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  • 學位論文

辨別保養品之非意見領袖中的病毒行銷傳播者

Identifying Viral Marketers in the Skin-care Industry among Non-opinion Leaders

指導教授 : 徐悌
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參考文獻


Barbara Bickart,Robert M. Schindler(2001)。Internet forums as influential sources of consumer information。Journal of Interactive Marketing ,15,3,31-40。
Charles W. KING,John O. SUMMERS(1970)。Overlap of Opinion Leadership Across Consumer Product Categories。Journal of Marketing Research,43-50。
Compeau D.R.,Higgins C.A.(1995)。Computer Self-Efficacy:Development of a Measure and Initial Test。MIS Quarterly,19:2,189-211。
Florian v. Wangenheim,Tomas Bayon(2004)。The effect of word of mouth on services switching。European Journal of Marketing ,38,9/10,1173-1185。
Geok Theng Lau,Sophia Ng(2001)。Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour。Canadian Journal of Administrative Sciences ,18,3,163-178。

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