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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/59792
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/59792


    Title: 主旨類型對eDM開啟率的影響
    The effect of subject lines on eDM open rate
    Authors: 鄭羽琇
    Cheng, Yu hsiu
    Contributors: 黃思明
    鄭羽琇
    Cheng, Yu hsiu
    Keywords: 電子郵件行銷
    主旨類型
    開啟率
    Date: 2010
    Issue Date: 2013-09-03 14:42:45 (UTC+8)
    Abstract: 隨著電子商務的發展,網路購物逐漸成為中國網民常用的消費方式,也帶動了網路廣告的快速成長。但由於垃圾郵件的猖獗,嚴重分散了收件者對eDM的注意力,使得許多網友收到eDM後尚未點閱就直接刪除,或是取消訂閱電子郵件、向系統回報垃圾郵件、封鎖垃圾郵件寄件者。除了以上幾種方法之外,更有消費者在網路購物的時候留下假的電子郵件地址以避免垃圾郵件的干擾。會員資料庫是網路商店最重要的資產之一,若無法蒐集有效名單並增加會員對網站的黏著度,將會是網路商店的一大損失。
    因此,本研究乃以「電子郵件廣告eDM開啟率」做為研究主題,採用實地實驗法,針對百腦匯資訊商場之網路會員,透過三種類型的eDM主旨,試圖瞭解「廣告標題修辭」、「誘因型」及「個人化」主旨對開啟率的影響,其中廣告標題修辭類分為六項,分別為「新聞消息式」、「詢問式」、「忠告式」、「好奇式」、「優待式」及「熟悉語句式」;誘因型分為「以抽獎為誘因」及「無抽獎為誘因」,個人化型則分為「主旨包含姓名」及「主旨不包含姓名」。
    研究結果發現,不同主旨對於主旨開啟率並沒有顯著差異。但從敘述性統計看來「新聞消息式」開啟率最高,個人化主旨及誘因型主旨無法提升開啟率。預期透過本研究之探討與分析,有助業界更加瞭解會員之eDM開啟行為,並得以規畫出確實有效之網路廣告策略,提昇網路廣告之效果。
    Reference: 中文文獻
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    網站資料
    1. CNNIC http://www.cnnic.net.cn/
    2. iResearch http://www.iresearch.com.cn/
    3. Epsilon 2009年全球消費者電子郵件研究 http://0rz.tw/sBv4v
    4. DoubleClick http://www.google.com/doubleclick/


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    Description: 碩士
    國立政治大學
    企業管理研究所
    98355056
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098355056
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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