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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32196

    Title: 不實網路廣告之分析
    Other Titles: Analysis of false internet advertising
    Authors: 張心怡;Chang, Hsin-yi
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    林江峰;Lin, Chiang-fang
    Keywords: 不實廣告;網路廣告;公平交易法;廣告主;false advertising;Internet advertising;Fair Trade Law;advertiser
    Date: 2006
    Issue Date: 2010-01-11 01:50:22 (UTC+8)
    Abstract: 由於電子商務的發達,上網人口的增加,網路廣告營收的成長,使得越來越多廣告主會選擇透過網路媒體刊登廣告,然而若為與同業競爭,在強化廣告效果追求利益的目標下,若發生廣告不實或重要資訊未適當揭露的情形,極易衍生消費糾紛,因此,包括我國在內的許多國家,會針對網路不實廣告行為加以規範。為了避免觸及不法地帶,不論廣告主、廣告媒體業者、廣告代理業者、網路服務提供者等網路廣告之相關當事人,有必要對於網路廣告之相關資訊及規範詳加了解。






    Because of the development of e-commerce, increasing Internet population, and growing revenues from internet advertisements, more and more advertisers chose to publish their advertisements on the internet; however, it is easy to have consumption disputes derived from the false advertising or inappropriate disclosure of important information under the goal of enhancing advertisement effect and seeking profits to compete with other enterprises within industry; therefore, many countries, including Taiwan, have regulations on the false internet advertising behaviors. For not violating laws, parties engaged in internet advertising, regardless of advertiser, advertisement media providers, advertisement agents, or internet service providers, have to understand relevant information and regulations of internet advertising clearly.

    The structure of this research is, Chapter 1 describes research motivation and purpose; furthermore, because comprehensive problems are involved in the publication of internet advertisement, the viewpoint of competition law is adopted for research and analysis, and explains the research framework and process.

    Chapter 2 arranges the commercial models of internet advertisement, and introduces the features and types of internet advertisement, advertisement websites and relevant parties, respectively.

    Chapter 3 further analyzes the patterns of false internet advertising, including traditional false internet advertising and the specific patters of internet advertising.

    Chapter 4 introduces regulations for the management of internet advertising in each country, and analyzes the regulations of traditional internet advertising and the application of laws to internet advertising in USA, Canada, Japan and Taiwan, respectively.

    Chapter 5 clarifies the responsibilities of relevant parties engaged in internet advertising, including the definition of advertiser, responsibility of internet service providers engaged in different business, and the civil liabilities of advertisement media providers and agents.

    Chapter 6 is the conclusion and suggestion. First is to conclude the research, and then provides suggestions to relevant parties of internet advertising as the reference for the decision in publishing internet advertisement.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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