系統識別號 | U0002-1608201820570300 |
---|---|
DOI | 10.6846/TKU.2018.00464 |
論文名稱(中文) | 探討社群網站廣告效益對電子商務之影響 |
論文名稱(英文) | How Effective Advertisement in Social Media can Impact the Success of eCommerce |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 經營管理全英語碩士學位學程 |
系所名稱(英文) | Master's Program in Business and Management (English-Taught Program) |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 106 |
學期 | 2 |
出版年 | 107 |
研究生(中文) | 凱米羅 |
研究生(英文) | Camilo Venegas |
學號 | 606585387 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
口試日期 | 2018-07-06 |
論文頁數 | 35頁 |
口試委員 |
指導教授
-
陳怡妃
共同指導教授 - 曹銳勤 委員 - 李天行 委員 - 曹銳勤 委員 - 陳怡妃 |
關鍵字(中) |
社交商務 市場策略 電子商務 |
關鍵字(英) |
Social Commerce eCommerce marketing strategy |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
隨著科技、安全和線上支付系統的進步,推出了互聯網作為商業和營銷工具;社群媒體是一種以互聯網作為基礎的交流形式,也同時被定義為,建立在技術和意識型態基礎上的一組互聯網應用程序,讓使用者能創造與交換內容;藉著互聯網在商業及人們生活中的普遍性,社交商務有著廣泛且具有理論和實踐意義的研究機會。本次研究的目的,是為了提出融入社交商務的幾個不同面向。這份研究顯示出透過社交媒體平台,聯繫商業客戶與網路朋友的新範例;對於定義社交商務的範圍及鑑定其潛在趨勢有著一定的價值。 |
英文摘要 |
Advances in technology, security, and online payment systems launched the internet as a commercial and marketing tool. Social media is an internet-based form of communication. It is also defined as a group of internet based applications that build on technological and ideological foundations, allowing the creation and exchange of user-generated content. With its pervasiveness in businesses and people’s lives, Social Commerce presents vast research opportunities that can have both theoretical and practical significance. The purpose of this study is to present several aspects integrated in Social Commerce. The proposed review is valuable in defining the scope and identifying potential trends in Social Commerce, showing a new paradigm of conducting commerce using a social media platform to reach customers and their networked friends. |
第三語言摘要 | |
論文目次 |
TABLE OF CONTENT COVER ABSTRACT(Chinese)….……………………………………………………….…. ii ABSTRACT ………………………………………………………………………. iii ACKNOWLEDGMENT …………………………………………………………. iv TABLE OF CONTENT …………………………………………………………... v LIST OF FIGURES …………………………………………………………....... vii LIST OF TABLES .………………………………………………………………..viii Chapter one Introduction ……………………………………………………..……. 1 Research Background …………………………………………..……. 1 Research Motivation ………………………………………….……… 3 Research Objectives …………………………………………..……… 4 Research Structure …………………………………………………… 5 Chapter two Literature Review ……………………………………………………. 6 2.1. Background of S-Commerce …………………………………………. 6 2.1.1. What is eCommerce ……..……………………………………… 7 2.1.2. Definitions of S-commerce ..………….………………………… 8 2.2. What is not S-Commerce ……………………………………………. 10 2.3. S-Commerce and eCommerce ……………………………………..….12 2.4. S-Commerce in Honduras ……………………………………………. 14 2.5. S-Commerce in the Service Industry ………………………………… 16 Chapter three Efficiency Benefits in S-Commerce …………………………..…… 18 3.1. Evolving Nature……………………………………………………… 18 3.2. AI Algorithms ………………………………………………………… 19 3.3. Analytics …………………………………………………………….. 21 3.4. Advanced Targeting Methods ……………………………….……….. 23 3.5. Budget ………………………………………………..……………… 24 Chapter Four Critical Analysis………………………………………………..……. 27 Chapter Five The future of S-Commerce…………………………………… 29 Chapter six Conclusion …………………………………………………….……… 31 REFERENCE …………………………………………………………………….… 33 List of Figures Figure 1. Number of digital buyers worldwide…………………………………. 2 Figure 2. S-Commerce and eCommerce website ads display difference………… 13 Figure 3. ER Model…….…………………………………………………..… 14 Figure 4. Social media advertising expenditure as share of digital advertising spending worldwide from 2013 to 2017…………………….………..… 19 Figure 5. Facebook’s metrics overview ……………………………………..… 22 List of Tables Table 1. Different Social Commerce Definitions…………………………………… 8 Table 2. Main differences between S-Commerce and eCommerce………………… 11 |
參考文獻 |
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