1. NCCU Academic Hub
  2. 學術產出
  3. College of Communication
  4. Theses
  5. Item

學術產出-Theses

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

  • No doi shows Citation Infomation
題名 新聞網站行銷研究 ─ 以Yahoo!奇摩新聞為例
The Marketing Research for News Website - An Empirical Case of Yahoo! News
作者 林裕凱
貢獻者 祝鳳岡
林裕凱
關鍵詞 Yahoo!奇摩新聞
品牌形象
網站資訊品質
網站服務品質
日期 2012
上傳時間 2-Sep-2013 11:47:32 (UTC+8)
摘要 根據調查台灣網路的使用已相當普及，並且瀏覽網路新聞已成為民眾主要的網路使用行為之一，此外網友在觀看線上新聞時，「Yahoo!奇摩新聞」的使用量高居新聞網站之首，在網路世界的影響力不容小覷。過去多數的相關研究主要針對「傳統媒體所支援的新聞網站」進行調查，本研究認為入口網站新聞平台仍有進一步研究的空間，並且在廣告傳播的過程中，新聞網站的點擊率與瀏覽人次影響著廠商廣告效果的評估，因此本研究以「Yahoo!奇摩新聞」作為研究對象，並以提升使用者滿意度、忠誠度為目的，探討品牌形象、網站服務品質、網站資訊品質對於滿意度與忠誠度的影響。
     
     本研究以網路問卷的形式，在批踢踢平台進行問卷發放，共回收500份有效問卷，並根據本研究假設與架構，利用因素分析、信度分析、皮爾森相關分析、迴歸分析與ANOVA變異數分析進行假設驗證。研究結果顯示，品牌形象、網站資訊品質、網站服務品質對於使用者滿意度與忠誠度皆具有顯著影響，並且以品牌形象對滿意度與忠誠度的影響最深。此外，本研究亦驗證品牌形象與網站資訊品質、網站服務品質之間具有相互影響性。而在人口統計變項部分，本研究同樣驗證了性別、年齡、居住地、教育程度、職業、每月可支配所得會對整體研究架構產生影響。本研究額外發現，「是否曾將Yahoo!奇摩設為首頁」同樣會對整體研究產生影響。
     
     最後根據量化的結果，本研究進行質化訪談並針對Yahoo!奇摩新聞提出三點行銷策略上的建議，如下：
     
     1.重視不同使用者對新聞資訊的需求，提供更為客製化的新聞版面
     2.嚴格挑選新聞來源，塑立專業新聞網站形象
     3.增加Yahoo!奇摩的首頁設置率，以提高首頁新聞版位的曝光率
參考文獻 一、 線上資料
     台灣網路資訊中心（2012）。《歷次個人及家庭上網行為調查趨勢分析》。上網日期2012年11月4日，取自http://www.twnic.net.tw/download/200307/20120709f.pdf
     
     波仕特線上市調網（2009）。〈收看網路新聞 半數受訪者選擇Yahoo奇摩新聞〉，上網日期2012年11月4日。取自http://www.pollster.com.tw
     創市際市場研究顧問（2009）。〈雅虎新聞瀏覽率高達八成取代傳統報紙功能〉， 上網日期2012年11月4日。取自http://www.insightxplorer.com/news/news_07_10_09.html
     
     創市際市場研究顧問（2013）。〈4月份台灣網路流量報告：Yahoo!奇摩到達率居冠！〉。上網日期2013年7月3日。取自http://tw.marketing.campaign.yahoo.net/emarketing/
     Beck, Susan. (1997). Evaluation Criteria.The Good, The Bad & The Ugly: or, Why It`s a Good Idea to Evaluate Web Sources. Retrieved Dec 4, 2012 ,from http://lib.nmsu.edu/instruction/evalcrit.html
     
     二、 中文部分
     于卓民譯（1994）。《國際行銷學》。台北：華泰書局。（原書 Onkvisit, S., & Shaw, John J. (1996). International Marketing: Analysis and Strategies. Prentice Hall）
     
     毛亮傑（2005）。《網路新聞閱讀族群對法治教育的認知度研究—以聯合新聞網為例》。國立政治大學廣告研究所碩士論文。
     
     江柳螢（2006）。《新聞網站和新能力與經營策略對顧客績效影響之研究-以中時、聯合為例》。銘傳大學傳播管理研究所碩士論文。
     
     吳筱玫（1999）。〈電子報對傳統媒體的衝擊—下〉。《網路通訊雜誌》，91，122-128。
     
     吳奇為、劉忠陽、徐也翔（2008）。<新聞網站服務品質級品牌形象之研究>，《資訊社會研究》，15，153-180。
     
     吳建伯（2001）。《影音新聞網站之經營與管理》。世新大學傳播管理研究所碩士論文。
     
     林明遠（2003）。《入口網站服務品質與顧客滿意之研究》。國立中山大學企業管理研究所碩士論文。
     
     林宛妮（2011）。《新聞網站品牌形象、品牌忠誠度與品牌認同之關聯性研究》。銘傳大學傳播管理研究所碩士論文。
     
     施翠娟 （2003）。《知覺品質、品牌聯想對品牌權益因素之研究-以新聞網站為例》。銘傳大學傳播管理研究所碩士論文。
     
     陳韋宗（2012）。《網路新聞閱聽人付費意願及其影響因素之研究》。文化大學新聞研究所碩士論文。
     
     鄒德達（2006）。《新聞網站的使用與滿足之研究-以大台南地區的大學生為例》。南台科技大學資訊傳播研究所碩士論文。
     
     張群（2000）。《入口網站國際化策略之研究-以Yahoo!為例》。國立中山大學企業管理學系研究所碩士論文。
     
     張宗洲（2002）。《東森傳播媒體集團的新聞從業人員評估新聞網站品質之研究》。銘傳大學傳播管理研究所碩士論文。
     
     黃偉軒（2011）。《由資源基礎觀點探討台灣新聞網站策略聯盟》。交通大學傳播研究所碩士論文。
     
     彭家發、陳憶寧（1996）。《現代新聞學》。台北縣：空中大學。
     
     彭家發（1994）。《新聞客觀性原理》。台北市：三民書局。
     
     彭家發（1992）。《新聞論》。台北市：三民書局。
     
     楊志弘(2001)。〈新聞網站品質評估準則之研究—台灣地區新聞網站品質的
     排序之分析〉,「上海大學:首屆兩岸網絡與影視經營研討會」論文。上海:
     上海大學影視學院。
     
     楊政達（1993）。《數位典藏使用者滿意度與忠誠度之研究—以銘報即時新聞網站為例》。銘傳大學傳播管理研究所碩士論文。
     
     劉智華（2007）。《網路體驗與上站忠誠度之關係》。台北：鼎文。
     
     蔡淑如（2000）。《新聞網站互動性功能設計與使用者感知行為之初探-以聯合新聞網為例》。國立交通大學傳播研究所碩士論文。
     
     蔡卓芳（2004）。《台灣新聞網站市場範圍與市場競爭初探─以「聯合新聞網」、「中時電子報」、「東森新聞報」三大新聞網站為例分析》。交通大學傳播研究所碩士論文。
     
     賴宏仁、梁定澎（1998）。<台灣網路電子報之發展>。「1998傳播管理新思研討會」論文。高雄：中山大學。
     
     盧鴻毅、陳姿蓓（2009）。影響透過Yahoo!奇摩入口網站尋求新聞資訊意願的因素。《台大新聞論壇》，8，3-30。
     
     簡郁琳（2003）。《媒介可信度之評估研究-以網路新聞為例》。中國文化大學新聞研究所碩士論文。
     
     三、 英文部分
     Aaker, D. (1991). Managing Brand Equity. New York: The Free Press.
     
     Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
     
     Abdullah, M., A1-Nasser, A. D., & Husain, N. (2000). Evaluating functional between image, customer satisfaction and customer loyalty using general maximum entropy. Total Quality Management and Business Excellence, 11, 826-829.
     
     Anderson, E.W., & M.W. Sullivan. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143.
     
     Anderson, E. W., Fornell, C., & Lehman, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
     
     Alireza, F., Ali, K., & Aram, F. (2011). How quality, value, image, and satisfaction create loyalty at an iran telecom. International Journal of Business and Management, 6(8), 271-279.
     
     Beil, A. L. (1992). How Brand Image Drives Brand Equity. Journal of Advertising Research, 15(2), 6-12.
     
     Bowen, J.T., & Chen, S.L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality, 13, 213-217.
     
     Brown, George H. (1952). Brand Loyalty-Fact or Fiction? Advertising Age, 23, 53-55.
     
     Cardozo, R. A. (1965). An Experimental Study of Consumer Effort, Expectation and Satisfaction. Journal of Marketing Research, 2, 244-249.
     
     Chee, W. P., Kankanhalli, A., Ramakrishnan, K., & Krishnamurthy, S. R. (2010). Customers` preference of online store visit strategies: An investigation of demographic variables. European Journal of Information Systems, 19 (3), 344-358.
     
     Chernatony, Leslie, & Gil McWilliam. (1989). The Varying Nature of Brands as Assets: Theory and Practice Compared. International Journal of Advertising, 8 (4), 339-350.
     
     Chung, J. C., Kim, H., & Jang, H. K. (2010). An anatomy of the credibility of online newspapers. Online Information Review, 34(5), 669-685.
     
     Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects brand trust and brand affect to brand perfopmance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
     
     Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed). NJ: Erlbaum.
     
     Cyr, D., Hassanein K., Head M., & Ivanov A. (2007). The role of social presence in establishing loyalty in e-Service environments. Interacting with Computers, 19, 43-56.
     
     Czepiel, J. A. (1974). Perspectives on customer satisfaction. American Management Association, Chicago: IL.
     
     Clemenz, J., Brettel, M., & Moeller, T. (2012). How the personality of a brand impacts the perception of different dimensions of quality. Journal of Brand Management, 20(1), 52-64.
     
     Da Silva, R. V., & Syed Alwi, S. F. (2008). Online brand
     attributes and online corporate brand images. European Journal of Marketing, 42, 1039-1058.
     
     Dai, H., Haried, P., & A, F. S. (2011). Antecedents of online service quality, commitment and loyalty. The Journal of Computer Information Systems, 52(2), 1-11.
     
     Dick, A.S., & K., Basu. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
     
     Dobni, D., & Zinkhan, G. M. (1990). In Search of Brand Image: A Foundation Analysis. Advances in Consumer Research, 17(1), 110-119.
     
     Dodds, B. W., K. B. Monroe and D. Grewal (1991). Effect of Price, Brands and Store Information on Buyers’Product Evaluation. Journal of Marketing Research, 28(Aug.), 307-319.
     
     Etzel, M. J., B. J. Walker, & W. J. Stanton. (2001). Marketing Management (12th ed.), CA: McGraw-Hill.
     
     Fredericks, J.O., & Slater,M. (1998). What does Your Customer Really Want? Quality Progress, 31, 63-65.
     
     Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56 (1), 6-21.
     
     George, D., & Mallery. P. (2003). SPSS for windows step by ste (4th ed.). NY：John Willy & Sons.
     
     Gladney, G. A., Shapiro, I., & Castaldo, J. (2007). Online Editors Rate Web News Quality Criteria. 
Newspaper Research Journal, 28, 55-69.
     
     Gronholdt, L., A. Martensen, & K. Kristensen. (2000). The Relationship Between Customer Satisfaction and Loyalty: Cross-Industry Differences. Total Quality Management, 11 (4-6), 509-516.
     
     Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (1992). Multivariate Data Analysis (6th ed.). NY: Macmillan.
     
     Harman, H. H. (1976). Modern factor analysis. Chicago: University Of Chicago Press.
     
     Hashim, A., Erlane, K. G., & Said, J. (2009). Does consumers` demographic profile influence online shopping?: An examination using Fishbein`s Theory. Canadian Social Science, 5(6), 19-31.
     
     Hashim, N. Hazlina., Hasan, H., & Meloche, J. (2009). What`s new in online news? Pacific Asia Conference on Information Systems, 2009, 1-13.
     
     Henard, David H, & Szymanski, David M. (2001). Why some new products are more successful than others. Journal of Marketing Research, 38 (3), 362-376.
     
     Hoffman, Donna L., & Thomas P. Novak. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing,60 (3), 50-68.
     
     Huizingh, E.K. R.E. (2000). The content and design of web sites: an empirical study. Information and Management, 37 (3), 123-134.
     
     Hsieh, M. H. (2002). Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study. Journal of International Marketing, 10 (2), pp. 46-67.
     
     Ike-Elechi Ogba, & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in china. Journal of Technology Management in China, 4 (2), 132-144.
     
     Jacoby, J., & Chestnut, R. W. (1978)，Brand loyalty: Measurement and management. New York: John Wiley & Sons.
     
     Jean Donio, Massari, P., & Passiante, G. (2006). Customer satisfaction and loyalty in a digital environment: An empirical test. The Journal of Consumer Marketing, 23 (7), 445-457.
     
     Joewono, T. B., & Kubota, H. (2007). User Satisfaction with Paratransit in Competition With Motorization in Indonesia: Anticipation of Future Implications. Transportation, 33 (3), 337-355.
     
     Kamins, M. A., & L. J. Marks. (1991). The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands. Journal of the Academy of Marketing Science, 19 (3), 177-185.
     
     Keegan, W. J., Moriarty, S. E., & Duncan, T. (1995). Marketing. New Jersey, pp. 316-341.
     
     Keller, K.L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22.
     
     Kim, C., Oh, E., Shin, N., & Chae, M. (2009). An empirical investigation of factors affecting ubiquitous computing use and U-business value. International Journal of Information
     Management, 29(6), 436–448.
     
     Kotler,P. (2003). Marketing Management. New Jersey: Prentice Hall
     
     Leisa, R. F., Ronald, E. G., & Korzenny, F. (2011). Brand engagement in self-concept: A psychometric and demographic analysis. Journal of Multidisciplinary Research, 3(2), 5-18.
     
     Moriarty, Mitchell & Wells (2009). Advertising: Principles & Practivce (8th ed.). Prentice Hall.
     
     Magid, J. M., Anthony D. Cox, & Dena S. Cox. (2006). Quantifying Brand Image: Empirical Evidence of Trademark Dilution. American Business Law Journal, 43(1), 1-42.
     
     Mayo, J., & Leshner, G. (2000). Assessing the credibility of computer-assisted reporting. Newspaper Research Journal, 21 (4), 68-82.
     
     McKinney, V., Yoon, K., & Zahedi, F. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315.
     
     McQuail, D. (2000). Mass Communication Theory (4th ed.). NewYork: Sage Publication.
     
     Muller, W. (1991). Gaining competitive advantage through customer satisfaction. European Management Journal, 9 (2), 201-221.
     
     Ohammad, R. H., Jazani, N., Hajikarimi, A., & Ebrahimi, A. (2011). The effect of demographic characteristics on antecedents and consequences of customer satisfaction in banking Industry. Canadian Social Science, 7 (4), 198-203.
     
     Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Setting. Journal of Retailing, 57 (3), 25-48.
     
     Parasuraman, Valarie A. Zeithaml, & Leonard L. Berry. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 48.
     
     Parasuraman, A. Zeithaml, Valarie A., & Malhotra, Arvind. (2005). E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7 (3), 213-233.
     
     Park, Bernard, J. J., & Deborah, J. M. (1986). Strategic brand concept-image management. Journal of Marketing, 50 (4), 135-145.
     
     Park, C. W., S. Millberg, & R. Lawson. (1991). Evaluation of brand extensions： The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18, 185-193.
     
     Pearson, A., Tadisina, S., & Griffin, C. (2012). The role of E-service quality and information quality in creating perceived value: Antecedents to web site loyalty. Information Systems Management, 29 (3), 201-215.
     
     Phillip K.H., Gus M.G., Rodney A.C., & John A.R. (2003). Customer repurchase intention. A general structural equation model. European Journal of Marketing, 37 (11), 1762-1800.
     
     Porter, S. S., & Claycomb, C. (1997). The influence of brand recognition on retail store image. Journal of Product & Brand Management, 6 (6), 373-387.
     
     Regan. (1963). The service revolution. Journal of Marketing, 27, 32-36.
     
     Reichheld, F.F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78 (4), 105-113.
     
     Reynolds, F.D., Darden, W.R., & Martin, W. (1974). Developing an image the store-loyal customer. Journal of Retailing, 50 (4), 73-84.
     
     Richardson, P. S., Dick, A. S. & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing Research, 58 (4), 28-36.
     
     Rust, R. T., &Lemon K. N. (2001). E-service and the consumer. Journal of Electronic Commerce,5 (3). 85-101.
     
     Rust, R. T., & R. L. Oliver. (1994). Service quality: New Directions in Theory and Practice. CA: Sage.
     
     Ryan, R. N., Peter, A. T., & Barbara, H. W. (2005). Antecedents of information and system quality: An empirical examination within the context of data warehousing. Journal of Management Information Systems, 21 (4), 199-235.
     
     Ranjbarian, B., Sanayei, A., Kaboli, M. R., & Hadadian, A. (2012). An analysis of brand image, perceived quality, customer satisfaction and re-purchase intention in iranian department stores. International Journal of Business and Management,7(6), 40-48.
     
     Singh, J.(1991). Understanding the Structure of Consumers’ Satisfaction Evaluation of Service Delivery. Journal of the Academy of Marketing Science, 19 (3), 223-234.
     
     Santos, F. (2003). E-service Quality: A Model of Virtual Service Quality Dimensions. Managing Service Quality, 13 (3), 233-246.
     
     Sheng, T., & Liu, C. (2010). An empirical study on the effect of e-service quality on online customer satisfaction and loyalty.Nankai Business Review International, 1 (3), 273-283.
     
     Selnes, Fred. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27 (9), 19-35.
     
     Soo, Y. R.
(2002). Judgment of information quality and cognitive authority in the Web. Journal of the American Society for Information Science and Technology, 53 (2), 145-161.
     
     Srinivasan, S.S., Anderson R. & Ponnavolu K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78 (1), 41-51.
     
     Sundar, S. Shyam. (1999). Exploring receivers` criteria for perception of print and online news. Journalism and Mass Communication Quarterly, 76 (2), 373-386.
     
     Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125-137.
     
     Sabiote, C. M., Fr, D. M., & Castañeda, J. A. (2012). E-service quality as antecedent to e-satisfaction. Online Information Review,36(2), 157-174.
     
     Taylor, R.S. (1986). Value-added processes in information systems. NJ: Ablex.
     
     Tseng, S., & Fogg, B.J. (1999), Credibility and computing technology. Communications of the ACM, 42 (5), 39-44.
     
     Wakefield, R. L. (2001). Service quality. The CPA Journal,
     71 (8), 58-60.
     
     Wolfinbarger, M. & Gilly, M. C. (2003). eTailQ: Dimensionalizing, Measuring and Predicting eTail Quality. Journal of Retailing, 79 (3), 183-198.
     
     Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, 20 (3), 296-304.
     
     Westbrook, R. A. (1980). Intrapersonal affective influences on consumer satisfaction with products. Journal of Consumer Research, 7 (1), 49-54.
     
     Yang, Z., R. T. Peterson, & L. Huang. (2001). Talking the Pulse of Internet Pharmacies. Marketing Health Services,21 (2), 4-10.
     
     Zeithaml, V. A., Parasuraman, A., Malhotra, A., & Marketing Science Institute. (2000). A conceptual framework for understanding e-service quality: Implications for future research and managerial practice. Cambridge, Mass: Marketing Science Institute.
描述 碩士
國立政治大學
廣告研究所
100452005
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100452005
資料類型 thesis
dc.contributor.advisor 祝鳳岡zh_TW
dc.contributor.author (Authors) 林裕凱zh_TW
dc.creator (作者) 林裕凱zh_TW
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 11:47:32 (UTC+8)-
dc.date.available 2-Sep-2013 11:47:32 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 11:47:32 (UTC+8)-
dc.identifier (Other Identifiers) G0100452005en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59190-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 100452005zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 根據調查台灣網路的使用已相當普及，並且瀏覽網路新聞已成為民眾主要的網路使用行為之一，此外網友在觀看線上新聞時，「Yahoo!奇摩新聞」的使用量高居新聞網站之首，在網路世界的影響力不容小覷。過去多數的相關研究主要針對「傳統媒體所支援的新聞網站」進行調查，本研究認為入口網站新聞平台仍有進一步研究的空間，並且在廣告傳播的過程中，新聞網站的點擊率與瀏覽人次影響著廠商廣告效果的評估，因此本研究以「Yahoo!奇摩新聞」作為研究對象，並以提升使用者滿意度、忠誠度為目的，探討品牌形象、網站服務品質、網站資訊品質對於滿意度與忠誠度的影響。
     
     本研究以網路問卷的形式，在批踢踢平台進行問卷發放，共回收500份有效問卷，並根據本研究假設與架構，利用因素分析、信度分析、皮爾森相關分析、迴歸分析與ANOVA變異數分析進行假設驗證。研究結果顯示，品牌形象、網站資訊品質、網站服務品質對於使用者滿意度與忠誠度皆具有顯著影響，並且以品牌形象對滿意度與忠誠度的影響最深。此外，本研究亦驗證品牌形象與網站資訊品質、網站服務品質之間具有相互影響性。而在人口統計變項部分，本研究同樣驗證了性別、年齡、居住地、教育程度、職業、每月可支配所得會對整體研究架構產生影響。本研究額外發現，「是否曾將Yahoo!奇摩設為首頁」同樣會對整體研究產生影響。
     
     最後根據量化的結果，本研究進行質化訪談並針對Yahoo!奇摩新聞提出三點行銷策略上的建議，如下：
     
     1.重視不同使用者對新聞資訊的需求，提供更為客製化的新聞版面
     2.嚴格挑選新聞來源，塑立專業新聞網站形象
     3.增加Yahoo!奇摩的首頁設置率，以提高首頁新聞版位的曝光率		zh_TW
dc.description.tableofcontents 誌謝……………………………………………………………………ii
     摘要……………………………………………………………………iii
     目錄……………………………………………………………………iv
     表目錄…………………………………………………………………vi
     圖目錄…………………………………………………………………viii
     第壹章 緒論…………………………………………………………1
     第一節 研究背景與動機……………………………………………1
     第二節 研究目的……………………………………………………4
     第三節 新聞網站介紹………………………………………………5
     第四節 研究範圍……………………………………………………8
     第五節 研究流程……………………………………………………9
     第貳章 文獻探討…………………………………………………10
     第一節 品牌形象……………………………………………………10
     第二節 網站資訊品質………………………………………………14
     第三節 網站服務品質………………………………………………21
     第四節 滿意度………………………………………………………24
     第五節 忠誠度………………………………………………………27
     第六節 研究假設……………………………………………………30
     第參章 研究方法…………………………………………………36
     第一節 研究架構……………………………………………………36
     第二節 變項構面與操作型定義……………………………………38
     第三節 資料搜集與分析方法………………………………………48
     第肆章 研究結果……………………………………………………53
     第一節 樣本分析……………………………………………………53
     第二節 描述性統計分析……………………………………………60
     第三節 因素分析及信度檢定………………………………………66
     第四節 皮爾森相關分析……………………………………………72
     第五節 迴歸分析……………………………………………………79
     第六節 差異性分析…………………………………………………102
     第七節 假設驗證……………………………………………………110
     第八節 質化研究結果摘要…………………………………………113
     第伍章 結論與建議…………………………………………………115
     第一節 研究結論……………………………………………………115
     第二節 研究建議……………………………………………………129
     第三節 研究貢獻……………………………………………………133
     第四節 研究限制……………………………………………………135
     第五節 未來研究發展與建議………………………………………136
     參考文獻…………………………………………………………………138
     附錄一 正問卷式………………………………………………………150
     附錄二 訪談內容………………………………………………………158		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100452005en_US
dc.subject (關鍵詞) Yahoo!奇摩新聞zh_TW
dc.subject (關鍵詞) 品牌形象zh_TW
dc.subject (關鍵詞) 網站資訊品質zh_TW
dc.subject (關鍵詞) 網站服務品質zh_TW
dc.title (題名) 新聞網站行銷研究 ─ 以Yahoo!奇摩新聞為例zh_TW
dc.title (題名) The Marketing Research for News Website - An Empirical Case of Yahoo! Newsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、 線上資料
     台灣網路資訊中心（2012）。《歷次個人及家庭上網行為調查趨勢分析》。上網日期2012年11月4日，取自http://www.twnic.net.tw/download/200307/20120709f.pdf
     
     波仕特線上市調網（2009）。〈收看網路新聞 半數受訪者選擇Yahoo奇摩新聞〉，上網日期2012年11月4日。取自http://www.pollster.com.tw
     創市際市場研究顧問（2009）。〈雅虎新聞瀏覽率高達八成取代傳統報紙功能〉， 上網日期2012年11月4日。取自http://www.insightxplorer.com/news/news_07_10_09.html
     
     創市際市場研究顧問（2013）。〈4月份台灣網路流量報告：Yahoo!奇摩到達率居冠！〉。上網日期2013年7月3日。取自http://tw.marketing.campaign.yahoo.net/emarketing/
     Beck, Susan. (1997). Evaluation Criteria.The Good, The Bad & The Ugly: or, Why It`s a Good Idea to Evaluate Web Sources. Retrieved Dec 4, 2012 ,from http://lib.nmsu.edu/instruction/evalcrit.html
     
     二、 中文部分
     于卓民譯（1994）。《國際行銷學》。台北：華泰書局。（原書 Onkvisit, S., & Shaw, John J. (1996). International Marketing: Analysis and Strategies. Prentice Hall）
     
     毛亮傑（2005）。《網路新聞閱讀族群對法治教育的認知度研究—以聯合新聞網為例》。國立政治大學廣告研究所碩士論文。
     
     江柳螢（2006）。《新聞網站和新能力與經營策略對顧客績效影響之研究-以中時、聯合為例》。銘傳大學傳播管理研究所碩士論文。
     
     吳筱玫（1999）。〈電子報對傳統媒體的衝擊—下〉。《網路通訊雜誌》，91，122-128。
     
     吳奇為、劉忠陽、徐也翔（2008）。<新聞網站服務品質級品牌形象之研究>，《資訊社會研究》，15，153-180。
     
     吳建伯（2001）。《影音新聞網站之經營與管理》。世新大學傳播管理研究所碩士論文。
     
     林明遠（2003）。《入口網站服務品質與顧客滿意之研究》。國立中山大學企業管理研究所碩士論文。
     
     林宛妮（2011）。《新聞網站品牌形象、品牌忠誠度與品牌認同之關聯性研究》。銘傳大學傳播管理研究所碩士論文。
     
     施翠娟 （2003）。《知覺品質、品牌聯想對品牌權益因素之研究-以新聞網站為例》。銘傳大學傳播管理研究所碩士論文。
     
     陳韋宗（2012）。《網路新聞閱聽人付費意願及其影響因素之研究》。文化大學新聞研究所碩士論文。
     
     鄒德達（2006）。《新聞網站的使用與滿足之研究-以大台南地區的大學生為例》。南台科技大學資訊傳播研究所碩士論文。
     
     張群（2000）。《入口網站國際化策略之研究-以Yahoo!為例》。國立中山大學企業管理學系研究所碩士論文。
     
     張宗洲（2002）。《東森傳播媒體集團的新聞從業人員評估新聞網站品質之研究》。銘傳大學傳播管理研究所碩士論文。
     
     黃偉軒（2011）。《由資源基礎觀點探討台灣新聞網站策略聯盟》。交通大學傳播研究所碩士論文。
     
     彭家發、陳憶寧（1996）。《現代新聞學》。台北縣：空中大學。
     
     彭家發（1994）。《新聞客觀性原理》。台北市：三民書局。
     
     彭家發（1992）。《新聞論》。台北市：三民書局。
     
     楊志弘(2001)。〈新聞網站品質評估準則之研究—台灣地區新聞網站品質的
     排序之分析〉,「上海大學:首屆兩岸網絡與影視經營研討會」論文。上海:
     上海大學影視學院。
     
     楊政達（1993）。《數位典藏使用者滿意度與忠誠度之研究—以銘報即時新聞網站為例》。銘傳大學傳播管理研究所碩士論文。
     
     劉智華（2007）。《網路體驗與上站忠誠度之關係》。台北：鼎文。
     
     蔡淑如（2000）。《新聞網站互動性功能設計與使用者感知行為之初探-以聯合新聞網為例》。國立交通大學傳播研究所碩士論文。
     
     蔡卓芳（2004）。《台灣新聞網站市場範圍與市場競爭初探─以「聯合新聞網」、「中時電子報」、「東森新聞報」三大新聞網站為例分析》。交通大學傳播研究所碩士論文。
     
     賴宏仁、梁定澎（1998）。<台灣網路電子報之發展>。「1998傳播管理新思研討會」論文。高雄：中山大學。
     
     盧鴻毅、陳姿蓓（2009）。影響透過Yahoo!奇摩入口網站尋求新聞資訊意願的因素。《台大新聞論壇》，8，3-30。
     
     簡郁琳（2003）。《媒介可信度之評估研究-以網路新聞為例》。中國文化大學新聞研究所碩士論文。
     
     三、 英文部分
     Aaker, D. (1991). Managing Brand Equity. New York: The Free Press.
     
     Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
     
     Abdullah, M., A1-Nasser, A. D., & Husain, N. (2000). Evaluating functional between image, customer satisfaction and customer loyalty using general maximum entropy. Total Quality Management and Business Excellence, 11, 826-829.
     
     Anderson, E.W., & M.W. Sullivan. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143.
     
     Anderson, E. W., Fornell, C., & Lehman, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
     
     Alireza, F., Ali, K., & Aram, F. (2011). How quality, value, image, and satisfaction create loyalty at an iran telecom. International Journal of Business and Management, 6(8), 271-279.
     
     Beil, A. L. (1992). How Brand Image Drives Brand Equity. Journal of Advertising Research, 15(2), 6-12.
     
     Bowen, J.T., & Chen, S.L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality, 13, 213-217.
     
     Brown, George H. (1952). Brand Loyalty-Fact or Fiction? Advertising Age, 23, 53-55.
     
     Cardozo, R. A. (1965). An Experimental Study of Consumer Effort, Expectation and Satisfaction. Journal of Marketing Research, 2, 244-249.
     
     Chee, W. P., Kankanhalli, A., Ramakrishnan, K., & Krishnamurthy, S. R. (2010). Customers` preference of online store visit strategies: An investigation of demographic variables. European Journal of Information Systems, 19 (3), 344-358.
     
     Chernatony, Leslie, & Gil McWilliam. (1989). The Varying Nature of Brands as Assets: Theory and Practice Compared. International Journal of Advertising, 8 (4), 339-350.
     
     Chung, J. C., Kim, H., & Jang, H. K. (2010). An anatomy of the credibility of online newspapers. Online Information Review, 34(5), 669-685.
     
     Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects brand trust and brand affect to brand perfopmance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
     
     Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed). NJ: Erlbaum.
     
     Cyr, D., Hassanein K., Head M., & Ivanov A. (2007). The role of social presence in establishing loyalty in e-Service environments. Interacting with Computers, 19, 43-56.
     
     Czepiel, J. A. (1974). Perspectives on customer satisfaction. American Management Association, Chicago: IL.
     
     Clemenz, J., Brettel, M., & Moeller, T. (2012). How the personality of a brand impacts the perception of different dimensions of quality. Journal of Brand Management, 20(1), 52-64.
     
     Da Silva, R. V., & Syed Alwi, S. F. (2008). Online brand
     attributes and online corporate brand images. European Journal of Marketing, 42, 1039-1058.
     
     Dai, H., Haried, P., & A, F. S. (2011). Antecedents of online service quality, commitment and loyalty. The Journal of Computer Information Systems, 52(2), 1-11.
     
     Dick, A.S., & K., Basu. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
     
     Dobni, D., & Zinkhan, G. M. (1990). In Search of Brand Image: A Foundation Analysis. Advances in Consumer Research, 17(1), 110-119.
     
     Dodds, B. W., K. B. Monroe and D. Grewal (1991). Effect of Price, Brands and Store Information on Buyers’Product Evaluation. Journal of Marketing Research, 28(Aug.), 307-319.
     
     Etzel, M. J., B. J. Walker, & W. J. Stanton. (2001). Marketing Management (12th ed.), CA: McGraw-Hill.
     
     Fredericks, J.O., & Slater,M. (1998). What does Your Customer Really Want? Quality Progress, 31, 63-65.
     
     Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56 (1), 6-21.
     
     George, D., & Mallery. P. (2003). SPSS for windows step by ste (4th ed.). NY：John Willy & Sons.
     
     Gladney, G. A., Shapiro, I., & Castaldo, J. (2007). Online Editors Rate Web News Quality Criteria. 
Newspaper Research Journal, 28, 55-69.
     
     Gronholdt, L., A. Martensen, & K. Kristensen. (2000). The Relationship Between Customer Satisfaction and Loyalty: Cross-Industry Differences. Total Quality Management, 11 (4-6), 509-516.
     
     Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (1992). Multivariate Data Analysis (6th ed.). NY: Macmillan.
     
     Harman, H. H. (1976). Modern factor analysis. Chicago: University Of Chicago Press.
     
     Hashim, A., Erlane, K. G., & Said, J. (2009). Does consumers` demographic profile influence online shopping?: An examination using Fishbein`s Theory. Canadian Social Science, 5(6), 19-31.
     
     Hashim, N. Hazlina., Hasan, H., & Meloche, J. (2009). What`s new in online news? Pacific Asia Conference on Information Systems, 2009, 1-13.
     
     Henard, David H, & Szymanski, David M. (2001). Why some new products are more successful than others. Journal of Marketing Research, 38 (3), 362-376.
     
     Hoffman, Donna L., & Thomas P. Novak. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing,60 (3), 50-68.
     
     Huizingh, E.K. R.E. (2000). The content and design of web sites: an empirical study. Information and Management, 37 (3), 123-134.
     
     Hsieh, M. H. (2002). Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study. Journal of International Marketing, 10 (2), pp. 46-67.
     
     Ike-Elechi Ogba, & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in china. Journal of Technology Management in China, 4 (2), 132-144.
     
     Jacoby, J., & Chestnut, R. W. (1978)，Brand loyalty: Measurement and management. New York: John Wiley & Sons.
     
     Jean Donio, Massari, P., & Passiante, G. (2006). Customer satisfaction and loyalty in a digital environment: An empirical test. The Journal of Consumer Marketing, 23 (7), 445-457.
     
     Joewono, T. B., & Kubota, H. (2007). User Satisfaction with Paratransit in Competition With Motorization in Indonesia: Anticipation of Future Implications. Transportation, 33 (3), 337-355.
     
     Kamins, M. A., & L. J. Marks. (1991). The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands. Journal of the Academy of Marketing Science, 19 (3), 177-185.
     
     Keegan, W. J., Moriarty, S. E., & Duncan, T. (1995). Marketing. New Jersey, pp. 316-341.
     
     Keller, K.L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22.
     
     Kim, C., Oh, E., Shin, N., & Chae, M. (2009). An empirical investigation of factors affecting ubiquitous computing use and U-business value. International Journal of Information
     Management, 29(6), 436–448.
     
     Kotler,P. (2003). Marketing Management. New Jersey: Prentice Hall
     
     Leisa, R. F., Ronald, E. G., & Korzenny, F. (2011). Brand engagement in self-concept: A psychometric and demographic analysis. Journal of Multidisciplinary Research, 3(2), 5-18.
     
     Moriarty, Mitchell & Wells (2009). Advertising: Principles & Practivce (8th ed.). Prentice Hall.
     
     Magid, J. M., Anthony D. Cox, & Dena S. Cox. (2006). Quantifying Brand Image: Empirical Evidence of Trademark Dilution. American Business Law Journal, 43(1), 1-42.
     
     Mayo, J., & Leshner, G. (2000). Assessing the credibility of computer-assisted reporting. Newspaper Research Journal, 21 (4), 68-82.
     
     McKinney, V., Yoon, K., & Zahedi, F. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315.
     
     McQuail, D. (2000). Mass Communication Theory (4th ed.). NewYork: Sage Publication.
     
     Muller, W. (1991). Gaining competitive advantage through customer satisfaction. European Management Journal, 9 (2), 201-221.
     
     Ohammad, R. H., Jazani, N., Hajikarimi, A., & Ebrahimi, A. (2011). The effect of demographic characteristics on antecedents and consequences of customer satisfaction in banking Industry. Canadian Social Science, 7 (4), 198-203.
     
     Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Setting. Journal of Retailing, 57 (3), 25-48.
     
     Parasuraman, Valarie A. Zeithaml, & Leonard L. Berry. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 48.
     
     Parasuraman, A. Zeithaml, Valarie A., & Malhotra, Arvind. (2005). E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7 (3), 213-233.
     
     Park, Bernard, J. J., & Deborah, J. M. (1986). Strategic brand concept-image management. Journal of Marketing, 50 (4), 135-145.
     
     Park, C. W., S. Millberg, & R. Lawson. (1991). Evaluation of brand extensions： The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18, 185-193.
     
     Pearson, A., Tadisina, S., & Griffin, C. (2012). The role of E-service quality and information quality in creating perceived value: Antecedents to web site loyalty. Information Systems Management, 29 (3), 201-215.
     
     Phillip K.H., Gus M.G., Rodney A.C., & John A.R. (2003). Customer repurchase intention. A general structural equation model. European Journal of Marketing, 37 (11), 1762-1800.
     
     Porter, S. S., & Claycomb, C. (1997). The influence of brand recognition on retail store image. Journal of Product & Brand Management, 6 (6), 373-387.
     
     Regan. (1963). The service revolution. Journal of Marketing, 27, 32-36.
     
     Reichheld, F.F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78 (4), 105-113.
     
     Reynolds, F.D., Darden, W.R., & Martin, W. (1974). Developing an image the store-loyal customer. Journal of Retailing, 50 (4), 73-84.
     
     Richardson, P. S., Dick, A. S. & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing Research, 58 (4), 28-36.
     
     Rust, R. T., &Lemon K. N. (2001). E-service and the consumer. Journal of Electronic Commerce,5 (3). 85-101.
     
     Rust, R. T., & R. L. Oliver. (1994). Service quality: New Directions in Theory and Practice. CA: Sage.
     
     Ryan, R. N., Peter, A. T., & Barbara, H. W. (2005). Antecedents of information and system quality: An empirical examination within the context of data warehousing. Journal of Management Information Systems, 21 (4), 199-235.
     
     Ranjbarian, B., Sanayei, A., Kaboli, M. R., & Hadadian, A. (2012). An analysis of brand image, perceived quality, customer satisfaction and re-purchase intention in iranian department stores. International Journal of Business and Management,7(6), 40-48.
     
     Singh, J.(1991). Understanding the Structure of Consumers’ Satisfaction Evaluation of Service Delivery. Journal of the Academy of Marketing Science, 19 (3), 223-234.
     
     Santos, F. (2003). E-service Quality: A Model of Virtual Service Quality Dimensions. Managing Service Quality, 13 (3), 233-246.
     
     Sheng, T., & Liu, C. (2010). An empirical study on the effect of e-service quality on online customer satisfaction and loyalty.Nankai Business Review International, 1 (3), 273-283.
     
     Selnes, Fred. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27 (9), 19-35.
     
     Soo, Y. R.
(2002). Judgment of information quality and cognitive authority in the Web. Journal of the American Society for Information Science and Technology, 53 (2), 145-161.
     
     Srinivasan, S.S., Anderson R. & Ponnavolu K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78 (1), 41-51.
     
     Sundar, S. Shyam. (1999). Exploring receivers` criteria for perception of print and online news. Journalism and Mass Communication Quarterly, 76 (2), 373-386.
     
     Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125-137.
     
     Sabiote, C. M., Fr, D. M., & Castañeda, J. A. (2012). E-service quality as antecedent to e-satisfaction. Online Information Review,36(2), 157-174.
     
     Taylor, R.S. (1986). Value-added processes in information systems. NJ: Ablex.
     
     Tseng, S., & Fogg, B.J. (1999), Credibility and computing technology. Communications of the ACM, 42 (5), 39-44.
     
     Wakefield, R. L. (2001). Service quality. The CPA Journal,
     71 (8), 58-60.
     
     Wolfinbarger, M. & Gilly, M. C. (2003). eTailQ: Dimensionalizing, Measuring and Predicting eTail Quality. Journal of Retailing, 79 (3), 183-198.
     
     Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, 20 (3), 296-304.
     
     Westbrook, R. A. (1980). Intrapersonal affective influences on consumer satisfaction with products. Journal of Consumer Research, 7 (1), 49-54.
     
     Yang, Z., R. T. Peterson, & L. Huang. (2001). Talking the Pulse of Internet Pharmacies. Marketing Health Services,21 (2), 4-10.
     
     Zeithaml, V. A., Parasuraman, A., Malhotra, A., & Marketing Science Institute. (2000). A conceptual framework for understanding e-service quality: Implications for future research and managerial practice. Cambridge, Mass: Marketing Science Institute.		zh_TW