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中文部分
書籍
吳定,(2003)。政策管理,新北市:聯經出版社。
馬修・史威茲(2021)。場景行銷模式:在無限媒體時代,突破雜訊,超越演算法,打造自動獲利的顧客旅程(天下雜誌譯)。台北市,天下雜誌。(原著出版年:2020)
陳萬淇(1995)。個案研究法。台北市:華泰書局。
菲利浦・科特勒(2017)。行銷4.0:新虛實融合時代贏得顧客全思維(天下雜誌譯)。台北市,天下雜誌。(原著出版年:2016)
蕭瑞麟,(2017)。不用數字的研究:質性研究的思辯脈絡(第4版)。台北市:五南圖書出版股份有限公司。
龔柏洋(2016)。直播營銷的場景革命。北京:精華大學出版社
期刊論文
成棟、王振山、孫永波(2021)。直播帶貨的本質:是顛覆式創新還是對傳統電商模式的擴展,商業經濟研究,2021年5期,86-89。中國人民大學商學院,北京工商大學商學院。
江逸軒 (2015)。運動代言人可信度對商品效益之探討。休閒與社會研究,11期,119–128。
邱憶惠(1999)。個案研究法:質化取向。教育研究,國立高雄師範大學教育學系,卷期7,113-127。
林佩璇(2000)。個案研究及其在教育研究上的應用。載於中正大學(主編),質的教育研究方法,239-262。高雄:麗文。
張佑宇1、韓雨洋2、葉聿佳2、劉家欣2、張淑玲2、詹志明2(2019)。探討網紅形象、品牌形象與行銷創意對於購買意圖之影響:消費者產品認同之中介效果。南臺學報社會科學類,第4卷第1期 2019年6月,72-90 。1國立成功大學全校不分系學士學位學程、2南臺科技大學國際企業系。
鄒妙妍 (2018)。網紅。文化研究@嶺南,63。檢自http://commons.ln.edu.hk/mcsln/vol63/iss1/13/。
研究計劃
胡自立(2017)。網紅經濟下國際直播平台營運模式分析。資策會產業情報研究所(Marketing Intelligence & Consulting Institute, MIC)研究報告。
羅珮怡、孟利亞(2020)。以序列分析法探究魅力型與知識型 YouTuber 受眾的使用滿足之差異-以「千千進食中」與「理科太太」為例。2020台灣資訊社會研究學會年會暨論文研討會,國立臺灣師範大學校本部。
博碩士學位論文
李妍慧(2018)。YouTuber可信度對消費者購買意願的影響:置入行銷的角色。碩士論文,嶺東科技大學行銷與流通管理系碩士班,台中市。
沈英杰(2017)。品牌形象、代言人可信度對消費者購買意 願之影響—以智慧手錶為例。碩士論文,中國文化大學商學院國際企業管理學系,台北市。
吳宣融 (2017)。代言人可信度對消費者品牌認同之影響。碩士論文,真理大學企業管理學系碩士班,新北市。
余家融(2018)。探討網紅在線直播之黏著度因素。碩士論文,東吳大學資訊管理學系,台北市。
宋靜旻(2019)。新型態健身科技公司之品牌定位與社群行銷分析-以派樂騰健康科技為例。碩士論文,國立清華大學科技管理研究所,經濟管理碩士在職專班,新竹市。
陳世智(2016)。顧客體驗與社群媒體行銷活動效果評析:二個社群媒體之實證研究。博士論文,國立交通大學經營管理研究所,新竹市。
郭芳伃(2018)。網紅推,你就買?探討業配的說服效果。碩士論文。國立臺北大學企業管理學系,新北市。
凌品葳(2018)。YouTuber 類型與廣告價值對消費者反應之影響:以幽默程度作為調節變數。碩士論文,國立中央大學企業管理學系,桃園縣。
陳建銘(2015)。遊戲直撥網站忠誠度與持續使用意圖之研究:Twitch TV為例。碩士論文,國立東華大學資訊管理碩士學位學程,花蓮縣。
程郁婷(2020)。 Facebook直播如何影響消費者線上購買決策?-以流行服飾產業為例。碩士論文,國立政治大學科技管理與智慧財產研究所,台北市。
黃筠婷(2019)。網路直播共創者投入對價值共創影響程度-以直播主的雙面靈巧行為與觀眾的社會比較資訊注意程度為干擾變數。碩士論文,國立台北科技大學經營管理系所,台北市。
楊婉伶(2020)。短片與直播在社群與直播平台上的評估:行為與脈絡。碩士論文,國立臺北大學資訊管理研究所,新北市。
謝昊峰(2018)。網路直播觀眾的忠誠度影響因素之研究。碩士論文,淡江大學國際企屆管理系,新北市。
網際網路
互聯網的一些事,攜程研究院:2020 攜程“ BOSS 直播”大數據報告,上網日期2020年7月29日,撿自:http://www.myzaker.com/article/5f21243b8e9f09650e5b42f5/
張蕙娟,直播產業分析,上網日期2016年8月4日,撿自:http://scotyarnell.blogspot.com/2016/08/blog-post.html
童鞋論文網,論“直播帶貨”的發展機遇與挑戰,上網日期2020年12月17日,檢自:http://www.txlunwenw.com/jingjilunwen/2020121717000.html
MBA智庫百科,攜程網(Trip.com Group)— 線上票務服務公司,撿自:https://wiki.mbalib.com/zh-tw/%E6%90%BA%E7%A8%8B%E7%BD%91
英文部分
書籍
Abbott, L. (1955). Quality and Competition: An Essay in Economic Theory. New York: Columbia University Press.
Abidin, C. (2018). Internet celebrity: Understanding fame online. UK: Emerald Publishing Limited.
Lazarsfeld, P. F. (1944) The people’s choice: How the voter makes up his mind in a presidential campaign. New York: Columbia University Press.
Mcluhan, M. (1964). Understanding Media: The Extension of Man Cambridge, MA: The MIT Press.
Mcluhan, M. (2005). Understanding Me: Lectures and Interviews, Cambridge, MA: The MIT Press.
Solomon, M. R. (2005) consumer behavior, New Jersey: Pearson Education.
Vickery, G., & Wunsch-Vincent, S. (2007). Participative Web And User-Created Content: Web 2.0 Wikis and Social Networking. France: Organization for Economic Cooperation and Development (OECD)/
Yin, R. K. (2009). Case Study Research: Design and Methods (Applied Social Research Methods) 3rd edition。New York: SAGE Publications, Inc.
期刊論文
Bernd Schmitt, J. Joško Brakus, & Lia Zarantonello, From experiential psychology to consumer experience, Journal of Consumer Psychology, Vol. 25(1), 166-171.
Chen, C., & Lin, Y. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics Informatics, Vol. 35, 293-303.
Chen, L. Y. (2019). The Effects of livestream Shopping on customer Satisfaction and continuous purchase Intention, International Journal of Advanced Studies in Computers, Science and Engineering; Gothenburg Vol. 8(4), 1-9.
Cocker, H. L., & Cronin, J. (2017). Charismatic authority and the YouTuber: Unpacking the new cults of personality. Marketing theory, Vol. 17(4), 455–472.
Constantinides, E., & Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct. Data and Digital Marketing Practice, Vol. 9(3), 231-244.
Dann, S. (2010). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business Research, Vol. 63, 147-153.
De Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of Advertising, 29(1), 85–110.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, Vol. 15(4), 291–314.
Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of advertising research, Vol. 41(3), 39–48.
Godes, D., & Mayzlin, D. (2002). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science, Vol. 23, 545-560.
Hackle, C., Hackley, R. A., & Bassiouni, D. H. (2018). Implications of the selfie for marketing management practice in the era of celebrity. Marketing Intelligence & Planning, Vol. 36(1), 49–62.
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction. Psychiatry: Journal for the Study of Interpersonal Processes, Vol. 19, 215–229.
Jin, S. V., & Ryu, E. (2018). Celebrity fashion brand endorsement in Facebook viral marketing and social commerce: Interactive effects of social identification, materialism, fashion involvement, and opinion leadership. Journal of Fashion Marketing and Management, Vol. 23(3), 104–123.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The Challenges and opportunities of Social Media. Business Horizons, Vol. 53(1), 59-68
Keel, A., & Nataraajan, R. (2012). Celebrity endorsements and beyond: New avenues for celebrity branding. Psychology & Marketing, Vol. 29(9), 690–703.
Keng, C. J., & Ting, H. Y. (2009). The acceptance of blogs: Using a customer experiential value perspective. Internet Research, Vol. 19, 479-495.
Kim, J., Spielmann, N., & McMillan, S. J. (2012). Experience effects on interactivity: Functions, processes, and perceptions. Journal of Business Research, Vol. 65, 1543-1550.
Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, Vol. 9, 320–329.
Kolbitsch, J., & Maurer, H. (2006). The Transformation of the Web: How Emerging Communities Shape the Information we Consume. J. Univers. Comput. Sci., Vol. 12, 187-213.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, Vol. 80(6), 69–96.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, Vol. 52, 357-365.
McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, Vol. 32, 39-45.
Pine, B. J., & Gilmore, J. H. (1988) Welcome to The Experience Economy. Harvard Business Review, Boston, Vol. 76(4), Jul/Aug, 97~105
Simona, V., Iuliana, C., Luigi, D., & Mihai, T. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66-79.
Small, G., Moody, T., Siddarth, P., & Bookheimer, S. (2009). Your brain on Google: patterns of cerebral activation during internet searching. The American journal of geriatric psychiatry : official journal of the American Association for Geriatric Psychiatry, Vol. 17(2), 116-26 .
Miciak, A. R., & Shanklin, W. L. (1994). Choosing celebrity endorsers. Marketing Management, Vol. 3(3), 51–59
Ning Shen, K., & Khalifa, M. (2012). System design effects on online impulse buying. Internet Research, Vol. 22(4), 396-425.
Papacharissi, Z., & Oliveira, M.D. (2012). Affective News and Networked Publics: The Rhythms of News Storytelling on #Egypt. Journal of Communication, Vol. 62(2), 266-282.
Smith, A. N., Fischer, E., & Chen, Y. (2012). How does brand–related user–generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102–113.
Stewart, D. W., & Pavlou, P. A. (2005). From consumer response to active consumer: Measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30, 376-396.
Xu, X., Wu, J., & Li, Q. (2020). What Drives Consumer Shopping Behavior in Live Streaming Commerce. Journal of Electronic Commerce Research, Vol. 21(3), 144-167.
會議專刊或專題研討會論文
Bründl, S., Matt, C., & Hess, T. (2017). Consumer Use of Social Live Streaming Services: the Influence of Co-Experience and effectance on enjoyment. Conference: Proceedings of the 25th European Conference on Information Systems (ECIS 2017), At: Guimarães, Portugal.
Cai, J., & Wohn, D.Y. (2019). Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers' Motivations. The Hawaii International Conference on System Sciences (HICSS).
Cai, J., Wohn, D.Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and Hedonic Motivations for Live Streaming Shopping. Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video.
Lu, Z., Xia, H., Heo, S., & Wigdor, D.J. (2018). You Watch, You Give, and You Engage: A Study of Live Streaming Practices in China. Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems.
網際網路
Zoghby J., Tieman S., & Moiño, J. P. (2018). Making It Personal: Why Brands Must Move from Communication to Conversation for Greater Personalization, Accenture Pulse Check, from: https://www.accenture.com/_acnmedia/PDF-77/Accenture-Pulse-Survey.pdf
Saleforce (2019). State of the Connected Customer, from: http://www.salesforce.com/blog/2018/06/digital-customers-research.html.
Kim, L. (2018). Google Kills Off Side Ads, What You Need To Know”, WordStream Blog, Retrieved July 19, 2018, from: https://www.wordstream.com/blog/ws/2016/02/22/google-kills-off-right-side-ads
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