政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/38410
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113324/144300 (79%)
Visitors : 51121127      Online Users : 912
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
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大典藏 > College of Commerce > Department of MIS > Theses >  Item 140.119/38410


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/38410


    Title: 在虛擬平台上的網站流量發展策略
    The strategies of web traffic development on virtual platform
    Authors: 何至元
    Ho, Tzu Yuan
    Contributors: 尚孝純
    Shang, Shari S. C.
    何至元
    Ho, Tzu Yuan
    Keywords: 網站流量
    覆蓋數
    頁面瀏覽率
    Website Traffic
    Reach
    Page View
    Date: 2009
    Issue Date: 2010-04-09 14:48:05 (UTC+8)
    Abstract: 近年來因網際網路盛行，各行各業皆面臨了全球國際化的競爭，於是虛擬平台的經營便成為大家努力的方向，如何提高虛擬平台的網路流量已成為平台經營者所重視的議題。
    拜網際網路應用的成熟，不動產業雖然很傳統，但也不得不開始運用網際網路提供服務，並且這些服務越來越多元化，提供物件資訊、透過討論區討論物件內容、讓經紀人以社群方式存在，在平台上提共買賣不動產的相關知識，消費者可透過平台買賣物件，尋找物件。故研究如何增加虛擬平台的流量，將是未來平台經營者在提升平台品質上有效的方法。本研究將提出影響網站流量策略的研究架構，根據Alexa網站提供覆蓋數（Reach）與頁面瀏覽數（Pageview），以五個不動產個案公司的網站流量進行分析。
    本研究流量分析的架構如下：首先就文獻資料了解影響網站流量的因素，對照個案公司在這些影響網站流量的因素上的表現，進而了解何種因素是確實影響網站流量。
    經分析結果顯示，目前為了使網站流量表現良好，各家個案公司，都會使用搜尋引擎、關鍵字、SEO操作等工具，所以在工具上各家個案公司表現差異不大，惟廣告行銷的投入，對整體網站流量實際上才是重要的影響，另外，許多專家或者是文獻，認為免費的商業模式是網際網路平台經營時重要的方式，但研究發現卻是平台業者收取一點費用是客戶可以接受的，平台的內容與服務，實際會提升虛擬平台的網站流量；經分析顯示，外部網站結盟有助於提升虛擬平台網站流量，希望藉由本研究的分析結果提供給不動產虛擬平台經營者在網站流量策略上的參考建議。
    In the internet era, the most significant issue for platform operators is how to design and manage the virtual platform to increase the web traffic flow.

    The diversity of online services that offer information and discussion through Internet forum allows real estate agents to provide product knowledge through different kinds of virtual community. Consumers can search, purchase and sell real estate items through these virtual platforms. Consequently, virtual service providers endeavor to enhance platform operation and service quality to attract visitors. This research proposes a research framework to investigate determinants of web traffic.

    Based on literature review and related researches this study analyzed the causes and effects of web traffic. A few traffic-affecting factors were identified. These factors include: content management, marketing strategies, promotion strategies, and business models. Next, five different types of web sites in the real estates industry in Taiwan were selected for multiple case studies. The cross case analysis revealed that all companies have applied search engine, keywords, and SEO (xxx) to enhance users’ access to the web sites. The impact of technology use and system functionality on users’ intention to participate is of no great concern. However, the advertising effort seems to be the key determinant for boosting website traffic. Further, although several researches consider free-of-charge as a winning business model the analysis results reveal that well-managed contents can bring in customers who are willing to pay for the services. The results also demonstrate that external alliance of websites can assist the growth of the traffic flow on a virtual platform.

    Since Internet is widely used these decades, various industries have been occurred the global competitions. The most significant issues for platform operators are how to conduct virtual platform well and how to increase web flow rate of virtual platform.

    The mature usage of Internet initiates the real estate industry to offer services through Internet. The diversity of online services that offer information and discussion through Internet forum allow real estate agents to provide real estate related knowledge through community websites. Consumers can also search, purchase and sell real estate items through the virtual platform. Consequently, the research of how to increase virtual platform flow will enhance platform operators efficiently advance service quality of platforms. This research proposes a research framework to investigate what determinants effect web traffic strategy and analyze web traffic of five real estate companies by collecting Reach and Pageview from Alexa website.

    The Framework of this research is as follows. First, we analyze the causes and effects of web traffic based on literature. Next, we compare the effects of web traffic among selected cases to recognize which determinants influence web traffic.
    The analytical results reveal that all companies use search engine, keywords, and SEO to enhance the performance of web traffic. The difference of all tools among cases is insignificant. However, the advertising effort is the key determinant for whole website traffic.

    In addition, many researchers and literature consider free is the major business model for platform operators. Nevertheless, this research discovers the consumers accept for charging few fees and the content and service of the platform increase the traffic.
    The results also demonstrate that external alliance of websites assists the increment of traffic for virtual platform. Finally, this study aims to provide strategic suggestions to companies in virtual estimate industry.
    Reference: [1] 余懿瑩，張耀仁，「電子化政府網站網路行銷與效益評估－「綠色採購網」個案研究」，私立中原大學電子工程學系，碩士論文，2006。
    [2] Bauer H. H.; Grether M. and Leach M., (2002), “Building customer relations over the internet”, Industrial Marketing Management, 31, 53-163.
    [3]陳俊仁，「旅遊網站消費決策評量指標之研究」，靜宜大學觀光事業學系暨研究所，碩士論文，2008。
    [4]簡立賢， 莊雁喬，王俊彬，「電子交易環境下農產品運銷通路新模式的探討」，國立中興大學農業經濟學系。
    [5]創藝網際，http://www.creartive.com.tw/traffic_analysis.shtml，2007年6月。
    [6] Ingrid Hsieh-Yee (2001), “Research on web search behavior” Library & Information Science Research.
    [7]黃興國，「產品定位與經營模式分析搜尋引擎－以 Google 公司為例」，國立中央大學企業管理研究所，碩士論文，2007。
    [8]數位時代，「免費才有得賺」一文，168期，民國九十七年5月
    [9]游哲豪，江敏城，「運用網路行銷策略達成虛實整合經營模式之個案研究」
    [10] X. Dreze and F. Zufryden, “Measurement of online visibility and its impact on Internet traffic,” Journal of Interactive Marketing, vol. 18, no. 1, pp. 20-37, 2004.
    [11] Gibson R., and Zillmann D., (1993), “The impact of quotation in news reports on issue perception”, Journalism Quarterly, 70 (4), 793-800.
    [12] J. S. Ilfeld and R. S. Winer, “Generating Website traffic,” Journal of Advertising Research, vol. 42, no. 5, pp. 49-61, September-October 2002.
    [13] B. Jeffries-Fox, “Toward an understanding of how news coverage and advertising impact consumer perceptions, attitudes and behavior,” Institute for Public Relations. Available at www.instituteforpr.com/pdf/new-sadvertising.pdf.
    [14] Ralitza Nikolaeva, “Strategic Determinants of Web Site Traffic in On-Line Retailing,” International Journal of Electronic Commerce, vol. 9, no. 4, pp. 113-132, Summer 2005.
    [15] S. Rajgopal, M. Venkatachalam and S. Kotha, “The value relevance of network advantages: The case of ecommerce firms,” Journal of Accounting Research, vol. 41, no. 1, pp. 135-163, 2003.
    [16] Kotha S.; Rajgopal S., and Venkatachalam M., (2004), “The role of online buying experience as a competitive advantage：Evidence from third-party ratings for e-commerce firms”, Journal of Business, 77, 109-133.
    [17] Moe W., and Fader P.S., (2004), “Dynamic conversion behavior at e-commerce sites”,Management Science, 50 (3), 326-335.
    [18] Rajgopal S.; Venkatachalam M., and Kotha S., (2003), “The value relevance of network advantages：The case of ecommerce firms”, Journal of Accounting Research, 41 (1), 135-163.
    [19] Y. C. Hung and Y. C. Liu, “Traffic-based industry map of e-commerce,” International Journal of Internet Marketing and Advertising, vol. 3, no. 4, pp. 355-378, 2006.
    [20] Loken B., and John D. R., (1993), “Diluting brand beliefs: When do brand extension shave a neg”, Journal of Marketing, 57 (3), 71-84.
    [21] Semetiko H.; Valkenburg P., and DeVreese C., (1999), “The effects of news frames on readers’ thoughts and recall”, Communication Research, 26 (5), 550-569.
    [22] Spekman R., and Salmond D., (1992), “A working consensus to collaborate：A field study of manufacturer supplier dyads”, Cambridge Massachusetts：Marketing Science Institute Report, 92-134.
    [23] Dreze X.., and Zufryden F., (2004), “Measurement of online visibility and its impact on internet traffic”, Journal of Interactive Marketing, 18 (1), 20-37.
    [24] Ghose S., and Dou W., (1998), “Interactive functions and their impacts on the appeal of internet presence sites”, Journal of Advertising Research, 38 (2), 43-59.
    [25] Meyer M. H., and Zack H. M., (1996), “The design and development of information products”, Sloan Management Review, 37 (3), 43-59.
    [26] Tsai S.T., and Chen C.L., (2004), “The comparison functions of national famous universities website and the suggestions to the designs of universities websites”, Institute of Information & Computing Machinery, 7 (4), 131-141.
    [27] Sloane A., (1997), “Learning with the web：Experience of using the world wide web in a learning environment”, Computers Education , 28 (4), 212-272.
    [28] Engel, J.F.; Kollat D.T., and Blackwell R. D., (1990), “Consumer behavior”, 3rd ed., The Dryden Press, 60.
    [29] Ilfeld J.S., and Winer R.S., (2002), “Generating website traffic”, Journal of Advertising Research, 42 (5), 49-61.
    [30] Dreze X.., and Zufryden F., (2004), “Measurement of online visibility and its impact on internet traffic”, Journal of Interactive Marketing, 18 (1), 20-37.
    [31] Arnaud De Bruyn a,*, Gary L. Lilien b, A multi-stage model of word-of-mouth influence through viral marketing
    [32] Dictionary: Whether you`re looking for an obscure phrase or your basic marketing definition, the AMA Dictionary has it all! Originating from the print version in 1995, we`re always adding new terms to keep marketers up to date in the ever-evolving marketing profession.
    [33] Rayport, J.F. & Sviokla, J.J., “Managing in the marketspace”, Harvard Business Review, 1994, Nov/Dec, P.141-150.
    [34] Quelch, J.A., & l/r. Klein, “The Internet and International Marketing.”, Sloan management Review, 37(3), Spring 1996, P. 60-75.
    [35] The International Information & Library Review Volume 38, Issue 4, December 2006, Pages 215-224
    [36] Weilbacher, W. M. “How Advertising Affects Consumers.” Journal of Advertising Research, June (2003): 230-234.
    [37] Craik, F. I. M., & Lockhart, R.S. (1972). Levels of processing. A framework for memory research. Journal of Verbal Learning and Verbal Behaviour, 11, 671-684.
    [38] Rethans, A.J., Swasy, J.L., Marks, L.J. (1986), "Effects of television commercial repetition, receiver knowledge, and commercial length: a test of two-factor model", Journal of Marketing Research, Vol. 23 No.1, pp.50-61.
    [39] Nua Internet Surveys (2001). Available: http://www.nua.ie/surveys/how_many_online/. Openfind (2001).
    [40] Briggs and Hollis (1997), “Advertising on the web: Is there response before click-through,” Journal of Advertising Research,37(2), 33-45.
    [41] NUA Internet Survey（2000）, "Gender Gap has Almost Disappeared in US",http://www.nua.ie/surveys/index.cgi?f=VS&art_id=905355546&rel=true
    [42] IAB（1997）,“The IAB Online Advertising Effectiveness Study,”Http://www.mbinteractive.com/site/iab/study.html （September）.
    [43] IAB, “IAB Ad Standard,” Http://www.iab.net/iab_banner_standards/bannersource.html .
    [44] Figallo, Cliff, Hosting Web Communities: Building Relationships, Increasing Customer Loyalty, and Maintaining a Competitive Edge, Wiley, John & Sons, 1998.
    [45] 蔡燿駿（2006）。Web2.0 時代更個人化的網路內容上場。天下雜誌，348 期，236-239。
    [46] Hegal Ⅲ, John and Arthur G. Armstrong，朱道凱譯，《網路商機—如何經營虛擬社群？》，1998，麥田出版社出版。
    [47] （經濟日報 2000.10.16.第26 版）
    [48] Kotler, P., 2000, Marketing Management :Analysis , Planning , Implementation , and Control, 10th Edition, New Jersey, Prentice-Hall Inc.
    [49] Arndt, Johan (1967), “Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of Marketing Research, Vol. 4, 291-295.
    [50] Ingrid Hsieh-Yee (2001), “Research on web search behavior” Library &Information Science Research.
    [51] Breitenbach, C. S. & Van Doren, D. C. (1998). Value-added marketing in the digital domain: Enhancing the utility of the Internet. Journal of Consumer Marketing, 15 (6), 558.
    [52] Prahalad, C. K., & G. Hamel (1993). Strategy as stretch and leverage. Harvard Business Review, 71(2), 55-68。
    [53] Yin, Robert K., Case study research: design and methods, Sage 　　　　　Publications, 1989
    [54] （紐約時報，2009）的文章提到One Internet village, divided: In developing countries, Web grows without profit.
    [55] Ralitza Nikolaeva, “Strategic Determinants of Web Site Traffic in On-Line Retailing,” International Journal of Electronic Commerce, vol. 9, no. 4, pp. 113-132, Summer 2005.
    Description: 碩士
    國立政治大學
    資訊管理研究所
    96932079
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096932079
    Data Type: thesis
    Appears in Collections:[Department of MIS] Theses

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2302View/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