English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113160/144130 (79%)
Visitors : 50736860      Online Users : 504
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 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/130978
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/130978


    Title: 促進行動銀行應用程式下載率:線上傳統媒體與社群媒體在網路行銷上相對效益的比較
    Driving the Download Rate of Banking App: Comparing the Relative Effectiveness of Online Traditional and Social Media Marketing
    Authors: 盧昱均
    Lu, Yu-Chun
    Contributors: 張欣綠
    Chang, Hsin-Lu
    盧昱均
    Lu, Yu-Chun
    Keywords: App marketing
    Online marketing
    Banking app
    Social media marketing
    Synergy effect
    Marketing effectiveness
    Date: 2020
    Issue Date: 2020-08-03 17:35:49 (UTC+8)
    Abstract: In this mobile era, apps have become the main connection between companies and their consumers. The past research has revealed that 88.2 percent of people with smartphones use their smartphone for 2 hours and 58.5 minutes every day. The time even becomes 5 hours and 12.6 minutes among 18- to 19-year-old people, and more than 80 percent of this group are using social networks such as Facebook or YouTube. Popularizing apps through these channels is now a significant task that all companies should pursue.
    This research aims to measure the effectiveness of traditional, socially owned, and socially earned online media on apps download in the context of mobile banking. We collected data from a leading Taiwanese bank about the click-through rates of online advertisements across different online channels and examined the influence on the app download rate. We will use a log-log model to test our model. This study emphasizes app marketing and will reveal which channels can promote downloads most effectively.
    Reference: Al-Jabri, I. M., &Sohail, M. S. (2012). MOBILE BANKING ADOPTION: APPLICATION OF DIFFUSION OF INNOVATION THEORY. In Journal of Electronic Commerce Research (Vol. 13).
    Berman, B., &Zarb, F. G. (2016). Planning and implementing effective mobile marketing programs. https://doi.org/10.1016/j.bushor.2016.03.006
    Danaher, P. J., Bonfrer, A., &Dhar, S. (2008). The Effect of Competitive Advertising Interference on Sales for Packaged Goods. Journal of Marketing Research, 45(2), 211–225. https://doi.org/10.1509/jmkr.45.2.211
    Digital 2019 Taiwan (January 2019) v01. (n.d.). Retrieved January5, 2020, from https://www.slideshare.net/DataReportal/digital-2019-taiwan-january-2019-v01
    Dinner, I. M., VanHeerde, H. J., &Neslin, S. A. (2014). Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), 527–545. https://doi.org/10.1509/jmr.11.0466
    Dong, X., Chang, Y., Liang, S., &Fan, X. (2018). How online media synergy influences consumers’ purchase intention: A perspective from broadcast and interactive media. Internet Research, 28(4), 946–964. https://doi.org/10.1108/IntR-08-2017-0298
    Edosomwan, S. O. (2011). The history of social media and its impact on business. In Article in The Journal of Applied Management & Entrepreneurship. Retrieved from https://www.researchgate.net/publication/303216233
    Erdogmus, I. E. (2012). The Impact of Social Media Marketing on Brand Loyalty The impact of social media marketing on brand loyalty. (September 2014). https://doi.org/10.1016/j.sbspro.2012.09.1119
    Hervet, G., Guérard, K., Tremblay, S., &Chtourou, M. S. (2011). Is banner blindness genuine? Eye tracking internet text advertising. Applied Cognitive Psychology, 25(5), 708–716. https://doi.org/10.1002/acp.1742
    Hughes, T. (2016). Marketing Challenges in E-Banking : Standalone or Integrated ? Marketing Challenges in E-Banking : 1376(April). https://doi.org/10.1080/0267257X.2003.9728251
    Leone, R. P. (1995). Generalizing What Is Known About Temporal Aggregation and Advertising Carryover. Marketing Science, 14(3_supplement), G141–G150. https://doi.org/10.1287/mksc.14.3.g141
    Lin, J. (n.d.). Facebook行銷最關鍵的5件事,fb 行銷仍然是企業主力. Retrieved January5, 2020, from https://imjaylin.com/fb-trends/
    LINE台灣月活躍用戶破2,100萬,特愛三大功能、使用率名列全球第一|數位時代. (n.d.). Retrieved January5, 2020, from https://www.bnext.com.tw/article/51783/line-linetoday-linestore-sticker
    Lovett, M. J., &Staelin, R. (2016). The role of paid, earned, and owned media in building entertainment brands: Reminding, informing, and enhancing enjoyment. Marketing Science, 35(1), 142–157. https://doi.org/10.1287/mksc.2015.0961
    Mahatanankoon, P., Wen, H. J., &Lim, B. (2005). Consumer-based m-commerce: Exploring consumer perception of mobile applications. Computer Standards and Interfaces, 27(4), 347–357. https://doi.org/10.1016/j.csi.2004.10.003
    Naik, P. A., &Peters, K. (2009). A Hierarchical Marketing Communications Model of Online and Offline Media Synergies. Journal of Interactive Marketing, 23(4), 288–299. https://doi.org/10.1016/j.intmar.2009.07.005
    Rossi, M., &Tuunainen, V. K. (2004). Mobile Banking Services ENACT-ERP development networks in action View project Electronic invoicing View project. Article in Communications of the ACM. https://doi.org/10.1145/986213.986236
    Sajid SI. (2016). Social Media and Its Role in Marketing. https://doi.org/10.4172/2151-6219.1000203
    Shankar, V., Smith, A. K., &Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153–175. https://doi.org/10.1016/S0167-8116(03)00016-8
    Stephen, A. T., &Galak, J. (2012). The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of Marketing Research, 49(5), 624–639. https://doi.org/10.1509/jmr.09.0401
    Watson, C., Mccarthy, J., &Rowley, J. (n.d.). Consumer attitudes towards mobile marketing in the smart phone era.
    Xie, K., &Lee, Y. J. (2015). Social Media and Brand Purchase: Quantifying the Effects of Exposures to Earned and Owned Social Media Activities in a Two-Stage Decision Making Model. Journal of Management Information Systems, 32(2), 204–238. https://doi.org/10.1080/07421222.2015.1063297
    Yan, Z., Zhang, P., &Deng, R. H. (n.d.). TruBeRepec: a trust-behavior-based reputation and recommender system for mobile applications. https://doi.org/10.1007/s00779-011-0420-2
    Yang, H. C. (2013). Bon appétit for apps: Young American consumers’ acceptance of mobile applications. Journal of Computer Information Systems, 53(3), 85–96. https://doi.org/10.1080/08874417.2013.11645635
    解讀Ptt:台灣最有影響力的網路社群|數位時代. (n.d.). Retrieved January5, 2020, from https://www.bnext.com.tw/article/38609/bn-2016-01-29-161210-178
    電商如何用LINE@行銷?4個方法,有效串接O2O | SmartM 新網路科技. (2017). Retrieved January5, 2020, from SmartM website: https://www.smartm.com.tw/article/34333637cea3
    Description: 碩士
    國立政治大學
    資訊管理學系
    107356014
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107356014
    Data Type: thesis
    DOI: 10.6814/NCCU202001045
    Appears in Collections:[資訊管理學系] 學位論文

    Files in This Item:

    File Description SizeFormat
    601401.pdf1107KbAdobe PDF20View/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 Copyright Announcement
    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。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    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。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback