政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/130978

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/130978

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题名:	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
作者:	盧昱均 Lu, Yu-Chun
贡献者:	張欣綠 Chang, Hsin-Lu 盧昱均 Lu, Yu-Chun
关键词:	App marketing Online marketing Banking app Social media marketing Synergy effect Marketing effectiveness
日期:	2020
上传时间:	2020-08-03 17:35:49 (UTC+8)
摘要:	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.
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描述:	碩士國立政治大學資訊管理學系 107356014
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0107356014
数据类型:	thesis
DOI:	10.6814/NCCU202001045
显示于类别:	[資訊管理學系] 學位論文

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