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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kukkonen, Nina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-02-06T06:59:15Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-02-06T06:59:15Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/62711", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Jatkuvan kasvunsa my\u00f6t\u00e4 online-yhteis\u00f6t ovat muodostuneet t\u00e4rkeiksi elektronisen word-of-mouthin alustoiksi. Online-yhteis\u00f6iss\u00e4 kuluttajat voivat helposti jakaa tietoa erilaisista tuotteista ja palveluista. T\u00e4m\u00e4n tutkimuksen tarkoituksena oli tutkia Facebook-ryhmi\u00e4 online-yhteis\u00f6in\u00e4 ja sit\u00e4, miten eWOM n\u00e4iss\u00e4 yhteis\u00f6iss\u00e4 vaikuttaa j\u00e4sentens\u00e4 ostoaikomuksiin. Lis\u00e4ksi tutkittiin luottamuksen ja sitoutumisen vaikutusta yhteis\u00f6n j\u00e4senten ostoaikomuksiin, sek\u00e4 vertailtiin kahden erilaisen Facebook-ryhm\u00e4n tuloksia kesken\u00e4\u00e4n: j\u00e4senl\u00e4ht\u00f6ist\u00e4 sek\u00e4 kaupallisempaa yhteis\u00f6\u00e4.\n Tutkimus toteutettiin m\u00e4\u00e4r\u00e4llisen\u00e4 survey-tutkimuksena ja aineistonkeruumenetelm\u00e4n\u00e4 k\u00e4ytettiin kyselytutkimusta. Tutkimuksella haluttiin tutkia seuraavia muuttujia: eWOMin uskottavuus, eWOMin hy\u00f6dyllisyys, eWOMin omaksuminen, yhteis\u00f6\u00f6n sitoutuminen, luottamus yhteis\u00f6n j\u00e4seniin sek\u00e4 ostoaikomus.\n Aineisto ker\u00e4ttiin kahdesta erilaisesta Facebook-ryhm\u00e4st\u00e4 Webropol-kyselylomakkeen avulla. Kysymyspatteristot oli muodostettu aikaisemman tutkimuksen pohjalta ja k\u00e4\u00e4nnetty englannista suomeksi. Toiseen kyselyyn saatiin 167 vastausta ja toiseen 128 vastausta. Aineiston analysointiin ja hypoteesien testaukseen k\u00e4ytettiin IBM SPSS -ohjelmistoa.\n Tutkimuksen tulosten mukaan ostoaikomukseen vaikuttavat online-yhteis\u00f6ss\u00e4 eWOMin hy\u00f6dyllisyys, sek\u00e4 yhteis\u00f6n yhteis\u00f6llisyys, joka sis\u00e4lt\u00e4\u00e4 luottamuksen yhteis\u00f6n j\u00e4seniin sek\u00e4 yhteis\u00f6\u00f6n sitoutumisen. EWOMin uskottavuus ei sen sijaan toisessa yhteis\u00f6ss\u00e4 vaikuttanut merkitsev\u00e4sti ostoaikomukseen. Kahta ryhm\u00e4\u00e4 vertaillessa merkitsevi\u00e4 eroja ostoaikomukseen ei l\u00f6ytynyt, mutta vastaavanlainen vertailu vaatii kuitenkin viel\u00e4 lis\u00e4\u00e4 tutkimusta. Tulosten perusteella voidaan kuitenkin sanoa, ett\u00e4 Facebook-yhteis\u00f6iss\u00e4 vaikutetaan merkitt\u00e4v\u00e4sti sen j\u00e4senten ostoaikomuksiin, vaikka n\u00e4m\u00e4 yhteis\u00f6t eiv\u00e4t olisikaan rakentuneet ostamisen ja tuotesuosittelujen ymp\u00e4rille.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-02-06T06:59:15Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-02-06T06:59:15Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "53", "language": "", "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": "eWOM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "word of mouth", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Facebook-ryhm\u00e4 online-yhteis\u00f6n\u00e4 : eWOMin ja yhteis\u00f6llisyyden vaikutus yhteis\u00f6n j\u00e4senten ostoaikomuksiin", "language": "", "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-201902061426", "language": "", "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": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "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": 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"dc.subject.yso", "value": "yhteis\u00f6t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Facebook", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "luottamus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yhteis\u00f6llisyys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ryhm\u00e4t", "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", 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