系統識別號 | U0002-2207201311350900 |
---|---|
DOI | 10.6846/TKU.2013.00869 |
論文名稱(中文) | 資料庫行銷中顧客終身價值觀點下整合式觀念性CRM模型之建構 |
論文名稱(英文) | Constructing A Conceptual Model of Integrated CRM by CLV Perspective in Database Marketing |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 管理科學學系博士班 |
系所名稱(英文) | Doctoral Program, Department of Management Sciences |
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 | 101 |
學期 | 2 |
出版年 | 102 |
研究生(中文) | 蔡覺賢 |
研究生(英文) | Chueh-Hsien Tsai |
學號 | 893560291 |
學位類別 | 博士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2013-07-15 |
論文頁數 | 70頁 |
口試委員 |
指導教授
-
王居卿
委員 - 李文瑞 委員 - 余坤東 委員 - 洪英正 委員 - 楊立人 委員 - 王居卿 |
關鍵字(中) |
資料庫行銷 CRM 顧客忠誠度 顧客終身價值 |
關鍵字(英) |
CRM CLV Database Marketing Customer loyalty |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
時代不斷向前推進,科技、傳播媒體與行銷手法亦日新月異,消費者不但面臨了市場訊息紛雜且注意力被分散之問題,企業更遭受行銷成本不斷攀升與行銷效益低落之挑戰。為求企業之獲利與永續長存,近數十年來產、學二界興起顧客關係管理(CRM)之應用與研究,結果均發現留住有價值的顧客方能提升企業之獲利。然而,亦有不少研究顯示企業執行CRM之結果多數是失敗或未達最低之績效指標。雖然企業希望以CRM之執行以達提高顧客終身價值/獲利性之目的,但可能有某些關鍵因素之不周全,致使執行CRM之失敗率居高不下。 過往,有關CRM之研究大多集中於本研究統稱為「顧客端」因素,如顧客忠誠度、RFM model、重複購買率及顧客關係強度等單一範疇議題之探討。相對地,對另一影響CRM成敗之「企業端」因素的研究則是相對稀少,更未發現將「顧客端」與「企業端」二端因素加以整合。基此,本研究的主要目的是從顧客終身價值之觀點去探討成功CRM之整合模型及其衡量項目。 本研究以顧客終身價值之觀點,透過大量文獻之回顧、歸納與推演,去建構一個「資料庫行銷中顧客終身價值觀點下整合式觀念性CRM模型」,並將各分散之研究成果與CRM相關因素,明確統整出成功執行CRM之「顧客端」與「企業端」二端因素之指標及其衡量項目。本研究之成果不但彌補了以往研究之缺口,更可供企業有效執行CRM提高成功機率之具體參考。再者,本研究根據推演之過程與所建構之模型共研擬出六項命題,此命題亦是產、學二界後續應用與相關研究之重要參考。 |
英文摘要 |
Technology, mass media and marketing skills have became more fancy and diversification than before due to the rapid change of environments. However, consumers have been confused because of too much and diversified market information which they had received day by day, and that reduced the marketing effectiveness. For many years, customer relationship management(CRM) has been applied and studied among practitioners and academicians to increase customer lifetime value(CLV), but several evidences indicated most of companies that applied CRM were failure. In the past, most of researches have been focused on "customer side" factors of CRM, such as customer loyalty, RFM model, repeat purchase and customer relationship strength, but "enterprise side" factors research is relatively rare, and lacks of the integration of two-side factors of CRM. Through literature review, induction and deduction, this study constructs a conceptual model of integrated CRM by CLV perspective in database marketing to find out the successful factors of CRM integration, that may enhance enterprise to implement CRM successfully. Six propositions were developed according to the integrated CRM model in this study, these propositions are also an important reference for the continued application and related research of CRM and CLV among practitioners and academicians. |
第三語言摘要 | |
論文目次 |
目 錄 中文摘要……………………………………………………………………………I 英文摘要……………………………………………………………………………II 誌 謝………………………………………………………………………………III 目 錄………………………………………………………………………………IV 表 次………………………………………………………………………………V 圖 次………………………………………………………………………………VI 第一章 緒論……………………………………………………………………………………………………………………1 第一節 研究背景與動機………………………………………………………………………………………………1 第二節 研究問題與目的.……………………………………………………………………………………………6 第三節 研究方法與研究流程………………………………………………………………………………………7 第四節 論文結構..………………………………………………………………………………………………………9 第二章 資料庫行銷與CRM之關係 ………………………………………………………………………10 第一節 資料庫行銷之意涵…………………………………………………………………………………………10 第二節 資料庫行銷與CRM之關係……………………………………………………………………………13 第三章 RFM模型與CRM之關係…………………………………………………………………………………18 第一節 RFM模型之意涵……………………………………………………………………………………………18 第二節 RFM模型與CRM之關係及其應用……………………………………………………………20 第四章 CRM之成功因素 --「顧客端」方面………………………………………………………26 第一節 CRM與顧客忠誠度之關係……………………………………………………………………………26 第二節 顧客關係強度與CRM之關係………………………………………………………………………31 第三節 顧客終身價值與CRM之關係………………………………………………………………………38 第五章 CRM之成功因素 --「企業端」方面暨整合式CRM模型之建構………46 第一節 CRM之「企業端」構面………………………………………………………………………………46 第二節 企業資源基礎觀點與CRM之關係.……………………………………………………………49 第三節 顧客終身價值觀點之整合式觀念性CRM模型之建構……………………………53 第四節 命題之研擬與篩選………………………………………………………………………………………54 第六章 結論與建議……………………………………………………………………………………………………57 第一節 結論…………………………………………………………………………………………………………………57 第二節 研究限制…………………………………………………………………………………………………………59 第三節 建議…………………………………………………………………………………………………………………60 參考文獻…………………………………………………………………………………………………………………………62 一、中文部份..…………………………………………………………………………………………………62 二、英文部份..…………………………………………………………………………………………………63 表 次 表 2-1 始於資料庫建構之資料庫行銷….……………………….……….………….14 表3-1 Stone 之給分架構……..……………………………………………..……….21 表3-2 Fuzzy RFM 顧客分群表………………………………………………………24 表3-3 RFM 模型之優缺點表…………………………….………………………..... 25 表4-1 CRM 模型之分類.……………………………………………………..….......28 表4-2 認知忠誠、情感忠誠、意圖忠誠和行為忠誠四構面忠誠度之衡量項目....37 表4-3 顧客終身價值之定義….………………………………….…………..............39 表5-1 執行CRM 企業端指標之衡量項目………………………………………….52 圖 次 圖 1-1 研究問題與目的之關係圖……………………………………………........7 圖1-2 研究流程圖…………………………………………………………………8 圖2-1 資料庫行銷之功能與流程………………………………………………...13 圖2-2 顧客關係管理、資料庫行銷、關係行銷與直接行銷之關係…..….……15 圖2-3 關係行銷之執行步驟 ……………………………………………….……15 圖2-4 以資料庫為核心之行銷功能 …………………………….……………..16 圖4-1 顧客忠誠、顧客關係強度及顧客終身價值之關係……………………...31 圖4-2 影響顧客關係強度之直接與間接指標 …………………………….……32 圖4-3 Akerlund 衡量顧客關係強度四構面 ………………………….…….….. 33 圖4-4 顧客忠誠度關係模型 ……………………………………………….……35 圖4-5 顧客終身價值觀念模型…………………………………………………...40 圖4-6 「满意度-忠誠度-利潤」鏈.........................................................................41 圖4-7 「滿意度-利潤」之關係..…………………………………………………42 圖4-8 顧客忠誠度的分類……..………………………………………………….43 圖4-9 服務利潤鏈………………………………………………………………...44 圖4-10 「忠誠度-關係強度-終身價值關係」鏈 ……….……….….…………....45 圖5-1 廣義與狹義之CRM ……………..………………………………………..47 圖5-2 CRM 流程模型………………………………………………………….…49 圖5-3 CRM 之執行流程……………………………………………………….…50 圖5-4 顧客關係強度與顧客終身價值關係圖…………………………………...53 圖5-5 顧客終身價值觀點下整合式觀念性CRM 模型………………………....56 |
參考文獻 |
一、中文部分 李章偉 (2000),「資料庫行銷之顧客價值分析:以3C流通業為例」,國立臺灣大學國際企業學研究所碩士論文。 周建亨,楊台寧,陳津美 (2010),「體驗行銷對顧客關係強度之直接與間接影響」,台大管理論叢,第20卷第2期,頁49-72。 邱宏彬,蘇建源 (2004),「一個可彈性支顧客關係管理與資料庫行銷之模糊RFM模型」,電子商務學報,第六卷第二期,頁149-173。 陳文華 (2000),「應用資料倉儲系統建立 CRM」,資訊與電腦雜誌,第 226期,頁112-127。 郭有志 (2012),「以服務行銷引導企業永續經營之研究-台灣某C個案公司為例」,國立中興大學高階經理人碩士在職專班論文,頁45-54。 張君薇 (2002),「資料庫行銷之顧客終身價值預測模式」,國立台灣大學國際企業學研究所碩士論文,頁10-26。 荒川圭基著,吳國禎譯,「行銷管理電腦化之戰略與戰術」,台北:經濟部國際貿易局,1991年。 黃峰蕙,洪瓈珍,陳秋蓉 (2011),「服務對象對於涉入、滿意度與忠誠度之間關係的影響」,商業現代化學刊,Vol.16,No.1, 頁125-148。 劉文良 (2011),顧客關係管理:新時代的決勝關鍵(第二版),2011/01/10,碁峰出版社,頁36-95。 劉宗其,吳立偉 (2008),「關係品質與顧客購買行為:決策不確定性的干擾及中介雙重角色」,中山管理評論,2008年三月號,第十六卷第一期,頁149-174。 劉祥熹,涂登才,羅建昇 (2010),「從關係價值與關係品質觀點探討品牌形象對消費者滿意度與忠誠度之影響-臺灣筆記型電腦產業為例」,管理學報,27 卷3期,頁225-245。 陳曉開 (2000), 整理自麥肯錫公司(McKinsey & Company,Inc.)董事John Ott於台灣第一屆「顧客關係管理」研討會之專題演講,成功地發展及執行持續性的關係行銷,電子化企業:經理人報告,第3期。 蔡智安 (2005),「資料庫行銷之顧客價值分析- 以加油行為例」,國立台灣大學國際企業學研究所碩士論文,頁12-25。 二、英文部分 Aaker, D.A., Kumar, V., and Day, G.S. (2001), Marketing Research, New York: John Wiley & Sons. Abraham, M. M. and L. M. Lodish (1990),“Getting the Most Out of Advertising and Promotion”, Harvard Business Review, May-June, pp.50-60. Akerlund, H. (2005). Fading customer relationships in professional services. Managing Service Quality, 15(2), pp.156-171. Almotairi (2008), “CRM Success Factors Taxonomy”, European and Mediterranean Conference on Information Systems, pp.2-5. Amit, R. and Schoemaker, P.J.H., (1993), “Strategic assets and organizational rent”, Strategic Management Journal, January 1993,Vol.14, Issue 1, pp.33-46. Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3(2), p.107. Armstrong, G. & Kotler, P. (2011), Principles of Marketing, Pearson College Div. Back, K., Parks, S.C. (2003),” A brand loyalty model involving cognitive, affective, and conative brand loyalty and customer satisfaction”, Journal of Hospitality and Tourism Research, 27 (4), pp.419–435. Barney, J.B. (1991), ‘Firm Resources and Sustained Competitive Advantage’, Journal of Management, Vol. 17, No. 1, pp.99-120. Barnes, J.G. (1997),” Closeness, strength, and satisfaction: Examining the nature of relationships between providers of financial services and their retail customers”, Psychology & Marketing, 14 (8): pp.765-790. Bitner, M.J. (1990), “Evaluating service encounters: The effect of physical surroundings and employee responses”, Journal of Marketing, 54, pp.69-82. Blattberg, R.C., Kim B-D., Kim and Neslin S.A. (2008), “Database Marketing: Analyzing and Managing Customers”, Springer, pp.3-5. Bohling, Bowman, LaValle, Mittal, Narayandas, Ramani and Varadarajan, (2006),”CRM Implementation: Effectiveness Issues and Insights”, Journal of Service Research, pp.185-186. Bolton, R.U. and Lemon, K.N. (1999), “Services: Usage as an antecedent and consequence of satisfaction", Journal of Marketing Research, 36 (2), pp.171-186. Boulding, W., Staelin, R., Ehret, M., and Johnston W.J. (2005), “A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go”, Journal of Marketing, 69 (4), pp.155-66. Buckinx, D., Poel, V.D. (2005), “Customer base analysis: partial defection of behaviourally loyal clients in a non-contractual FMCG retail setting”, European Journal of Operational Research 164(2005), pp.252–268. Bugel, M.S. and Bertina A.H. Bus (1998),“ The Strategic Utilization of Database Marketing”, The Journal of Database Marketing, 6(2), pp.156-163. Buttle,F. (2009), “Customer Relationship Management Concepts and Technologies”, Burlington, MA: Elsevier Butterworth-Heinemann, USA. Chen, I.J., and Popovich, K. (2003), “Understanding customer relationship management(CRM), People, process and technology”, Business Process Management Journal, Vol. 9 No. 5, pp. 675-677. Chebat, J.C., Filiatrault, P., Katz, A. and Tal, S.M. (1994), “Strategies Auditing of Human And Financial Resource Allocation in Marketing: An Empirical Study Using Data Envelopment Analysis,”Journal of Business Research, 31, pp.197-208. Davids (1999), ” How to Avoid the 10 Biggest Mistake in CRM”, Journal of Business Strategy. Vol. 20 Iss: 6, pp.22-26. Da Silva, Rahimi (2004), “Issues in Implementing CRM: A Case Study”, Informing Science & Information Technology, Vol.1, p.1053. Ernst and Young (2001), “Eighth annual special report on technology in banking and financial services”, Press Release Archive Canadian Fact Sheet. Evanschitzky,H. & Wunderlich, M. (2006), “An examination of moderator effects in the four stage loyalty model.”, Journal of Service Research, 8(4), pp.330-345. Fader, Hardie, Lee (2005), “RFM and CLV: Using Iso-Value curves for customer base analysis”, Journal of Marketing Research,Vol142. No.2, pp.415-430. Finn, A. (2005), “Reassesing the Foundations of Customer Delight.” Journal of Service Research, 8(2), pp.103-116. Foss, B., Stone, M., and Ekinci, Y. (2008)” What makes for CRM system success or failure?”, Database Marketing & Customer Strategy Management, Vol. 15, 2, pp.68-78. Genzi and Pelloni (2004), “The impact on interpersonal relationship on customer satisfaction and loya1ty to the service provider," Journal of Service Management, pp.365-386. Grant, R.M. (1991), “The resource-based theory of competitive advantage: implications for strategy formulation”, California Management Review, 22: pp.114-135. Guardal, T., Augusto, M. and SilvaBm C. (2012), “Competitive Advantage in e-Commerce The Case of Database Marketing”, Business, Economics, and Financial Sci., Manag, pp. 123-130. Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., and Sriram, S.S. (2006), "Modeling Customer Lifetime Value", Journal of Service Research, 9(2), pp.139- 155. Gwinner, Gremler and Bitner (1998), “ Relational benefits in services industries: The customer's perspective”, Journal of the Academy of Marketing Science, 26 (2): pp.101-114. Han, H., Kim, Y., and Kim E.K. (2011), “Cognitive, affective, conative, and action loyalty: Testing the impact of inertia”, International Journal of Hospitality Management , 30, pp.1008-1019. Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser, Jr., E. and Schlesinger, L.A. (1994), “Putting the Service-Profit Chain to Work”, Harvard Business Review, March-April, pp.164-174. Hoekstra, J. C. and Huizingh, E. K. R. E., (1999),“ The Lifetime Value Concept in Customer-Based Marketing”, Journal of Market-Focused Management, 1999, Volume 3, Issue 3-4, pp 257-274 Hughes (2011), “Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program”, McGraw Hill Professional. Kalakota, R., and Robinson M. (2001), “e-Business 2.0:Rodmap for Success”, Addison Wesley. King, S.F., and Burgess, T.F. (2008), “Understanding success and failure in customer relationship management”, Industrial Marketing Management, 37, pp 421-431. Kim, M., Vogt C.A., and Knutson, B.J. (2013), ”Relationships Among Customer Satisfaction, Delight, and Loyalty in the Hospitality Industry “, Journal of Hospitality & Tourism Research, published online. Kotler, P., Armstrong, G. (2006), “Principles of Marketing”, Eleventh Edition,Pearson Prentice Hall, New Jersey. Kolter, P. (2003),” Marketing Management”, Eleventh Edition, Pearson Education, New Jersey. Kumar, V., and Ramani, G. (2004), “Taking Customer Lifetime Value Analysis to the Next Level”, Journal of Integrated Communications, pp. 27-33. Kumar, V., and Reinartz, W. (2012), “Customer Relationship Management”, Springer Texts in Business and Economics, DOI 10.1007/978-3-642-20110-3_2, # Springer-Verlag Berlin Heidelberg . Li, X., and Petrick, J. F. (2008), “ Examining the antecedents of brand loyalty from an investment model perspective”, Journal of Travel Research, 47, pp.25-34. Liljander, V. and Strandvik, T. (1993), “Different comparison standards as determinants of service quality”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 6, pp.118-32. Ling, R., & Yen, D.C. (2001), “Customer relationship management: An analysis framework and implementation strategies”, Journal of Computer Information Systems, 41, pp.82-97. McKim, B. and Hughes, A. (2000), ”How to measure CRM success”, Target Marketing, Octoter 2000, pp.138-142. Morgan, R.M. and Hunt, S.D. (1994), “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing Vol. 58, No. 3, Jul., 1994, pp.20-38. Mulhern (1999), “Customer Profitability Analysis: Measurement, Connection, and Research Directions,” Journal of Interactive marketing,Vol.13, No.1, pp25-40. Naga, V. and Rajan, M.V. (2005), "Measuring customer relationships: the case of the retail banking industry," Management Science, 51 (6), pp.904-919. Newell, C., (1997), “Shellfish Management Area: IV. 1997 Annual Update”, South Carolina Department of Health and Environmental Control, Columbia, SC. Oliver, R.L. (1999), ” Whence Consumer Loyalty?”, Journal of Marketing, Vol. 63, Fundamental Issues and Directions for Marketing(1999), pp.33-44. Parvatiyar, A. and Sheth, J.N. (2001), “Customer Relationship Management: Emerging Practice, Process, and Discipline”, Journal of Economic and Social Research 3(2) 2001, pp.1-34. Patterson, P. G., Smith, T. (2001),” Modeling relationship strength across service types in a south-east Asian context”, International Journal of Service Industry Management, 12(2), pp.90-113. Payne, A. and Frow, P. (2005), “A Strategic Framework for Customer Relationship Management”, Journal of Marketing, Vol. 69, No.4 (Oct., 2005), pp. 167-176. Peppers, D., M. Rogers and B. Dorf (1999), “Is Your Company Ready for One-to-One Marketing”, Harvard Business Review, 77(1/2), pp.151-160 Pivotal Co. (1999), “ Electronic business relationship management”, Pivotal Co. Business Report. October 1999, pp.39-45. Rainer, K., and Cegielski G. (2011), “Introduction to Information Systems: Supporting and Transforming Business”, Wiley Plus, pp.39-47. Ramaseshan, B. (1990) "Research Note: Marketing Budgeting Practices of Retailers", Asia Pacific Journal of Marketing and Logistics, Vol. 2 Iss: 1, pp.40-45. Rapsas (2002), “Make Your Creative Work Smarter by Using Dialogue & Data”, Target Market,Mar.,(http://www.targetmarketingmag.com/article/make-your-creative-work-smarter-using-dialogue-data-28121/1) Reinartz, W., Krafft, M. and Hoyer, W.D. (2004),‘The customer relationship management process:Its measurement and impact on performance’, Journal of Marketing Research, Vol. XLI, pp.293-305. Reinartz, W. J. and Kummar, V. (2000), “On the Profi1abi1i1y of Long-Life Customers Noncontrac1ual Set1ing: empirical Investigation and Imp1ications for Marketing”, Journal of Marketing, 64(4), p.17. Reichheld and W.E. (1990), “Zero defections Quality Comes to Services”, Harvard Business Review, 74(2), pp.56-69. Roberts, M. L., Liu, R. R., and Hazard, K. (2005), “Strategy, technology and organizational alignment : Key components of CRM success”, Database Marketing & Customer Strategy Management, pp.315-328. Shani and Chalasani (1992),” Exploiting niches using relationship marketing”, The Journal Consumer Marketing, Vol. 9 No. 3, pp.39-40. Shi, G., Wang, Y., and Liu, X. (2007), “The impact of customer relationship strength on sales effectiveness and relationship profitability in service selling”, International Journal of Business Research, March 1. 2007, pp.18-32. Smith, A. and Bolton, R. (2002), “The effects of customers’ emotional responses to service failures on their recovery effort evaluations and satisfaction judgments”, Journal of the Academy of Marketing Science , 30, pp.5-23. Sohrabi, B. and Khanlari, A. (2007),” Customer Lifetime Value (CLV) Measurement Based on RFM Model”, Iranian Accounting & Auditing Review, Spring, (2007), Vol. 14 No. 47, pp 7- 20. Spreng, R.A. and Mckoy, R.D. (1996),”An empirical examination of a model of perceived service quality and satisfaction”, Journal of retailing, Vol, 72 No.2, pp.201-214. Storbacka, K., Strandvik, T. and Gronroos, C. (1994), “Managing customer relationships for profit: the dynamics of relationship quality”, International Journal of Service Industry Management,Vol. 5 No. 5, pp. 21-38. Stone, B. (1995), “Successful Direct Marketing Methods” (Vol. 3). IL: NTC Business Books. Stone, B. and Jacobs (2007), “Successful Direct Marketing Methods”, November 14, 2007, pp.183-187. Sudhahar, J.C., Israel, D., Britto, A.P. and Selvam, M. (2006), “Service Loyalty Measurement Scale: A Reliability Assessment”, American Journal of Applied Sciences, 3 (4), pp.1814-1818. Suh, E.H., Noh, K.C. and Suh, C.K. (1999), ”Customer list segmentation using the combined response model”, Expert System with Application, pp.89-97. Swift, R.S. (2001), “Accelerating Customer Relationships Using CRM and Relationship Technology”, Prentice Hall. Tsai, C.Y. and Chiu, C.C. (2004), “A purchase-based market segmentation methodology”, Expert System Application, 27: pp.265-276. Wang, C.H. (2010), “ Apply robust segmentation to the service industry using kernel induced fuzzy clustering techniques”, Expert System Application, 37: pp.8395-8400. Wei, J.T., Lin, S.Y. and Wu, H.H. (2010), ” A review of the application of RFM model”, African Journal of Business Management Vol. 4(19), pp. 4199-4206. Wu, H.H. and Pan, W.R. (2009), “ An integrated approach of Kano model and ANOVA technique in market segmentation – a case of a coach company.”, Journal of Statistic Management System, 12(4): pp.679-691. Wyner, G.A. (1996), “Customer valuation: linking behavior and economics”, Marketing Research, Vol. 8, Summer, pp.36-43. Xu, Y., Yen, D.C., Lin, B. and Chou, D.C. (2002), “Adopting customer relationship management technology”, Industrial Management & Data Systems, pp.442-452. Yeh, Yang, Ting (2009), “ Knowledge discovery on RFM model using Bernoulli sequence”, Expert System Application., 36: pp.5866-5871. Yuksel, A., Yuksel, F. and Bilim, Y. (2010), “Destination attachment: effects on customer satisfaction and cognitive, affective and conative loyalty”, Tourism Management 31, pp.274–284. Zahay, D., Mason, C.H. and Schibrowsky, J.A. (2009), “The Present and Future of IMC and Database Marketing”, International Journal of Integrated Marketing Communications, pp.14-16. Zaichkowsky, J.L. (1994), “The Personal Involvement Inventory: Reduction, Reversion, and Application to Advertising.’’, Journal of Advertising, 23 (4), pp.59-70. |
論文全文使用權限 |
如有問題,歡迎洽詢!
圖書館數位資訊組 (02)2621-5656 轉 2487 或 來信