請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26555完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃恆獎 | |
| dc.contributor.author | Ching-hsiu Shih | en |
| dc.contributor.author | 施敬修 | zh_TW |
| dc.date.accessioned | 2021-06-08T07:15:01Z | - |
| dc.date.copyright | 2008-08-14 | |
| dc.date.issued | 2008 | |
| dc.date.submitted | 2008-07-28 | |
| dc.identifier.citation | REFERENCES
1. Assael, Henry (1987). Consumer Behavior and Marketing Action. Boston: Kent Publishing Co., 1987. ISBN-13: 978-0538867702 2. Ahlers, Douglas and John Hessen (2005). Traditional Media in the Digital Age. Nieman Reports. Cambridge: Fall 2005, Vol. 59, Iss. 3; p. 65-68. 3. Brown, Jo, Amanda J. Broderick and Nick Lee (2007). Word of Mouth Communication Within online Communities: Conceptualizing the online Social Network. Journal of Interactive Marketing. Hoboken: Summer 2007. Vol. 21, Iss. 3; p. 2-20. 4. Chowdhury, Rafi M M I, Adam Finn and G Douglas Olsen. (2007). INVESTIGATING THE SIMULTANEOUS PRESENTATION OF ADVERTISING AND TELEVISION PROGRAMMING. Journal of Advertising. Armonk: Fall 2007. Vol. 36, Iss. 3; p. 85-96. 5. Consumer Reports. [URL: http://www.consumerreports.org] 6. Cooke, Mike (2008). Web 2.0, social networks and the future of market research. International Journal of Market Research Vol. 50 Issue 2, 2008 7. Creamer, Matthew (2008). Think different: The web's not a place to stick your ads. Advertising Age (Midwest region edition), Chicago: Mar 17, 2008. Vol. 79, Iss. 11; p. 3 (1 page) 8. Datta, Palto R, Dababrata N Chowdhury and Bonya R Chakraborty (2005). Viral Marketing: New form of Word-of-Mouth through Internet. The Business Review, Cambridge. Hollywood: Summer 2005. Vol. 3, Iss. 2; p. 69-75 9. Deloitte’s Consumer Products group (2007). [URL: http://www.deloitte. com/dtt/press_release/0,1014,sid%253D2283%2526cid%253D173666,00.html] & [URL: http://www.marketingcharts.com/interactive/most-consumers- read-and-rely-on-online-reviews-companies-must-adjust-2234/] 10. Dobele, A.R and Ward, T. (2002). Categories of Word-of-Mouth Referrers. Proceedings of the conference of ANZMAC, Melbourne. 11. Doyle, Shaun (2007). Software review: The role of social networks in marketing. Database Marketing & Customer Strategy Management. London: Oct 2007. Vol. 15, Iss. 1; p. 60-64. 12. Hennig-Thurau, T. and Walsh, G (2004). Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet, International Journal of Electronic Commerce. 2004. Vol.8, No. 2, p.51-74 13. Hotwire (2006). Online Marketing: Brits Don’t Buy the Brand Blog. London: Marketing Week. 2006 November 23, p. 38-40 14. IBM Consumer Study (2007). [URL: http://www-03.ibm.com/press/us/en /pressrelease/22206.wss] & URL: http://www.marketingcharts.com/television/ ibm-consumer-study-internet-rivals-declining-tv-as-primary-media-source-1340/ibm-media-entertainment-internet-vs-televisionjpg/] 15. INTEL. [URL: www.intel.com] 16. Interactive Advertising Bureau (2008). [URL: http://www.iab.net/media/file /IAB_PwC_2007_full_year.pdf] 17. Kerschbaumer, Ken (2005). Broadcasting & Cable. New York: Dec 5, 2005. Vol. 135, Iss. 49; pg. 22-23. 18. Kim, A.J (2000). Community Building on the Web: Secret Strategies for Successful Online Communities. London: Addison Wesley (ISBN 0201874849) 19. Kotler, Philips, Swee Hoon Ang, Siew Meng Leong and Chin Tiong Tan (2003). Marketing Management – An Asian Perspective. 20. Media Consumption (2008). [URL: http://ipcarrier.blogspot.com/2008/ 05/media-consumption-tv-leads-internet.html] 21. Mills, Geoff (2001). Viral marketing-an overview, Retrieved: July 23, 2004 from http://www.sitemiracles.aus3.com/channcl/viral _marketing.html 22. Nielsen Monitor-Plus (2008). [URL: http://www.marketingcharts.com/television/us-advertising-spending-up-06-in-2007-internet-ad-spend-up-189-4075/] 23. New Media Age (2006). Building a better world: Philip Rosedale about Second Life (interview), 19th October. Retrieved from [URL: http://goliath.ecnext.com/coms2/gi_0199-5866900/INTERVIEW-Building-a-better-world.html#abstract] 24. O'Reilly, Tim (2006). Web 2.0 Compact Definition: Trying Again. [URL: http://radar.oreilly.com/archives/2006/12/web-20-compact-definition-tryi.html] 25. O'Reilly, Tim (2005). What is Web 2.0? Design Patterns and Business Models for the Next Generation of Software. [URL: http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html?page=1] 26. Riegner, Cate (2007). Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions. Journal of Advertising Research. New York: Dec 2007. Vol. 47, Iss. 4; p. 436-447 27. Rogers, E. (1983). Diffusion of Innovations, in Brown, Jacqueline Johnson and Reingen, Peter H. (1987), Social Ties and Word-of-Mouth Referral behavior. Journal of Consumer Research. Gainesville: Dec 1987. Vol. 14, Iss. 3; p. 350-362. 28. Silverman, G. (2001). The secrets of word-of-mouth marketing: how to trigger exponential sales through runway word-of-mouth. New York: AMACOM. ISBN: 0814470726. 29. Smith, Gene (2007). Social Software Building Blocks. [URL: http://nform.ca/publications/social-software-building-block] and [URL: http://ka-yue.com/blog/social-site-building-blocks#more-154] 30. Wikipedia [URL: http://www.wikipedia.org] | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/26555 | - |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T07:15:01Z (GMT). No. of bitstreams: 1 ntu-97-P94746032-1.pdf: 1423587 bytes, checksum: b9031d30a7df205ba5495f2b866c7090 (MD5) Previous issue date: 2008 | en |
| dc.description.tableofcontents | Contents
口試委員審定書 i 誌謝 ii 中文摘要 iii Abstract iv Contents vi Figures ix Tables x Chapter 1 - Introduction 1 Chapter 2 - Literature Review 3 2.1 Web 2.0 3 2.1.1 Bulletin board system (BBS) 5 2.1.2 Internet Forum 5 2.1.3 Blog 6 2.1.4 Online Social Network (Virtual Community) 7 2.2 Purchase Decision 10 2.2.1 Buying Roles 10 2.2.2 Buying Behavior 11 2.2.3 Buying Process 13 2.2.4 Word of Mouth Effects 16 2.3 Consumer behavior is changing marketing approach 17 2.3.1 Banner Ad 17 2.3.2 Viral Marketing vs. Word-of-Mouth 18 2.3.3 Consumer Online behaviors 20 2.3.4 Viral Marketing in Virtual Community 25 Chapter 3 - Industry Analysis: Marketing Media 27 3.1 Traditional Marketing Media 27 3.1.1 Newspaper/TV Ad 27 3.1.2 Mail Order / Internet 28 3.1.3 Website 29 3.1.4 Professional report 31 3.2 What is happening? 32 3.2.1 Consumers research online 33 3.2.2 Influenced by reviewer 33 3.2.3 Share the experience 34 3.3 Rethink Marketing 35 3.3.1 TV commercial has been skipped 35 3.3.2 Time spending on TV or Internet 36 3.3.3 Online banner is NOT enough and Virtual Community is critical 37 Chapter 4 - Analysis of Cases: PC Industry 39 4.1 Personal Computer Industry 39 4.2 Intel Marketing 40 4.2.1 Intel Inside® 40 4.2.2 Spring 2008 Campaign 41 4.2.3 Online Marketing Opportunity 48 4.2.4 Betting Big Online in 2008 50 4.3 Build Online Marketing Plan with Social Media 51 4.3.1 Internet Tools in Sales Cycle 52 4.3.2 Go-to-Market Plan 2008 55 4.3.3 Social Media is Essential 56 Chapter 5 - Conclusions and Discussions 60 5.1 Findings and Summaries 60 5.2 Implications and Limitations 61 5.3 Future Research Directions 62 REFERENCES 64 | |
| dc.language.iso | zh-TW | |
| dc.subject | 口碑行銷 | zh_TW |
| dc.subject | 消費者 | zh_TW |
| dc.subject | 購買行為 | zh_TW |
| dc.subject | 網際網路 | zh_TW |
| dc.subject | 網路社群 | zh_TW |
| dc.subject | 病毒式營銷 | zh_TW |
| dc.subject | Web 2.0 | en |
| dc.subject | Consumer Behavior | en |
| dc.subject | Purchase Decision | en |
| dc.subject | Word-of-Mouth | en |
| dc.subject | Viral Marketing | en |
| dc.subject | Influence | en |
| dc.subject | Social Network | en |
| dc.subject | Social Media | en |
| dc.title | Web 2.0應用對消費者購買決策之影響暨廠商因應之道 | zh_TW |
| dc.title | The influence of social media on consumer’s purchasing decision and producer’s reaction | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 96-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 趙義隆,王仕茹 | |
| dc.subject.keyword | 消費者,購買行為,網際網路,網路社群,病毒式營銷,口碑行銷, | zh_TW |
| dc.subject.keyword | Web 2.0,Social Media,Social Network,Influence,Viral Marketing,Word-of-Mouth,Purchase Decision,Consumer Behavior, | en |
| dc.relation.page | 66 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2008-07-30 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業管理組 | zh_TW |
| 顯示於系所單位： | 國際企業管理組 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-97-1.pdf 未授權公開取用 | 1.39 MB | Adobe PDF |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。