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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31979


    Title: 口碑傳播應用於即時通訊系統接受程度之研究 : 以MSN使用者為例
    Other Titles: Apply words of mouth effects to instant message systems : an example from the users of MSN
    Authors: 孫昊;Sun, Hao
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    蔡政言;Tsai, Jeng-yan
    Keywords: MSN;整合型科技接受模式;口碑傳播;網路行銷;MSN;UTAUT;Mouth of Words Effects;E-Marketing
    Date: 2009
    Issue Date: 2010-01-11 01:30:27 (UTC+8)
    Abstract: 國內網路使用人口中,即時通訊軟體使用比率已高達八成以上。在即時通訊使用種類方面,又以MSN Messenger(MSN)的92.2%採用比率為最高。同時隨著電子商務的興起,數位行銷的手段自是不可或缺的一環,也因此即時通訊系統可以說是繼網路E-Mail與部落格之後另外一個新的網路行銷媒介。
    本論文以台灣的MSN使用者為研究對象,主要目的是為了探討MSN使用者對於網路廣告置入於即時通訊系統的接受程度以及探討可能會影響接受程度的因素,因此採納整合型科技接受模型(Unified Theory of Acceptance and Use of Technology,Venkates 2003)結合廣告行為研究為研究架構,並嘗試加入生活型態區分的應用與理論(The Concept and Application of Life Style Segmentation, J.T. Plummer 1974)當中的AIO量表將使用者區分為六個群後加入控制變數加以研究。
    研究主要結果發現:
    一、 廣告本身的內容以及給使用者的信任度會直接影響廣告接受意願。
    二、 喜歡使用並且願意繼續使用MSN的使用者不一定能接受網路廣告置入於MSN之中,
    三、 有聽過或知道何謂為MSN的狀態廣告的使用者對於廣告接受意願相對較高。
    四、 研究嘗試加入生活型態量表探討與其他構面的想法,經由資料分析後獲得
    支持。
    Among the domestic population of using network today, the using rate of the Instant Messaging (IM) has been greater than 80% already. About the type of IM software, MSN Messenger (MSN) is the highest adopting rate 92.2% among the Instant Messaging software. This study aim to investigate factors affects “MSN Status Advertisement accepting intention”.
    This research used the users of MSN as a sample to realize what reasons that can affect users accepting intention for MSN Status Advertisement. According to forward, the research cited Unified Theory of Acceptance and Use of Technology Mode (Venkates 2003) and the attitudes of advertisement to find out the reasons. Besides, this research added Life Style dimension into controlled variable, then tried to figure out the relativity.
    The result of the research had three points:
    1. The products and the contents in the advertisement will have positively influent for users to accept the MSN status advertisement.
    2. Users who are familiar with MSN do not have more of an intension to accept MSN Status Advertisements.
    3. Users who really have heard about and understood what MSN Status Advertisement will have higher intension to accept the MSN Status Advertisement.
    4. After analyzed the data, the result supports part of the new idea of the research, Life Style segmentation would not influent customers’ behavior for accepting MSN Status Advertisement..
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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