研究生: |
張佑勤 Chang Vasquez, Jorge Alejandro |
---|---|
論文名稱: |
社群媒體之消費者廣告態度的前因與後果 Antecedents and Consequences of Consumer Attitude toward Advertisement in a Social Media Platform |
指導教授: |
周世玉
Chou, Shih-Yu |
口試委員: |
洪秀瑜
Hung, Hsiu-Yu 蔡明志 Tsai, Ming-Chih 周世玉 Chou, Shih-Yu |
口試日期: | 2023/05/31 |
學位類別: |
碩士 Master |
系所名稱: |
管理研究所 Graduate Institute of Management |
論文出版年: | 2023 |
畢業學年度: | 111 |
語文別: | 英文 |
論文頁數: | 43 |
英文關鍵詞: | Motivation, Relationship marketing, social media, online social marketing, Informativeness, Entertainment, Credibility, Electronic commerce advertisement, online advertisement effectiveness, intention to share, intention to purchase |
研究方法: | 調查研究 、 主題分析 、 比較研究 |
DOI URL: | http://doi.org/10.6345/NTNU202301679 |
論文種類: | 學術論文 |
相關次數: | 點閱:154 下載:12 |
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The shopping experience and the consumer behavior decision journey has been of much interest for many online businesses and the proliferous ecommerce. Consumer behavior’s attitude theory and the SOR theory model can give a prospective understanding of the relationships and factors that relate to operation of decision making. The E-commerce buying platforms and internet environment such as social media and web browsers have become common in the few years, incentivizing online retailing to start business or on a public/third party scale. Attitudes theory and SOR model gives future insights to stimuli influencing consumer behavior that can have some positive response to online advertisements, such as sharing the advertising content and purchase intention.
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