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博碩士論文 etd-0725114-110727 詳細資訊
Title page for etd-0725114-110727
論文名稱
Title
網路隱性行銷對消費者行為之影響研究
What are the Effects of the Online Stealth Marketing on the Consumer’s Behavior?
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
118
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-07-31
繳交日期
Date of Submission
2014-08-25
關鍵字
Keywords
口耳相傳、電子商務、論壇、網路、隱性行銷、部落格
Stealth marketing, blogs, word-of-mouth, e-marketing, internet, forums
統計
Statistics
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The thesis/dissertation has been browsed 5956 times, has been downloaded 0 times.
中文摘要
此論文主要探討的問題是究竟網路上的隱性行銷如何去影響消費者的行為。其他次要的問題包括:隱性行銷的各式技巧對消費者行為有何影響?若真有影響,究竟怎麼樣的商品最適合用此方式來行銷?藉由探討這些問題,此研究希望能找出網路隱性行銷吸引的族群,且希望能找出最適合利用隱性行銷宣傳的商品。

面對消費者對廣告的抗拒,許多公司都開始使用隱性的行銷手段。然而這樣的手段引起不少論辯,特別在銷售倫理上引人詬病。的確,究竟公司該不該使用臨時演員或是假的部落格來為自己宣傳都令人值得深思。

不同的作者都提出相同的問題:為什麼公司想要使用如此的行銷技巧?本文試圖證明,這樣的行銷方式,正是用來阻止消費者對廣告的抗拒。
Abstract
The central research question of this thesis is the following: What are the effects of the online stealth marketing on the consumers behaviors?
Sub-research questions arising are: Do online stealth marketing techniques have different consequences on consumer behavior: first depending on the characteristics of these consumers, then depending on the type of product for which the technique is used. The objective of this study is to determine for which target and for which type of product stealth marketing is best suited.
Facing the resistance to advertising developed by consumers, companies are turning to stealth marketing practices. Stealth marketing techniques - and especially ethical issues they raise - are for some years at the heart of debates. Indeed, whether the Sony Ericsson scandal and its tourist-actors promoting the latest cell phone, or fake blog set up by Sony to power the conversations around his PSP, stealth marketing seems this as "online" than "offline".

Different authors have been led to raise the following question: why companies use such marketing techniques? This appears to be a response to the resistance to advertising developed by consumers.
目次 Table of Contents
THESIS APPROVAL FORM ............................................ i
ABSTRACT .................................................................... ii
中文摘要 ............................ ........................................... iii
TABLE OF CONTENTS ................................................... iv
INTRODUCTION ............................................................. 1
CHAPTER 1: THEORETICAL FRAMEWORK .................... 4
CHAPTER 2: EMPIRICAL FRAMEWORK ........................ 18
CONCLUSION............................................................. 78
BIBLIOGRAPHY......................................................... 80
ANNEXES.................................................................... 83
iv
參考文獻 References
Bibliography
I. Academic articles
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BEARD F. (2007), "Commentary 3: The ethically of In-Text Advertising", Journal of Mass Media Ethics , Vol. 22 (4), pp. 356-359.
Mr. Breazeale (2009), "Word of mouse: An assessment of electronic word-of-mouth research." International Journal of Market Research . Vol. 51 (3), pp. 297-318.
CLARKE R. (2008), Web 2.0 as syndication, Journal of Theoretical and Applied Electronic Commerce Research , Vol. 3, No. 2; pg. 30-43.
COTTET P., J.-M. FERRANDI., LICHTLE M.-C. (2008), dimensions of resistance to advertising, a qualitative approach method collages, ANR, p15.
Dabbah D. (2006) Adapted from: To Each His Own E-Mail, Target Marketing , Vol. 29, No. 6, p51.
DANDOUAU JC. (2008) Exploring the resistance generated by the advertising exposure, ANR, 30p. 26
ECCLESTON D. and GRISERI L. (2008) How does Web 2.0 Influencing stretch traditional patterns?, International Journal of Market Research , Vol. 50.
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Friestad M. WRIGHT P. (1994), adapted from The Persuasion Knowledge Model: How People Cope with Persuasion Attempts, Journal of Consumer Research , Vol. 21 June, p1-31.
GOLAN GJ, Zaidner L. (2008), "Creative Strategies in Viral advertising: An Application of Taylor's Six-Segment Message Strategy Wheel," Journal of Computer-Mediated Communication , Vol. 13, Issue 4.
KAIKATI AM KAIKATI JG (2004), "Stealth Marketing: How to Reach Consumers surreptitiously", California Management Review , Vol. 46, No. 4.
KENNETT J, Matthews S. (2008), "What's the Buzz? Undercover Marketing and the Corruption of Friendship. " Journal of Applied Philosophy . Vol.25 (1), pp. 2-18
KIMBALL P. (2008), View from the helm Web 2.0 - "Steppin 'Out" with Social Media ", Marine Technology and SNAME News , Vol.45, No.2, p54.
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MARKEN A. (2007) The new communications tools ... Listening, helping, Public Relations Quarterly , 52, 3, p21.
MARTIN KD, NC SMITH (2008), "Commercializing Social Interaction: The Ethics of Stealth Marketing", American Marketing Association , Vol. 27 (1).
MICU CA (2005), How did this ad get in my browser? A theoretical examination of online targeting and segmentation practices As They tells to media planning on the Internet,American Academy of Advertising Conference Proceedings , P208-218.
MILNE GR, S. BAHL, ROHM A. (2008), "Toward a Framework for Assessing Covert Marketing Practices", American Marketing Association , Vol. 27, Issue 1.
Niederhoffer K, R mooth, WIESENFELD D, GORDON J. (2007), "The Origin and Impact of CPG New Product Buzz: Emerging Trends and Implications." Journal of Advertising Research . Vol.47 (4), pp. 420-426.
PETTY R, ANDREWS J. (2008), "Covert Marketing Unmasked: A Legal and Regulatory Guide for Practices That Mask Marketing Messages." Journal of Public Policy & Marketing , Vol. 27 (1), pp. 7-18.
RIEGNER C. (2007), "Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions," Journal of Advertising Research , Vol. 47 (4), No. 4, p. 436-447.
ROTFELD HJ (2008), "The Stealth Influence of Covert Marketing and much ado about What May be nothing", American Marketing Association , Vol. 27 (1).
ROUX D. (2007), consumer resistance: a proposed framework for analysis, Journal of Research in Marketing , Vol. 22, 4, pp.59-80.
SAMPSON JP Jr (1999), Integrating Internet-based distance guidance with services Provided in career centers, Career Development Quarterly , Vol. 47 Issue 3, P243-254.
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Sprott (2008), "The policy, Consumer, and Ethical Dimensions of Covert Marketing: An Introduction to the Special Section", American Marketing Association , Vol. 27, 2p.
THOMAS Jr., GM (2005), "Building the buzz in the hive mind", Journal of Consumer Behaviour , Vol. 4 (1), No. 4, pp. 64-72.
TRUSOY M BUCKLIN R, Pauwels K. (2009), "Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site." Journal of Marketing , Vol.73 (5), p. 90-102
WEI M.-L., E. FISCHER, MAIN KJ (2008), "An Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing," American Marketing Association , Vol. 27 (1), pp. 34-44.
II. Periodical articles
C. BOYER, ASHLEY R. (2007), "Spies like us", Electronic Gaming Monthly , Issue 213, pp38-10.
DAWSON R. (2006), Viral Marketing, EventDV , Vol.19 Issue 12, p20.
DONAHUE S. (1999), To search and protect, Business 2.0 , p41.
eMarketer (2004), White Paper: What Comes Before Search? Behavioral Targeting: Enabling Online Marketers to Reach Consumers Earlier in the Purchase Cycle, document available on Internet: http://www.emarketer.com/Report.aspx?behavior_white_sep04, accessed 09/04/2009.
Fadner, ROSS (2004), Behavioral & Contextual Targeting: A Primer, MediaPost's MediaDailyNews .
KAREN JB (2008) Adapted from: Behavior modification, B to B , Vol. 93, No. 8, p15.
KHO DN (2008) Successfully marketing surfing the Wave 2.0, EContent , Vol. 31, Issue 4, pp. 28-32, 5p.
MOHR I CHIAGOURIS L. (2005), "Get the Word Out." Marketing Management , Vol. 14 (4), pp. 51-53.
Taylor CP (2005), "What's in a word," Brandweek , Vol. 46 (38), p30-32

III. Books
Lendrevie J., DE BAYNAST A. (2008), Publicitor: Communication 360 off and on line , Dalloz.

IV. Websites
BRAUN J. (2009), Talk with Julian Braun : "10% of campaigns are created by users, Strategies , April 2009 Julian Braun is Director of Blogbang (Publicis) Document available on the Internet.. , Accessed 28/03/2009.
RENAUD JF (2009), Integrating social networking into your Internet strategy , Infopresse Day, document available on Internet accessed on 01/04/2009.
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