南華大學機構典藏系統:Item 987654321/26523
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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/26523


    Title: 線上雜誌的行動行銷：檢視網路消費者言論、品牌印象及社會影響在線上雜誌應用程式採用行為及品牌忠誠度之影響
    Other Titles: Mobile Marketing in Online Journalism: Examining How The Roles of Online Customer Reviews, Brand Image and Social Influence Impact on Online Journalism Application Adoption and Brand Loyalty
    Authors: 范清海
    PHAN, THANH-HAI
    Contributors: 企業管理學系管理科學碩博士班
    吳萬益;廖英凱
    WU, WAN-YI;LIAO, YING-KAI
    Keywords: 科技接受模型;網路消費者評論;行動行銷;應用程式覺察;應用程式探用行為
    TAM;OCRs;Mobile Marketing;Application Awareness;Application Adoption
    Date: 2018
    Issue Date: 2018-12-19 17:18:41 (UTC+8)
    Abstract: 　　To fulfill the increasingly compact demand of smartphone adoption by consumers, and it indicates many new opportunities to reach and serve customers. To take advantages from the development of smartphones for purpose introducing an efficient marketing technique for journalism industry, this applies Technology Acceptance Model (TAM) as the foundation to demonstrates the decision making process of customers adopt mobile journalism.　　The result presents a process of how readers decide using mobile application for reading intention which they will generate the purchase intention and behavior towards this mobile application product. It also concluded some of the implications of the findings on theory and practice, which can provide some ideas for marketers and mobile application designers, and journalism business.
    Appears in Collections:[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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