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題名 促進行動銀行應用程式下載率:線上傳統媒體與社群媒體在網路行銷上相對效益的比較
Driving the Download Rate of Banking App: Comparing the Relative Effectiveness of Online Traditional and Social Media Marketing作者 盧昱均
Lu, Yu-Chun貢獻者 張欣綠
Chang, Hsin-Lu
盧昱均
Lu, Yu-Chun關鍵詞 App marketing
Online marketing
Banking app
Social media marketing
Synergy effect
Marketing effectiveness日期 2020 上傳時間 3-Aug-2020 17:35:49 (UTC+8) 摘要 In this mobile era, apps have become the main connection between companies and their consumers. The past research has revealed that 88.2 percent of people with smartphones use their smartphone for 2 hours and 58.5 minutes every day. The time even becomes 5 hours and 12.6 minutes among 18- to 19-year-old people, and more than 80 percent of this group are using social networks such as Facebook or YouTube. Popularizing apps through these channels is now a significant task that all companies should pursue.This research aims to measure the effectiveness of traditional, socially owned, and socially earned online media on apps download in the context of mobile banking. We collected data from a leading Taiwanese bank about the click-through rates of online advertisements across different online channels and examined the influence on the app download rate. We will use a log-log model to test our model. This study emphasizes app marketing and will reveal which channels can promote downloads most effectively. 參考文獻 Al-Jabri, I. M., &Sohail, M. S. (2012). MOBILE BANKING ADOPTION: APPLICATION OF DIFFUSION OF INNOVATION THEORY. In Journal of Electronic Commerce Research (Vol. 13).Berman, B., &Zarb, F. G. (2016). Planning and implementing effective mobile marketing programs. https://doi.org/10.1016/j.bushor.2016.03.006Danaher, P. J., Bonfrer, A., &Dhar, S. (2008). The Effect of Competitive Advertising Interference on Sales for Packaged Goods. Journal of Marketing Research, 45(2), 211–225. https://doi.org/10.1509/jmkr.45.2.211Digital 2019 Taiwan (January 2019) v01. (n.d.). Retrieved January5, 2020, from https://www.slideshare.net/DataReportal/digital-2019-taiwan-january-2019-v01Dinner, I. M., VanHeerde, H. J., &Neslin, S. A. (2014). Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), 527–545. https://doi.org/10.1509/jmr.11.0466Dong, X., Chang, Y., Liang, S., &Fan, X. (2018). How online media synergy influences consumers’ purchase intention: A perspective from broadcast and interactive media. Internet Research, 28(4), 946–964. https://doi.org/10.1108/IntR-08-2017-0298Edosomwan, S. O. (2011). The history of social media and its impact on business. In Article in The Journal of Applied Management & Entrepreneurship. Retrieved from https://www.researchgate.net/publication/303216233Erdogmus, I. E. (2012). The Impact of Social Media Marketing on Brand Loyalty The impact of social media marketing on brand loyalty. (September 2014). https://doi.org/10.1016/j.sbspro.2012.09.1119Hervet, G., Guérard, K., Tremblay, S., &Chtourou, M. S. (2011). Is banner blindness genuine? Eye tracking internet text advertising. Applied Cognitive Psychology, 25(5), 708–716. https://doi.org/10.1002/acp.1742Hughes, T. (2016). Marketing Challenges in E-Banking : Standalone or Integrated ? Marketing Challenges in E-Banking : 1376(April). https://doi.org/10.1080/0267257X.2003.9728251Leone, R. P. (1995). Generalizing What Is Known About Temporal Aggregation and Advertising Carryover. Marketing Science, 14(3_supplement), G141–G150. https://doi.org/10.1287/mksc.14.3.g141Lin, J. (n.d.). Facebook行銷最關鍵的5件事，fb 行銷仍然是企業主力. Retrieved January5, 2020, from https://imjaylin.com/fb-trends/LINE台灣月活躍用戶破2,100萬，特愛三大功能、使用率名列全球第一｜數位時代. (n.d.). Retrieved January5, 2020, from https://www.bnext.com.tw/article/51783/line-linetoday-linestore-stickerLovett, M. J., &Staelin, R. (2016). The role of paid, earned, and owned media in building entertainment brands: Reminding, informing, and enhancing enjoyment. Marketing Science, 35(1), 142–157. https://doi.org/10.1287/mksc.2015.0961Mahatanankoon, P., Wen, H. J., &Lim, B. (2005). Consumer-based m-commerce: Exploring consumer perception of mobile applications. Computer Standards and Interfaces, 27(4), 347–357. https://doi.org/10.1016/j.csi.2004.10.003Naik, P. A., &Peters, K. (2009). A Hierarchical Marketing Communications Model of Online and Offline Media Synergies. Journal of Interactive Marketing, 23(4), 288–299. https://doi.org/10.1016/j.intmar.2009.07.005Rossi, M., &Tuunainen, V. K. (2004). Mobile Banking Services ENACT-ERP development networks in action View project Electronic invoicing View project. Article in Communications of the ACM. https://doi.org/10.1145/986213.986236Sajid SI. (2016). Social Media and Its Role in Marketing. https://doi.org/10.4172/2151-6219.1000203Shankar, V., Smith, A. K., &Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153–175. https://doi.org/10.1016/S0167-8116(03)00016-8Stephen, A. T., &Galak, J. (2012). The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of Marketing Research, 49(5), 624–639. https://doi.org/10.1509/jmr.09.0401Watson, C., Mccarthy, J., &Rowley, J. (n.d.). Consumer attitudes towards mobile marketing in the smart phone era.Xie, K., &Lee, Y. J. (2015). Social Media and Brand Purchase: Quantifying the Effects of Exposures to Earned and Owned Social Media Activities in a Two-Stage Decision Making Model. Journal of Management Information Systems, 32(2), 204–238. https://doi.org/10.1080/07421222.2015.1063297Yan, Z., Zhang, P., &Deng, R. H. (n.d.). TruBeRepec: a trust-behavior-based reputation and recommender system for mobile applications. https://doi.org/10.1007/s00779-011-0420-2Yang, H. C. (2013). Bon appétit for apps: Young American consumers’ acceptance of mobile applications. Journal of Computer Information Systems, 53(3), 85–96. https://doi.org/10.1080/08874417.2013.11645635解讀Ptt：台灣最有影響力的網路社群｜數位時代. (n.d.). Retrieved January5, 2020, from https://www.bnext.com.tw/article/38609/bn-2016-01-29-161210-178電商如何用LINE@行銷？４個方法，有效串接O2O | SmartM 新網路科技. (2017). Retrieved January5, 2020, from SmartM website: https://www.smartm.com.tw/article/34333637cea3 描述 碩士
國立政治大學
資訊管理學系
107356014資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107356014 資料類型 thesis dc.contributor.advisor 張欣綠 zh_TW dc.contributor.advisor Chang, Hsin-Lu en_US dc.contributor.author (Authors) 盧昱均 zh_TW dc.contributor.author (Authors) Lu, Yu-Chun en_US dc.creator (作者) 盧昱均 zh_TW dc.creator (作者) Lu, Yu-Chun en_US dc.date (日期) 2020 en_US dc.date.accessioned 3-Aug-2020 17:35:49 (UTC+8) - dc.date.available 3-Aug-2020 17:35:49 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2020 17:35:49 (UTC+8) - dc.identifier (Other Identifiers) G0107356014 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/130978 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 107356014 zh_TW dc.description.abstract (摘要) In this mobile era, apps have become the main connection between companies and their consumers. The past research has revealed that 88.2 percent of people with smartphones use their smartphone for 2 hours and 58.5 minutes every day. The time even becomes 5 hours and 12.6 minutes among 18- to 19-year-old people, and more than 80 percent of this group are using social networks such as Facebook or YouTube. Popularizing apps through these channels is now a significant task that all companies should pursue.This research aims to measure the effectiveness of traditional, socially owned, and socially earned online media on apps download in the context of mobile banking. We collected data from a leading Taiwanese bank about the click-through rates of online advertisements across different online channels and examined the influence on the app download rate. We will use a log-log model to test our model. This study emphasizes app marketing and will reveal which channels can promote downloads most effectively. en_US dc.description.tableofcontents CHAPTER 1: INTRODUCTION 1CHAPTER 2: LITERATURE REVIEW 42.1. Mobile App Marketing 42.2. Marketing channel selection 62.3. Online traditional and social media 7CHAPTER 3: RESEARCH MODEL 93.1. Conceptual framework 93.2 Model development 12CHAPTER 4: DATA COLLECTION 164.1 Case description 164.2 Data description 19CHAPTER 5: MODEL ANALYSIS AND RESULT 225.1 The Model of Landing Page Clicks 225.2 The Model of Account-Opening Clicks 235.3 App-Download Model 245.4 Channels’ Synergy Effects 265.5 Carryover Effect 275.6 Summary 28CHAPTER 6: CONCLUSION 29REFERENCE 31 zh_TW dc.format.extent 1134041 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107356014 en_US dc.subject (關鍵詞) App marketing en_US dc.subject (關鍵詞) Online marketing en_US dc.subject (關鍵詞) Banking app en_US dc.subject (關鍵詞) Social media marketing en_US dc.subject (關鍵詞) Synergy effect en_US dc.subject (關鍵詞) Marketing effectiveness en_US dc.title (題名) 促進行動銀行應用程式下載率:線上傳統媒體與社群媒體在網路行銷上相對效益的比較 zh_TW dc.title (題名) Driving the Download Rate of Banking App: Comparing the Relative Effectiveness of Online Traditional and Social Media Marketing en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Al-Jabri, I. M., &Sohail, M. S. (2012). MOBILE BANKING ADOPTION: APPLICATION OF DIFFUSION OF INNOVATION THEORY. In Journal of Electronic Commerce Research (Vol. 13).Berman, B., &Zarb, F. G. (2016). Planning and implementing effective mobile marketing programs. https://doi.org/10.1016/j.bushor.2016.03.006Danaher, P. J., Bonfrer, A., &Dhar, S. (2008). The Effect of Competitive Advertising Interference on Sales for Packaged Goods. Journal of Marketing Research, 45(2), 211–225. https://doi.org/10.1509/jmkr.45.2.211Digital 2019 Taiwan (January 2019) v01. (n.d.). Retrieved January5, 2020, from https://www.slideshare.net/DataReportal/digital-2019-taiwan-january-2019-v01Dinner, I. M., VanHeerde, H. J., &Neslin, S. A. (2014). Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), 527–545. https://doi.org/10.1509/jmr.11.0466Dong, X., Chang, Y., Liang, S., &Fan, X. (2018). How online media synergy influences consumers’ purchase intention: A perspective from broadcast and interactive media. Internet Research, 28(4), 946–964. https://doi.org/10.1108/IntR-08-2017-0298Edosomwan, S. O. (2011). The history of social media and its impact on business. In Article in The Journal of Applied Management & Entrepreneurship. Retrieved from https://www.researchgate.net/publication/303216233Erdogmus, I. E. (2012). The Impact of Social Media Marketing on Brand Loyalty The impact of social media marketing on brand loyalty. (September 2014). https://doi.org/10.1016/j.sbspro.2012.09.1119Hervet, G., Guérard, K., Tremblay, S., &Chtourou, M. S. (2011). Is banner blindness genuine? Eye tracking internet text advertising. Applied Cognitive Psychology, 25(5), 708–716. https://doi.org/10.1002/acp.1742Hughes, T. (2016). Marketing Challenges in E-Banking : Standalone or Integrated ? Marketing Challenges in E-Banking : 1376(April). https://doi.org/10.1080/0267257X.2003.9728251Leone, R. P. (1995). Generalizing What Is Known About Temporal Aggregation and Advertising Carryover. Marketing Science, 14(3_supplement), G141–G150. https://doi.org/10.1287/mksc.14.3.g141Lin, J. (n.d.). Facebook行銷最關鍵的5件事，fb 行銷仍然是企業主力. Retrieved January5, 2020, from https://imjaylin.com/fb-trends/LINE台灣月活躍用戶破2,100萬，特愛三大功能、使用率名列全球第一｜數位時代. (n.d.). Retrieved January5, 2020, from https://www.bnext.com.tw/article/51783/line-linetoday-linestore-stickerLovett, M. J., &Staelin, R. (2016). The role of paid, earned, and owned media in building entertainment brands: Reminding, informing, and enhancing enjoyment. Marketing Science, 35(1), 142–157. https://doi.org/10.1287/mksc.2015.0961Mahatanankoon, P., Wen, H. J., &Lim, B. (2005). Consumer-based m-commerce: Exploring consumer perception of mobile applications. Computer Standards and Interfaces, 27(4), 347–357. https://doi.org/10.1016/j.csi.2004.10.003Naik, P. A., &Peters, K. (2009). A Hierarchical Marketing Communications Model of Online and Offline Media Synergies. Journal of Interactive Marketing, 23(4), 288–299. https://doi.org/10.1016/j.intmar.2009.07.005Rossi, M., &Tuunainen, V. K. (2004). Mobile Banking Services ENACT-ERP development networks in action View project Electronic invoicing View project. Article in Communications of the ACM. https://doi.org/10.1145/986213.986236Sajid SI. (2016). Social Media and Its Role in Marketing. https://doi.org/10.4172/2151-6219.1000203Shankar, V., Smith, A. K., &Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153–175. https://doi.org/10.1016/S0167-8116(03)00016-8Stephen, A. T., &Galak, J. (2012). The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of Marketing Research, 49(5), 624–639. https://doi.org/10.1509/jmr.09.0401Watson, C., Mccarthy, J., &Rowley, J. (n.d.). Consumer attitudes towards mobile marketing in the smart phone era.Xie, K., &Lee, Y. J. (2015). Social Media and Brand Purchase: Quantifying the Effects of Exposures to Earned and Owned Social Media Activities in a Two-Stage Decision Making Model. Journal of Management Information Systems, 32(2), 204–238. https://doi.org/10.1080/07421222.2015.1063297Yan, Z., Zhang, P., &Deng, R. H. (n.d.). TruBeRepec: a trust-behavior-based reputation and recommender system for mobile applications. https://doi.org/10.1007/s00779-011-0420-2Yang, H. C. (2013). Bon appétit for apps: Young American consumers’ acceptance of mobile applications. Journal of Computer Information Systems, 53(3), 85–96. https://doi.org/10.1080/08874417.2013.11645635解讀Ptt：台灣最有影響力的網路社群｜數位時代. (n.d.). Retrieved January5, 2020, from https://www.bnext.com.tw/article/38609/bn-2016-01-29-161210-178電商如何用LINE@行銷？４個方法，有效串接O2O | SmartM 新網路科技. (2017). Retrieved January5, 2020, from SmartM website: https://www.smartm.com.tw/article/34333637cea3 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202001045 en_US
