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題名:購物車資料在網路行銷溝通決策之應用
作者:楊子青
作者(外文):Tzyy-Ching Yang
校院名稱:國立中山大學
系所名稱:資訊管理學系研究所
指導教授:賴香菊
學位類別:博士
出版日期:2000
主題關鍵詞:網路行銷線上購物資料購物車資料電子商務行銷溝通Online Shopping DataShopping Cart DataWeb MarketingElectronic CommerceMarketing Communication
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:0
  • 點閱點閱:31
網際網路能讓行銷者多蒐集到消費者的瀏覽及購物車資料,但是目前瀏覽資料
僅應用於網頁結構及網站流量之分析,而購物車資料則是過去行銷研究未觸及的研
究議題。本研究試圖將購物車資料與瀏覽、訂購資料進行整合,以完整分析消費者
在購物時的決策過程,進而給予適當的行銷溝通。
在研究的進行上,本研究根據來源-訊息-媒介-收訊者(SMMR)溝通模式整理出
顧客分群、溝通訊息選擇、以及網頁安排三個重要的網路行銷溝通決策,接著逐一
探討這些決策問題過去使用的分析方法,並說明以瀏覽資料或訂購資料進行分析的
缺點,進而提出整合購物車資料以進行分析的做法。為了檢定所提方法之績效,本
研究在和碩科技網站蒐集網路使用者的個人背景與線上購物資料,陸續進行三個實
驗來檢定研究假說。
實驗結果顯示,整合購物車資料分析方法能顯著改進行銷溝通決策制定之績效
,因此網站經營者必需事先規劃所欲蒐集的線上資料,並善用消費者的購物車資料
。本研究最後彙總重要的結論並提出未來值得研究的議題,提供學者進行後續研究
之參考。
A very distinguished point of online marketing is that it can
collect data about the consumers* shopping processes rather than
the shopping results only. That is, it cannot only collect order
data but also the browsing and shopping cart data. So far, the
browsing records have been used to analyze the Web server traffic.
However, regarding the analysis of shopping cart data, it has not
been found in any marketing research yet. The purpose of this
study is trying to verify the value of shopping cart data by
examining whether it can improve the performance of the marketing
communication decisions.
According to Source-Message-Media-Receiver (SMMR) communication
model, there are three important Web marketing communication decisions.
These decisions are who are the target customers, what message should
be communicated, and how to communicate. For each above marketing
communication decision, in order to check whether the data from
shopping cart can improve its performance, this research proposed
an algorithm that integrates the shopping cart data into each decision
process. Three hypotheses have been proposed in terms of the value of
each new proposed algorithm. Three experiments have been implemented
to test these hypotheses.
The results reveal that the proposed algorithms can improve the
performance of the marketing communications decisions. However, it is
only a starting point to integrate the shopping cart data into the
marketing research. As the online shopping becomes more popular, it
is worthwhile to put more efforts to understand the details about the
value of the online shopping cart data.
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