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URN etd-0706114-124248
Author Yi-Hsuan Chen
Author's Email Address luckychen27@yahoo.com.tw
Statistics This thesis had been viewed 5356 times. Download 665 times.
Department Public Affairs Management
Year 2013
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Investigating the effect of Internet virtual community awareness on social marketing-to encourage people to use the vehicle for example to obtain electronic invoices.
Date of Defense 2014-07-15
Page Count 125
Keyword
  • Electronic invoice
  • Virtual community
  • Social marketing
  • Internet interactivity
  • Sense of community
  • Abstract The use of electronic invoices will be the future trend of life. In order to encourage people to obtain vehicle use with electronic invoices, the government in 2000 as one of the electronic invoice development, officially opened the prelude to promote electronic invoicing. The government will focus on the marketing center for the integration of electronic invoice virtual and physical access, and love to promote commonality vehicle code. Electronic invoices in the process has been partially supported by the people and the stores.
      This study is to investigate the government in promoting the use of public vehicles to obtain electronic invoice process, whether the effective use of social marketing techniques, not just to communicate that message, but also a specific change in behavior. Through public and policy makers to interact in a virtual network, so that the target object has wanted to use the carrier wishes to obtain electronic invoices, and know how to actually act. In this study, using scenario experiment at 2(Internet interactivity : high versus low)x2(Involvement : high versus low)between-subject design, 4 different scenario of questionnaires to the situation for 120 people of Taiwan.
      The results show that, the interaction effect of Internet interactivity and Involvement on the social marketing affect people use vehicle to obtain electronic invoices is not significant. On the other hand, after adding a sense of community moderating variable, community awareness of the factors interfere with the interaction effect. That is, in a sense of community interference, Internet interactivity and the extent of involvement of the public carrier's intention to use electronic invoices to obtain a significant interaction.
      Through observation and implementation of public policy implementers interactive electronic invoices on the process in a virtual community, a comprehensive understanding of the government to promote the use of electronic invoicing process, the actual needs and issues of public policy for the implementation of electronic invoicing, and then make recommendations to the Government for future in the implementation of social marketing, effectively enhance the public use of the vehicle to obtain electronic invoice will.
    Advisory Committee
  • Chien-Pin Wang - chair
  • Chu-hsiung Lin - co-chair
  • Tung-wei Hung - co-chair
  • Ji-Hwa Wu - advisor
  • Fuh-Yeong Kuan - advisor
  • Files
  • etd-0706114-124248.pdf
  • Indicate in-campus at 0 year and off-campus access at 1 year.
    Date of Submission 2014-08-06

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