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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃明蕙(Ming-Hui Huang) | |
| dc.contributor.author | Hsiang Tseng | en |
| dc.contributor.author | 曾翔 | zh_TW |
| dc.date.accessioned | 2021-05-20T20:17:55Z | - |
| dc.date.available | 2009-07-03 | |
| dc.date.available | 2021-05-20T20:17:55Z | - |
| dc.date.copyright | 2009-07-03 | |
| dc.date.issued | 2009 | |
| dc.date.submitted | 2009-06-30 | |
| dc.identifier.citation | Blattberg, R. C., & Deighton, J. (1996). Manage marketing by the customer equity test. Harvard Business Review, 74(4), 136-144.
Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer equity : building and managing relationships as valuable assets. Boston, Mass.: Harvard Business School Press. Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. ComScore (2008). Social Networking Explodes Worldwide as Sites Increase their Focus on Cultural Relevance. Reston: ComScore Inc. Cooley, R. (1999). Data Preparation for Mining World Wide Web Browsing Patterns. Knowledge and Information Systems, 1(1). Donkers, B., Verhoef, P. C., & de Jong, M. G. (2007). Modeling CLV: A test of competing models in the insurance industry. Qme-Quantitative Marketing and Economics, 5(2), 163-190. Eisenmann, T. R., & Feinstein, B. (2008). Facebook Platform. Cambridge: Harvard Business School Publishing. Etzion, O., Fisher, A., & Wasserkrug, S. (2005). e-CLV: A modeling approach for customer lifetime evaluation in e-Commerce domains, with an application and case study for online auction. Information Systems Frontiers, 7(4-5), 421-434. Golbeck, J. A. (2005). Computing and Applying Trust in Web-based Social Networks. University of Maryland. Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., et al. (2006). Modeling customer lifetime value. Journal of Service Research, 9(2), 139-155. Gupta, S., & Lehmann, D. R. (2003). Customers As Assets Journal of Interactive Marketing, 9-24. Gupta, S., Lehmann, D. R., & Stuart, J. A. (2004). Valuing customers. Journal of Marketing Research, 41(1), 7-18. Gupta, S., & Zeithaml, V. (2006). Customer Metrics and Their Impact on Financial Performance. Marketing Science, 25(6), 718-739. Huang, G. S. (2008). The Information Analysis of Internet Platform in Web 2.0 - A Case Study of Social Network Service. National Taiwan University, Taipei. Jain, D., & Singh, S. S. (2002). Customer Lifetime Value Research in Marketing: A Review and Future Directions. Journal of Interactive Marketing, 16(2), 34-46. Khalifa, M., Limayem, M., & Liu, V. (2002). Online Consumer Stickiness: A Longitudinal Study. Journal of Global Information Management, 10(4). Leeflang, P. S. H. (2000). Building models for marketing decisions. Boston: Kluwer. Lin, J. C.-C., & Lu, H. (2000). Towards an understanding of the behavioural intention to use a web site. International Journal of Information Management, 20(3), 197. Mislove, A., Marcon, M., Gummadi, K. P., Druschel, P., & Bhattacharjee, B. (2007). Measurement and analysis of online social networks. Paper presented at the Proceedings of the 7th ACM SIGCOMM conference on Internet measurement. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual-Model of Service Quality and Its Implications for Future-Research. Journal of Marketing, 49(4), 41-50. Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL - A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233. Pfeifer, P. E., & Carraway, R. L. (2000). MODELING CUSTOMER RELATIONSHIPS AS MARKOV CHAINS. Journal of Interactive Marketing (John Wiley & Sons), 14(2), 43-55. Pierrakos, D., Paliouras, G., Papatheodorou, C., & Spyropoulos, C. D. (2003). Web usage mining as a tool for personalization: A survey. User Modeling and User-Adapted Interaction, 13(4), 311-372. Reinartz, W., Thomas, J. S., & Kumar, V. (2005). Balancing acquisition and retention resources to maximize customer profitability. Journal of Marketing, 69(1), 63-79. Rosset, S., Neumann, E., Eick, U., & Vatnik, N. (2003). Customer Lifetime Value Models for Decision Support. Data Min. Knowl. Discov., 7(3), 321-339. Shuen, A. A. (2008). Web 2.0 : a strategy guide. Sebastopol: O'Reilly. Spiliopoulou, M. (2000). Web Usage Mining for Web Site Evaluation. Communications of the ACM, 43(8), 127. Srivastava, J., Cooley, R., Deshpande, M., & Tan, P.-N. (2000). Web usage mining Discovery and application of interesting patterns from web data. ACM SIGKDD Explorations Newsletter, 12-23. Urstadt, B. (2008). Social Networking Is Not a Business. Technology Review, July/August, 26-43. Watson, R. T., Pitt, L. F., & Kavan, C. B. (1998). Measuring information systems service quality: Lessons from two longitudinal case studies. Mis Quarterly, 22(1), 61-79. Weinberg, D. B. (2000). Don't keep your internet customers waiting too long at the (virtual) front door. Journal of Interactive Marketing, 14(1), 30-39. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/9332 | - |
| dc.description.abstract | 近年來，伴隨資訊科技進展，Web 2.0服務蔚為網路世界主流。其中社群網站(Social Network Sites)為眾多Web 2.0服務中最成功的模式之一。但因社群網站若干特殊性質，如何衡量社群網站價值亦為亟待解決之問題。
若將社群網站比擬為企業；網站會員比擬為顧客，則一些商業上之價值衡量模型即可能適用於社群網站。顧客爭取、顧客挽留、以及顧客拓展決定了企業長期利潤。而上述要素亦為社群網站成功與否之關鍵。 顧客終身價值(Customer Lifetime Value)模型為行銷學上計算顧客價值之利器，本研究欲利用此模型衡量社群網站價值。然而，直接將顧客終身價值模型應用於社群網站實非易事，故本研究將修改並重新定義此模型若干變數。 本研究亦利用此模型實際對一家台灣社群網站「Unis」進行模擬。縱然結果尚非完善，研究仍指出本議題未來可能探討方向。 | zh_TW |
| dc.description.abstract | Web 2.0 services are acknowledged as the leading online trend. Since mid-2007 Social Network Sites (SNSs) have become an extremely successful component of Web 2.0 services . However, the characteristics of social networks services make evaluation inherently problematic.
If a social network website is representative of a company, meaning that the members are its customers, a social network website model appears compatible with certain business models. Customer Acquisition, Customer Retention and Customer Expansion determine the long-run profitability of a firm. Social network websites are faced with similar considerations. The present research proposes a model based on Customer Lifetime Value (CLV) model, a marketing metric measure of customers’ value, to determine value in SNSs. However, it is not easy to directly apply them to a social network website. This research will transform Customers Lifetime Value into a non-monetary index, and establish the model as a self-supported cycle. The model is implemented to simulate the value of a social network website based in Taiwan. Though the results are found wanting in some respects, they remain suggestive of fruitful avenues to explore in future research. | en |
| dc.description.provenance | Made available in DSpace on 2021-05-20T20:17:55Z (GMT). No. of bitstreams: 1 ntu-98-R96725049-1.pdf: 1249172 bytes, checksum: 51da3ed372f2775a223af7ca006325d5 (MD5) Previous issue date: 2009 | en |
| dc.description.tableofcontents | 1. Introduction......................1
1.1. Motivation........................1 1.2. Research Purpose..................1 2. Literature Review.................3 2.1. Website Evaluation................3 2.2. Customers Lifetime Value..........5 2.3. Research Model....................7 3. Methodology......................12 3.1. The Unis Website.................12 3.2. Variable Definitions.............17 4. Simulations......................21 4.1. History Data of Unis.............21 4.2. Set Up the Simulation Functions..23 4.3. Simulation Results...............30 4.4. CLV and CE calculations..........33 5. Discussion and Conclusion........34 References................................36 | |
| dc.language.iso | en | |
| dc.title | 評估社群網站價值模型之研究 | zh_TW |
| dc.title | A Model to Evaluate the Value of Social Network Sites | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 97-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 羅濟群(Chi-Chun Lo),羅斯特(Roland T. Rust) | |
| dc.subject.keyword | 顧客終身價值,社群網站, | zh_TW |
| dc.subject.keyword | customer lifetime value,social network sites, | en |
| dc.relation.page | 37 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2009-06-30 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
| 顯示於系所單位： | 資訊管理學系 | |
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