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論文名稱 Title |
購物車資料在網路行銷溝通決策之應用 Applying Shopping Cart Data to Web Marketing Communication Decisions |
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系所名稱 Department |
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畢業學年期 Year, semester |
語文別 Language |
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學位類別 Degree |
頁數 Number of pages |
136 |
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研究生 Author |
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指導教授 Advisor |
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召集委員 Convenor |
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口試委員 Advisory Committee |
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口試日期 Date of Exam |
2000-06-24 |
繳交日期 Date of Submission |
2000-07-26 |
關鍵字 Keywords |
網路行銷、線上購物資料、購物車資料、電子商務、行銷溝通 Online Shopping Data, Shopping Cart Data, Web Marketing, Electronic Commerce, Marketing Communication |
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統計 Statistics |
本論文已被瀏覽 5731 次,被下載 3301 次 The thesis/dissertation has been browsed 5731 times, has been downloaded 3301 times. |
中文摘要 |
網際網路能讓行銷者多蒐集到消費者的瀏覽及購物車資料,但是目前瀏覽資料 僅應用於網頁結構及網站流量之分析,而購物車資料則是過去行銷研究未觸及的研 究議題。本研究試圖將購物車資料與瀏覽、訂購資料進行整合,以完整分析消費者 在購物時的決策過程,進而給予適當的行銷溝通。 在研究的進行上,本研究根據來源-訊息-媒介-收訊者(SMMR)溝通模式整理出 顧客分群、溝通訊息選擇、以及網頁安排三個重要的網路行銷溝通決策,接著逐一 探討這些決策問題過去使用的分析方法,並說明以瀏覽資料或訂購資料進行分析的 缺點,進而提出整合購物車資料以進行分析的做法。為了檢定所提方法之績效,本 研究在和碩科技網站蒐集網路使用者的個人背景與線上購物資料,陸續進行三個實 驗來檢定研究假說。 實驗結果顯示,整合購物車資料分析方法能顯著改進行銷溝通決策制定之績效 ,因此網站經營者必需事先規劃所欲蒐集的線上資料,並善用消費者的購物車資料 。本研究最後彙總重要的結論並提出未來值得研究的議題,提供學者進行後續研究 之參考。 |
Abstract |
A very distinguished point of online marketing is that it can collect data about the consumers* shopping processes rather than the shopping results only. That is, it cannot only collect order data but also the browsing and shopping cart data. So far, the browsing records have been used to analyze the Web server traffic. However, regarding the analysis of shopping cart data, it has not been found in any marketing research yet. The purpose of this study is trying to verify the value of shopping cart data by examining whether it can improve the performance of the marketing communication decisions. According to Source-Message-Media-Receiver (SMMR) communication model, there are three important Web marketing communication decisions. These decisions are who are the target customers, what message should be communicated, and how to communicate. For each above marketing communication decision, in order to check whether the data from shopping cart can improve its performance, this research proposed an algorithm that integrates the shopping cart data into each decision process. Three hypotheses have been proposed in terms of the value of each new proposed algorithm. Three experiments have been implemented to test these hypotheses. The results reveal that the proposed algorithms can improve the performance of the marketing communications decisions. However, it is only a starting point to integrate the shopping cart data into the marketing research. As the online shopping becomes more popular, it is worthwhile to put more efforts to understand the details about the value of the online shopping cart data. |
目次 Table of Contents |
第一章 緒論 第一節 研究背景 第二節 研究動機 第三節 研究目的 第四節 研究範圍 第五節 研究流程 第六節 論文結構 第二章 文獻探討 第一節 行銷決策所需蒐集之資料 第二節 行銷溝通決策 第三節 行銷決策分析工具與方法 第四節 網路行銷溝通決策分析架構與相關資料探勘技術 第三章 整合購物車資料之分析方法 第一節 顧客分群決策分析 第二節 行銷溝通訊息選擇決策分析 第三節 網頁安排決策分析 第四節 購物車資料在行銷溝通決策之分析方法彙總 第四章 購物資料分析方法在行銷溝通決策之績效評估 第一節 研究架構 第二節 合作網站功能建置與資料蒐集 第三節 顧客分群決策之績效評估 第四節 行銷溝通訊息選擇決策之績效評估 第五節 網頁安排決策之績效評估 第五章 結論 第一節 研究結果與貢獻 第二節 研究限制 第三節 後續研究之建議 第四節 實務應用之啟示 參考文獻 附錄 附錄一 顧客分群實驗之產品清單 附錄二 優惠專案實驗之相關文件 附錄三 網頁安排實驗之相關文件 簡歷 |
參考文獻 References |
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