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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/59190
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/59190


    Title: 新聞網站行銷研究 ─ 以Yahoo!奇摩新聞為例
    The Marketing Research for News Website - An Empirical Case of Yahoo! News
    Authors: 林裕凱
    Contributors: 祝鳳岡
    林裕凱
    Keywords: Yahoo!奇摩新聞
    品牌形象
    網站資訊品質
    網站服務品質
    Date: 2012
    Issue Date: 2013-09-02 11:47:32 (UTC+8)
    Abstract: 根據調查台灣網路的使用已相當普及,並且瀏覽網路新聞已成為民眾主要的網路使用行為之一,此外網友在觀看線上新聞時,「Yahoo!奇摩新聞」的使用量高居新聞網站之首,在網路世界的影響力不容小覷。過去多數的相關研究主要針對「傳統媒體所支援的新聞網站」進行調查,本研究認為入口網站新聞平台仍有進一步研究的空間,並且在廣告傳播的過程中,新聞網站的點擊率與瀏覽人次影響著廠商廣告效果的評估,因此本研究以「Yahoo!奇摩新聞」作為研究對象,並以提升使用者滿意度、忠誠度為目的,探討品牌形象、網站服務品質、網站資訊品質對於滿意度與忠誠度的影響。

    本研究以網路問卷的形式,在批踢踢平台進行問卷發放,共回收500份有效問卷,並根據本研究假設與架構,利用因素分析、信度分析、皮爾森相關分析、迴歸分析與ANOVA變異數分析進行假設驗證。研究結果顯示,品牌形象、網站資訊品質、網站服務品質對於使用者滿意度與忠誠度皆具有顯著影響,並且以品牌形象對滿意度與忠誠度的影響最深。此外,本研究亦驗證品牌形象與網站資訊品質、網站服務品質之間具有相互影響性。而在人口統計變項部分,本研究同樣驗證了性別、年齡、居住地、教育程度、職業、每月可支配所得會對整體研究架構產生影響。本研究額外發現,「是否曾將Yahoo!奇摩設為首頁」同樣會對整體研究產生影響。

    最後根據量化的結果,本研究進行質化訪談並針對Yahoo!奇摩新聞提出三點行銷策略上的建議,如下:

    1.重視不同使用者對新聞資訊的需求,提供更為客製化的新聞版面
    2.嚴格挑選新聞來源,塑立專業新聞網站形象
    3.增加Yahoo!奇摩的首頁設置率,以提高首頁新聞版位的曝光率
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    台灣網路資訊中心(2012)。《歷次個人及家庭上網行為調查趨勢分析》。上網日期2012年11月4日,取自http://www.twnic.net.tw/download/200307/20120709f.pdf

    波仕特線上市調網(2009)。〈收看網路新聞 半數受訪者選擇Yahoo奇摩新聞〉,上網日期2012年11月4日。取自http://www.pollster.com.tw
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    Description: 碩士
    國立政治大學
    廣告研究所
    100452005
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100452005
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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