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[{"key": "dc.contributor.advisor", "value": "Frank, Lauri", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Paananen, Satu", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-11-26T13:34:51Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-11-26T13:34:51Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/98632", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n pro gradu -tutkielman tavoitteena on lis\u00e4t\u00e4 tietoa siit\u00e4, millaisia antropomorfisia kokemuksia kuluttajilla on autobr\u00e4ndeist\u00e4 omnikanavaisessa ymp\u00e4rist\u00f6ss\u00e4. Omnikanavaisuudella tarkoitetaan yhten\u00e4isen ja saumattoman asiakas- ja br\u00e4ndikokemuksen tarjoamista riippumatta siit\u00e4, mit\u00e4 kanavaa kuluttaja k\u00e4ytt\u00e4\u00e4. Antropomorfismi viittaa ihmisten taipumukseen liitt\u00e4\u00e4 inhimillisi\u00e4 ominaisuuksia ei-inhimillisiin toimijoihin. Tutkielma koostuu kahdesta p\u00e4\u00e4osasta: kirjallisuuskatsauksesta ja empiirisest\u00e4 osasta. Kirjallisuuskatsauksessa tarkastellaan aiempia antropomorfismia ja omnikanavuutta koskevia tutkimuksia sek\u00e4 niiden teoreettisia viitekehyksi\u00e4. Empiirisess\u00e4 osassa kartoitetaan ja analysoidaan kuluttajien kokemuksia ja taipumuksia antropomorfisoida autobr\u00e4ndej\u00e4 vuorovaikutuksessa br\u00e4ndien kanssa omnikanavaisessa ymp\u00e4rist\u00f6ss\u00e4. Tutkimuksessa haastateltiin kahdeksaa 23\u201334 -vuotiasta kuluttajaa puolistrukturoidun haastattelun keinoin. Tulokset tukevat aiempaa tutkimusta monin osin ja osoittavat, ett\u00e4 kuluttajat kokevat autobr\u00e4ndit ihmism\u00e4isin\u00e4 erityisesti br\u00e4ndin ja min\u00e4kuvan yhtenev\u00e4isyyden, br\u00e4ndin persoonallisuuden, auton fyysisten piirteiden, kiintymyksen tunteiden sek\u00e4 auton \u00e4lykk\u00e4iden teknologisten toimintojen kautta. Tutkimus laajentaa k\u00e4sityst\u00e4mme siit\u00e4, miten kuluttajat inhimillist\u00e4v\u00e4t br\u00e4ndej\u00e4 omnikanavaisessa vuorovaikutuksessa, ja tarjoaa hy\u00f6dyllist\u00e4 tietoa sek\u00e4 teoreettiseen keskusteluun ett\u00e4 k\u00e4yt\u00e4nn\u00f6n sovelluksiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-11-26T13:34:51Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-11-26T13:34:51Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "53", "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.title", "value": "Kuluttajien antropomorfiset kokemukset omnikanavaisessa ymp\u00e4rist\u00f6ss\u00e4: haastattelututkimus autobr\u00e4ndeist\u00e4", "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-202411267457", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "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": "Tietoj\u00e4rjestelm\u00e4tieteen maisteriohjelma", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Information Systems", "language": "en", "element": "subject", "qualifier": "discipline", "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.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "restrictedAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "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.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/en/workspaces/facilities/facilities#autotoc-item-autotoc-2).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat#autotoc-item-autotoc-2.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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