博碩士論文 etd-0116108-162155 詳細資訊


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姓名 游朝富(Chao-Fu Yu) 電子郵件信箱 dynastytsao@gmail.com
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 96學年第1學期
論文名稱(中) 個人化電子DM的產品推薦效果-以親密感為中介變項
論文名稱(英) The Recommendation Effect of Personalized eDM
:Intimacy as Mediator
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    摘要(中) 隨著個人化行銷的風行,過去傳統的平面媒體也藉由數位科技的輔助,使得資訊傳播的方式能夠跨越時間與空間的限制,而有了突破性的轉變與發展空間。以電子化郵件廣告(eDM)為例,搭配帳單、消費紀錄等個人資訊的DM成為新型態的廣告手法,對eDM的產品推薦效果產生巨大的影響,破除「eDM是垃圾郵件」的成見,讓收件者有耳目一新的感受,進而達到較佳的推薦效果。
    近年來,發展源始於心理學門的古典親密理論在行銷學門的研究中,漸漸受到重視及應用;加上個人化的概念在行銷領域中帶來的正面效果已在許多學術研究中獲得證實,本研究以親密理論為經、個人化為緯,編織出研究的主體架構,同時以廣告態度、產品態度兩構面衡量推薦效果,探討個人化對eDM的推薦效果產生的影響,以及分析親密感的中介效果。
    本研究採用實驗法,針對有能力使用E-mail的一般消費者,進行消費偏好調查後,依照個人偏好設計個人專屬eDM並測量產品推薦效果,共收回490份有效問卷。使用SPSS與AMOS分析變項間的交互作用結果發現:一、個人化資訊可有效提高親密感;二、親密感可有效提高推薦效果;三、個人化機制推薦產品,可以提升消費者對廣告產品的態度;四、個人化會影響DM的推薦效果,而親密感更是影響歷程中的中介變項;最後,針對研究結果,提出研究結論以及未來研究建議與限制。
    摘要(英) Along with the fashion of personal marketing, the traditional print media make a breakthrough by taking the advantage of digital technology to leap over the limitation of time and space. Take eDM as an example, the brand-new advertising technique that arranges bills, expenditure records and other personal information in group with the eDM, results in significant recommendation effect. Meanwhile it eradicates the prejudice that eDM is nothing more than spam and makes the eDM fresh and new! Therefore the recommendation effect appears.
    In the recent years, numbers of marketing researches pay much attention to the classical intimacy theory and put it into applications. Furthermore, the positive effect of personalization is verified by academical researches and business practices. Based on the manipulation of personalization and the theoretical application, this study is objective to confer the recommendation effect of personalized eDM and the mediating effect through intimacy.
    A two-stage survey by questionnaires was used with these samples of 490 ordinary consumers which are capable of using E-mail, and data were analyzed using the SPSS and AMOS for statistical tests. The results reveal that 1.the significant factor in influencing on intimacy is the personalization of eDM; 2.the significant factor in influencing on recommendation effect is the intimacy conceived by the eDM reader; 3.in the causal relationship between personalization and recommendation effect, intimacy is indeed an indispensable mediator. In the end, according to the findings, we draw upon some suggestions and limitations for future research.
    關鍵字(中)
  • 推薦效果
  • 親密理論
  • 電子化直接郵件
  • 個人化
  • 關鍵字(英)
  • Intimacy Theory
  • Personalization
  • eDM Marketing
  • Recommendation Effect
  • 論文目次 目錄 1
    圖目錄 3
    表目錄 4
    第一章、緒論 5
    第一節、研究背景與動機 5
    第二節、研究目的 6
    第三節、研究流程 7
    第四節、論文架構 9
    第二章、文獻探討 10
    第一節、直接郵件廣告(Direct Mail Advertising) 10
    第二節、個人化(Personalization)相關研究 15
    第三節、親密理論(Intimacy theory)相關研究 23
    第四節、推薦效果 34
    第五節、推薦效果的衡量 42
    第三章、研究方法 47
    第一節、研究架構與方法 47
    第二節、研究變項的操作型定義與衡量 49
    第三節、研究假說 52
    第四節、問卷設計 53
    第五節、實驗設計 55
    第六節、實驗步驟 58
    第七節、資料分析方法 59
    第四章、資料分析與討論 60
    第一節、樣本結構分析 60
    第二節、模式驗證與適配分析 62
    第三節、效度與信度分析 64
    第四節、研究假說之檢定 68
    第五章、討論與建議 71
    第一節、研究結論 71
    第二節、研究貢獻 74
    第三節、研究限制 76
    第四節、後續研究建議 78
    參考文獻 80
    一、中文參考文獻 80
    二、英文參考文獻 82
    附錄一、DM樣版 90
    一、非個人化DM 90
    二、個人化DM 91
    附錄二、問卷 92
    第一階段問卷:消費偏好調查 92
    第二階段問卷:主要測量問卷 93
    附錄三、親密理論衡量構面表 94
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    口試委員
  • 賴香菊 - 召集委員
  • 李雅靖 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2007-07-19 繳交日期 2008-01-16

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