影響電子報開信率、點擊率與轉寄行為之因素探討-以台灣某知名傢俱居家修繕中心為例

The Study on the Factors that Influence E-Paper Open Rate, Click Through Rate and Transmit Behavior - The Case of Home Improvement Center In Taiwan

林哲宏(Che-Hung Lin)

指導教授 ： 張文華

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2009年)

摘要

台灣地區上網人數的快速成長與網路普及化，部落格、電子報、社群網站將使網路行銷成功的機會門檻大幅降低，隨資訊科技快速進步，網路行銷應用也不斷進步，由於電子報行銷已成為企業廣受歡迎的行銷溝通工具，雖然目前有各式各樣的企業行銷電子報，其編排及來源方式不盡相同，且種類繁多，在如此競爭的環境之下，企業主應如何在眾多競爭者中脫穎而出，設計出令顧客滿意的電子報變成為企業首要課題。
本研究先以內容分析法指出電子報功能的優缺點及往後建議，再分析利用問卷調查所得到的統計資料包含了人口統計變項、影響電子報行銷因素與行銷效果這三項之間的差異與相關性。研究結果指出電子報版面「多媒體運用方式」採用比例最高；而不同職業、通常開啟電子報時段、希望發送電子報頻率與每年實際消費頻率這四項有顯著差異的情況；而行銷效果(開啟電子報、點擊進入網站瀏覽與轉寄電子報)之間、行銷效果與影響電子報行銷因素之間都是呈現正相關。
本研究期望能提供有效的決策資訊，作為某知名傢俱居家修繕中心提供電子報設計與行銷策略的參考。

關鍵字

電子報 ； 網路廣告 ； 網路行銷 ； 內容分析

並列摘要

The Taiwan surfer population's fast growth and the network universalization, the blog, the electronic newspaper, the network social group will cause the Internet Marketing successful, with the information and technology, the Internet Marketing application also unceasingly progresses, because the electronic newspaper marketing communication tool which enterprise use it, although has all kinds of enterprise use the electronic newspaper , its arrangement and the origin way are different, invite the great variety, under the environment, how should the business owner fight the numerous competitors , designs to make the customer satisfied electronic newspaper is the enterprise most important topic.
This research use the Content Analysis method pointed out the electronic newspaper function advantages and disadvantages and will suggest in the future, then the statistical data which includes using the questionnaire survey contains the population statistic , marketing effect and electronic newspaper use custom these three between difference and relevance. The findings pointed out that the electronic newspaper page layout “multimedia uses ” to be highest; But different professional, the usual opening electronic newspaper time interval, the hope transmission electronic newspaper frequency and every year actual consumption frequency these four items have the difference situation; But marketing effect (opening electron newspaper, click to enter website browsing and forward electronic newspaper), the marketing effect and between the influence electron newspaper marketing factor is presents is being related.
This research expectation provide the effective policy-making information, takes some well-known Home Improvement Center to provide the electronic newspaper design and the marketing strategy reference.

並列關鍵字

Electronic Newspaper ； Internet Advertising ； Internet Marketing ； Content Analysis

參考文獻

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