政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/59190

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/59190

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Please use this identifier to cite or link to this item: https://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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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:	[Department of Advertising] Theses

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