博碩士論文 etd-0801111-165522 詳細資訊


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姓名 王怡人(I-Jen Wang) 電子郵件信箱 E-mail 資料不公開
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 99學年第2學期
論文名稱(中) 個人化廣告的產品推薦效果-以親密理論為基礎 
論文名稱(英) The Effect of Product Recommendation in Personalized Advertisement: The Relationship Intimacy Perspective
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    摘要(中) 在現今消費者主導、服務至上的時代,企業要如何培養顧客忠誠度與留住顧客成為相當重要的議題。從過去的文獻了解個人化服務的提供是保留顧客的關鍵因素,因此個人化的概念已普遍運用在行銷策略中。而資訊科技的進步,能夠協助企業記錄使用者的資料與偏好並提供個人化的服務,針對每一位顧客進行分析進而推薦適合的資訊,因此可看出個人化服務是不可抵擋的趨勢。
    過去對於個人化的探討多著重在降低使用者搜尋成本等理性觀點,而本研究是以感性觀點為出發點,利用個人化服務來與顧客建立親密關係,並運用親密理論中的「關心」、「舒適」、「信賴」、「承諾」來探討親密關係在顧客日後接受推薦廣告對於廣告態度與購買意願的影響,並且加入產品類別為干擾變數。
    本研究採用實驗法,建立一個實驗性質的購物網站,透過網站的功能與使用者進行互動,以此方式建立親密關係,進一步推薦商品廣告給使用者,並量測推薦效果。總共回收355份有效問卷,採用SPSS與SmartPLS進行資料分析,分析結果發現:一、廣告內容個人化對親密度具有影響效果。二、訊息內容個人化對親密度沒有影響。三、親密度對廣告態度與購買意願有影響。四、產品類別在親密度與推薦效果間不具干擾效果。
    摘要(英) How to build customer loyalty and retain customers are important issues for most businesses. Personalized services have been used as a strategy for such purposes. The advancement of information technology has enabled a business to keep track of customer preferences and provide personalized services accordingly.
    Several theories have been proposed to explain the effect of positive customer attitude toward personalized services, such as reducing information overload and the Elaboration Likelihood Model. This study is focus on the perspective of intimate relationship with customers through personalized services, and proposes that the intimacy relationship induced from personalized advertising plays a major role in building customer loyalty.
    An experiment was designed to test our hypotheses. An experimental website was developed to interact with the subjects for building relationship. Experimental advertisement was then sent to the subject for evaluation. The experiment results in 355 completed data, which were then analyzed using the SPSS and SmartPLS. The results reveal that (1)personalized content has a significant effect intimacy;(2) Personalized message doesn’t influence intimacy;(3)customer intimacy has effects on the attitude toward advertising and customer’s purchasing intention. We also find that the relationship between customer intimacy and the recommendation effect was not significantly different for different product categories.
    關鍵字(中)
  • 個人化廣告
  • 親密理論
  • 廣告態度
  • 經驗品
  • 購買意願
  • 搜尋品
  • 關鍵字(英)
  • Intimacy Theory
  • Purchasing intention
  • Advertising attitude
  • experience good
  • personalization advertisement
  • search good
  • 論文目次 目錄
    論文審定書 i
    中文摘要  ii
    英文摘要  iii
    第一章 緒論 1
      第一節 研究背景與動機 1
      第二節 研究目的 2
      第三節 研究流程 3
      第四節 論文架構 4
    第二章 文獻探討 5
      第一節 個人化 5
      第二節 親密性 9
      第三節 廣告 15
      第四節 廣告效果的衡量 17
      第五節 產品類別 22
    第三章 研究方法 24
      第一節 研究架構與假說 24
      第二節 研究方法 26
      第三節 變數操作型定義 27
      第四節 實驗設計 33
      第五節 實驗流程 41
      第六節 資料分析方法 43
    第四章 資料分析與討論 45
      第一節 樣本基本資料描述 45
      第二節 信效度分析 50
      第三節 研究模型驗證與結果 56
    第五章 結論與建議 62
      第一節 研究結論 62
      第二節 研究貢獻 64
      第三節 研究限制 65
      第四節 未來研究方向 66
    參考文獻  68
    附錄一 ECNet網站會員註冊網頁 73
    附錄二 ECNet網站介面-個人化功能介紹 74
    附錄三 產品偏好調查問卷-搜尋品的調查 75
    附錄四 主要量測問卷 76
    附錄五 eDM格式與內容 79
    附錄六 eDM格式與內容 80
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    口試委員
  • 邱兆民 - 召集委員
  • 賴香菊 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2011-07-22 繳交日期 2011-08-01

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