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| Title: | 行銷資訊系統使用者態度與使用現況關係之實証研究
An Empirical Study of the Impact of User Attitude on Marketing Information System Usage |
| Authors: | 嚴如恆
Yan, Run-hen |
| Contributors: | 傅豐玲
Fu FongLing Linda
嚴如恆
Yan, Run-hen |
| Keywords: | 行銷資訊系統
使用者態度
使用現況
MKIS |
| Date: | 1996 |
| Issue Date: | 2016-04-28 11:55:13 (UTC+8) |
| Abstract: | 隨著個人化行銷時代的來臨，企業在從事行銷活動時常需要倚靠資訊系統的幫助， 並透過蒐集、過濾、分析與組織等步驟，以獲得有關行銷決策的資訊，而促成這一系列 活動的資訊系統就是行銷資訊系統。
The relation of impact of user attitude on system usage is proved,and it may be positive or negative influence. Equally, if the marketinginformation system-a system is to help marketing managers make a more optimal decision,has a alike result ,it will be reaearched in the thesis. In the study, first we will see the status which large enterprises in Taiwan use marketing information systems(MKIS) by four criteria.Second, inadvance study what MKIS`s status items will be influenced by user attitude.Even-tually,find user attitude really influences the MKIS status positivelly and supp-ose the back cautions of every one. Last, the study includes user`s factors(i.e.,age,degree of education,etc.)and organization`s factors(i.e.,job codification, job specificity,etc.) to prob whether these items will moderate the relation between user attitude and thestatus of MKIS. In result, the age and experience of marketing task both are the moderator between user attitude and MkIS usage. |
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| Description: | 碩士
國立政治大學
資訊管理學系
83356005 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#B2002002867 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
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