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[{"key": "dc.contributor.author", "value": "Rahikainen, Miikka", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2014-01-05T17:18:46Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2014-01-05T17:18:46Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2013", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1290806", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/42756", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Suomen media-alalla on k\u00e4ynniss\u00e4 murroskausi, joka on muuttamassa perinteist\u00e4 mediatalojen liiketoimintamallia. T\u00e4m\u00e4 mediamurros on alkanut jo 1990-luvun lopussa, kun median digitalisoituminen ja Internet ovat yleistyneet yhteiskunnassamme. Jakelukanavamurros on alkanut muuttaa mediakentt\u00e4\u00e4, sill\u00e4 jakelumalli ja ansaintalogiikka ovat muuttumassa yh\u00e4 kiihtyv\u00e4\u00e4 tahtia hyvin erilaisiksi.\n\nT\u00e4ss\u00e4 tutkimuksessa tarkastellaan sanomalehti Keskisuomalaisen n\u00e4k\u00f6islehte\u00e4 asiakkaiden kokeman arvon kautta ja tutkitaan kuinka havaitut arvot vaikuttavat asiakkaan k\u00e4ytt\u00f6\u00f6nottoaikomukseen ja t\u00e4t\u00e4 kautta n\u00e4k\u00f6islehden todelliseen k\u00e4ytt\u00f6\u00f6n. Lis\u00e4ksi tutkimus selvitt\u00e4\u00e4, mitk\u00e4 arvoista ovat t\u00e4rkeimpi\u00e4 k\u00e4ytt\u00f6\u00f6nottoaikomuksen kannalta.\n\nEmpiirinen tutkimusaineisto ker\u00e4ttiin verkkokyselylomakkeella, johon vastasi 196 ksml.fi verkkosivuilla vieraillutta k\u00e4vij\u00e4\u00e4. Tutkimus tukee kirjallisuudesta muodostuneita hypoteeseja monilta osin. Kaikkien ulottuvuuksien olemassaoloa ei pystytty todistamaan. N\u00e4k\u00f6islehden koetuilla arvoilla on positiivinen vaikutus k\u00e4ytt\u00f6\u00f6nottoaikomukseen. Koetuilla uhrauksilla on vahva negatiivinen vaikutus k\u00e4ytt\u00f6\u00f6nottoaikomukseen ja k\u00e4ytt\u00f6\u00f6nottoaikomuksella on vahva positiivinen vaikutus todelliseen k\u00e4ytt\u00f6\u00f6n. N\u00e4m\u00e4 suhteet tukevat aikaisempaa kirjallisuutta. N\u00e4k\u00f6islehden mukanakulkevuus muodostui merkitt\u00e4vimm\u00e4ksi k\u00e4ytt\u00f6\u00f6nottoa selitt\u00e4v\u00e4ksi tekij\u00e4ksi, joten tutkimus suosittaa mobiililaitteille suunnattuun n\u00e4k\u00f6islehteen panostamista. \nN\u00e4k\u00f6islehden yleistyminen tarjoaa jatkossa monia mielenkiintoisia teemoja. Jatkotutkimuksissa voitaisiin k\u00e4ytt\u00e4\u00e4 pitkitt\u00e4istutkimusta, jotta voitaisiin arvioida tekniikan kehityksen ja asiakkaiden kokemuksen lis\u00e4\u00e4ntymisen vaikutusta k\u00e4ytt\u00f6\u00f6nottoon. Kvalitatiivinen tutkimusote voisi tarjota syvemp\u00e4\u00e4 ymm\u00e4rryst\u00e4 asiakkaiden p\u00e4\u00e4t\u00f6ksenteosta ja n\u00e4in syvent\u00e4\u00e4 ymm\u00e4rryst\u00e4 koetusta arvosta ja sen merkityksest\u00e4 k\u00e4ytt\u00f6\u00f6nottoaikomukseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Miikka Rahikainen (mijurahi) on 2014-01-05 17:18:45.968454. 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 2014-01-05T17:18:46Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201401051023.pdf: 2920833 bytes, checksum: c83133fde159e12011cb0ee9b6ad7c77 (MD5)\nlicense.html: 4897 bytes, checksum: 9a31fe67a6e20644d5231bb1158d87ac (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2014-01-05T17:18:46Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201401051023.pdf: 2920833 bytes, checksum: c83133fde159e12011cb0ee9b6ad7c77 (MD5)\nlicense.html: 4897 bytes, checksum: 9a31fe67a6e20644d5231bb1158d87ac (MD5)\n Previous issue date: 2013", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (73 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": "Keskisuomalainen", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "n\u00e4k\u00f6islehti", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Asiakkaan kokema arvo n\u00e4k\u00f6islehden k\u00e4ytt\u00f6\u00f6notossa", "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-201401051023", "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": "2014-01-05T17:18:47Z", "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": "arvo", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "k\u00e4ytt\u00f6\u00f6notto", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "s\u00e4hk\u00f6inen aineisto", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sanomalehdet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "teknologia", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "lukeminen", "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"}]
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