English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 96274/126892 (76%)
Visitors : 32352832      Online Users : 416
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 新聞學系 > 學位論文 >  Item 140.119/74295
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/74295


    Title: 行動應用程式廣告之行為意圖-以Facebook為例
    Understanding the Behavioral Intention of Mobile Application Advertising: The Case of Facebook
    Authors: 徐鈺婷
    Hsu, Yu Ting
    Contributors: 陳憶寧
    Chen, Yi Ning
    徐鈺婷
    Hsu, Yu Ting
    Keywords: Facebook
    行動應用程式廣告
    行為意圖
    解構計畫行為理論
    Facebook
    mobile application advertising
    behavioral intention
    decomposed theory of planned behavior
    Date: 2014
    Issue Date: 2015-04-01 10:10:48 (UTC+8)
    Abstract: 新科技的變遷總是為傳播產業帶來新的變革,智慧型手機掀起全球通訊產業的熱潮,造就了行動應用程式新經濟,進而帶動行動應用程式廣告的發展。有鑑於過去研究缺乏以解構計畫行為理論的角度,來探討近年才趨於熱門的行動意用程式,更缺少應用在某特定行動應用程式類型之行為意圖。本研究將以Taylor & Todd(1995)解構計畫行為理論,聚焦於社群媒體廣告研究,並以在社交類型App的龍頭Facebook為研究對象,試圖釐清Facebook行動用程式廣告之行為意圖。

    本研究採線上問卷調查法,以非隨機抽樣中的立意抽樣(purposive sample)為蒐集資料的方法,以結構方程模式(Structural Equation Modeling, SEM)為資料的統計分析方法。問卷發放於Facebook以及台大批踢踢實業坊(ptt.cc)符合研究主題的討論區進行資料蒐集,問卷連結日期自二0一五年一月一日至一月十六日,為期十六天,有效問卷共計五百一十一份。研究結果發現:(1) Facebook App的知覺有用性、相容性和知覺娛樂性,與廣告整體態度無顯著關係。(2)廣告內容的「娛樂性」與「個人化」有助於廣告態度的影響;「資訊性」與廣告態度無顯著影響,「煩躁性」與廣告態度則呈現負相關。(3)人際影響、自我效能和廣告態度,與行為意圖皆呈現正相關。

    本研究證實,對於使用者來說,相較於電腦版使用經驗與習慣,Facebook App仍有改善空間。此外,Facebook App的廣告內容是否具有完整的廣告資訊已不再首要因素,重要的是,該廣告是否具有娛樂性質和符合個人需求,在不讓使用者感到困擾的情況前提之下,吸引使用者的注意、滿足使用者的需求。同時,本研究證實人際影響、自我效能和廣告態度對行為意圖的正向影響性。
    Technology advancement has brought many new changes to the mass media communication industry. Smartphones revolutionized the communication industry by creating the mobile app economy, which lead to the development of mobile app advertisement. Past studies have not taken the decomposed theory of planned behavior into consideration when examining mobile applications that have gained popularity in recent years, let along behavioral intentions, which apply to certain types of mobile applications. Keeping that in mind, this study will focus on advertising within the current social networking industry leader, Facebook, using the above theory by Taylor & Todd (1995), in order to determine the behavioral intention behind Facebook’s mobile application advertisement.

    Data used in this study was collected through online questionnaires using the purposive sampling method, and analyzed using structural equation modeling. The questionnaires were distributed on Facebook and sections within ptt.cc that fit the research purpose of this study. Online questionnaire was open from January 1st to January 16th of 2015, spanning a total of 16 days. A total of 511 valid questionnaires were collected. The results of this studies revealed that (1) the perceived usefulness, compatibility, and enjoyment of Facebook app are not related to attitude towards advertisement within the app. (2) Entertainment value and personalization of the content of the advertisement positively affects attitude toward advertisement. Informativeness has no significant impact, while irritation negatively affects attitude towards advertisement. (3) Social influence, self-efficacy and attitude towards advertisement all show positive relation with behavioral intention.

    This research has proven that when examining user experience, Facebook app still has room for improvement in comparison with the computer version of Facebook. Also, whether Facebook app advertisement contains complete information is no longer the most important factor. Entertainment value and personalization, whether the advertisement can satisfy the above needs without troubling users, are now the most important points of consideration. Finally, this study has proven the positive effect social influence, self-efficacy and attitude towards advertisement have on behavioral intention.
    Reference: 中文文獻
    何英煒(2013.8.19)。〈台灣人瘋臉書 名列前茅〉,上網日期:2014年1月1日,取自「中時電子報」http://news.chinatimes.com/tech/171706/122013081900251.html
    呂孟芳(2012)。《消費者對Facebook粉絲專頁促銷方法偏好態度之研究─以國立交通大學學生為例》。國立交通大學管理科學系所學位論文。
    李政忠(2003)。〈從抽樣與統計方法探討網路問卷調查的可行性:比較電話訪談與網路問卷樣本的實質差異性〉,《廣播與電視》。
    林依琳(2011)。《行動廣告類型、產業鏈及其應用》。世新大學傳播管理所學位論文。
    林照真(2011)。〈探索數位新聞聚合現象──以台灣手機新聞為例〉,《中華傳播學會》。
    吳明隆、張毓仁(2010)。《結構方程模式──實務應用秘笈》。台北:五南圖書
    出版股份有限公司。
    余桂霖(2010)。《結構方程模型:專案分析》。威秀資訊。
    施懿芳(2013)。《行動廣告版面設計對眼球運動與美感情緒影響之研究》。國立交通大學傳播研究所學位論文。
    胡婷婷(2012)。《行動應用程式廣告位置與廣告呈現形式對智慧型手機廣告效果之影響》。國立中山大學傳播管理所學位論文。
    冼卉堉、羅文坤(2013)。〈Facebook適地性打卡行為對網路口碑影響之研究──以宜蘭餅發明館為例〉,「第九屆知識社群國際研討會」論文。台灣。
    戚栩僊(2010)。《社群網站使用與社群媒體行銷使用者反應:以Facebook點擊廣告與虛擬品牌為例》,2010數位創世紀:E世代與資訊科技學術實務國際研討會,台北市:國立政治大學。
    郭馨棻(2011)。〈當手機成為傳遞親密的工具:親密與手機溝通的研究〉,《中華傳播學會》。
    陳怡如(2013.9.18)。〈Facebook台灣月活躍用戶達1400萬人,滲透率居亞太區之冠〉,上網時間:2013年12月12日,取自「數位時代網站」 http://www.bnext.com.tw/article/view/id/29363
    創市際(2012.12.28)。〈創市際公佈「2012年網路社群白皮書」調查報告〉,上網時間:2013年11月11日,取自http://www.insightxplorer.com/news/news_12_18_12.html
    創市際(2013a.12.04)。〈ARO/MMX公佈2013年10月Media Metrix網路流量報告〉,上網時間:2013年12月28日, 取自http://www.insightxplorer.com/news/news_12_04_13.html
    創市際(2013b.6.3)。〈ARO/MMX公佈Device Essentials上網裝置網頁瀏覽報告〉,上網時間:2013年12月28日,取自 http://www.insightxplorer.com/news/news_06_03_13.html
    創市際(2013c.3.23)。〈創市際ARO公佈台灣首份智慧型手機使用行為測量報告〉,上網時間:2013年12月28日,取自http://www.insightxplorer.com/news/news_03_23_13.html
    創市際(2015.2.16)。〈2014年網路使用行為調查與台灣網路使用概況回顧〉,
    上網時間:2015年2月20日,取自
    http://news.ixresearch.com/?p=7651#more-7651
    黃舒敏(2012)。《Facebook粉絲專頁之活動發佈對消費者態度的影響》。國立交通大學管理科學系所學位論文。
    黃競樺(2010.8.3)。〈2010行動廣告效益指標調查—數位媒體溝通效果超越傳統,LBS和消費者主動索取的行動廣告價值高〉,上網時間:2013年12月12日,取自「資策會FIND」 http://www.find.org.tw/find/home.aspx?page=many&id=261
    資策會(2012a.1.31)。〈2011臺灣行動行銷媒體工具效益分析調查報告〉,上網時間:2014年1月1日,取自「資策會FIND」 http://books.find.org.tw/newbook_disp.asp?book_id=188
    資策會(2012b.11.9)。〈2012年台灣行動市場規模與應用趨勢:顯示類廣告較去年成長一倍成為行動廣告市場動能〉,上網時間:2014年2月1日,取自「資策會FIND」 http://www.find.org.tw/find/home.aspx?page=many&id=336
    資策會(2012c.3.21)。〈App帶來消費者生活與工作的多工型態:商業模式成為未來發展關鍵〉,上網時間:2014年2月1日,取自「資策會FIND」 http://www.find.org.tw/find/home.aspx?page=many&id=313
    資策會(2013.11.20)。〈2013年台灣民眾行動與無線上網現況〉,上網時間:2014年2月3日,取自「資策會FIND」http://www.find.org.tw/find/home.aspx?page=many&id=362
    資策會(2014.6.25)。〈首創!資策會跨通路分析使用者行為 評選「2014年上半年臺灣風雲APP百強〉,上網時間:2014年6月28日,取自「資策會FIND」http://www.find.org.tw/find/home.aspx?page=many&id=385
    臺北市數位行銷經營協會(2013.11.25)。〈2013 上半年台灣整體網路廣告量達
    62.65 億〉,上網時間:2014年1月8日,取自「數位時代網站」
    http://www.bnext.com.tw/article/view/id/30191
    劉倚帆(2011)。〈初探智慧型手機如何改變社會時空經驗〉,《中華傳播學會》。
    數位時代(2013.3.2)。〈2013年台灣100大網站揭曉 Facebook連續三年奪冠、 社群類進榜最多、線上娛樂類黏度驚人!〉,上網時間:2013年11月1日,取自http://www.bnext.com.tw/article/view/id/26755
    鄭景鴻、戚栩僊(2012)。〈《Facebook》上品牌訊息分享的探索研究 :檢驗以品牌表達自我的重要性〉,《中華傳播學會》。
    鄭竣丹(2012)。《Facebook用戶按「讚」行為之探討》。國立台灣大學商學研究所學位論文。
    賴怡叡(2010.3.19)。〈網路廣告成為日本第二大媒體,行動廣告高成長率是關鍵〉,上網時間:2013年9月9日,取自「資策會FIND」 http://www.find.org.tw/find/home.aspx?page=news&id=5745
    顏理謙(2013.4.9)。〈日網路公司公布Facebook亞洲用戶數調查,台灣奪下人口比冠軍〉,上網時間:2014年2月5日,取自「數位時代網站」https://www.google.com/url?q=http://www.bnext.com.tw/focus/view/cid/103/id/27267&sa=U&ei=tCkEU-uxKIf00QHxvYCYCw&ved=0CBUQFjAI&client=internal-uds-cse&usg=AFQjCNF7esk_Do7Ud5zfuI-4Ptm3Pj-eLA
    Mengkuei, H.(2013.7.15)。〈Facebook 公布 2013 年第二季財報,收益超出預期〉,上網時間:2014年1月8日,取自 http://chinese.vr-zone.com/75295/facebook-post-strong-2013-q2-revenue-07252013/
    Chen, C. (2014.2.3)。〈Facebook 10周歲,全球用戶12.3億人〉,上網時間:2014年2月3日,取自「數位時代網站」http://www.bnext.com.tw/article/view/id/30952
    Regina. (2013.4.25)。〈社群有雷慎入?!經營粉絲團五大行前心法(三)〉,上網時間2014年2月2日,取自「數位時代網站」 http://www.bnext.com.tw/article/view/id/27520


    英文文獻
    Ajzen, I. (1991). The theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.
    Babbie, R. E. (2007). The Practice of Social Research (11 ed.). Wadsworth: Thomson Learning Inc.
    Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191-215.
    Bandura, A. (1982). Self-efficacy mechanism in human agency. The American Psychologist, 37(2), 122-147.
    Bansal, H. S., & Voyer, P. A. (2000). World-of-mouth processes within a services purchase decision context. journal of Service Research, 3(2), 166-177.
    Bauer, R. A., & Greyser, A. S. (1968). Advertising in America: The Consumer View. Boston: Harvard University.
    Bhattacherjee, A. (2000). Acceptance of e-commerce services: The case of electronic brokerages. IEEE Transactions on System, Man and Cybernetics. Systems and Humans, 20(4), 411-420.
    Bio, C. D. (2013). Ad Age Survey: What Advertisers Really Think About Facebook. Retrieved 1,16, 2014, from http://adage.com/article/digital/ad-age-survey-facebook-marketers-buying-ads/244158/
    Bogart, L. (1990). Strategy in Advertising: Matching Media and Message to Markets and motivations: NTC Business Books.
    Boyd, d. m., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication,, 13(1), 210-230.
    Boyd, d. m., & Ellison, N. B. (2013). Sociality through Social Network Sites The Oxford Handbook of Internet Studies (pp. 151-172). Oxford: Oxford University Press.
    Brackett, L. K., & Carr, B. N. (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, 41(5), 23-32.
    Bruner II, G. C., & Kumar, A. (2007). Attitude toward location-based advertising. Journal of Interactive Advertising, 7(2), 3-15.
    Careya, J., Chisholma, I., & Irwin, L. (2002). The Impact of Access on Perceptions and Attitudes Towards Computers: An International Study. Educational Media International, 39(3-4), 223-245.
    Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
    Cohen, D. (2013). How Much Mobile Ad Spending Did Facebook Account For In 2013. Retrieved 1,2, 2013, from http://allfacebook.com/emarketer-mobile-ad-spending-2013_b127833
    Constine, J. (2012). They Work! Facebook Mobile Ads Are Clicked 13X More, Earn 11X More Money Than Its Desktop Ads. Retrieved 2.4, 2014, from http://techcrunch.com/2012/06/19/facebook-mobile-ads/
    Correa, T., Hinsley, A. W., & Zúñiga, H. G. d. (2010). Who interacts on the Web?: The intersection of users' personality and social media use. Computers in Human Behavior, 26, 247-253.
    Costine, J. (2013). They Work! Facebook Mobile Ads Are Clicked 13X More, Earn 11X More Money Than Its Desktop Ads. Retrieved 1,10, 2014, from http://techcrunch.com/2012/06/19/facebook-mobile-ads/
    Curran, K., Graham, S., & Temple, C. (2011). Advertising on Facebook. International Journal of E-Business Development (IJED), 1(1), 26-33.
    Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-339.
    Davis, F. D., Bagozzi, P., & Warshaw, R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132.
    De Reyck, B., & Degraeve, Z. (2003). Broadcast Scheduleing for Mobile Advertising. Operations Research, 51(4), 509-517.
    Debatin, B., Lovejoy, J. P., M.A., A.-K. H., & Hughes, B. N. (2009). Facebook and Online Privacy: Attitudes, Behaviors, and Unintended Consequences. Journal of Computer-Mediated Communication, 15(1), 83-108.
    Donath, J. (2008). Signals in Social Supernets. Journal of Computer-Mediated Communication, 13, 231-251.
    Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-35.
    Dwyer, C. (2007). Digital Relationships in the 'MySpace' Generation: Results From a Qualitative Study. Paper presented at the the 40th Hawaii International Conference on System Sciences (HICSS), Hawaii.
    Elliott, M. T., & Speck, P. S. (1998). Consumer Perceptions of Advertising Clutter and Its Impact across Various Media. Journal of Advertising Research, 38(1), 29-41.
    Ellison, N., Steinfield, C., & Lampe, C. (2007). The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication, 12(4), 1143-1168.
    Ellison, N., Steinfield, C., & Lampe, C. (2011). Connection Strategies: Social Capital Implications of Facebook-enabled Communication Practices. New Media & Society, 13(6), 873-892.
    eMarketer. (2013). Facebook Sees Big Gains in Global Mobile Ad Market Share. Retrieved 2.2, 2014, from http://www.emarketer.com/m/Article/Facebook-Sees-Big-Gains-Global-Mobile-Ad-Market-Share/1010171
    Everett, A. (2003). Digitextuality and Click Theory: Theses on Convergence Media in the Digital Age. In A. Everett & J. Caldwel (Eds.), New Media: Theories and Practices of Digitextuality (pp. 3-28). NY: AFI Film Readers.
    Facchetti, A., Rangone, A., Renga, F. A., & Savoldelli, A. (2005). Mobile marketing: an analysis of key success factors and the European value chain. International journal of Mangement and Decision Marketing, 6(1), 65-80.
    Facebook. (2014a). Earings: Fourth Quarter 2013. Retrieved 2.10, 2014, from http://investor.fb.com/results.cfm
    Facebook. (2014b). An Update to Facebook Ads. Retrieved 1.2, 2014, from https://www.facebook.com/notes/facebook-and-privacy/an-update-to-facebook-ads/643198592396693
    FIND. (2013). Observation on Mobile Internet in Taiwan: 2013 Q1. Retrieved 1,12, 2014, from http://www.find.org.tw/eng/news.asp?msgid=554&subjectid=4&pos=0
    Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. MA: Addison-Wesley.
    Fitzpatrick, B., & Recordon, D. (2007). Thoughts on the Social Graph. from http://bradfitz.com/social-graph-problem/
    Fogel, J., & Nehmad, E. (2009). Internet social network communities: Risk taking, trust, and privacy concerns. Computers in Human Behavior, 25(1), 153-160.
    Gangadharbatla, H. (2008). Facebook Me: Collective Self-Esteem, Need to Belong, and Internet Self-Efficacy as Predictors of the Igeneration's Attitudes toward Networking Sites. Journal of Interactive Advertising, 8(2), 1-28.
    Gerlitz, C., & Helmond, A. (2011). Hit, Link, Like and Share.
    Organizing the social and the fabric of the web in a Like economy. . Paper presented at the DMI mini-conference University of Amsterdam.
    Gibs, J., & Bruich, S. (2010). Understanding the Value of a Social Media Impression. Retrieved 10,3, 2013, from http://www.iab.net/media/file/NielsenFacebookValueofSocialMediaImpressions.pdf.
    Gironda, T. J., & Korgaonkar, K. P. (2014). Understanding consumers' social networking site usage. Journal of Marketing Management, 30(5-6), 571-605.
    Gruber, F. (2006). advertising on social networks Retrieved 2.2, 2014, from www.imediaconnection.com/content/10585.asp‎
    Guiltinan, J. P. (1999). Launch Strategy, Launch Tactics, and Demand Outcomes. Journal Product Innovation Management, 16, 509-529.
    Ha, L. (1996). Observations: advertising clutter in consumer magazines: dimensions and effects. Journal of Advertising Research, 36(4), 76-84.
    Hadija, Z., Barnes, S. B., & Hair, N. (2012). Why we ignore social networking advertising. . Qualitative Market Research: An International Journal, 15(1), 19-32.
    Hanley, M., & Becker, M. (2008). Cell Phone Usageand Advertising Acceptance Among College Students: A Four‐year Analysis. International Journal of Mobile Marketing, 3(1), 67‐80.
    Hare, A. P. (1962). Handbook of small group research. New York: Macmillan Publishers.
    Hennig-Thurau, T., Gwinner, K. P., G., W., & Gremler, D. D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
    Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68.
    Hong, S.-J., Thong, J. T. L., Moon, J.-Y., & Tam, K.-Y. (2008). Understanding the behavior of mobile data services consumers. Information Systems Frontiers, 10, 431-445.
    Hughes, D. J., Rowe, M., Batey, M., & Lee, A. (2012). A tale of two sites: Twitter vs. Facebook and the personality predictors of social media usage. Computers in Human Behavior, 28(2), 561-569.
    Indvik, L. (2011a). 5 Best Practices for Fashion Retailers on Facebook. Retrieved 3.10, 2015, from http://mashable.com/2011/05/16/fashion-brands-facebook/
    Indvik, L. (2011b). Give Your Facebook Photos a Makeover With Lancome App. Retrieved 3.10, 2015, from http://mashable.com/2011/05/17/lancome-house-of-color/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29
    Ipsos, & Google. (2013). Our mobile Planet: Taiwan. Retrieved 1,16, 2014, from http://www.thinkwithgoogle.com/mobileplanet/en/downloads/
    Jackson, M. H., Poole, M. S., & Kuhn, T. (2002). The social construction of technology in studies of the workplace Handbook of new media: Social shaping and consequences of icts (pp. 236-253). London: Sage.
    Joinson, A. N. (2008). 'Looking at', 'Looking up with' People? Motives and Uses of Facebook. Paper presented at the CHI 2008, Florence, Italy.
    Jung, J. H. (2009). Factors influencing consumer acceptance of mobile advertising. (Doctor of Philosophy), The University of Texas at Austin.
    Kacholia, V. (2013). News Feed FYI: Showing More High Quality Content. Retrieved 2.2, 2014, from https://www.facebook.com/business/news/News-Feed-FYI-Showing-More-High-Quality-Content
    Kaniel, O. (2013). AppsFlyer Q1 2013 Mobile App Discovery Report. Retrieved 2.4, 2014, from http://www.appsflyer.com/d4vp6l7yis-appsflyer-q1-2013-mobile-app-discovery-report/
    Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
    Karahanna, E., & Straub, D. (1999). The psychological origins of perceived usefulness and ease-of-use. Information & Management, 35(4), 237-250.
    Katz, J. E., & Aakhus, M. (2002). Perpetual contact: Mobile communication, private talk, public performance: Cambridge: Cambridge University Press.
    Kim, Y., Briley, D., & Ocepek, M. (2015). Differential innovation of smartphone and application use by sociadeographics and personality. Computers in Human Behavior, 44, 141-147.
    Kim, Y. J., & Han, J. Y. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256-269.
    Kwon, M.-W., Angelo1, J. D., & McLeod1, D. M. (2013). Facebook Use and Social Capital: To Bond, To Bridge, or to EscapeBulletin of Science. Technology & Society, 33, 35-43.
    Ledbetter, A. M. (2008). Media use and relational closeness in long-term friendships: interpreting patterns of multimodality. New Media & Society, 10(4), 547-564.
    Lenhart, A., Purcell, K., Smith, A., & Zickuhr, K. (2010). Social media & mobile internet use among teens and young adults.
    Leonardi, M. (2003). Problematizing "New Media”: Culturally Based Perceptions of Cell Phone, Computer, and the Internet among United States Latinos. . In A. Kavoori & N. Arceneaux (Eds.), Critical Studies in Media Communication (pp. 160-179). NY: Peter Lang.
    Lewis, J., & West, A. (2009). 'Friending': London-based undergraduates' experience of Facebook. New Media and Society, 11(7), 1209-1229.
    Li, Y. M., & Lien, N. J. (2009). An Endorser Discovering Mechanism for Social Advertising. Paper presented at the the 11th International Conference on Electronic Commerce.
    MacKenzie, S. B., & Lutz, R. L. (1989). An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53, 48 - 65.
    Marks, G. (2009). Beware Social Media Marketing Myths. from http://www.businessweek.com/technology/content/may2009/tc20090522_078978.htm
    Matt, B. (2012). Apple’s App Store has now seen more than 1 million approved apps since launch. from http://thenextweb.com/apple/2012/11/19/apples-app-store-reaches-1-million-approved-app-submissions/#!wEvy3
    McCorkle, D., Jurkus, V., Auruskeviciene, V., & Reardon, J. (2013). The Antecedent Effects of SMS Marketing on Consumer Intentions. International Journal of Business, Marketing and Decision Sciences, 6, 88-105.
    Mitchell, A. A., & Olson, J. C. (1981). Are Product a Beliefs the Only Mediator of Advertising Effects on Brand Attitude. Journal of Marketing Research, 18, 318-332.
    Moore, G. C., & Benbasat, I. (1991). Development of an Instrucment to Measure the Perception of Adopting an Information Technology Innovation. Information Systems Research, 2(3), 192-222.
    Morvarid, H. J., Abolfazl, T. N., & Mahmoud, N. (2012). Prioritization of Factors Affecting Consumers' Attitudes toward Mobile Advertising. Journal of Basic and Applied Scientific Research, 2(9), 9293-9300.
    Mustafa Oz, B. (2012). Changes in use and perception of privacy : exploring differences between heavy and light users of Facebook. (Master), University of Texas at Austin.
    Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings. Journal of Marketing, 76(6), 105-120.
    Nielsen. (2013). TOPS OF 2013: DIGITAL. Retrieved 1,3, 2014, from http://www.nielsen.com/us/en/newswire/2013/tops-of-2013-digital.html
    Nielson. (2012). STATE OF THE MEDIA: THE SOCIAL MEDIA REPORT 2012. Retrieved 12,1, 2013, from http://www.nielsen.com/us/en/reports/2012/state-of-the-media-the-social-media-report-2012.html
    Nielson. (2013). RUNNING DIGITAL AUDIENCES, WALKING ADVERTISING DOLLARS. Retrieved 1,1, 2014, from http://www.nielsen.com/us/en/reports/2013/running-digital-audiences--walking-advertising-dollars.html
    O'Riordan, S., Feller, J., & Nagle, T. (2011). THE IMPACT OF SOCIAL NETWORK SITES ON THE CONSUMPTION OF CULTURAL GOODS.
    Pempek, T. A., Yermolayeva, Y. A., & Calvert, S. L. (2009). College students' social networking experiences on Facebook. Journal of Applied Developmental Psychology, 30(3), 227-228.
    Purcell, K., Enter, R., & Henderson, H. (2010). The Rise of Apps Culture. from http://www.pewinternet.org/2010/09/14/the-rise-of-apps-culture/
    Raacke, J., & Bonds-Raacke, J. (2008). Myspace and Facebook: Applying the Uses and Gratifications Theory to Exploring Friend-Networking Sites. CyberPsychology & Behavior, 11(2), 169-174.
    Rainie, L., Smith, A., & Duggan, M. (2013). Coming and going on Facebook. Retrieved 11,21, 2013, from http://pewinternet.org/Reports/2013/Coming-and-going-on-facebook/Key-Findings.aspx
    Regina. (2013). 社群有雷慎入?!經營粉絲團五大行前心法(三). Retrieved 2.2, 2014, from http://www.bnext.com.tw/article/view/id/27520
    Rheingold, H. (1993). The virtual community: Homesteading on the electronic frontier. MA: Addison-Wesley Publishing Company.
    Rheingold, H. (2000). The Virtual Community: Homesteading on the Electronic Frontier (2 ed.). Cambridge, Massachusetts: MIT Press.
    Rheingold, H., & Kimball, L. (2000). How online social networks benefit organization. Retrieved from http://pop.groupjazz.com/pdf/osn.pdf
    Richins, M. L., & Shaffer, R. T. (1988). The Role of Involvement nd Opinion Leadership in Consumer Word-of-Mouth: An Implicit Model Made Explcit. Anvances in Consumer Research, 15, 32-36.
    Rogers, E. M. (1983). Diffusion of Innovation (3rd ed.). New York: Free Press.
    Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. G., & Orr, R. R. (2009). Personality and motivations associated with Facebook use. Computers in Human, 25(2), 578-586.
    Saadeghvaziri, F., & Seyedjavadain, S. (2011). Attitude toward Advertising: Mobile Advertising Vs Advertising-in-General. European Journal of Economics, Finance and Administrative Sciences, 28, 104-114.
    Scott, J. (1991). Social Network Analysis: A Handbook: Newbury Park.
    Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public Attitudes Toward Advertising: More Favorable Than You Might Think. Journal of Advertising Research, 38(4), 7-22.
    Shavitt, S., Patrick Vargas, & Lowrey, P. (2004). Exploring the Role of Memory for Self-Selected Ad Experiences: Are Some Advertising Media Better Liked Than Others? Psychology & Marketing, 21(12), 1011-1032.
    Shih, C. (2009). The Facebook Era: Tapping Online Social Networks to Build Better
    Products, Reach New Audiences, and Sell More Stuff. Boston,MA: Prentice Hall.
    Shih, Y., & Fang, K. F. (2004). The use of a decomposed theory of planned behavior to study internet banking in Taiwan. Internet Research, 14(3), 213-223.
    Shimp, & Terence, A. (1981). Attitude Toward the Ad as a Mediator of Consumer Brand Choice. Journal of Advertising Research, 10(2), 9-15.
    Special, W., & Li-Barber, K. (2012). Self-disclosure and Student Satisfaction With Facebook. Computers in Human Behavior, 28(2), 624-630.
    Stelter, B. (2009). Facebook' s Users Ask Who Owns Information. Retrieved 2.18, 2014, from http://www.nytimes.com/2009/02/17/technology/internet/17facebook.html?_r=0
    Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, Fans, and Followers: Do Ads Work on Social Networks? How Gender and Age Shape Receptivity. Journal of Advertising Research, 51(1), 258-276.
    Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144-176.
    Tsai, H.-N. (2012). Antecedents of Attitude toward Social-Networking Advertising. (Doctor), National Cheng Kung University.
    Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer Attitudes Toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8(3), 65-78.
    Unal, S., Erci., A., & Keser, E. (2011). Attitudes towards Mobile Advertising - A Research to Determine the Differences between the Attitudes of Youth and Adults. Paper presented at the 7th International Strategic Management Conference.
    Varnali, K., Yilmaz, C., & Toker , A. (2012). Predictors of attitudinal and behavioral outcomes in mobile advertising: A field experiment. Electronic Commerce Research and Applications, 11(6), 570-581.
    W. Glynn Mangolda, & b, D. J. F. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357-365.
    Walrave, M., Vanwesenbeeck, I., & Heirman, W. (2012). Connecting and protecting? Comparing predictors of self-disclosure and privacy settings use between adolescents and adults. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 6(1), 3.
    Xu, D. J. (2007). The Influence of Personalization in Affecting Consumer Attitudes Toward Mobile Advertising in China. The Journal of Computer Information Systems, 47(2), 9-19.
    YouGov. (2011). Mobile ads not working. Retrieved 1,8, 2014, from http://yougov.co.uk/news/2011/07/26/mobile-ads-not-working/
    Yuan, S., & Tsao, Y. W. (2003). A recommendation mechanism for contextualized mobile advertising. Expert systems with Applications, 24(4), 399-414.
    Description: 碩士
    國立政治大學
    新聞研究所
    100451020
    103
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1004510201
    Data Type: thesis
    Appears in Collections:[新聞學系] 學位論文

    Files in This Item:

    File SizeFormat
    020101.pdf1749KbAdobe PDF515View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback