA) mitataan tutkijan itse valmistamalla mittarilla. TSA:n vaikutusta DSI:hin, eli omaksumisherkkyyteen tarkastellaan regressioanalyysill\u00e4. Lis\u00e4ksi kartoitetaan, millaisia erilaisia vaikutuksia tuotehuhuilla on kuluttajiin aikaisempien teorioiden mukaan asetettujen hypoteesien perusteella ja analysoimalla niiden mukaisten v\u00e4itt\u00e4mien havaintoarvojen jakaumia.\nTutkimuksessa esitet\u00e4\u00e4n, ett\u00e4 tuotehuhuja voidaan k\u00e4ytt\u00e4\u00e4 uudenlaisena innovaatioiden ennakkomarkkinoinnin keinona. Tuloksien mukaan kuluttajat seuraavat aktiivisesti tuotehuhuja ja aloittavat innovaation omaksumisen niist\u00e4 saamansa tiedon avulla jo ennen tuotteen virallista julkistamista. Tuotehuhuja aktiivisesti seuraavat kuluttajat my\u00f6s omaksuvat vastaavan tuoteryhm\u00e4n innovaatioita nopeammin kuin muut. Tuotehuhujen tarkoituksenmukainen vuotaminen markkinoille n\u00e4hd\u00e4\u00e4n kustannustehokkaana keinona innovaation tunnettuuden parantamiseksi ja myyntiajan lyhent\u00e4miseksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Tuomas Reivinen (tumireiv) on 2012-12-05 08:00:25.697484. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2012-12-05T08:00:26Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201212053301.pdf: 2446222 bytes, checksum: 405b6f48846874171bfa69821ca8ae4e (MD5)\nlicense.html: 4985 bytes, checksum: ca01a67381f3bc0e9d356c72574cbf2d (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2012-12-05T08:00:26Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201212053301.pdf: 2446222 bytes, checksum: 405b6f48846874171bfa69821ca8ae4e (MD5)\nlicense.html: 4985 bytes, checksum: ca01a67381f3bc0e9d356c72574cbf2d (MD5)\n Previous issue date: 2012", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "83 sivua", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "ennakkomarkkinointi", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Tuotehuhujen vaikutus innovaation omaksumiseen", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201212053301", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2012-12-05T08:00:26Z", "language": null, "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tuotteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "innovaatiot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "omaksuminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viraalimarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
|