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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26555
標題: | Web 2.0應用對消費者購買決策之影響暨廠商因應之道 The influence of social media on consumer’s purchasing decision and producer’s reaction |
作者: | Ching-hsiu Shih 施敬修 |
指導教授: | 黃恆獎 |
關鍵字: | 消費者,購買行為,網際網路,網路社群,病毒式營銷,口碑行銷, Web 2.0,Social Media,Social Network,Influence,Viral Marketing,Word-of-Mouth,Purchase Decision,Consumer Behavior, |
出版年 : | 2008 |
學位: | 碩士 |
摘要: | Internet has dramatically changed modern world and the way people communicate. As consumers shift their daily activities to online environment, the traditional one-way advertisement (TV or Newspaper ads) starts to lose the power of influence. With Web 2.0 applications, Internet users can share their experiences easily and can get opinions from others without any producer’s control. Therefore, Internet (Social Media) becomes the best platform of doing online Word-of-Mouth marketing, or so called “Viral Marketing”. Consumers now often look for friends’ recommendation or search information online before they purchase high-involvement goods. As consumer purchase behavior changes, producer has also to adjust the marketing approaches accordingly. Influencing the influencers to build the brand (or products) preference becomes the major assignment of online marketers in near future. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26555 |
全文授權: | 未授權 |
顯示於系所單位: | 國際企業管理組 |
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ntu-97-1.pdf 目前未授權公開取用 | 1.39 MB | Adobe PDF |
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