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題名 Brand Evaluation and Its Antecedents of Chinese Internet Portal Sites
作者 魏秉慈
Wei, Ping-Tse
貢獻者 陳建維
Chen, Chien-Wei
魏秉慈
Wei, Ping-Tse
關鍵詞 品牌評價
品牌態度
華文入口網站
Brand Evaluation
Brand Attitudes
Chinese Internet Portal Sites
日期 2001
上傳時間 18-Apr-2016 16:25:07 (UTC+8)
摘要 This research is to probe the impacts of motives, time spent, and product knowledge on the brand evaluations from the perspective of Internet portal users. A comprehensive model is proposed to depict the multiple linkages among the constructs of interest. As students are the main market segment for the Internet business, undergraduate and graduate students from various faculties at Taiwan`s universities were recruited as the research subjects. The survey was presented in a questionnaire format.
參考文獻 Bibliography
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描述 碩士
國立政治大學
國際經營與貿易學系
88351038
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001536
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen, Chien-Weien_US
dc.contributor.author (Authors) 魏秉慈zh_TW
dc.contributor.author (Authors) Wei, Ping-Tseen_US
dc.creator (作者) 魏秉慈zh_TW
dc.creator (作者) Wei, Ping-Tseen_US
dc.date (日期) 2001en_US
dc.date.accessioned 18-Apr-2016 16:25:07 (UTC+8)-
dc.date.available 18-Apr-2016 16:25:07 (UTC+8)-
dc.date.issued (上傳時間) 18-Apr-2016 16:25:07 (UTC+8)-
dc.identifier (Other Identifiers) A2002001536en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85322-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 88351038zh_TW
dc.description.abstract (摘要) This research is to probe the impacts of motives, time spent, and product knowledge on the brand evaluations from the perspective of Internet portal users. A comprehensive model is proposed to depict the multiple linkages among the constructs of interest. As students are the main market segment for the Internet business, undergraduate and graduate students from various faculties at Taiwan`s universities were recruited as the research subjects. The survey was presented in a questionnaire format.en_US
dc.description.tableofcontents 封面頁
     證明書
     致謝詞
     目錄
     表目錄
     圖目錄
     論文摘要
     Chapter I INTRODUCTION
     1.1 Research Background
     1.2 Research Objectives
     1.3 Internet Content Industry
     1.4 Key Players
     1.5 Organization of the Thesis
     Chapter II LITERATURE REVIEW
     2.1 Motive
     2.1.1 Cause of motives
     2.1.2 Motive-related factors
     2.2 Product Knowledge
     2.2.1 Types of knowledge
     2.2.2 Impacts of product knowledge
     2.3 Perceived Service Quality
     2.4 Customer Overall Satisfaction
     2.5 Trust
     2.5.1 Formations of trust
     2.6 Brand Attitude
     2.6.1 Measurement of attitudes
     2.6.2 Formations or changes of brand attitudes
     2.7 Conceptual Framework
     Chapter III RESEARCH HYPOTHESES
     3.1 Motives of Accessing to the Internet
     3.2 Motives and Time Spent
     3.3 Product Knowledge and Its Antecedents
     3.4 Perceived Service Quality and its Antecedents
     3.5 Customer Satisfaction and Its Antecedents
     3.6 Trust and Its Antecedents
     3.7 Brand Attitude and Its Antecedents
     Chapter IV RESEARCH DESIGN
     4.1 Questionnaire Survey
     4.2 Sampling
     4.3 Questionnaire Design
     4.4 Measures of the Research
     4.4.1 Motives
     4.4.2 Product Knowledge
     4.4.3 ervice quality and overall satisfaction
     4.4.4 Trust
     4.4.5 Brand attitude
     a) Importance of product attributes
     b) Evaluation of product attributes on each portal site
     4.4.6 Basic personal information
     Chapter V RESEARCH RESULTS
     5.1 Sample Characteristics
     5.2 Procedure of Data Analysis
     5.3 Descriptive Findings
     5.4 Confirmatory Factor Analyses - Motives of Using Portals
     5.5 Hypothesis Testing
     5.6 Discussion
     5.6.1 Motives and time spent
     5.6.2 Product knowledge and its antecedents
     5.6.3 Perceived Service Quality and its antecedents
     5.6.4 Customer satisfaction and its antecedents
     5.6.5 Trust and its antecedents
     5.6.6 Brand attitude and its antecedents
     Chapter VI CONCLUSION AND RECOMMENDATION
     6.1 Summary and Key Research Findings
     6.2 Theoretical Implications
     6.3 Managerial Implications
     6.4 Limitations of the Current Research
     6.5 Directions for Future Research
     6.6 Conclusion
     Bibliography
     Appendix Survey Questionnaire		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001536en_US
dc.subject (關鍵詞) 品牌評價zh_TW
dc.subject (關鍵詞) 品牌態度zh_TW
dc.subject (關鍵詞) 華文入口網站zh_TW
dc.subject (關鍵詞) Brand Evaluationen_US
dc.subject (關鍵詞) Brand Attitudesen_US
dc.subject (關鍵詞) Chinese Internet Portal Sitesen_US
dc.title (題名) Brand Evaluation and Its Antecedents of Chinese Internet Portal Sitesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Bibliography
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     Anderson, Carl, Claes Fornell, and Donald R. Lehmann, “Customer Satisfaction, Market share, and Profitability: Findings from Sweden,” Journal of Marketing, 58 (July), 1994, 53-66.
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     Assael, Henry, Consumer Behavior and Marketing Action, Third Edition, Kent Publishing Company, Boston, Masachusetts, 1987.
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     Berry, Leonard L., “Relationship Marketing of Services – Growing Interest, Emerging Perspectives,” Journal of the Academy of Marketing Science, 23 (Fall), 1995, 236-45.
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     Bonfield, E. H., “Attitude, Social Influence, Personal Norm and Intention Interactions as Related to Brand Purchase Behavior,” Journal of Marketing Research, 11 (November), 1974, 379-89.
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     Brucks, Merrie, “The Effects of Product Class Knowledge on Information Search Behavior,” Journal of Consumer Research, 12 (June), 1985, 1-16.
     Caminal, Ramon, and Xavier Vives, “Why Market Shares Matter: An Information-Based Theory,” Rand Journal of Economics, 27 (Summer), 1996, 221-39.
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     Coupey, Eloise, and Sunder Narayanan, “Effects of Knowledge Types on Choice Quality and Perceptions of Choice Performance,” Psychology and Marketing, 13 (October), 1996, 715-738.
     Crosby, Lawrence A., Kenneth R. Evans, and Deborah Cowles, “Relationship Quality in Services Selling: An Interpresonal Influence Perspective,” Journal of Marketing, 54 (July), 1990, 68-81.
     ________, and Nancy Stephens, “Effect of Relationship marketing on Satisfaction, Retention, Prices in the Life Insurance,” Journal of Marketing Research, 24 (November), 1987, 404-11.
     Cullen, John B., Jean L. Johnson, and Tomoaki Sakano, “Success Through Commitment and Trust: The Soft Side of Strategic Alliance Management,” Journal of World Business, 35 (March), 2000, 223-40.
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     ________, “Service Encounters and Service Relationships: Implications for Research,” Journal of Business Research, 20, 1990, 13-21.
     ________, Larry J. Rosenberg, and Adebayo Akerele, “Perspectivess on Consumer atisfaction,” AMA Educators’ Proceedings. Chicago: American Marketing Association, 119-23.
     Dabholkar, P., “A Contingency Framework of Predicting Causality Between Customer Satisfaction and Service Quality,” Advances in Consumer Research, 22, 1995, 101-6.
     Darby, Michael R. and Edi Karni, “ Free Competition and the Optimal Amount of Fraud,” Journal of Law and Economics, 16, 1973, 67-88.
     Day, George S., Allan D. Shocker, and Rajendra K. Srivastava, “Customer-Oriented Approaches to Identifying Product Markets,” Journal of Marketing, 43, 1979, 8-19.
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