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題名 網路市場行家理論驗證與延伸－其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究 作者 費翠
Fei, Tsui貢獻者 郭貞
Kao, Cheng
費翠
Fei, Tsui關鍵詞 市場行家
網路市場行家
病毒式行銷
電子口碑傳播
Market Maven
Electronic Word of Mouth
Viral Marketing日期 2001 上傳時間 15-Apr-2016 16:02:33 (UTC+8) 摘要 本研究是根據Feick和Price等學者在傳統實體通路所作的「市場行家」相關研究為出發點，希望在網際網路的世界中也能夠證實「網路市場行家」的存在；「網路市場行家」會因應網際網路的傳播特質，展現他們的市場影響力，故本研究可以視為「市場行家理論」在網際網路環境下的應證與延伸。 參考文獻 一、 中文部份\r\nCastells, Manuel原著，夏鑄九等譯（1998），網路社會之崛起，台北：唐山出版社。\r\n田紹賢（1988），市場訊息擴散者—市場專家（Market Maven）特性之研究，私立淡江大學管理科學研究所未出版之碩士論文。\r\n吳珠蒨（1996），電腦中介傳播人際情感親密關係之研究探訪電子佈告欄（BBS）中的「虛擬人際關係」，國立交通大學未出版之碩士論文。\r\n吳靜宜（2000），購買過程中運用網際網路與實體商店之比較研究，國立成功大學國際企業研究所未出版之碩士論文。\r\n柳林緯（1996），組織中的媒介選擇：以電子郵件為例，國立交通大學傳播科技研究所未出版的碩士論文。\r\n蔡美瑛（1995），消費資訊傳散者資訊尋求行為之研究—以台北市年輕消費族群為例，國立政治大學新聞系研究所未出版之博士論文。\r\n林幸男（2000），大宗扁平郵件收寄與投遞處理之研究，郵政研究，75卷，三月號。\r\n欣 勤（1998），網路廣告郵件「氾濫」問題，資訊與電腦雜誌，217期，八月號，59-62。\r\n陳光榮（1999），網際網路的新商機與行銷通路所產生的變革，http://www.moea.gov.tw/~ecobook/cynex/sae15.htm\r\n陳世運（2000， Oct 12），網路行銷成功模式探討，網際網路資訊情報中心，http://www.find.org.tw/trend_disp.asp?trend_id=1118\r\n黃振倫（2000， Aug 30），淺談病毒式行銷及其未來發展，核爆式行銷，http://www.edove.com.tw/writing_020.html\r\n張雅雯（1999），大量商業性電子郵件廣告之法律問題與管理機制，資訊法務透析，九月號，14-31。\r\n傅仰止（1999），電子郵件聯繫的同質性與強度，第三屆資訊科技與社會轉型研討會。\r\n曾義光（2000），掌握潛在顧客：以網際探勘（Web Mining）幫助決策判斷，網際先鋒雜誌，三月號，32-36。\r\n劉一賜（1998a），網路成了福德坑？？？--垃圾電子郵件問題剖析，網路通訊雜誌，83期，六月號，74-80。\r\n劉一賜（1998b），網路廣告將會是下一個金礦？，網路通訊雜誌，黃金版特刊，十二月號，115-119。\r\n劉淑真（2000 July-Aug），電子商店經營資訊統計調查說明，電子商務市場情報，資策會電子商務聯盟，www.ec.org.tw/oo-7.asp\r\n林惠玲，陳正倉（1999），統計學：方法與應用（下），台北：雙葉書廊，pp65-68\r\n呂長民（1999），行銷研究：方法論與實例應用，三版，台北：著者發行，pp244\r\n簡茂發（1988），信度與效度，社會科學研究法（上），楊國樞等編，台北：東華書局，pp343\r\n蕃薯藤1999年台灣網路使用調查報告書（1999），蕃薯藤數位科技股份有限公司，http://survey.yam.com/survey1999/index.html\r\n蕃薯藤2000年台灣網路使用調查報告書（2000），蕃薯藤數位科技股份有限公司，http://survey.yam.com/survey2000/index.html\r\n二、 英文部份\r\nAbratt, R., Nel, D., & Nezer, C. 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國立政治大學
廣告學系資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001129 資料類型 thesis dc.contributor.advisor 郭貞 zh_TW dc.contributor.advisor Kao, Cheng en_US dc.contributor.author (Authors) 費翠 zh_TW dc.contributor.author (Authors) Fei, Tsui en_US dc.creator (作者) 費翠 zh_TW dc.creator (作者) Fei, Tsui en_US dc.date (日期) 2001 en_US dc.date.accessioned 15-Apr-2016 16:02:33 (UTC+8) - dc.date.available 15-Apr-2016 16:02:33 (UTC+8) - dc.date.issued (上傳時間) 15-Apr-2016 16:02:33 (UTC+8) - dc.identifier (Other Identifiers) A2002001129 en_US dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=94597 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告學系 zh_TW dc.description.abstract (摘要) 本研究是根據Feick和Price等學者在傳統實體通路所作的「市場行家」相關研究為出發點，希望在網際網路的世界中也能夠證實「網路市場行家」的存在；「網路市場行家」會因應網際網路的傳播特質，展現他們的市場影響力，故本研究可以視為「市場行家理論」在網際網路環境下的應證與延伸。 zh_TW dc.description.tableofcontents 封面頁\r\n證明書\r\n致謝詞\r\n論文摘要\r\n目錄\r\n表目錄\r\n圖目錄\r\n第壹章 緒論\r\n第一節 研究背景與動機\r\n第二節 研究目的\r\n第貳章 理論基礎探討\r\n第一節 市場行家理論\r\n第二節 網際網路的口碑傳播\r\n第三節 網路消費者資訊搜尋與購物行為\r\n第參章 研究方法\r\n第一節 研究觀念架構\r\n第二節 操作型定義\r\n第三節 研究假設\r\n第四節 資料分析方法\r\n第五節 問卷設計\r\n第六節 研究對象及調查方法\r\n第肆章 研究分析與討論\r\n第一節 有效樣本描述\r\n第二節 網路市場行家量表的驗證與分組\r\n第三節 網路市場行家存在之驗證：網路資訊搜尋、電子口碑傳播及網路購物行為特徵\r\n第四節 意見領袖傾向、早期購買傾向與網路市場行家傾向的關係\r\n第五節 不同性別的網路市場行家在各面向的差異分析\r\n第六節 網路市場行家傾向與傳統市場行家的比較\r\n第七節 研究假設的驗證結果\r\n第伍章 結論及建議\r\n第一節 研究結論\r\n第二節 實務界之建議\r\n第三節 研究限制及未來研究之建議\r\n參考文獻\r\n附錄\r\n附錄一 產品類別調查問卷\r\n附錄二 前測問卷\r\n附錄三 正式問卷\r\n附錄四 正式問卷網頁畫面 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001129 en_US dc.subject (關鍵詞) 市場行家 zh_TW dc.subject (關鍵詞) 網路市場行家 zh_TW dc.subject (關鍵詞) 病毒式行銷 zh_TW dc.subject (關鍵詞) 電子口碑傳播 zh_TW dc.subject (關鍵詞) Market Maven en_US dc.subject (關鍵詞) Electronic Word of Mouth en_US dc.subject (關鍵詞) Viral Marketing en_US dc.title (題名) 網路市場行家理論驗證與延伸－其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文部份\r\nCastells, Manuel原著，夏鑄九等譯（1998），網路社會之崛起，台北：唐山出版社。\r\n田紹賢（1988），市場訊息擴散者—市場專家（Market Maven）特性之研究，私立淡江大學管理科學研究所未出版之碩士論文。\r\n吳珠蒨（1996），電腦中介傳播人際情感親密關係之研究探訪電子佈告欄（BBS）中的「虛擬人際關係」，國立交通大學未出版之碩士論文。\r\n吳靜宜（2000），購買過程中運用網際網路與實體商店之比較研究，國立成功大學國際企業研究所未出版之碩士論文。\r\n柳林緯（1996），組織中的媒介選擇：以電子郵件為例，國立交通大學傳播科技研究所未出版的碩士論文。\r\n蔡美瑛（1995），消費資訊傳散者資訊尋求行為之研究—以台北市年輕消費族群為例，國立政治大學新聞系研究所未出版之博士論文。\r\n林幸男（2000），大宗扁平郵件收寄與投遞處理之研究，郵政研究，75卷，三月號。\r\n欣 勤（1998），網路廣告郵件「氾濫」問題，資訊與電腦雜誌，217期，八月號，59-62。\r\n陳光榮（1999），網際網路的新商機與行銷通路所產生的變革，http://www.moea.gov.tw/~ecobook/cynex/sae15.htm\r\n陳世運（2000， Oct 12），網路行銷成功模式探討，網際網路資訊情報中心，http://www.find.org.tw/trend_disp.asp?trend_id=1118\r\n黃振倫（2000， Aug 30），淺談病毒式行銷及其未來發展，核爆式行銷，http://www.edove.com.tw/writing_020.html\r\n張雅雯（1999），大量商業性電子郵件廣告之法律問題與管理機制，資訊法務透析，九月號，14-31。\r\n傅仰止（1999），電子郵件聯繫的同質性與強度，第三屆資訊科技與社會轉型研討會。\r\n曾義光（2000），掌握潛在顧客：以網際探勘（Web Mining）幫助決策判斷，網際先鋒雜誌，三月號，32-36。\r\n劉一賜（1998a），網路成了福德坑？？？--垃圾電子郵件問題剖析，網路通訊雜誌，83期，六月號，74-80。\r\n劉一賜（1998b），網路廣告將會是下一個金礦？，網路通訊雜誌，黃金版特刊，十二月號，115-119。\r\n劉淑真（2000 July-Aug），電子商店經營資訊統計調查說明，電子商務市場情報，資策會電子商務聯盟，www.ec.org.tw/oo-7.asp\r\n林惠玲，陳正倉（1999），統計學：方法與應用（下），台北：雙葉書廊，pp65-68\r\n呂長民（1999），行銷研究：方法論與實例應用，三版，台北：著者發行，pp244\r\n簡茂發（1988），信度與效度，社會科學研究法（上），楊國樞等編，台北：東華書局，pp343\r\n蕃薯藤1999年台灣網路使用調查報告書（1999），蕃薯藤數位科技股份有限公司，http://survey.yam.com/survey1999/index.html\r\n蕃薯藤2000年台灣網路使用調查報告書（2000），蕃薯藤數位科技股份有限公司，http://survey.yam.com/survey2000/index.html\r\n二、 英文部份\r\nAbratt, R., Nel, D., & Nezer, C. 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