Web 2.0應用對消費者購買決策之影響暨廠商因應之道

The influence of social media on consumer’s purchasing decision and producer’s reaction

施敬修(Ching-hsiu Shih)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業管理組/碩士(2008年)

https://doi.org/10.6342/NTU.2008.10560

摘要

無資料

關鍵字

消費者 ； 購買行為 ； 網際網路 ； 網路社群 ； 病毒式營銷 ； 口碑行銷

並列摘要

Internet has dramatically changed modern world and the way people communicate. As consumers shift their daily activities to online environment, the traditional one-way advertisement (TV or Newspaper ads) starts to lose the power of influence. With Web 2.0 applications, Internet users can share their experiences easily and can get opinions from others without any producer’s control. Therefore, Internet (Social Media) becomes the best platform of doing online Word-of-Mouth marketing, or so called “Viral Marketing”. Consumers now often look for friends’ recommendation or search information online before they purchase high-involvement goods. As consumer purchase behavior changes, producer has also to adjust the marketing approaches accordingly. Influencing the influencers to build the brand (or products) preference becomes the major assignment of online marketers in near future.

並列關鍵字

Web 2.0 ； Social Media ； Social Network ； Influence ； Viral Marketing ； Word-of-Mouth ； Purchase Decision ； Consumer Behavior

參考文獻

1. Assael, Henry (1987). Consumer Behavior and Marketing Action. Boston: Kent Publishing Co., 1987. ISBN-13: 978-0538867702

3. Brown, Jo, Amanda J. Broderick and Nick Lee (2007). Word of Mouth Communication Within online Communities: Conceptualizing the online Social Network. Journal of Interactive Marketing. Hoboken: Summer 2007. Vol. 21, Iss. 3; p. 2-20.

4. Chowdhury, Rafi M M I, Adam Finn and G Douglas Olsen. (2007). INVESTIGATING THE SIMULTANEOUS PRESENTATION OF ADVERTISING AND TELEVISION PROGRAMMING. Journal of Advertising. Armonk: Fall 2007. Vol. 36, Iss. 3; p. 85-96.

6. Cooke, Mike (2008). Web 2.0, social networks and the future of market research. International Journal of Market Research Vol. 50 Issue 2, 2008

13. Hotwire (2006). Online Marketing: Brits Don’t Buy the Brand Blog. London: Marketing Week. 2006 November 23, p. 38-40