| 參考文獻: | 1. McClure, D. (2017). Startup Metrics for Pirates: This is a 5-step model for creating a metrics framework for your business & customers, and how to apply it to your product & marketing efforts. The "pirate" part comes from the 5 steps: Acquisition, Activation, Retention, Referral, & Revenue (AARRR!). Retrieved from https://500hats.typepad.com/500blogs/2007/09/startup-metrics.html
2. Lewis, E. S. E. (1925). The Psychology of Selling and Advertising. The AIDA model is a model within the class known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in a behavioural (doing e.g. purchase or trial) stage. Retrieved from https://en.wikipedia.org/wiki/E._St._Elmo_Lewis
3. Kotler, P. (2016). Marketing 4.0: The “5A Loyalty Diagnosis” is a diagnostic tool for loyalty marketing strategies provided by transcosmos. 5A (five A) is a new customer journey introduced in Philip Kotler’s book “Marketing 4.0”. The five A’s represent Aware, Appeal, Ask, Act, and Advocate, respectively. Retrieved from https://www.indeed.com/career-advice/career-development/kotler-5-as-of-customer-path
4. Dentsu Inc. (2004). AISAS model: AISAS is a concept described by the acronym for Attention, Interest, Search, Action, and Share. The AISAS model helps explain consumer behaviour processes. Retrieved from https://gmo-research.com/news-events/articles/what-aisas-five-things-you-should-know-about-customer-journey-framework#:~=After%20buying%20the%20product%2C%20they,about%20the%20product%20with%20others
5. Olsen, R. (2022). The Ecommerce Equation: One of the key patterns we follow for all brands on digital marketplaces is the ecommerce equation: revenue = traffic x conversions x price x availability. As brands zero in on these four pieces of the equation, they can simplify and focus their efforts to reach truly profitable ecommerce growth. Retrieved from https://pattern.com/blog/the-ecommerce-equation-4-levers-ceos-use-to-drive-marketplace-revenue/#:~=One%20of%20the%20key%20patterns,reach%20truly%20profitable%20ecommerce%20growth
6. 文章：
a. 不能只靠走捷徑的行銷創新！「直接面對消費者」 品牌進化之
■ https://www.hbrtaiwan.com/article/20690/how-direct-to-consumer-brands-can-continue-to-grow
b. 改造「直接面對消費者」商業模式
■ https://www.hbrtaiwan.com/article/19689/reinventing-the-direct-to-consumer-business-model
7. 圖表資料參考：
a. Think with Google. (2020). How people decide what to buy lies in the ‘messy middle’ of the purchase journey. Retrieved from https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/
b. Think with Google. (2021). Google 2021 智慧消費關鍵報告. Retrieved from https://www.thinkwithgoogle.com/intl/zh-tw/consumer-insights/consumer-trends/2021-%E6%99%BA%E6%85%A7%E6%B6%88%E8%B2%BB%E9%97%9C%E9%8D%B5%E5%A0%B1%E5%91%8A/
c. Think with Google. (2022). Google 2022 智慧消費關鍵報告. Retrieved from https://www.thinkwithgoogle.com/intl/zh-tw/consumer-insights/consumer-trends/2022-%E6%99%BA%E6%85%A7%E6%B6%88%E8%B2%BB%E9%97%9C%E9%8D%B5%E5%A0%B1%E5%91%8A-%E5%85%B1%E5%A5%BD%E5%83%B9%E5%80%BC%E5%BF%83%E5%95%86%E5%8B%99/
d. McClure, D. (2007). Startup Metrics for Pirates. Retrieved from https://500hats.typepad.com/500blogs/2007/09/startup-metrics.html
e. Google. (2018). e-Conomy_SEA_2018_report. Retrieved from https://storage.googleapis.com/gweb-economy-sea.appspot.com/assets/pdf/e-Conomy_SEA_2018_report.pdf
f. Google. (2019). e-Conomy_SEA_2019_report. Retrieved from https://storage.googleapis.com/gweb-economy-sea.appspot.com/assets/pdf/e-Conomy_SEA_2019_report.pdf
g. Google. (2020). e-Conomy_SEA_2020_report. Retrieved from https://storage.googleapis.com/gweb-economy-sea.appspot.com/assets/pdf/e-Conomy_SEA_2020_Report.pdf |
