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

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 50979598 線上人數 : 874

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

搜尋範圍

查詢小技巧：

您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果

若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料

進階搜尋

主頁 ‧ 登入 ‧ 上傳 ‧ 說明 ‧ 關於政大典藏 ‧ 管理

到手機版

政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 > Item 140.119/130978

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/130978

題名:	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
貢獻者:	張欣綠 Chang, Hsin-Lu 盧昱均 Lu, Yu-Chun
關鍵詞:	App marketing Online marketing Banking app Social media marketing Synergy effect Marketing effectiveness
日期:	2020
上傳時間:	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.
參考文獻:	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
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
資料類型:	thesis
DOI:	10.6814/NCCU202001045
顯示於類別:	[資訊管理學系] 學位論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
601401.pdf		1107Kb	Adobe PDF2	0	檢視/開啟

在政大典藏中所有的資料項目都受到原著作權保護.

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 © - 回饋