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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/80443


    Title: 新媒體閱聽行為效果指標之建構與行銷效益評估
    Other Titles: The Construction of Hierarchy of Effects Indicators And Marketing Benefit Assessment in New Media User Behavior
    Authors: 楊舜慧;Yang, Shun-Hui
    張哲豪;Chang, Che-Hao
    林玉凡;Lin, Yu-Fan
    Contributors: 國立政治大學邁向頂尖大學計畫創新研究團隊
    Keywords: 新媒體;閱聽行為;傳播效果指標;行銷效益評估
    new media;audience behavior;communication effect;marketing benefit assessment
    Date: 2014-11-15
    Issue Date: 2016-01-06 11:22:13 (UTC+8)
    Abstract: 在數位匯流的趨勢下，無線電視、有線電視、類比電視、數位電視、網路電視(IPTV)、智慧電視、MOD(Multimedia on Demand)、行動電視、戶外媒體(Outdoor Media)、社群媒體(Social Media)…等，具有連網、雙向傳輸、選擇與互動…等個人化功能的閱聽終端裝置呈現快速且多樣化的發展，使用者對於媒體內容的主導性大幅躍進。對於新媒體相關產業而言，消費者閱聽行為的改變帶來許多新的機會和挑戰，包括：更優質化的影音內容、衍生加值服務，以及更精準的行銷和互動模式…等，因應而生的各種新媒體應用服務。但是，傳統的收視調查已經無法全面涵蓋，多螢(Multi-Screen)經濟時代，各式終端裝置帶來許多有趣新奇的互動體驗，以及人們習慣多工(multitasking)和容易分心的新媒體閱聽行為現況。因此，建構一套可以呈現多元化新媒體閱聽行為效果指標和行銷效益評估的衡量機制，不僅可以讓媒體經營者清楚明白多螢經濟時代新媒體的媒體效果和閱聽人效果(包括：傳播效果階層、品牌效果和銷售效果)，也有助於廣告主、媒體代理商進行後續的行銷效益評估，帶動後續數位匯流下各種新媒體應用服務商機的開展，例如：數位內容製播、互動節目與廣告…等新型態商業服務模式的開發。首先，本研究將探討數位匯流下，新媒體產業發展的面貌、趨勢和新媒體的定義；其次，探討多螢(Multi-Screen)經濟時代，新媒體閱聽行為的轉變和趨勢，以及媒體資訊的呈現和處理與消費者注意力的關係；然後，針對「傳播效果」(communication effect )、「消費者購買決策過程」(buy decision making process)的「消費者行為模式」進行學術文獻回顧，再比對傳播實務上「媒體使用行為調查報告」採用的行銷效益評估指標；最後，試圖建構新媒體閱聽行為的效果階層指標，做為媒體經營者、廣告主、媒體代理商和消費者之間媒體資訊傳遞、品牌訴求溝通的傳播效果衡量和行銷效益評估的參考依據。
    First, the study will explore the development trends of new media industry and the definition of new media in the era of digital convergence. Secondly, the study will explore the changes and trends of new media audience behavior, as well as information showing and processing of new media and the relationship between consumer’s attention in the multi-screen economy. Then, academic literature on "communication effect" and "consumer behavior model of buying decision making process" will be reviewed. Also, indicators used to evaluate marketing effectiveness of "Media Usage Behavior Survey Report" in the communication practice will be cross referenced. Finally, the study attempts to construct hierarchy of effects indicators and marketing benefit assessment in new media user behavior as the basis of band appeal communication for media operators, advertisers, media agencies and consumers.
    Relation: 創新研究國際學術研討會
    主辦單位:國立政治大學邁向頂尖大學計畫創新研究團隊
    舉辦日期:2014.11.15-2014.11.16
    Data Type: conference
    Appears in Collections:[2014創新研究國際學術研討會] 會議論文

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