:::

詳目顯示

回上一頁
題名:針對80後世代網路行銷廣告策略之效益分析
作者:楊鳳美
作者(外文):Feng-Mei Yang
校院名稱:淡江大學
系所名稱:管理科學學系博士班
指導教授:張紘炬
李培齊
學位類別:博士
出版日期:2016
主題關鍵詞:網路行銷消費者行為整合行銷傳播修正德菲法TOPSIS因素分析Internet MarkingConsumer BehaviorIntegrated Marketing CommunicationsModified Delphi MethodTOPSISFactor Analysis
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(0) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:18
整合行銷傳播是2007年來最廣為使用的行銷推廣手法,相關的策略中以單一訊息的策略受到最多的矚目,訊息傳達從過去使用電視、報紙及平面廣告的方式,隨著電子產品及行動通訊技術的發展而轉移到了網路,消費者也開始習慣使用智慧型手機或電腦接受訊息。這種現象更常見於習慣使用網路之1980年後出生的世代,因此,對於行銷人員而言,以1980年後出生的世代為對象,找出最具競爭優勢且使用效益最佳的網路行銷廣告策略成為重要的課題。
本論文先由兩岸專家以修正德菲法選出六項網路行銷最佳方案,再將這六項方案以TOPSIS排出其各別在九種不同行業中的使用效益與重要性決策順序,以因素分析進行台灣與大陸1980代後出生的消費者,在網路購物行為上的分析,研究結果與結論可提供給企業決定網路行銷廣告策略建議。
IMC (Integrated Marketing Communications, IMC) is widely used in the marketing promotion works since 2007, and the One Voice strategy is the spotlight in the related strategies. Customers used to get messages from television, newspapers and print advertisement; however, with the development of digital products and mobile communication technology, customers have started using smart phones or computers to receive messages.
This phenomenon is commonly seen in Post-80’s generation who get used to using the internet. Therefore, for marketing workers, finding out the most competitive and effective online marketing advertising strategy becomes the most important issue. In the study Modified Delphi Method were used to find the six online marketing alternatives which were conducted by experts from Taiwan and China, and then ranking the importance in nine different industries by TOPSIS. In order to understand purchasing behavior on the net toward Post-80’, structured questionnaires were used as survey tools in Taiwan and China and factor analysis were used to analysize data. The study provides practical internet marketing promotion mix and may help marketers in Business conduct their marketing strategies of advertisement on the net.
中文部分
1.李欣宜(2015年11月26日)。雙十一 台灣牌業績翻船真相。商業周刊,1463,取自http://udndata.com/ndapp/KnoBase/magol/searchDoc?keyword=VOLNO%3A1463&origid=14630901&start=0&page=1&forlist=list&date=&key=bsw
2.沈傑(2010)。青年理論研究——青年、世代與社會變遷:世代理論的源起和演進。中國青年政治學院學報,3,1-7。
3.屈明珍(2011)。淺析網絡世代理論與青少年網絡道德教育。取自http://big.hi138.com/jiaoyuxue/jiaoyulilun/201104/299817.asp#.VlpMlvmqrSk
4.林珊如(2002)。網路使用者特性與資訊行為研究趨勢之探討。圖書資訊學刊,17,35-47。new window
5.邱志聖(2012)。行銷研究實務與理論應用。台北:智勝文化。
6.阿里雲(2015)。阿里雲雙11「賣空」大型數據中心。取自http://tw.weibo.com/aliyun
7.阿里雲(2015)。為什麼說雙11是門技術活?取自http://tw.weibo.com/aliyun
8.凃函君、蘇淑娟(2012)。世代的空間尺度認同之研究。人口學刊,44,125-169。new window
9.姜靜繪(1998)。世代流行大調查。台北:時報文化。
10.科技新報(2015)。蘋果申請新專利,透過Touch ID進行個人對個人付款。取自http://technews.tw/2015/07/06/apple-pay-person-to-person/
11.美商鄧白氏,2014年8月27日取自http://www.taiwantrade.com.tw/CH/bizsearchdetail/82804/I
12.時序時、徐煥智(2005)。一有效供應商評選之群體決策支援系統的建構。2005年兩岸管理科學暨經營決策學術研討會,771-785。
13.動腦雜誌(2015)。四分之一台灣電視觀眾 看電視也同時玩手機,取自http://www.smartm.com.tw/article/393434cea3
14.張紘炬、李培齊、楊鳳美(2015)。針對80後世代網路行銷廣告策略之效益分析。臺北城市大學學報,38,233-246。new window
15.張紘炬、簡鈞銘、蕭靜雅(2012)。金融危機下銀行服務品質改善模式之研究。臺北城市大學學報,35,247-262。new window
16.許安琪(2001)。整合行銷傳播引論:全球化與在地化行銷大趨勢。台北:學富文化。
17.許碧芳、許美菁(2006)。應用德菲法與層級分析法建構基層醫療機構醫療資訊系統外包商評選模式。醫務管理期刊,7(1),40-55。new window
18.陳坤成、袁建中、曾國雄(2004)。企業資訊科技設備系統引進策略之模糊多評準決策。中央警察大學『資訊、科技與社會』學報,4(2),1-27。
19.陳春安、林成吉、鄭清滿(2012)。路跑流暢體驗量表之驗證性因素分析,南台學報,37(4),43-56。
20.陳順宇(1996)。迴歸分析初版。台北:華泰書局。
21.陳耀竹、楊志弘、邱琪瑄(2001)。網路廣告媒體選擇之研究。廣告學研究,16,1-30。new window
22.楊中芳(1994)。廣告的心理學原理:探討廣告背後的心理歷程。台北:遠流。
23.廖勇凱(2015)。組織行為學。台北:智勝文化。
24.廖淑伶(2013)。消費者行為。台北:普霖斯頓。
25.榮泰生(2007)。消費者行為。台北:五南文化。
26.趙滿鈴(2014)。網路行銷特訓教材。台北:智勝文化。
27.鳳凰科技(2015)。天貓雙11最終成交額912億元 最敗家五省市出爐。取自http://www.cankaoxiaoxi.com/tuigao/jstc/20151112/994364.shtml?ckxx
28.蔡政宏,莊翊健(2011)。以層級分析法分析影響廣告效益的重要因素。全球商業經營管理學報,3,67-77。new window
29.蔡焜霖(1993)。新廣告心理。台北:朝陽文化。
30.蕭富峰(2011)。行銷管理概論。台北:智勝文化。
31.曠文琪(2010年10月28日)。要快樂,開心農場原創團隊「他們創的商業模式全世界都跟」。商業周刊,1197。取自http://www.businessweekly.com.tw/KWebArticle.aspx?ID=41640&path=e
32.曠文琪(2010年10月28日)。嬰兒潮世代後,最有影響力的2億人「八O後!」-【兩岸八O世代趨勢白皮書】。商業周刊,1197。取自http://www.businessweekly.com.tw/KWebArticle.aspx?ID=41640&path=e
33.曠文琪(2010年11月3日)。全球500大企業共同難題 破解八0後管理密碼「如何面對史上最難管的一群人!」。商業週刊,1198。取自http://www.businessweekly.com.tw/KWebArticle.aspx?ID=41738&path=e
34.曠文琪(2010年11月3日)。如何抓住八0後,盛大網路「把遊戲規則搬進辦公室」,商業周刊,1198。取自http://www.businessweekly.com.tw/KArticle.aspx?ID=41739&path=e
35.羅耀宗、黃貝玲、蔡宏明譯(2009)。N世代衝撞:網路新人類正在改變你的世界(原作者:Don Tapscott)。台北:美商麥格羅.希爾。

英文部分
1.Aaker, A. D. (1991). Management Brand Equity. NY: The Free Press.
2.Abo-Sinna, M. A., & Amer, A. H. (2005). Extensions of TOPSIS for multi-objective large-scale nonlinear programming problems. Applied Mathematics and Computation, 162(1), 243-256.
3.Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.
4.Ambler, T., & Burne, T. (1999). The impact of affect on memory of advertising. Journal of Advertising Research, 39(2), 25-34.
5.Armstrong, A., & Hagel, J. (1997). Net gain: Expanding markets through virtual communities. Boston: Harvard Business School Press.
6.Bhave, K., Jain, V., & Roy, S. (2013). Understanding the orientation of gen Y toward mobile applications and in-app advertising in India. International Journal of Mobile Marketing, 8(1), 62-74.
7.Bian, Y. J. (1994). Guanxi and the allocation of jobs in urban China. The Chian Quarterly, 140, 971-999.
8.Brass, D. J. (1984). Being in the right place: A structural analysis of individual influence in an organization. Administrative Science Quarterly, 29, 518-539.
9.Bressler, S. E., & Grantham, C. E. (2000). Communities of commerce: Building internet business communities to accelerate growth, minimize risk, and increase customer loyalty. NY: McGraw Hill.
10.Burt, R. (1984). Network Items and the General Social Survey. Social Networks, 6(4), 293-339.
11.Bush, J. A., Martin, A. C., & Bush, D. V. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research, 44(1), 2-16.
12.Chang, H. J., Lii, P. C., & Yang, F. M. (2012). Targeting the Post-80’s Market: An MCDM Approach. Advances in information Sciences and Service Sciences (AISS), 4(20), 362-367.
13.Choi, Y. K., & Miracle, G. E. (2004). The effectiveness of comparative advertising in Korea and the United States. Journal of Advertising, 33(4), 75-87.
14.Cline, T. W., Altesch, M. B., & Kellaris, J. J. (2003). When does humor enhance or inhibit ad responses? Journal of Advertising, 32(3), 31-45.
15.Das, K. T., & Teng, B. S. (2000). A resource-based theory of strategic alliances. Journal of Management, 26, 31-61.
16.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982 -1003.
17.Day, G. S. (1994). The capabilities of market-driven organization. Journal of Marketing, 58(4), 37-52.
18.Duncan, T. (2005). Principles of advertising and IMC. NY: McGraw Hill.
19.Edelman, P. D., McFarland, D. C., Mironov, V. A., & Matheny, J. G.(2005). Commentary:in vitro-cultured meat production, Tissue Engineering, 11(5-6), 659-662.
20.Eisenhardt, M. K., & Schoonhoven, B. C. (1996). Resource-based view of strategic alliance formation: Strategic and social effects in entrepreneurial firms. Organization Science, 7, 136-150.
21.Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2001). Consumer Behavior. Fort Worth, TX: Harcourt, Inc.
22.Fabrigar, L., Wegener, D., MacCallum, R., & Strahan, E. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272-299.
23.Feldman, S. E. (1998). The Internet search-off: Results and ruminations: searching DIALOG and Dow Jones Interactive. In M. E. Williams (Ed.), Nineteenth National Online Meeting Proceedings (pp. 125-130). NY: Information Today.
24.Forbes.com (2011). The future of online shopping 10 trends to watch. Retrieved from http//www.forbes.com/sites/lauraeller/2011/04/20/the-future-of-online-shopping-10-trends-to-watch/
25.Foster, I.R., & Olshavsky, R.W. (1989). An Exploratory study of family decision marking using a new taxonomy of family role structure. In Strull, T. S. (Ed.), Advances in Consumer Research, 16(1), 665-670.
26.Hair, J. F., Anderson, R., & Black, W. C. (1995). Multivariate data analysis with readings. Englewood Cliffs, NJ: Prentice-Hall.
27.Harrison, J. S., Hitt, M. A., Hoskisson, R. E., & Ireland, D. R. (2001). Resource complementarity in business combinations: Extending the logic to organizational alliances. Journal of Management, 27, 679-690.
28.Hartwick, J., & Barki, H (1994). Explaining the role of user participation in information system use. Management Science, 40(4), 440-465.
29.Hawkins, D. T. (1999). Electronic advertising: On online systems. Retrieved from http://www.webcmo.com Online.
30.Hofstede, G. (1983). National cultures in four dimensions: A research-based theory of cultural difference among nations. International Studies of Management & Organization, 13(1-2), 16-74.
31.Hofstede, G. ,& Bond, M. H (1984). Hofstedes culture dimensions: An independent validation using Rokeachs value survey. Journal of Cross-Culture Psychology, 15, 417-433.
32.Howard, P. E., Rainie, L., & Jones, S. (2001). Days and nights on the Internet: The impact of a diffusing technology. American Behavioral Scientist, 45(3), 383-404.
33.Hwang, C. L., & M. J. Lin (1987). Group Decision Making under Multiple Criteria. Berlin: Springer-Veriag.
34.Hwang, C. L., & Yoon, K. P.(1981). Multiple attribute decision making Methods and Applications. NY: Springer-verlag.
35.Hwang, K. K. (1987). Face & Favor: the Chinese Power Game. American Journal of Sociology, 92(4), 945-974.
36.Jacoby, L. L., & Lee. R. B. (1984). Nonanalytic cognition: memory, perception, and concept learning. Psychology of Learning and Motivation, 18, 1-47
37.Jain, V., & Pant, S. (2012). Navigating generation Y for effective mobile marketing in India: A conceptual framework. International Journal of Mobile Marketing, 7(3), 56-65.
38.Jain, V., & Pant, S. (2012). Navigating generation Y for effective mobile marketing in India: A conceptual framework. International Journal of Mobile Marketing, 7(3), 56-65.
39.Jain, V., Pant, S., & Daswani, A. (2011). Mobile marketing: The emerging Indian perspective. International Journal of Mobile Marketing, 6(2), 17-27.
40.Jansen, B., Spink, A., & Saracevic, T. (2000). Real life, real users and real needs: A study and analysis of user queries on the Web. Information Processing & Management, 36, 207-227.
41.Kaiser, H. F. (1974). An Index of Factorial Simplicity. Psychometrika,39(1), 31- 36.
42.Kassaye W. W. (1998). Sorting out the practical concerns in World Wide Web advertising. International Journal of Advertising, 18(3), 339-361.
43.Kotler, P, & Armstrong, G. (1996). Principles of Marketing. Englewood Cliffs, NJ: Prentice Hall.
44.Kotler, P. (1997). Marketing management-analysis: planning, implementation and control. Upper Saddle River, NJ: Prentice Hall.
45.Kotler, P., & Keller, K. L. (2009). Marketing Management. Upper Saddle River, NJ: Pearson Education.
46.Li, H., & Stoller, B. (2007). Parameters of mobile advertising: A field experiment. International Journal of Mobile Marketing, 2(1), 4-11.
47.Lian, H. P. (2014). The post-1980s generation in China: exploring its theoretical underpinning. Journal of Youth Studies, 17(7), 965-981.
48.Liang, W. M., Kuo, H. W., Lin, C. F., Shy, H. Y., Chen, H. W., & Chen, J. J.(2005). Factor construct of health-related quality of life in Taiwanese workers by WHOQOL-BREF Questionnaire. Mid Taiwan J Med, 10(3), 113-122.
49.Mannheim, K. (1952). The problems of generations. In D. Kecskemeti (Ed.), Essays on the Sociology of Knowledge. London: Routledge and Kegan Paul.
50.McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process., Journal of Consumer Research, 16(3), 310-321.
51.Mehta, A. (1994). How advertising response modeling (Arm) Can Increase Ad Effectiveness. Journal of Advertising Research, 34(3), 62-74.
52.Moriarty, S., Mitchell, N., & Wells, W. (2009). Advertising. Upper Saddle River, NJ: Pearson Education.
53.Muehling, D. D., Stem, Jr. D. E., & Raven, P. (1989). Comparative advertising: Views from advertisers, agencies, media, and policy makers. Journal of Advertising Research, 29(5), 39-48.
54.Rau, P. L. P., & Chen, D. (2006). Effects of watermark and music on mobile message advertisements. International Journal of Human-Computer Studies, 64, 905-914.
55.Romm, C., Pliskin, N., & Clarke, R. (1997). Virtual Communities and Society: Toward and integrative three phase model. International Journal of Information Management, 17(4), 261-270.
56.Rose, G. (1995). Place and identity: A sense of place. In D. Massey and P. Jess (Eds.) A Place in the World? Oxford: Oxford University Press, 87-13.
57.Rothwell R., & Zegveld W. (1981). Industrial innovation and public policy: preparing for the 1980s and the 1990s. London: Frances Printer.
58.Rothwell, R. (1992). Successful industrial innovation: critical factors for the 1990s. R&D Management, 22(3), 221-239.
59.Rothwell, R. (1994). Towards the fifth-generation innovation process. International Marketing Review, 11(1), 7-31.
60.Saroja, D., Deeparechigi, V. & Thanam, S. (2015). Perceptions on the challenges of online purchasing:a study from " baby boomers", generation "X" and generation "Y" point of views, Contaduria y Administracion, 60(S1), 107-132.
61.Schiffman, L. G., & Kanuk, L. L. (1991). Consumer Behavior. NJ: Prentice-Hall.
62.Schubert, P., & Ginsburg, M. (2000). Virtual communities of transaction: The role of personalization in electronic commerce. Electronic Markets, 10(1), 45-55.
63.Shen, J., Sun, P, Zhang, J., & Song, S., IMMS (2004). Interactive multimedia messaging service. IBM Journal of Research and Development, 48(5/6), 627-633.
64.Shin, H. S., Shyur, H. J., & Lee E. S. (2007). An extension of TOPSIS for group decision making. Mathematical and Computer Modeling, 45(7-8), 801-813.
65.Simon, J. L., & Arndt, J. (1980). The shape of the advertising function. Journal of Advertising Research, 20(4), 11-28.
66.Smith, R. E., & Swinyard, W. S. (1982). Information response models: An integrated approach. Journal of Marketing, 46(1), 81-93.
67.Stigler, G. J. (1961). The economics of information. Journal of Political Economy, 69(3), 213-225.
68.Strong, K. E. (1925). Theories of selling. Journal of Applied Psychology, 9(1), 75-86.
69.Tapscott, D. (2008). Grown up digital: How the net generation is changing your world. NY: McGraw Hill.
70.he Word in 2013-ICT Facts and Figures. Retrieved from
http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2013-e.pdf.
71.Tsang, M. M., Ho, S.C., & Liang, T.P (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
72.Walsh, S. (2001). Roadmap offers standards, solutions for MEMS/MST industry. Research & Development, Barrington, 43(7), Jul., 25-27.
73.Westbook, R. A. (1981). Interpersonal affective influences on consumer satisfaction with products. Journal of Consumer Research, 7, 49-54.
74.Wyer, Jr. R. S. (2002). Language and advertising effectiveness: Mediating influences of comprehension and cognitive elaboration. Psychology & Marketing, 19(7), 693-712.
75.Yeh, K., & Luo, J. D. (2001). Are virtual social relationships independent from reality. Journal of Cyber Culture and Information Society, 1, 33-55.
76.Yelkur, R., Tomkovick, C., & Traczyk, P. (2004). Super bowl advertising effectiveness: Hollywood finds the games golden. Journal of Advertising Research, 44(1), 143-159.
77.Zeleny, M. (1974). A concept of compromise solutions and the method of the displaced ideal. Computers and Operations Research, 1, 479-496.


 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關著作
 
無相關點閱
 
QR Code
QRCODE