Zusammenfassung Moderne Medien bestimmen das Berufsleben ständig, überall und tiefgreifend. Auch für die Profession des Coachings gibt es bereits zahlreiche digitalisierte Angebote. Trotz vielfach benannter Vorteile existiert bislang nur wenig Forschung zur Digitalisierung im Coaching. Der vorliegende Artikel illustriert anhand zweier empirischer Untersuchungen Hintergründe des Nutzungsverhaltens digitalisierten Coachings bei externen Coaches und Personalverantwortlichen in deutschen Unternehmen. Unter Verwendung der Theorie des geplanten Verhaltens nach Ajzen (1985, 1991) zeigt sich bei beiden Berufsgruppen, dass die subjektive Norm in Form von Peers, Organisationen sowie der Gesellschaft den größten Einfluss auf die Intention hat, digitale Angebote und Tools im Coaching zu nutzen. Schlüsselwörter Coaching • Digitalisierung • Theorie des geplanten Verhaltens Digital Coaching-more than a Trend? A Comparative Analysis Between Coaches and Human Resource Managers Regarding the Usage Behavior of Digital Media in Coaching Abstract Every day, modern media constantly and profoundly determine our professional lives. Concomitant, an array of digital offers already exists for the profession of coaching. Despite multiple advantages being highlighted, so far only little research consists concerning the process of digitalization in coaching. The present article thus illustrates the background of usage behavior regarding digital coaching of coaches and human resource managers in German companies by means of two empirical studies. Using the Theory of Planned Behavior (Ajzen, 1985; 1991; 2005) it becomes apparent that the social norm in form of other colleagues, organizations as well as the society as a whole exerts the greatest influence on the intention using digital media in coaching of both coaches and human resource managers.
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