南華大學機構典藏系統:Item 987654321/26523
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    請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/26523


    題名: 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
    其他題名: 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
    作者: 范清海
    PHAN, THANH-HAI
    貢獻者: 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
    關鍵詞: 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
    日期: 2018
    上傳時間: 2018-12-19 17:18:41 (UTC+8)
    摘要: 　　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.
    顯示於類別:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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