Digitaliseringen har skapat nya möjligheter för konsumenterna att dra nytta av både e-handeln och de fysiska försäljningskanalerna. Detta har skapat utmaningar och möjligheter för företag att arbeta i en mer digitaliserad marknadsmiljö. Studien betonar vikten av att erbjuda en integrerad och enhetlig upplevelse för konsumenterna, så kallad omnihandel. I denna studie undersöks ett fallföretags övergång till just omnihandel. Studiens syfte är att skapa en djupare förståelse om fenomenet omnihandel samt att utforska hur en omställning till omnihandel har sett ut från ett företagsperspektiv. Dessutom utforskas de upplevda fördelarna och nackdelarna ur ett kundperspektiv. Studien använde sig av ett explorativt tillvägagångsätt för att kunna utforska fenomenet. För att samla in data användes semistrukturerade intervjuer med tre respondenter från Elgigantens ledningsgrupp och fokusgrupper med kunder. Intervjuerna användes för att utforska ledningens syn på deras omställning till omnihandel, medan fokusgrupperna användes för att fånga kundernas direkta erfarenheter och åsikter. Resultaten från intervjuerna bidrog med värdefulla insikter om hur omställningen har skett i praktiken för fallföretaget. Resultaten från fokusgrupperna bidrog med insikter om att omnihandel kan ge fördelar som kundnöjdhet och stärkt varumärkeslojalitet. Vidare kunde slutsatsen visa att fallföretaget har gjort betydande framsteg i att integrera sina försäljningskanaler för att skapa en enhetlig kundupplevelse över både digitala och fysiska plattformar. Studiens slutsats visar att fenomenet omnihandel kan bidra till ökad kundnöjdhet och stärkt varumärkeslojalitet. Dock fastställdes att kundnöjdheten kan påverkas negativt om integreringen av försäljningskanalerna brister. / The digitization has created new opportunities from both e-commerce and physical sales channels. This has created challenges and opportunities for companies to operate in a more digitized market environment. The study emphasizes the importance of providing an integrated and consistent experience for consumers to remain competitive. This study examines a case company's transition to omnichannel retailing, aiming to gain a deeper understanding of the phenomenon from both company and customer perspectives. It explores the transition process, as well as the perceived advantages and disadvantages from the customer's viewpoint. An exploratory approach was employed, utilizing semi-structured interviews with three members of Elgiganten's management team and conducting focus groups with customers to collect data. The results from the interviews provided valuable insights into how the transition has occurred for the case company in practice and the focus groups contributed insights into the advantages of omnichannel such as customer satisfaction and strengthened brand loyalty. In conclusion, the study identified that the phenomenon of omnichannel can contribute to increased customer satisfaction and strengthened brand loyalty. However, the study was able to determine that deficiencies in the integration of the sales channels lead to unachieved customer satisfaction.

Syftet med studien har varit att undersöka hur telekomkunder användning av själv-serviceteknologi (SST) kan öka. Relevant litteratur som SST, teknologisk acceptans, user experience (UX), customer experience (CX) och servicedesign (SD) har identifierats och förankrat studien vetenskapligt. Baserat på syftet och den teoretiska grunden har en designstrategi skapats för att undersöka detta på ett relevant sätt på ett telekomföretag i Sverige. Studien har utgått från en formativ utvärdering där expertanvändares upplevelser av telekomkunder, kundservice och själv-serviceteknologi har studerats, för att kunna identifiera möjliga problem och förbättringsområden. Semi-strukturerade djupintervjuer har använts som datainsamlingsmetoden på grund av de förutsättningar som fanns för studien. Detta har i kombination med analysstrategierna har medverkat till identifieringen av kontextuella fynd som kan öka användning av SST för telekomföretagets kunder. Några av dessa fynd är att SST behöver vara standardiserad inom telekombranschen och att telekomföretaget kan öka användandet genom att informera sina kunder mer om möjligheterna med SST. I Studien har också faktorer som tyder på ett samband mellan områdena service, SST och telekomkunder identifierats, detta kan öka förståelsen för hur SST i denna kontext bör utvecklas och designas framöver.

The master thesis is focused on a new industry of marketing – customer experience in the field of telecommunication services B2B. The theoretical part describes, analyzes and summarizes the basic concepts of information sources in the literature concerning the topic of customer satisfaction. In the analytical part the general theoretical basis and internal information of Vodafone Czech Republic are used for marketing research. On the base of obtained information are created proposals for Sales and Care deparments of B2B clients to increase customer satisfaction.

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No. of bitstreams: 1 DissertaçãoMPE_JaneteJhun_v59.pdf: 959783 bytes, checksum: 3674a885472bc28a29c29a686ad9dfda (MD5) Previous issue date: 2018-08-10 / Price promotions are a ubiquitous practice in the retail market and often consumers are overwhelmed by the variety of price schemes. Using a natural field experiment with a jewelry store, the present study tested the price framing effect and customer experience in purchase decision. The price framing effect was tested using three similar products offered alongside one another: 1 control with the regular price, 2 treatments designed to provide a positive transaction utility and price-quality perception - their prices were initially raised and then proportional discounts (10% and 20%) were applied, so that the final prices of all products amounted to be the same. The effect of customer experience was observed measuring the sales of two customers groups with different experience levels: retail customers (less experienced consumers) and wholesale customers (more experienced since they work as resellers). However, the hypotheses of the study were not confirmed, since the products treated with the price framing effect presented regression coefficients with low statistical significance, for both retail and wholesale customers. Considering that the experiment manipulated both price and discount, current literature on the subject indicates that the effects of quality perception that both present ended up conjoint and led to a null result. Some possible avenues to isolate these effects, as well as other lessons learned in the experiment, are discussed for future research. / Promoções de preço são práticas onipresentes no mercado varejista e frequentemente os consumidores se sentem sobrecarregados com a variedade de esquemas de preço. Através de um experimento de campo natural com uma loja de semi-joias, o presente estudo testou o efeito do framing de preço e experiência do cliente na decisão de compra. O efeito do framing de preço foi testado através de três produtos similares oferecidos um ao lado do outro: 1 controle com o preço regular, 2 tratamentos desenhados para prover uma utilidade transacional e percepção de qualidade positivas - os seus preços foram aumentados inicialmente e depois descontos proporcionais (10% e 20%) foram aplicados, chegando ao mesmo preço final. O efeito da experiência do cliente foi observado com a mensuração das vendas de dois grupos de clientes com diferentes níveis de experiência: clientes de varejo (consumidores menos experientes) e clientes de atacado (mais experientes pois atuam como revendedores). No entanto, as hipóteses do estudo não foram confirmadas, dado que os produtos tratados com o efeito de framing de preço apresentaram coeficientes de regressão com baixa significância estatística, para ambos os clientes de varejo e atacado. Considerando que o experimento manipulou tanto preço como desconto, a literatura atual sobre o tema indica que os efeitos de qualidade percebida que ambos apresentam acabaram se conjugando e podem ter levado a um resultado nulo. Alguns caminhos possíveis para isolar estes efeitos, bem como outras lições aprendidas no experimento, são discutidos para pesquisa futura.

摘　要 電子商務行動化已變成趨勢，而消費者個人間的C2C交易市場也越來越受到注目，尤其是讓使用者輕鬆上架商品、簡化繁複流程的新型態行動拍賣App，更是熱門議題。本研究欲了解台灣目前C2C行動拍賣App中，最具話題性及代表性的「蝦皮拍賣」之顧客體驗流程，研究方法採半結構式深度訪談法，以使用網路購物經驗超過五年以上且使用蝦皮經驗滿三個月以上、同時具有買家跟賣家雙重身分之使用者為研究對象。 本研究主要發現如下：1.使用蝦皮的正向使用經驗在於有清楚直觀好用的使用者介面、擁有即時性及雙向互動並保有使用者隱私性的即時通訊「聊聊」功能、採用可降低風險的第三方支付、因免運費帶起的方便性物流選擇-超商寄貨取貨、讓賣家寄件步驟簡化的整合寄件物流以及使資訊透明的物流追蹤。2.初次使用動機則是受到免運費吸引及社群口碑推薦影響。3.持續使用因素除了涵蓋正向使用經驗因素外，還包括常有免運費或運費補助的促銷活動、同時身兼買賣家身分、因平臺上商品及賣場多而選擇性高及免費的商品置頂推廣功能。4.蝦皮的待改進項目則在於商品上架過程從簡易變複雜、評價多為制式評價因此參考價值有限、推播通知字數多易遭使用者忽略。本研究並且透過「顧客歷程地圖」來綜觀傳統網路拍賣流程的問題，並以訪談內容對照以往流程上的階段，檢視蝦皮是如何提升顧客體驗。 最後，根據訪談發現，提出蝦皮可思考之改善建議為： 1.加速刊登功能及改良照片上傳便利度。2.提供誘因讓使用者填寫真實評價並改進評價機制。3.推播通知精簡及圖像化。4.從後勤面降低物流成本。5.透過推薦系統提升使用者黏著度。本研究以使用者角度出發，建議企業應站在使用者的角度來思考使用者需求，才有機會提供更好的顧客體驗，持續吸引使用者，本研究之發現希望有助於行動電商平臺往後策略發展時的參考。 / Abstract E-commerce has become a universal sales trend that has spread from consumers shopping on their home computers to shopping on their mobile phones through the use of various shopping apps. Much attention has been placed on consumer C2C transactions, especially with respect to consumers’ access to store goods. Simplifying this access, which can be a complicated process, through a new mobile auction app is a highly relevant issue. This study aims to understand the customer experience flow of the most current representative C2C mobile auction app in Taiwan from Shopee Taiwan Co. Ltd. This study adopts a semi-structured depth interview method for users that have over five years of Internet shopping experience in total, and at least three months of experience with the Shopee Mobile Auction App. Both buyers and sellers are classified as users in this study. The main findings are as follows. 1) Positive experiences with the Shopee Mobile Auction App are due to its clear and intuitive user interface, instant messaging two-way interaction availability, high degree of user privacy, third-party risk reduction payment systems, and convenient logistics through the availability of free shipping. Consumers have the option to pick up their goods at local convenience stores, which simplifies the shipment process for sellers, and leads to a clear and streamlined logistics process. 2) The initial motivation for consumers is the reward of free shipping and public recommendations. 3) The factors behind the continuous use of this mobile auction app service include the positive experience, the free shipping or freight subsidy promotional activities that are often included for both the buyer and seller, the wider product selection than what is offered in physical stores, and the offers for promotional free products with the purchase of related goods. 4) The Shopee Mobile Auction App still leaves something to be desired, including: (a) The processures of putting the items for sale have become time-consuming due to more and more requrements. (b) Standardized evaluations and rating systems may limit reference values. (c) Current promotional messages sent via app notification are easily ignored by users. This study uses the customer journey map to take a broad view of issues related to the traditional online auction process, and uses customer experience-based interviews to examine how the Shopee Mobile Auction App improves on these issues. Finally, based on conducted interviews, several suggestions for improvement of the Shopee Mobile Auction App include the following: 1) increasing the speed of new feature releases, and improve the convenience of the photo upload process; 2) providing promotional incentives for users to complete the evaluation, thereby improving the evaluation mechanism; 3) streamlining push notifications and images; 4) reducing logistical costs; 5) improving user loyalty through implementing a recommendation system. This study simultaneously considers both sides of C2C commerce (i.e., the sellers and buyers). It focuses on the user point of view, as selling platforms need to be aware of the opportunity to provide a better customer experience, which will in turn attract more users. The findings from this study can assist mobile platform creators with their future development strategies.

Denna studie undersöker hur olika beröringspunkter påverkar kundengagemanget inom dagligvaruhandeln. Då trenden går mot att se till kundens helhetsupplevelse inom ett företags ekosystem snarare än det enskilda köpet blir kundengagemang och omnikanal två begrepp som kan ses som högst aktuella att studera när företag idag ska utforma sin beröringspunktarkitektur. Beröringspunkter är alla de kontaktpunkter, såväl fysiska som digitala, mellan ett varumärke och en kund. Dessa beröringspunkter verkar tillsammans och bidrar alla genom omnikanalsperspektivet till en sammansatt kundupplevelse. Skapandet av denna upplevelse kallas tjänstedesign och inbegriper att noggrannt orkestrera den beröringspunktsarkitektur i vilket kunden befinner sig under sin kundresa. Vidare undersöker denna studie ovannämnda process i ljuset av Process Virtualization Theory (PVT) vilken verkar som ett verktyg för att förstå i vilken utsträckning en beröringspunkt lämpar sig för digitalisering. Därtill appliceras Uses and Gratification Theory (UGT) för att förstå de bakomliggande faktorer som påverkar kundengagemang. Mot bakgrund av detta teoretiska ramverk utförs tretton stycken semistrukturerade intervjuer med card sorting för att undersöka vilka attityder och beteende som finns relaterade till de olika beröringspunkterna för ett specifikt företag inom den svenska dagligvaruhandeln. Resultatet visar att de viktigaste beröringspunkterna för kundengagemang är erbjudanden, rabatter och medlemskap samt den fysiska butiken. Den sistnämnda inbegriper butikens atmosfär, utbud och geografiska läge. Dessa beröringspunkter är den huvudsakliga anledningen till att en kund väljer att handla hos en viss butik. Det finns även andra faktorer som påverkar valet och olika faktorer spelar olika stor roll beroende på situation, dock antyder resultaten att de andra faktorerna oftast endast spelar en sekundär roll. Resultaten kan även till stor del förklaras av de två ovannämnda modellerna. För att öka sitt kundengagemang som företag inom dagligvaruhandeln förslås slutligen att det bör investeras i digitala lösningar som förstärker upplevelsen kring beröringspunkter i omnikanaler, i den usträckning PVT-modeller antyder att det skulle vara lämpligt. Dessa lösningar bör även inkorporera de motivationsfaktorer som UGT-modellen föreslår i de viktigaste beröringspunkterna. Ett användande av dessa lösningar som digitala verktyg skulle möjligtvis kunna leda till att den fysiska och digitala världen bättre kan mötas genom en omnikanal vilket slutligen bidrar till en mer sammansatt och positiv kundupplevelse genom hela kundresan. / This paper examines the importance of different touchpoints within a customer journey for increased customer engagement, focusing specifically on the grocery market. Because of the trend within the commerce industry to consider at customer’s overall experience as oppose to the individual purchase, customer engagement and omnichannel are therefore highly relevant approaches for a company to consider when forming their touchpoint architecture.  Touchpoints can be physical as well as digital points of contact between a brand and a customer. These touchpoints normally work in joint co-operation with each other, through omnichannels, for a complete customer experience. This complete experience is formed through the process of service design which includes a thoroughly designed touchpoint architecture in which the customer travels as part of her customer journey. Furthermore, this paper examines to which extent a process can be digitalised through applying the Process Virtualization Theory (PVT) model. In order to understand the customer engagement process and the reasons behind customer engagement the Uses and Gratification Theory (UGT) model is also applied. With this theoretic background in place thirteen semi-structured interviews with a card sorting exercise was conducted to examine the attitudes and behaviours related to, and associated with, a company’s touchpoints within the Swedish grocery market industry. The customer research presented in this paper shows that the most important touchpoints for customer engagement are store offers and discounts, a grocery store’s atmosphere and supply and finally store location. These touchpoints are the main reasons to why customers choose to engage with a grocery store brand as they are perceived as the most important reasons a specific brand is chosen. There are other reasons too, and often the choice of brand is also determined by convenience and time available. However, the study shows that these reasons are only secondary to the former reasons. These results are supported by the two models mentioned above. In order to increase customer engagement a brand should therefore put resources into digital solutions, to the extent possible according to the PVT model, to reinforce the motivational factors from the UGT-model in these touchpoints. This way the physical and digital world would meet through omnichannel as the solutions would assist customers in their customer journey to make their overall experience better.

In this paper we have chosen to study three aspects of the shopping experience online -navigation, product image and product information based on Hasan’s (2016) theory, to examine if, and how, the shopping experience online needs to improve in the fashion retail industry. From eyetracking-observations and qualitative interviews in this study, we identified the customers expectations and perceived problems in the online shoppingexperience. One of our findings show that there is a general agreement that product images have a significant impact on the shopping experience online. Another finding shows that distinctively visible filtering options on the online stores are important for the consumer to find what they are looking for. / För denna uppsats har vi valt att studera kring tre aspekter inom shoppingupplevelsen online -navigering, produktbild och produktbeskrivning, utifrån Hasans (2016) grundmodell för att undersöka om och hur shoppingupplevelsen online behöver förbättras inom modebranschen. Utifrån eyetracking-observationer och kvalitativa intervjuer framkommer vilka förväntningar och upplevda problem som identifieras av konsumenter, för shoppingupplevelsen online. Ett av resultaten visar att det överlag finns en generell överenskommelse för att bland annat produktbilder har en stor inverkan på shoppingupplevelsen online. Ytterligare ett resultat visade att en tydlig presentation av filtreringsmöjligheter på webbshoppar är av betydelse för att konsumenten ska hitta rätt i sin sökning.

Las experiencias de los clientes van tomando mayor importancia en las organizaciones/ institutos educativos debido a que el mercado se vuelve más competitivo y se busca retener a los clientes a través de relaciones largas y sólidas. Hay una falta de investigación sobre la experiencia integral de los estudiantes en un servicio educativo online. Por ello, el objetivo de la presente investigación es evaluar la experiencia integral de los estudiantes en el servicio habilitante como parte del servicio de educación de una escuela de negocios. Se propone vincular los conceptos de experiencia del cliente, marketing relacional, marketing de servicios, y comunicación corporativa para conocer la experiencia general de los estudiantes. El enfoque de este trabajo es cualitativo. Se realizaron siete entrevistas a personas que pasaron por este servicio habilitante. Los resultados evidencian que el factor humano es considerado importante en el servicio educativo y que no puede ser reemplazado en su totalidad por la tecnología. También se evidencia que hay muchos factores que influyen en la decisión de un estudiante y que es necesario gestionar de manera adecuada, a través de un marco de valores institucionales. Se concluye que la experiencia integral es considerada como grata, ya que todos los elementos que juegan un rol en el servicio habilitante han sido considerados positivos; y que esta construye una expectativa hacia el resto del servicio educativo. / Customer experiences are becoming more important in educational organizations/institutes as the market becomes more competitive and they seek to retain customers through long and solid relationships. There is a lack of research on the integral experience of students in an online educational service. Therefore, the objective of this research is to evaluate the integral experience of students in the enabling service as part of the education service of a business school. It proposes to link the concepts of customer experience, relationship marketing, service marketing, and corporate communication to understand the overall experience of students. The focus of this work is qualitative. Seven interviews were conducted with people who went through this enabling service. The results show that the human factor is considered important in the educational service and that it cannot be completely replaced by technology. It is also evident that there are many factors that influence a student's decision and that it is necessary to manage them properly, through a framework of institutional values. It is concluded that the integral experience is considered a pleasant one, since all the elements that play a role in the enabling service have been considered positive; and that it builds an expectation towards the rest of the educational service. / Tesis

Purpose: This study aims to provide a better understanding of the importance of mastering foreign languages in building international business relationships as well as whether English should be considered an interlingua in international negotiations. Theoretical framework: This study ́s theoretical framework consists of the disciplines Business-to-Business (B2B) marketing and psychic distance. In B2B marketing a sustainable business relationship is built on the customer experience which in turn rests the four pillars of trust, integrity, communication, and interdependence. Psychic distance includes the subdisciplines cultural distance, inter-organizational distance, and linguistic distance. Method: This study employs a qualitive research with an abductive approach. The empirical material was collected through semi-structured interviews. The respondents consisted of four employees at Business Sweden, who are working in different markets, and two Swedish export companies in the manufacturing industry. Conclusion: The study shows that the choice of language mainly affects communication and trust between the parties. The perceived integrity is affected more by the parties' socio- pragmatic skills than their linguistic skills. Mutual dependence affects the parties' attitudes towards language choice rather than vice versa. The study also shows that despite the English status as Lingua Franca, misunderstandings can still arise that are based on the communicators' cultural background. / Syfte: Denna studie syftar till att ge ökad förståelse för betydelsen av behärskningen av främmande språk vid skapandet av internationella affärsrelationer samt den funktion som engelskan fyller vid internationella förhandlingar. Teori: Uppsatsens teoretiska referensram utgörs av begreppen Business-to-Business (B2B) marknadsföring och psykiskt avstånd. En hållbar affärsrelation i B2B marknadsföring bygger på kundupplevelsen eller företagens uppfattning av varandra. Denna kundupplevelse bygger i sin tur på fyra grundpelare: förtroende, integritet, kommunikation och ömsesidigt beroende. I psykiskt avstånd ingår kulturellt avstånd, interorganisatoriskt avstånd och språkligt avstånd. Metod: Denna studie är baserad på en kvalitativ med en abduktiv ansats. Det empiriska materialet samlades in via semistrukturerade intervjuer. Respondenterna utgjordes av fyra anställda på Business Sweden, som är placerade på olika marknader, samt två svenska exportbolag inom tillverkningsindustrin. Slutsats: Studien visar på att språkvalet främst påverkar kommunikationen och förtroendet mellan parterna. Den upplevda integriteten påverkas mer av parternas sociopragmatiska kompetenser än deras språkliga kompetenser. Ömsesidigt beroende påverkar parternas attityder gentemot språkvalet snarare än vice versa. Studien visar även på att trots engelskans status som Lingua Franca kan det fortfarande uppstå missförstånd som grundar sig i kommunikatörernas kulturella bakgrund.

Digitalisierung ist mehr denn je das Top-Thema in Wirtschaft, Wissenschaft und gesamtgesellschaftlichen Entwicklungen. Infrastrukturen und Kompetenzen stehen im Vordergrund vieler Debatten. Die Frage, welche Branche in welchem Umfang von der Digitalisierung betroffen sein wird oder bereits ist, treibt nicht nur Führungskräfte um. Waren informationstechnologische Innovationen bis vor kurzem etwas für sogenannte (Hyper-)Nerds, so sind sie mittlerweile zum alltäglichen Gegenstand geworden. Wir haben uns offenbar auf den permanenten Wandel eingelassen. Aber: Wo geht die Reise tatsächlich hin? Sind große Datenmengen Bedrohung oder Chance? Können wir diese überhaupt verarbeiten oder bedarf es dafür grundlegend veränderter Werkzeuge und Methoden – wie Visual Analytics, Virtuelle Rekonstruktion, Virtual Engineering? Die 22. GeNeMe hat diese Themen aufgegriffen und wird sie in vielfältigen Diskussionen präsentieren. [... aus der Einleitung]:Forschung zur digitalen Transformation in Wissenschaft, Wirtschaft, Bildung und öffentlicher Verwaltung XXI Communities in New Media. Researching the Digital Transformation in Science, Business, Education & Public Administration XXV A Community Research 1 A.1 Design Claims für Community-Plattformen im Kontext des bottom-up Urbanism 1 A.2 Systemkonzept und Modellierung beruflicher Handlungen im FeDiNAR-AR-Lernsystem 12 A.3 Altersbezogene Unterschiede bei der Interaktion mit einem Virtual-Reality-System 24 A.4 Community-based Service-Learning and Digital Media – A Teaching Practice Report on a Flipped-Classroom-based Crowdfunding Course for Social Pedagogues35 A.5 Online-Debatten mit Künstlicher Intelligenz verbessern 41 B Digitale Transformation in Education and Workspace 43 B.1 „Verwaltung to go?“ – Möglichkeiten und Grenzen mobilen Arbeitens in der öffentlichen Verwaltung 43 B.2 Digitalization in schools – An empirical study of teachers’ attitude towards the use of ICTs after the introduction of a “One Laptop per Teacher” Initiative 57 B.3 Onlinegestützte Bildungs- und Beratungsformate – neue Wege zur Entlastung pflegender Angehöriger von an Demenz erkrankten Personen im ländlichen Raum durch Schaffung neuer „Sozialräume“? 70 C Online Research Methods 80 C.1 Online-Fragebogen auf mobilen Geräten: Ein Layout- Vergleich 80 C.2 Nutzung von Online-Fragebogen auf Smartphones und Desktops: Eine Analyse von soziodemographischen und Kontextfaktoren 91 C.3 Ökonomie und Fairness von Constructed-Response-Items in E-Assessments 101 C.4 Lernbedarf vs. Lernbedürfnis: eine kritische Bestandsaufnahme zur Wirksamkeit von diagnostischen Online-Selbsttests 112 D Customer Experience 121 D.1 Die Sicherung der Stadt als gesellschaftlicher Mittelpunkt – Die Inspiration als Konzept zur Stärkung der Kunde-Händler-Beziehung 121 D.2 Förderung der Kundeninteraktion zur Nutzung von Datenvisualisierungen auf Basis von Smart Metering im Privatkundenbereich 133 D.3 Bedürfniserhebung durch Chatbots an ausgewählten Touchpoints innerhalb der Kundenkommunikation 144 D.4 Shop with Heart: Entwicklung und Evaluation eines emotionsbasierten Interfaces 153 E Digital and Online Education 165 E.1 Erklärvideos zur Wissensvermittlung im Hochschulkontext – ein Praxisbeispiel im fächerübergreifenden Austausch 165 E.2 Zuversichtserfassung als Mittel zur Stärkung von selbstreguliertem Lernen 170 E.3 Digitalisation in Higher Education: A Flipped Classroom Arrangement to foster Internationalisation 174 E.4 Forecasting EduTech for the next decade. Scenario development teaching patterns in general versus academic education 178 F Knowledge Cooperation 183 F.1 LOS geht’s! Learning Experience durch Gamification 183 F.2 Datenmodelle für fachübergreifende Wissensbasen in der interdisziplinären Anwendung 189 F.3 Agile Lehr- und Lernressourcennutzung in kooperativen und kollaborativen Netzwerken 193 F.4 Gamifizierte Augmented Reality-Anwendungen im Tourismuskontext: Ein Literaturreview zu Gestaltungsansätzen, Chancen und Risiken 197 G Continious and Vocational Education 211 G.1 Peer-Groups als Antwort auf die digitale Exklusion – Best Practice Beispiel zur Förderung digitaler Fähigkeiten bei älteren Erwachsenen 211 G.2 Technologieunterstütztes Lernen in nicht-kommerziellen Weiterbildungsinstitutionen. Eine Bestandsaufnahme im sächsischen Raum 228 G.3 Digitale betriebliche Weiterbildung – wo geht die Reise hin? 240 G.4 Wie digital ist die Berufsschule? – Eine Analyse anhand von Online-Berichtsheften 252 H Motivation and Technology Use 261 H.1 Sind bescheidene Masterminds wirklich konfliktscheu? Der Einfluss von Persönlichkeit und Spielertypen auf Spielelemente in spielbasierten Lernanwendungen 261 H.2 Making the Right Choice: Gamification for Different Attribution Styles to Increase Motivation 271 H.3 Digitales Lernen fesselnd gestalten: Motivation beim Lösen verschiedener Aufgabentypen 282 H.4 Kritischer Perspektivenwechsel im virtuellen Klassenzimmer – Charakteristika einer erfolgreichen virtuellen Zusammenarbeit aus Studierendensicht 292 I Gamebased and Augmented Learning 301 I.1 Learn&Play – Entwurf eines Serious Games für Ingenieurstudiengänge nach dem Learning Mechanic – Game Mechanic Framework 301 I.2 DOmIcILE-VR – Wohnungsabnahmen virtuell trainieren 306 Autorenverzeichnis 314 / Digitalization is more than ever the top topic in economics, science and societal developments. Infrastructures and competencies are at the forefront of many debates. The question of which industry is or will be affected by digitization next and to what extent is not only driving executives around. While information technology innovations were something for so-called ‘(hyper-)nerds’ until recently, it has become an everyday item. We seem to have embarked on permanent change. But where does the journey actually go? Are large amounts of data a threat or an opportunity? Can we even process them or do we need fundamentally changed tools and methods - such as Visual Analytics, Virtual Reconstruction, Virtual Engineering? The 22nd GeNeMe has taken up these issues and will present them in various discussions. [... from the introduction]:Forschung zur digitalen Transformation in Wissenschaft, Wirtschaft, Bildung und öffentlicher Verwaltung XXI Communities in New Media. Researching the Digital Transformation in Science, Business, Education & Public Administration XXV A Community Research 1 A.1 Design Claims für Community-Plattformen im Kontext des bottom-up Urbanism 1 A.2 Systemkonzept und Modellierung beruflicher Handlungen im FeDiNAR-AR-Lernsystem 12 A.3 Altersbezogene Unterschiede bei der Interaktion mit einem Virtual-Reality-System 24 A.4 Community-based Service-Learning and Digital Media – A Teaching Practice Report on a Flipped-Classroom-based Crowdfunding Course for Social Pedagogues35 A.5 Online-Debatten mit Künstlicher Intelligenz verbessern 41 B Digitale Transformation in Education and Workspace 43 B.1 „Verwaltung to go?“ – Möglichkeiten und Grenzen mobilen Arbeitens in der öffentlichen Verwaltung 43 B.2 Digitalization in schools – An empirical study of teachers’ attitude towards the use of ICTs after the introduction of a “One Laptop per Teacher” Initiative 57 B.3 Onlinegestützte Bildungs- und Beratungsformate – neue Wege zur Entlastung pflegender Angehöriger von an Demenz erkrankten Personen im ländlichen Raum durch Schaffung neuer „Sozialräume“? 70 C Online Research Methods 80 C.1 Online-Fragebogen auf mobilen Geräten: Ein Layout- Vergleich 80 C.2 Nutzung von Online-Fragebogen auf Smartphones und Desktops: Eine Analyse von soziodemographischen und Kontextfaktoren 91 C.3 Ökonomie und Fairness von Constructed-Response-Items in E-Assessments 101 C.4 Lernbedarf vs. Lernbedürfnis: eine kritische Bestandsaufnahme zur Wirksamkeit von diagnostischen Online-Selbsttests 112 D Customer Experience 121 D.1 Die Sicherung der Stadt als gesellschaftlicher Mittelpunkt – Die Inspiration als Konzept zur Stärkung der Kunde-Händler-Beziehung 121 D.2 Förderung der Kundeninteraktion zur Nutzung von Datenvisualisierungen auf Basis von Smart Metering im Privatkundenbereich 133 D.3 Bedürfniserhebung durch Chatbots an ausgewählten Touchpoints innerhalb der Kundenkommunikation 144 D.4 Shop with Heart: Entwicklung und Evaluation eines emotionsbasierten Interfaces 153 E Digital and Online Education 165 E.1 Erklärvideos zur Wissensvermittlung im Hochschulkontext – ein Praxisbeispiel im fächerübergreifenden Austausch 165 E.2 Zuversichtserfassung als Mittel zur Stärkung von selbstreguliertem Lernen 170 E.3 Digitalisation in Higher Education: A Flipped Classroom Arrangement to foster Internationalisation 174 E.4 Forecasting EduTech for the next decade. Scenario development teaching patterns in general versus academic education 178 F Knowledge Cooperation 183 F.1 LOS geht’s! Learning Experience durch Gamification 183 F.2 Datenmodelle für fachübergreifende Wissensbasen in der interdisziplinären Anwendung 189 F.3 Agile Lehr- und Lernressourcennutzung in kooperativen und kollaborativen Netzwerken 193 F.4 Gamifizierte Augmented Reality-Anwendungen im Tourismuskontext: Ein Literaturreview zu Gestaltungsansätzen, Chancen und Risiken 197 G Continious and Vocational Education 211 G.1 Peer-Groups als Antwort auf die digitale Exklusion – Best Practice Beispiel zur Förderung digitaler Fähigkeiten bei älteren Erwachsenen 211 G.2 Technologieunterstütztes Lernen in nicht-kommerziellen Weiterbildungsinstitutionen. Eine Bestandsaufnahme im sächsischen Raum 228 G.3 Digitale betriebliche Weiterbildung – wo geht die Reise hin? 240 G.4 Wie digital ist die Berufsschule? – Eine Analyse anhand von Online-Berichtsheften 252 H Motivation and Technology Use 261 H.1 Sind bescheidene Masterminds wirklich konfliktscheu? Der Einfluss von Persönlichkeit und Spielertypen auf Spielelemente in spielbasierten Lernanwendungen 261 H.2 Making the Right Choice: Gamification for Different Attribution Styles to Increase Motivation 271 H.3 Digitales Lernen fesselnd gestalten: Motivation beim Lösen verschiedener Aufgabentypen 282 H.4 Kritischer Perspektivenwechsel im virtuellen Klassenzimmer – Charakteristika einer erfolgreichen virtuellen Zusammenarbeit aus Studierendensicht 292 I Gamebased and Augmented Learning 301 I.1 Learn&Play – Entwurf eines Serious Games für Ingenieurstudiengänge nach dem Learning Mechanic – Game Mechanic Framework 301 I.2 DOmIcILE-VR – Wohnungsabnahmen virtuell trainieren 306 Autorenverzeichnis 314