系統識別號 | U0002-2506201323254100 |
---|---|
DOI | 10.6846/TKU.2013.01041 |
論文名稱(中文) | 美妝心得分享網路平台行動商務對消費者購買意願影響之研究 |
論文名稱(英文) | The Effects of Cosmetic Sharing Experience on Purchase Intention |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 企業管理學系碩士在職專班 |
系所名稱(英文) | Department of Business Administration |
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) | 葉思瑜 |
研究生(英文) | Shih-Yu Yeh |
學號 | 700610255 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2013-06-01 |
論文頁數 | 82頁 |
口試委員 |
指導教授
-
李月華(yuehhua@mail.tku.edu.tw)
委員 - 胡同來(jameshu@ntut.edu.tw) 委員 - 張瑋倫(wlchang@mail.tku.edu.tw) |
關鍵字(中) |
平台特性 自我揭露 商業意圖 可信度 行動商務 購買意願 |
關鍵字(英) |
Platform Feature Self-disclosure Intentions to Sell Credibility Mobile Commerce Purchase Intention |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
根據許多相關研究發現,消費者在購物前會參考網路上的口碑;而在行動商務方面,消費者僅需透過行動裝置掃瞄即可得到需要的資訊,這種「主動進行搜尋」的動作可能使消費者藉由立即的誘因影響其購買意願。而以產品購買風險來說,化妝品屬於高度購買風險,消費者在作決策時會使用其他人的評價來推論產品品質。因此,本研究擬透過化妝品心得分享入口網站-URCOSME平台探討「美妝心得分享網路平台特性」、「訊息傳遞者自我揭露程度」、「訊息接受者感受商業意圖」對消費者之「購買意願」的影響。同時探討消費者接收到來自行動裝置上LBS訊息服務及APP上網查口碑的資訊刺激,對其購買意願的影響。 本研究利用「雪球抽樣」的方式,透過線上問卷進行問卷的發放,一共收回156份有效問卷,並針對回收的資料進行描述性統計、因素分析、信度分析、相關分析及迴歸分析,最後根據實證之結果提出主要研究結論如下: 1.網路平台特性越多、訊息傳遞者自我揭露程度越高、訊息接收者感受商業意圖越低對於美妝心得分享網路平台可信度有顯著的正向影響。 2.在可信度與行動商務交互作用時,可信度及可信度×適地性服務對購買意願無顯著影響,而可信度×資訊交換對購買意願則有顯著的正向影響。 |
英文摘要 |
According to many studies found that consumers will search electronic word-of-mouth before they purchase goods. For the mobile commerce, consumers only need to via their mobile devices can get information they need. The active search behavior may influence their purchase intention by this immediate incentive. Moreover, due to cosmetics belong to high purchase risk, consumers will gather relevant information when they make purchase decision. Therefore, this study will explore the effect of platform feature, self-disclosure and intentions to sell on purchase intention via Urcosme platform. In the meanwhile, it will also explore the impact on purchase intention when consumer received the LBS promotion message and APP information from mobile devices. This research used snow ball sampling and through online survey to collect the questionnaire. Total of 156 valid copies were received. According to the collected data, it is analyzed into descriptive statistics, factor analysis, reliability analysis, correlation analysis and regression analysis. Based on the last empirical results, the main conclusions are as follows: 1.The more platform feature and self-disclosure, the more credibility. Besides, the lower intentions to sell can generate better credibility. 2.When credibility and mobile commerce interact, the more credibility × information exchange can generate better purchase intention; however, no effect on credibility and credibility × LBS. |
第三語言摘要 | |
論文目次 |
目 錄 目 錄 I 表目錄 III 圖目錄 IV 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 6 第三節 研究流程 7 第貳章 文獻探討 8 第一節 網路口碑、部落格、網路平台與行動商務 8 第二節 自我揭露 17 第三節 訊息接收者感受商業意圖 18 第四節 可信度 24 第五節 購買意願 26 第參章 研究方法 29 第一節 研究架構 29 第二節 研究假說 30 第三節 研究變數之定義與衡量 35 第四節 研究設計 43 第五節 分析方法 45 第肆章 資料分析 47 第一節 樣本結構與信度分析 47 第二節 描述性統計量 52 第三節 相關分析 53 第四節 假說檢定 54 第五節 假說分析與結果 57 第五章 結論與討論 58 第一節 研究結論 58 第二節 管理意涵 60 第三節 研究限制 62 第四節 後續研究建議 63 參考文獻 64 一、 中文部分 64 二、 英文部分 66 附 錄 75 附錄一 網路口碑四大類型 75 附錄二 具有商業意圖之口碑傳播動機 76 附錄三 施測問卷 77 表目錄 表2-1 商業口碑書寫屬性 22 表2-2 購買意願之定義 27 表3-1 適地性題項內容 41 表3-2 資訊交換題項內容 42 表3-3 本研究正式問卷之設計表 44 表4-1 樣本結構分析 48 表4-2 各構面之信度分析與因素分析 50 表4-3 描述性統計量表 52 表4-4 各構面之相關係數表 53 表4-5 美妝心得分享網平台特性、訊息傳遞者自我揭露程度及訊息接收者感受商業意圖對可信度之迴歸分析 55 表4-6 可信度、可信度×適地性服務及可信度×資訊交換對購買意願之迴歸分析 56 表4-7 假說驗證結果一覽表 57 圖目錄 圖1-1 本研究流程圖 7 圖3-1 本研究架構圖 29 |
參考文獻 |
一、中文部分 1.石芳珊(2004)。消費者衝動性購買行為之決定性因素探討。南華大學傳播管理所,碩士論文。 2.朱楚文(2010)。部落客不能說的秘密-揭開置入性行銷的神秘面紗。臺灣大學新聞所,碩士論文。 3.朱珊玉、郭宣靆、林薇瑄(2002)。網路書店研究:亞馬遜網路書店經營模式及其影響分析。網路社會學通訊期刊,第20期,2012年12月21日,取自http://www.nhu.edu.tw/~society/e-j/20/20-13.htm 4.金佳玫(2008)。網路論壇訊息與消費者購買意願之研究-以UrCosme網站為例。國立台灣科技大學企業管理系碩士班,碩士論文。 5.林怡君(2009)。美妝達人部落格商品置入探討。政治大學傳播學院碩士在職專班,碩士論文。 6.林崇賢(2010)。善因行銷訊息對購買決策的影響:消費捷思觀點的探討。高雄第一科技大學行銷與流通管理所,碩士論文。 7.沈貴梅(2007)。Blog使用調查:個人部落格已成網民新運動。2012年11月30日,取自:http://www.pollster.com.tw/report/20070720/index.htm。 8.洪慧芳(譯)(2006)。部落格行銷。台北:美商麥格羅‧希爾國際(Jeremy Wright, Blog Marketing, 2005)。 9.吳俊昇(2003)。虛擬社群成員滿意度與消費行為相關之研究。成功大學國際企業研究所。碩士論文。 10.許馨云(2005)。女性消費者對於保養品購前資訊來源信任程之研究。中央大學企業管理研究所,碩士論文。 11.創市際市場研究顧問(2007.09)。近七成網友坐擁部落格—部落客願為空間影音上傳付費。 12.創市際市場研究顧問(2007.10)。部落格經營傾向與滿意度調查。 13.創市際市場研究顧問(2009.05)。創市際線上影音篇。 14.動腦編輯部(2009.01)。抓住網路新契機,就沒有不景氣。動腦雜誌,393,26-29。 15.郭英峰、游景文(2007)。消費者採用行動加值服務行為意向之研究─以年輕族群為例。資訊管理學報,14(3),125-153。 16.陳信宏(2006)。從Blog使用目的,探索部落格商機。台灣科技大學管理研究所,碩士論文。 17.葉凱凌(2010)。影響美妝部落格可信度因素探析。國立政治大學廣告學系,碩士論文。 18.彭延喜、陶聖屏(2009)。彩妝部落格資訊搜尋者生活型態與購買行為之研究。廣告學研究,32,91-123。 19.楊貞儀(2009)。部落格口碑資訊採用之研究:以美妝部落格為例。國立臺灣師範大學大眾傳播研究所,碩士論文。 20.鄭百雅(2007)。在探當代社會自戀意涵—從美妝部落格談起。國立中正大學電訊傳播所,碩士論文。 21.鄭欽鴻(2010)。消費者態度與信任對於接適地性服務的行為傾向之影響-以台灣市場為例。中興大學企業管理研究所,碩士論文。 22.鄭凱元(2006)。網路口碑傳播媒介之比較。台灣科技大學企業管理研究所,碩士論文。 23.蔡幸真(2009)。電子口碑的前因及其對消費者行為的影響:以部落格為例。臺灣大學國際企業學研究所,碩士論文。 24.諶芝倫(2004,3月22日)。亞馬遜讀者身分意外曝光。中國時報,E1版。 25.藝立協(2003)。Blog部落格線上出版網路日誌實作。臺北市:上奇科技。 26.龐惠潔(2009.02)。女爵新態度:不敗東洋行銷術,動腦雜誌,394,74-76。 二、英文部分 1.Akdeniz, Yaman (2002). Anonymity, Democracy, and Cyberspace. Social Research, 69 (1), 223-237. 2.Alicke, Mark D., James C. Braun, Jeffrey E. Glor, M. L. Klotz, Jon Magee, Heather Sederholm, and Robin Siegel (1992). Complaining Behavior in Social Interations, Personalit and Social Psychology Bulletin, 18 (3), 286-295. 3.Arndt, Johan (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4 (1), 291-295. 4.Aschmoneit, P., & Zimmermann, H. D. (2002). Elements of a Mobile Community Business Model. 5.Balter, Dave and John Butman (2005). Grapevine: The New Art of Word-of_mouth Marketing. New York: Penguin Group. 6.Bearden, William O., Richard G. Netemeyer, and Jess E. Teel (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15(4), 473. 7.Belch, George E. and Michael A. Belch (1999). Advertising and Promotion: An Integrated Marketing Communications Perspective. NY: McGraw0Hill Companies, Inc. 8.Berlo, D. K., Lemert, J.B., & Mertz, R. J. (1969). Dimensions for evaluating the acceptability of message sources. Public Opinion Quarterly, 33, 563-576. 9.Bickart, Barbara and Robert M. Schindler (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15 (3), 31-40. 10.Bonabeau, Eric (2004). The Perils of the Imitation Age. Harvard Business Review, 82(6), 45-54. 11.Cameron, G. T., & Curtin, P. A. (1995). Tracing sources of information pollution: A survey and experiment test of print media’s labeling policy for feature advertising. Journalism & Mass Communication Quarterly, 72(1), 178-189. 12.Carman, James M. (1992). Theories of Altruism and Behavior Modification Campaigns. Journal of Macromarketing, 12 (1), 5-18. 13.Chang, Tung-Zong, & Wildt, A.R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy Marketing Science, 22(1), 16-27. 14.Chevalier, Judith A. and Dina Mayzlin (2003). The Effect of Word of Mouth on Sales: Online Book Review. Journal of Marketing Research, 43 (3), 345-354. 15.Chatterjee, P. (2001). Online reviews: Do consumers use them? Advances in Consumer Research, 28 (1), 129-133. 16.Chen, Jim, Yue Zhang, and Richard Heath (2001). An Exploratory Investigation of the Relationships between Consumer Characteristics and Information Privacy. Marketing Management Journal, 11 (1), 73-81. 17.Chen, Yubo and Jinhong Xie (2008). Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix. Management Science, 54 (3), 477-491. 18.Clarke, I. (2001). Emerging value propositions for m-commerce. Journal of Business Strategies, 18(2), 133-148. 19.DeGroat, B. (2009). Blogs, like traditional advertising, can help predict product sales. University of Michigan News Service. 20.Dellarocas, Chrysanthos (2003), The Digitization of Word-of-Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 49 (10), 1401-1424. 21.Dodds, W.B., Monroe, K.B., & Grewal, D.(1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), p.307-319. 22.Ducoffe, R.H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1-18. 23.Fogg, B.J., Soohoo, C., Danielson, D.R., Marable, L., Stanford, J., & Trauber, E.R. (2003). How do users evaluate the credibility of Web sites? A study with over 2,500 participants. Paper presented at the Proceedings of the Conference on Designing for User Experiences, San Francisco. 1-15. 24.Freeman, K. S., & Spyridakis, J. H. (2004). An examination of factors that affect the credibility of online health information. Technical Communication, 51(2), 239-263. 25.Gelb, Betsy D. and Suresh Sundaram (2002). Adapting to Word of Mouse. Business Horizons, 45(4), 21-26. 26.Giffin, K. (1967). The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychology Bulletin, 68, 581-584. 27.Godes, D. and Mayzlin, D. (2004). Using online conservations to study word of mouth communication. Marketing Science, 23(4), 545-560. 28.Grewal, D., Krishnan, R., Baker J., & Borin, N. (1998). The effect of store Name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352. 29.Hanson, Jeff (2000). Writing a Web Application-For Websphere Application Server. Netware Connection, 11 (9), 12-18. 30.Hanson, Ward A. and Daniel S. Putler (1996). Hits and Misses: Herd Behavior and Online Product Popularity. Marketing Letters, 7(4), 297-305. 31.Harrison-Walker, Jean L. (2001). E-Complaining: A Content Analysis of an Internet Complaint Forum. Journal of Services Marketing, 15 (5), 397-412. 32.Hennig-Thurau, Thorsten, Kevin P. Gwinner, and Dwayne D. Gremler (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230-248. 33.Hennig-Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler (2004). Electronic Word-of-Mouth via Consumer-opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18 (1), 38-52. 34.Herr, Paul M., Frank R. Kardes, and John Kim (1991). Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, 17(4), 454-462. 35.Herring, S., Scheidt, L.A., Bonus, S., & Wright, E. (2004). Bridging the gap: A genre analysis of weblogs. Proceedings of the 37th Hawaii International Conference on System Sciences (HICSS-37). Los Alamitos: IEEE Computer Society Press, 2004, p.11. 36.Hoffman, Donna L. and Thomas P. Novak (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60 (3), 50-68. 37.Hovland, C. I., & Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness. Public Opinion Quarterly, 15(4), 635-650. 38.Huang, Jen Hung and Yi Fen Chen (2006). Herding in Online Product Choice. Psychology and Marketing, 23(5), 413-428. 39.Johnson, Dan (2000). Anonymity and the Internet. The Futurist, 34 (4), 12. 40.Johnson, T.J. and Kaye, B.K.(2002). Wag the Blog: How Reliance on Traditional Media and the Internet Influence Credibility Perceptions of Weblogs among Blog Users. Journalism and Mass Communication Quality, 81(3), 622-642. 41.Joinson, Adam (1998). Causes and implications of disinhibited behavior on the Internet. In Gackenbach, Jayne (Ed.), Psychology and the Internet: Intrapersonal, interpersonal, and transpersonal implications. (pp. 43-60). San Diego: Academic Press. 42.Kakihara, M., & Sorensen, C. (2001). Expanding the mobility concept. ACM SIG Group bulletin, 22(3), 33-37. 43.Kalakota, R., & Robinson, M. (1999). e-Business Roadmap for Success. Reading, Addison Wesley Longman, 165-168. 44.Keen, P. G., Mackintosh, R., & Foreword By-Heikkonen, M. (2001). The Freedom Economy: Gaining the Mcommerce Edge in the Era of the Wireless Internet. McGraw-Hill Professional. 45.Kiecker, Pamela and Deborah Cowles (2001). Interpersonal Communication and Personal Influence on the Internet: A framework for Examining Online Word-of-Mouth. Journal of Euromarketing, 11 (2), 71-89. 46.Ko, H. C., & Kuo, F. Y. (2009). Can blogging enhance subjective well-being through self-disclosure? Cyber Psychology & Behavior, 12(1), 75-79. 47.Korgaonkar, Pradeep K. and Lori D. Wolin (1999). A Multivariate Analysis of Web Usage. Journal of Advertising Research, 39 (2) 53-68. 48.Kretchmer, S. B. (2004). Advertisement: The evolution of product placement as a mass media marketing strategy. Handbook of product placement in the mass media (The Haworth press), 37-54. 49.Lawler, Philip F. (1984). The Ultimate Weapon. Chicago: Regnery Gateway. 50.Lehrer, C., Constantiou, I., & Hess, T. (2011). Examining the Determinants of Mobile Location-based Services’ Continuance. ICIS 2011 Proceedings. Paper 13. 51.Liang, Ting Peng and Hung Jen Lai (2002). Effect of Store Design on Consumer Purchases: An Empirical Study of On-Line Bookstores. Information and Management, 39(6), 431-444. 52.Markus, Lynne M. (1994). Electronic Mail as the Medium of Managerial Choice. Organization Science, 5 (4), 502-527. 53.McCroskey, J. C. (1966). Scales for the measurement of ethos. Communication Monographs, 33(1), 65-72. 54.McCullagh, K.(2008). Blogging: Self presentation and privacy. Information & Communications Technology Law. 17(1), 3-23. 55.McGuire, W. J. (1969). The nature of attitudes and attitude change. In G. Lindzy & E. Aroson(Eds). Handbook of Social Psychology. NY: Random House. 233-346. 56.Mennecke, B. E., & Strader, T. J. (2003). Mobile commerce: technology, theory, and applications. IRM Press. 57.Metzger, M. J., Flanagin, A. J., Eyal, K., Lemus, D. R., & McCann, R. (2003). Credibility in the 21st century: Integrating perspectives on source, message, and media credibility in the contemporary media environment. Communication Yearbook, 27, 293-335. Mahwah, NJ: Lawrence Erlbaum. 58.Morwitz, V.G. & D.Schmittlein (1992). Using Segmentation to Improve Sales Forests Based on Purchase Intent: Which Intenders Actually Buy, Journal of Marketing Research. 29(4): 391-405. 59.Muller-Veerse, F. (1999). Mobile commerce report. Durlacher Research Ltd. 60.Neumann, Peter G. (1996). Risks of Anonymity. Communications of the ACM, 39 (12), 162. 61.Newhagen, John E. and Sheizaf Rafaeli (1996). Why Communication Researchers Should Study the Internet: A Dialogue. Journal of Communication, 46 (1), 4-13. 62.Nunamaker, Jay F., Alan R. Dennis, Joseph S. Valacich, Douglas R. Vogel, and Joey F. George (1991). Electronic Meeting Systems to Support Group Work. Communications of the ACM, 34 (7), 40-61. 63.Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19, 39-52. 64.Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31, 46-54. 65.Oliver, Claude (1995). Privacy, Anonymity and Accountability. Computers and Security. 14 (6), 489-490. 66.Pamela, K. and Deborah, C. (2001). Journal of Euro-marketing, 11(2), 71-91. 67.Park, Do-Hyung, Jumin Lee, and Ingoo Han (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11 (4), 125-148. 68.Park, Whan C. and Parker V. Lessig (1977). Students and Housewives: Differences in Susceptibility to Reference Group Influence. Journal of Consumer Research, 4(2), 102-110. 69.Prykop, C., & Heitmann, M. (2006). Designing mobile brand communities: Concept and empirical illustration. Journal of Organizational Computing and Electronic Commerce, 16(3-4), 301-323. 70.Reynolds, F.D., & Wells, W.D. (1997). Consumer behavior(2nd ed), New York: McGraw-Hill. 71.Rice, Ronald E. (1989). Issues and Concepts in Research on Computer-Mediated Communication System. In James A. Anderson(ed.), Communication Yearbook (pp.436-476). Beverly Hills, CA: Sage Publications, Inc. 72.Rogers, Everett M. (1986). Communication Technology. New Jersey: Replica Books. 73.Rodgers, S., Cameron, G. T. & Brill, A. M. (2005). Ad placement in e-newspapers affects memory, attitude. Newspaper Research Journal, 26(1), 16-27. 74.Ryan, Richard M. and Edward L. Deci (2000). Intrinsic and Extrinsic Motivation: Classic Definitions and New Directions. Contemporary Educational Psychology, 25 (1), 54-67. 75.Sandler, D. M. & Secunda, E. (1993). Point of view: Blurred boundaries—Where does editorial and advertising begin. Journal of Advertising Research, 33(3), 73-80. 76.Schiffman L. G. & Kanuk, L.L. (2000). Consumer Behavior (7th ed.), New Jersey: Prentice-Hall, 23-45. 77.Senecal, Sylvain and Jacques Nantel (2004). The Influence of Online Product Recommendations on Consumers’ Online Choices. Journal of Retailing, 80(2), 159-169. 78.Singletary, M. W. (1976). Components of credibility of favorable news source. Journalism Quarterly, 53(2), 316-319. 79.Smith, S. D., (2005). Balancing act. Mediaweek, Oct.10, 2005, 36. 80.Sproull, Lee and Sara Kiesler (1992). Connections: New Ways of Working in the Networked Organization. Cambridge: The MIT Press. 81.Stewart, David W., Gerald B. Hickson, Srinivasan Ratneshwar, Cornelia Pechmann, and William Altermeier (1985). Information Search and Decision Strategies Among Health Care Consumer. Advance in Consumer Research, 12,252-257. 82.Sundaram, D. S., Kaushik Mitra, and Cynthia Webster (1998). Word of Mouth Communications: A Motivational Analysis. Advances in Consumer Research, 25 (1), 527-531. 83.Sunder, S.S.,(1998). Effects of source attribution on perception of online stories. Journalism Quarterly, 75, 55-68. 84.Swan, John E. and Richard L. Oliver (1989). Postpurchase Communications by Consumers. Journal of Retailing, 65 (4), 516-535. 85.Sweetser, K. D., Porter, L. V., Chung, D. S., & Kim, E. (2008). Credibility and the use of blogs among professionals in the communication industry. I&MC Quarterly, 85(1), 169-186. 86.Sweester, K., Porter, L., Soun, C. D., & Kim, E. (2008). Credibility and the sue of blogs among professionals in the communication industry. Journalism & Mass Communication Quarterly, 85(1): 169-185. 87.Trammell, K. D., & Keshelashvili, A. (2005). Examining the new influencers: A self-presentation of A-list blogs. Journalism and Mass Communication Quarterly, 82(4), 968-982. 88.Tsalgatidou, A., & Pitoura, E. (2001). Business models and transactions in mobile electronic commerce: requirements and properties. Computer Networks, 37(2), 221-236. 89.Tsang, M. M., Ho, S.C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78. 90.Valacich, Joseph S., Alan R. Dennis, and Jay F. Nunamaker (1992). Group Size and Anonymity Effects on Computer-mediated Idea Generation. Small Group Research, 23 (1), 49-73. 91.Williams, W. S. (1998). The blurring of the line between advertising and journalism in the on-line environment. In Borden, D. L., & Harvey, K.(Eds.), 31-41. 92.Wirtz, Jochen and Patricia Chew (2002). The Effects of Incentives, Deal Proneness, Satisfaction and Tie Stremgth on Word-of-Mouth Behavior. International Journal of Service Industry Management, 13 (2), 141-163. 93.Yang, S. U., & Lim, J. S. (2009). The effects of blog-mediated public relations (BMPR) on relational trust. Journal of Public Research, 21(3), 341-359. 94.Zeithaml, V.A. (1998). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of marketing, 52, p.2-22. |
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