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題名：WWW廣告之互動品質量表
書刊名：臺大管理論叢
作者：耿慶瑞 引用關係
作者(外文)：Keng, Ching-jui
出版日期：2004
卷期：15:1
頁次：頁23-48
主題關鍵詞：互動品質；WWW廣告；互動性；Quality of interactivity；WWW advertising；Interactivity
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(4) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:25
  • 點閱點閱:211
本文從消費者的觀點，發展消費者認知互動程度之WWW廣告互動品質量表。首先利用焦點群體確認互動品質概念及衡量方式為消費者對WWW廣告之認知互動程度減去期望的互動程度；接著由互動性關係文獻及焦點群體確認衡量互動程度的構面及項目。經過兩次資料的項目及因素分析得到最後的衡量項目，共有回應與臨場感、控制與對話、個人化、平等性四個構面。整個量表具有好的信度及效度。
This paper developed the measurement of interactive quality from the consumer perspective. First of all, we used the focus group interview from consumers to propose the conceptual model. We found there exists quality concept when the consumers interact with www advertising. The quality of interactivity can obtain from the perceptual interactivity and expected interactivity. Then we developed the dimensions and their items of interactive quality from interactivity concept adn focus groups. After two-stage data collection and factor analysis, we obtained the final dimensions of the quality of interactivity including responsiveness and presence, control and dialog, personlization, equity that have high reliability and validity.
期刊論文
1.耿慶瑞、黃思明、洪順慶(20010100)。WWW互動廣告與傳統廣告效果之比較。資訊管理研究，3(1)，25-53。new window  延伸查詢new window
2.楊忠川(19960700)。Interactive Advertising and Its Effectiveness : An Exploratory Study of Cross-National Computer Users。廣告學研究，8，27-65。new window  new window
3.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
4.Schlosser, A. E.(2003)。Experiencing products in the virtual world: The role of the goal and imagery in influencing attitudes versus purchase intentions。Journal of Consumer Research，30(2)，184-198。  new window
5.Bezjian-Avery, A.、Calder, B.(1998)。New Media Interactive Advertising vs. Traditional Advertising。Journal of Advertising Research，38(4)，23-32。  new window
6.Dodds, W. B.、Monroe, K. B.(1990)。The Effect of Brand and Price Information on Subjective Product Evaluations。Advances in Consumer Research，12(1)，85-91。  new window
7.耿慶瑞(20000700)。WWW互動廣告的互動層次。廣告學研究，15，161-181。new window  延伸查詢new window
8.Palmer, J. W.(1997)。Electronic Commerce in Retailing: Differences Across Retail Formats。The information Society: An International Journal，13(1)，75-91。  new window
9.Dreze, Xavier、Zufryden, Fred(1997)。Testing Web Site Design and Promotional Content。Journal of Advertising Research，37(2)，77-91。  new window
10.Ha, Louisa、James, E. Lincoln(1998)。Interactivity Reexamined: A Baseline Analysis of Early Business Web Sites。Journal of Broadcasting and Electronic Media，42(4)，457-474。  new window
11.Hoffman, Donna L.、Novak, Thomas P.(1997)。A New Marketing Paradigm for Electronic Commerce。The Information Society，13(1)，43-54。  new window
12.Anderson, James C.、Gerbing, David W.(1988)。An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment。Journal of Marketing Research，25(2)，186-192。  new window
13.谷雅慧、林建煌、范錚強(19970100)。資訊呈現方式對網路行銷廣告效果之研究--以實驗法探討WWW網路購物情境。資訊管理研究. 中央大學，1(2)，1-23。new window  延伸查詢new window
14.Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。  new window
15.Garvin, David A.(1983)。Quality on the Line。Harvard Business Review，61(5)，64-75。  new window
16.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
17.Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research，10(2)，135-146。  new window
18.Churchill, Gilbert A. Jr.(1979)。A paradigm for developing better measures of marketing constructs。Journal of Marketing Research，16(1)，64-73。  new window
19.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing，56(3)，55-68。  new window
20.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
21.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
22.Maynes, E. S.(1976)。The Concept and Measurement of Product Quality。Household Production and Consumption，40(5)，529-559。  new window
23.Durlak, J. T.(1987)。A Topology for Interactive Media。Communication Yearbook，10，743-757。  new window
24.McGran, W. L.、Allely, E. B.、Toth, F. J.(1990)。The Use of Interactive Media for HIV/ AIDS Presentation in Military Community。Military Science，155(6)，235-240。  new window
25.Miller, R. H.、Valee, J. F.(1980)。Towards a Formal Representation of EMS。Telecommunication Policy，4，79-95。  new window
26.Mullich, J.(1993)。Using Multimedia。Business Marketing，July，49-51。  new window
27.Paisly, W.(1983)。Computerizing Information: Lessons of a Videotext Trial。Journal of Communication，33，153-161。  new window
28.Ramamurthy, K.、Haseman, W. D.、Nuipolatoglu, V.(2002)。An empirical investigation of the influences of the degree of interactivity on user-outcomes in a multimedia environment。Information Resources Management Journal，15(2)，31-49。  new window
29.Spector, S. J.(1995)。Interactive Multimedia Comes of Age。Public Relations Journal，51，42-44。  new window
會議論文
1.Borsook, A.(1991)。Addressing the Power of Interactivity for Instruction。Orlando, FL。  new window
研究報告
1.Gibbs, Bruce R.(1996)。Multimedia and Interactive Marketing in the Digital Age。University of Washington。  new window
2.Lehtinen, Uolevi、Lehtinen, Jarmo R.(1982)。Service quality: A study of quality dimensions。Helsinki：Service Management Institute。  new window
學位論文
1.Ku, Linlin(1992)。Impacts of Interactivity from Computer-Mediated Communication in an Organizational Setting: A Study of Electronic Mail(博士論文)。Michigan State University，East Lansing, MI。  new window
2.Powell, Curtis M.(1995)。Interactive Marketing Technologies: A Causal Analysis of Consumer Intentions(博士論文)。University of South Florida，Tampa, Florida。  new window
3.Raman, N.V.(1996)。Determinants of Desired Exposure to Interactive Advertising(碩士論文)。  new window
4.Bezjian-Avery, A. M.(1997)。Coginitive Processing of Interactive Marketing，Evanston, IL。  new window
圖書
1.Schmidbauer, Michael、Bertz, Rudy(1983)。Media for Interactive Communication。Beverly Hills, CA：Sage。  new window
2.Agnew, Plamer、Kellerman, Anne S.(1996)。Distributed Multimedia: Technologies, Applications, and Opportunities in the Digital Information Industry: A Guide for Users and Providers。Distributed Multimedia: Technologies, Applications, and Opportunities in the Digital Information Industry: A Guide for Users and Providers。New York, NY：ACM Press。  new window
3.Jacoby, J.、Olson, J. C.(1985)。Perceived Quality。Lexington, MA：Lexington Books。  new window
4.Kotler, Philip、Bloom, Paul N.、Hayes, T. J.(1984)。Marketing professional services。Englewood Cliffs, NJ：Prentice-Hall。  new window
5.Williams, F.、Rice, R. E.、Rogers, E. M.(1988)。Research methods and the new media。New York：Free Press。  new window
6.Grönroos, Christian(1990)。Service management and marketing: managing the moments of truth service competition。Lexington Books。  new window
7.Rogers, Everett M.(1986)。Communication Technology: The New Media in Society。New York：Free Press。  new window
8.黃芳銘(2003)。結構方程模式--理論與應用。五南。  延伸查詢new window
9.Blumer, Jay G.、Katz, E.(1974)。The Uses of Mass Communication。The Uses of Mass Communication。Beverly Hills, CA。  new window
10.Cross, R.、Smith, J.(1996)。Customer-Focused Strategies and Tactics。Interactive Marketing: The Future Present。Lincolnwood, IL。  new window
11.Lehtinen, J.(1983)。Customer-oriented Service Firm。Customer-oriented Service Firm。Espoo, Finland。  new window
12.Lievrouw, L. A.、Finn, T. A.(1990)。Identifying the Common Dimensions of Communication: the Communication Systems Model。Information and Behavior, Vol. 13。New Brunswick, NJ。  new window
13.McQuail, S.、Windahl, D.(1993)。Communication Models。Communication Models。沒有紀錄。  new window
14.Miles, I.(1992)。When the Mediation is the Message。Contexts of Computer-Mediated Communication。Campus, MD。  new window
其他
1.Rafaeli, S.(1986)。Interactivity: Do Computer Do It Differently，沒有紀錄。  new window
圖書論文
1.Gummnesson, E.(1987)。Quality of services, lessons from the product sector。Add Value to your Service。Chicago, Ill：AMA。  new window
2.Holbrook, Morris B.、Corfman, K. P.(1985)。Quality and Value in the Consumption Experience: Phaedrus Rides Again。Perceived Quality: How Consumers View Stores and Merchandise。Lexington Book。  new window
3.Rafaeli, Sheizaf(1988)。Interactivity: From New Media to Communication。Advancing Communication Science: Merging Mass and Interpersonal Processes。Sage。  new window
4.Anderson, C.(1996)。Computer as audience。Interactive marketing: The future present。Lincolnwood, IL：NTC business Books。  new window
5.Dance, F. E. X.(1967)。A Helical Model of Communication。Human Communication Theory。New York, NY：Holt, Rinehart and Winston。  new window
6.Heeter, C.(1989)。Implications of new interactive technologies for conceptualizing communication。Media Use in the information Age: Emerging Patterns of Adoption and Consumer Use。Hillsdale, NJ：Erlbaum。  new window
7.Rice, Ronald E.(1989)。Issues and Concepts in Research on Computer-Mediated Communication Systems。Communication Yearbook。Beverly Hills, CA。  new window
8.Rice, Ronald E.(1984)。Development of New Media Research。The New Media: Communication, Research, and Technology。Beverly Hills, CA：Sage。  new window
 
 
 
 
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