博碩士論文 106421029 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:10 、訪客IP:3.81.29.226
姓名 蘇珮慈(Su,Pei-Tzu)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 通路選擇:以媒體豐富理論與擬社會互動探討影響旅遊套裝行程購買因素
(Channel Choice: Explore Influence Factors of Travel Tour Package Purchase Based on Media Richness Theory and Para-social Interaction.)
相關論文
★ 二氧化鈦技術生命週期之研究★ 整體後勤業參與同步工程於產品開發績效關係之研究—以中科院為例
★ 筆記型電腦之IFA/PIFA天線技術生命週期分析★ 國籍航空公司經營績效分析-以資料包絡分析方法分析
★ 從專利分析看3D IC技術與市場發展★ 影響企業導入電子發票系統成效之因素探討
★ 影響企業導入數位學習成功因素之探討-以個案公司為例★ 產品生命週期管理系統導入成功要素之探討--以S科技公司為例--
★ 組織創新能力影響因素研究★ 製 造 業 閒 置 資 產 轉 售 平 台 製造業閒置資產轉售平台-以廣達電腦股份有限公司為例
★ 供應商先行者優勢探討-以宸鴻科技為例★ 團隊領導者創新特質與開放式創新專案關係之研究
★ 從商業生態系統談樞紐者策略-以Apple 與Nokia 為例★ 個人電腦的競爭與發展策略-以台灣電子產業為例
★ 應用兩階段資料包絡分析法評估高級職業學校之經營績效★ ERP導入的促進因素:使用者觀點
檔案 [Endnote RIS 格式]    [Bibtex 格式]    [相關文章]   [文章引用]   [完整記錄]   [館藏目錄]   至系統瀏覽論文 ( 永不開放)
摘要(中) 隨著網路科技的發展,消費者購買旅遊商品已不局限於實體通路,旅遊商家提供多元的商品資訊給消費者,並且透過與公眾人物合作增加商品的曝光度。消費者根據商家在線上與實體通路提供的商品資訊進行抉擇,然而消費者的購買行為會受到態度中認知、情感與行為意圖所影響。因此本研究透過媒體豐富理論與擬社會互動來探討影響消費者套裝旅遊購買的因素。研究使用網路問卷調查方式,以台灣地區的民眾作為研究對象,共回收431份有效問卷,並以結構方程模式進行假設驗證分析。研究結果顯示擬社會互動對消費者情感因素有顯著的影響,而對消費者認知因素沒有顯著的影響。媒體豐富理論中,立即回饋能力、資訊品質及傳遞多元線索對消費者情感因素皆有顯著的影響,但在認知因素方面,只有傳遞多元線索產生顯著影響。最後,商店型態在傳遞多元線索對消費者認知因素及情感因素、擬社會互動對消費者情感因素間有顯著的調節效果。

關鍵字:擬社會互動、媒體豐富理論、認知因素、情感因素、行為意圖、購買行為、線上與實體商店
摘要(英) With the development of Internet technology, consumers buy travel products is no longer limited to offline store. Tourist agency provide diverse tourism product information to consumers, and increasing the visibility of goods through cooperation with public figures. Consumers make choices based on product information provided by online store and offline store. However, consumer purchasing behavior is influenced by the attitude of the cognitive, affective and behavioral intentions. Therefore, this study to explore in fluence factors of Travel Tour Package Purchase based on Media Richness Theory and Para-social Interaction.This study collected responses from Taiwanese respondents and received 431 effective samples through internet questionnaires. Structural Equation Modeling (SEM) is applied to test the hypotheses of this study.The results show that para-social interaction has a significant impact on consumer’s affective factors, but has no significant impact on consumer’s cognitive factors. In the theory of media richness, immediate feedback, information quality and transmit multiple cues have significant effects on consumer’s affective factors, but only transmit multiple cues have significant effects on cognitive factors. Finally, Shop patterns have significant moderating effects on consumer′s cognitive and affective factors, and on consumer′s affective factors through para-social interaction.


Key words: Para-Social Interaction, Media Richness Theory,Cognitive Factors,Affective Factors, Behavioral Intentions,Purchasing Behavior, Online and Offline Stores.
關鍵字(中) ★ 擬社會互動
★ 媒體豐富理論
★ 認知因素
★ 情感因素
★ 行為意圖
★ 購買行為
★ 線上與實體商店
關鍵字(英) ★ Media Richness Theory
★ Para-Social Interaction
★ Cognitive Factors
★ Affective Factors
★ Behavioral Intentions
★ Purchasing Behavior
★ Online and Offline Stores
論文目次 目錄
摘要 I
Abstract II
致謝 III
目錄 IV
圖目錄 VI
表目錄 VI
第一章 緒論 1
1-1研究背景與動機 1
1-3研究流程 4
第二章 文獻探討 5
2-1媒體豐富理論 (Media Richness Theory) 5
2-2擬社會互動 (Para-social Interaction) 7
2-3-1態度(Attitude) 9
2-3-2認知 (Cognitive) 11
2-3-3情感 (Affective) 12
2-3-4行為意圖 (Behavioral Intention) 13
2-3-5購買行為 (purchasing behavior) 14
第三章 研究方法 16
3-1研究架構 16
3-2研究假設 17
3-3變數操作型定義及問項 24
3-4研究對象與資料來源 30
3-5統計分析方法 30
3-5-1樣本資料分析 31
3-5-2信度檢定 31
3-5-3效度檢定 31
3-5-4假設驗證 32
第四章資料分析與研究驗證 37
4-1 樣本基本資料分析 37
4-2研究構面敘述性統計分析 41
4-3測量模型之信效度分析 43
4-3-1信度分析 43
4-3-2效度分析 44
4-4 結構模型路徑分析 47
4-4-1研究模型與模型配適度檢定 47
4-4-2路徑分析結果與討論 48
4-4-3調節變數分析 52
第五章結論與建議 55
5-1 研究意涵 55
5-2 研究限制與後續研究建議 58
附錄問卷 69
參考文獻 中文文獻:
鍾聖校,(1990),認知心理學,台北市:心理出版社。
英文文獻:
Allport, G. W. (1935). Attitudes. in Handbook of Social Psychology. C. Murchison, 798–844.
Bagozzi, R.P., Gopinath, M. and Nyer, P.U. (1999) The Role of Emotions in Marketing. Journal of the Academy of Marketing Science, 27, 184-206.
Bandura, A. (1976). Social learning perspective on behavior change. In A. Burton (Ed.), What makes behavior change possible? (34-57)
Barua, A., Chellappa, R., and Whinston, A.B. (1995), "Creating a collaboratory in cyberspace: Theoretical foundation and an implementation," Journal of Organizational Computing, 5(4), 417-442.
Bi, S., Liu, Z., & Usman, K. (2017). The influence of online information on investing decisions of reward-based crowdfunding. Journal of Business Research, 71, 10-18.
Bearden, I. and LaForge (2001), Marketing-Principle and Perspectives,McGraw Hill Company, 3rd Edition.
Bellinger, D.N. and Korgaonkar, P.K . (1980), ``Profiling the recreational shopper’’,JournalofRetailing, Vol . 56, Fall, pp. 77-92.
Bolton, Ruth N. and James H. Drew (1991), "A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes," Journal of Marketing, 55 (1), 1991, 1-10.
Bower, A. B., & Landreth, S. (2001). Is Beauty Best? Highly versus Normally Attractive Models in Advertising. Journal of Advertising, 30(1), 1–12.
Braverman M. T., & Aaro L. E. (2004), Adolescent smoking and exposure to tobacco marketing under a tobacco advertising ban: findings from 2 Norwegian national samples, American Journal of Public Health, 94(7), 1230-1238.
Breckler, S. J. (1984). Empirical validation of affect, behavior, and cognition as distinct components of attitude. Journal of Personality and Social Psychology, 47, 1191-1205.
Carrillat, Alain d′Astous, Josianne Lazure.(2013) .For Better, for Worse? What to Do When Celebrity Endorsements Go Bad. Journal of Advertising Research 53(1).
Chapple C. and Cownie F. (2017). An Investigation into Viewers’ Trust in and ResponseTowards Disclosed Paid-for-Endorsements by YouTube Lifestyle Vloggers, Journal ofPromotional Communications, 5 (2), 110-136
Chaudhuri, A.,& Holbrook, M.B.(2001). The chain of effects from brand trust and brand affect to brand performance: The role of loyalty. Journal of Marketing, 65(2), 81-93.
Chiou, J.-S., Chou, S.-Y., & Shen, G. C.-C. (2017). Consumer choice of multichannel shopping. Internet Research, 27(1), 2–20.
Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.
CLARK, H. H., & WILKES-GIBBS, D. (1986). Referring as a collaborative process. Cognition, 22, l-39.
Clark, R. E. (1994). Media will never influence learning. Educational Technology Research and Development, 42(2), 21-29.
Cohen, J. B. & Areni, C. S. (1991). Affect and consumer behavior. In T. S. Robertson & H. H. Kassarjian (Eds.), Handbook of Consumer Behavior,188-240.
Crites, S. L., Fabrigar, L. R., & Petty, R. E. (1994). Measuring the affective and cognitive properties of attitudes: Conceptual and methodological issues. Personality and Social Psychology Bulletin, 20(6), 619-634.
Chapple C. and Cownie F. (2017). An Investigation into Viewers’ Trust in and Response Towards Disclosed Paid-for-Endorsements by YouTube Lifestyle Vloggers, Journal of Promotional Communications, 5 (2), 110-136
Daft, R.L. & Lengel, R.H.“Information Richness: A New Approach to Managerial Behavior and Organizational Design,"In Cummings, L.L. & B. M. Staw, (Eds.), Research in Organizational Behavior (6), 1984, Homewood.IL:JAI Press.
Daisaku Yamamoto, Alison M. Gill (1999). Emerging Trends in Japanese Package Tourism. Journal of Travel Research, 38(2), 134–143
Darden, W. R., & Dorsch, M. J. (1990). An action strategy approach to examining shopping behavior. Journal of Business Research, 21(3), 289-308.
Degeratu, A. M., Rangaswamy, A., & Wu, J. (2000). Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes. International Journal of Research in Marketing, 17(1), 55–78.
Dennis, A.R. and Kinney, S.T. (1998) Testing Media Richness Theory in the New Media: The Effects of Cues, Feedback, and Task Equivocality. Information Systems Research, 9, 256-274.
Derbaix, C.M. and Pham, M.T. (1991) Affective Reactions to Consumption Situations: A Pilot Investigation. Journal of Economic Psychology, 12, 325-355.
Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior.
Dah-Kwei Liou, Li-Chun Hsu & Wen-Hai Chih (2014). Understanding broadband television users’ continuance intention to use.Industrial Management & Data Systems, Vol. 115, No. 2, 210-234.
Eagly, A. H., and S. Chaiken (1993). The Psychology of Attitudes. Fort Worth, TX: Harcourt Brace Jovanovich
Eastlick, M. A. (1996), “Consumer Intention to Adopt InteractiveTeleshopping,” Marketing Science Institute Working Paper(Report No.pp. 96-113), Cambridge, MA: Marketing Science Institute.
Eastlick, M. A. & Feinberg, R. A. (1999). “Shopping motives for mail catalog shopping.”Journal of Business Research, 45 (3), 281–290.
Engel, J. F., Blackwell, R. D. and Miniard, P. W. (1995). Consumer Behavior,8th ed., Harcourt Brace College Publishers.
Engel, J. F., Blackwell, R. D., and Kollat, D. T. (1978), Consumer Behavior (3rd ed.), The Dryden Press, p.204.
Eppler, M. & Muenzenmayer, P. (2002). Measuring information quality in the web context: A survey of state-of-the-art instruments and an application methodology. Proceedings of 7th International Conference on Information Quality; p.187–196.
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4), 291–314.
Erik Brynjolfsson, Yu Jeffrey Hu and Mohammad S. Rahman(2013). Competing in the Age of Omnichannel Retailing. MIT Sloan Management Review
Esses, Victoria M., Haddock, Geoffrey and Zanna, Mark P. 1993. Values, stereotypes, and emotions as determinants of intergroup attitudes. In: Mackie, Diane M. and Hamilton, David L. eds. Affect, cognition and stereotyping: Interactive processes in group perception, San Diego: Academic Press, pp. 137-166.
Fishbein, M. & I. Ajzen. (1975). Belief, Attitude, Intention and Behavior: an Introduction to Theory and Research. Addison-Wesley Boston, MA.
FJ Rondán-Cataluña, B Sanz-Altamira, B Peral-Peral (2017). Journal of technology management & innovation 12 (4), 1-9.
Fogg, B. J. & Tseng, H. (1999). The elements of computer credibility. Proceedings of CHI 99, 80-87. New York, NY: ACM.
François A. Frank, M., Reich,N., & Humphreys, K.(2003), "Respecting the Human Needs of Students in the Development of E-Learning,"Computers & Education (40), pp.57-70.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Gillespie, B., & Joireman, J. (2016). The Role of Consumer Narrative Enjoyment and Persuasion Awareness in Product Placement Advertising. American Behavioral Scientist, 60(12), 1510–1528.
Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732.
Grant, A. E., Guthrie, K. K., & Ball-Rokeach, S. J. (1991). Television shopping: A media system dependency perspective. Communication Research, 18(6), 773-798.
Gupta, S. (1995), “HERMES: A Research Project on the Commercial Uses of the World Wide Web,”http://www.umich.edu/sgupta/hermes
Gursoy, D., & McCleary, K. W. (2004). An integrative model of tourists’s
GVU (1999), GVU’s WWW User Surveys, http://www.cc.gatech.edu/gvu/user_surveys.
Haddock, G., Zanna, M. P., & Esses, V. M. (1993). Assessing the structure of prejudicial attitudes: The case of attitudes toward homosexuals. Journal of Personality and Social Psychology, 65, 1105-1118.
Hanna, N., & Wozniak, R. (2001). Consumer behavior an applied approach. Prentice Hall.
Hartmann, T., Stuke, D., & Daschmann, G. (2008). Positive parasocial relationships with drivers affect suspense in racing sport spectators. Journal of Media Psychology: Theories, Methods, and Applications, 20(1), 24-34.
Hong, I.B. and Cho, H. (2011) The Impact of Consumer Trust on Attitudinal Loyalty and Purchase Intentions in B2C e-Marketplaces: Intermediary Trust vs. Seller Trust. International Journal of Information Management, 31, 469-479.
Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
Howard,J.A.&ShethJ.N.(1969).The Theory of Buyer Behavior.NewYork:JohnWilley&Sons.
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 12(4), 246–259.
Information Search Behavior. Annals of Tourism Research, 31(2), 353–373.
Isen, A. M., Daubman, K. A., & Nowicki, G. P. (1987). Positive affect facilitates creative problem solving. Journal of Personality and Social Psychology, 52(6), 1122-1131.
Isen, A. M., Daubman, K. A., & Nowicki, G. P. (1987). Positive Affect Facilitates Creative Problem Solving. Journal of Personality and Social Psychology, 52, 1122-1131.
J. Paul Peter, Jerry C. Olson(2001)Consumer Behavior and Marketing Strategy. 7th Edition
Joo, Y. J., Lim, K. Y., & Kim, E. K. (2011). Online university students’ satisfaction and persistence: Examining perceived level of presence, usefulness and ease of use as predictors in a structural model. Computers & Education, 57(2), 1654–1664.
Kaikati, J. G. (1987). Celebrity advertising: a review and synthesis. International Journal of Advertising, 6(2), 93-105.
Kim, H., Suh, K.-S., & Lee, U.-K. (2013). Effects of collaborative online shopping on shopping experience through social and relational perspectives. Information & Management, 50(4), 169–180.
Koo, Dong-Mo, Inter-relationships among Store Images, Store Satisfaction, Store Loyalty among Korea Discount Retail Patrons, Asia Pacific Journal of Marketing and Logistics, Vol.15, pp.42-71(2003)
Kotler, P. (2000) Marketing Management: The Millennium Edition. Person Prentice Hall, Upper Saddle River.
Kozma, R. (1994). "Will media influence learning: Reframing the debate." Educational Technology Research and Development, 42(2), 7-19.
Kwon, J., & Vogt, C. A. (2009). Identifying the Role of Cognitive, Affective, and Behavioral Components in Understanding Residents’ Attitudes toward Place Marketing. Journal of Travel Research, 49(4), 423–435.
Kannan, P. K., Reinartz, W. & Verhoef, P. C., Sep-2016, In : International Journal of Research in Marketing. 33, 3, 449-456 .
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
Labrecque, L. I. (2014). Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction. Journal of Interactive Marketing, 28(2), 134–148.
Lan, Y.-F., & Sie, Y.-S. (2010). Using RSS to support mobile learning based on media richness theory. Computers & Education, 55(2), 723–732
Lee, J. E., & Watkins, B. (2016). YouTube vloggers′ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
Levy, M. R. (1979). Watching TV news as para‐social interaction. Journal of Broadcasting & Electronic Media, 23(1), 69-80.
Lim, K. H., &Benbasat, I. (2000). The effect of multimedia on perceived equivocality and perceived usefulness of information systems.MIS Quarterly, 24(3), 449–471.
Linda L. Golden and Keren A. Johnson (1983) ,"The Impact of Sensory Preference and Thinking Versus Feeling Appeals on Advertising Effectiveness", in NA - Advances in Consumer Research Volume 10, eds. Richard P. Bagozzi and Alice M. Tybout, Ann Abor, MI : Association for Consumer Research, Pages: 203-208.
Matarazzo, G., & Sellen, A. (2000). The value of video in work at a distance: Addition or distraction? Behaviour & information technology, 19(5),339-348.
McGuire, W. J. (1985). Attitudes and cttitude change. In G. Lindzey & E. Aronson (Eds.),Handbook of social psychology: Special fields and applications(3 ed., Vol. 2, pp. 233-346). New Youk: McGraw-Hill.
McIntosh, R.W., & Goldner, C. R. (1990). Toursim :Principles, Paractices,
McKinney, V., Yoon, K., & Zahedi, F. M. (2002). The Measurement of Web-Customer Satisfaction: An Expect Ion and Disconfirmation Approach. Information Systems Research, 13, 296-315.
McQuail, D., Blumler, J. G., & Brown, J. R. (1972). The television audience: A revised perspective. Media studies: A reader, 271, 284.
Menon, S.and Kahn, B. (2002), “Cross-category effects of induced arousal and pleasureon the Internet shopping experience,”Journal of Retailing, Vol. 78, No. 1, 31-40.
Menon, S., & Kahn, B. E. (1995). The impact of context on variety seeking in product choices. Journal of Consumer Research, 22(3), 285-295.
Miller, C. (1996, October), Studies: Consumer On-Line Interest Leveling Off. Marketing News, 30, 7.
Morwitz,V.G., & Schmittlein, D.(1992).Using segmentation to improve sales forecasts based on purchase intent: Which "intenders" actually buy? Journal of Marketing Research, 29(4), 391-405.
Orbell, S., Hodgkins, S., &Sheeran, P. (1997). Implementation Intentions and the Theory of Planned Behaviour. Personality and Social Psychology Bulletin, 23(9), 945–954.
Otondo, R. F., Van Scotter, J. R., Allen, D. G., & Palvia, P. (2008). The complexity of richness: Media, message, and communication outcomes. Information & Management, 45(1), 21-30.
Perloff, R. M. (1993). Communication textbook series. General communication theory and methodology. The dynamics of persuasion. Hillsdale, NJ, US: Lawrence Erlbaum Associates, Inc.
Pham, M. T., Cohen, J. B., Pracejus, J. W., & Hughes, G. D. (2001). Affect monitoring and the primacy of feelings in judgment. Journalof Consumer Research, 28(2), 167-188.
Philosophies (2rd ed).New York:John Wiley & Sons Inc.
Ridgway, N. M., Dawson, S. A. and Bloch, P. H. (1989), “Pleasure and arousal in the marketplace: interpersonal differences in approach-avoidance responses,” MarketingLetters, Vol. 1, No. 2, 139-47.
Riley, M. W., Hovland, C. I., Janis, I. L., & Kelley, H. H. (1954). Communication and Persuasion: Psychological Studies of Opinion Change. American Sociol logical Review, 19(3), 355.
Rosselli, F., Skelly, J. J., & Mackie, D. M. (1995). Processing rational and emotional messages: The cognitive and affective mediation of persuasion. Journal of Experimental Social Psychology, 31(2), 163-190.
Rubin, A. M., & Perse, E. M. (1987). Audience activity and soap opera involvement: A uses and effects investigation. Human Communication Research, 14(2), 246-268.
Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155-180.
Ruiz, S., & Sicilia, M. (2004). The impact of cognitive and/or affective processing styles on consumer response to advertising appeals. Journal of Business Research, 57(6), 657–664.
Scherer, K. R., Shuman, V., Fontaine, J. J. R., & Soriano, C. (2013). The GRID meets the Wheel: Assessing emotional feeling via self-report. In J. J. R. Fontaine, K. R. Scherer, & C. Soriano (Eds.), Series in affective science. Components of emotional meaning: A sourcebook (pp. 281-298).
Sears, D. O., Peplau, L. A., & Taylor, S. E. (1991). Social psychology (7th ed.). Englewood Cliffs, NJ, US: Prentice-Hall, Inc.
Shankar,V.,Amy,K.Smith,A.K.,&Rangaswamy,A.(2003).Customer satisfaction and loyalty in online and offline environments.Internationaljournalofresearchinmarketing,20,153-175.
Sherman, E., Mathur, A. and Smith, R.B. (1997) Store Environment and Consumer Purchase Behavior: Mediating Role of Consumer Emotions. Psychology & Marketing, 14, 361-378.
Smith, R. E., & Swinyard, W. R. (1982). Information response models: An integrated approach. Journal of Marketing, 46, 81-93.
Spies, K., Hesse, F. and Loesch, K. (1997) Store Atmosphere, Mood and Purchasing Behavior. International Journal of Research in Marketing, 14, 1-17.
Stafford, Marla Royne, Thomas F Stafford, and Ellen Day (2002)," A contingency approach: The effects of spokesperson type and service type on service advertising perceptions," Journal of Advertising, 31 (2), 17-34.
Swaminathan, S., A.Y. Amerik, and M. Hochstrasser. 1999. The Doa4 deubiqui-tinating enzyme is required for ubiquitin homeostasis in yeast. Mol. Biol. Cell. 10:2583–2594.
Tauber, E.M. (1972) Why do people shop?,Journal of Marketing, 36 (4), 46-49.
Taylor, J.C.(11998),“Flexible Delivery: The Globalisation of Lifelong Learning,"Indian Journal of Open Learning (7:1), pp.67-78.
Thomas F. Stafford, Ellen Day(2013). A Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions. Article in Journal of Advertising ,31(2),17-35.
Walters, C. Glenn and Paul W. Gorden (1970), Consumer Behaviors: an Integrated Framework, Homewood, III, Richard D. Irwin Inc.
Weber, K.and Roehl, W. S. (1999), “Profiling People Searching for andPurchasing Travel Products on the World Wide Web,” Journal ofTravel Research, 37(February), 291-298.
Webster, J., & Hackley, P. (1997). Teaching effectiveness in technology-mediated distance learning. Academy of Management Journal, 40(6), 1282-1309.
William L. Wilkie (1994), Consumer Behavior, 3rd ed., New York: Wiley.
Wood, N. T., & Burkhalter, J. N. (2014). Tweet this, not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets. Journal of Marketing Communications, 20(1-2), 129-146.
XJ Lim, M Radzol, J Cheah, MW Wong (2017),The impact of social media influencers on purchase intention and the mediation effect of customer attitude.Asian Journal of Business Research 7(2),19.
Zanna,M. P., & Rempel,J. K. (1988).Attitudes:A new look at an old concept.In D. BarTal& A.W. Thesocial knowledge UK: Kruglansk(iEds.), psychologoy (pp. 315-334).Cambridge, CambridgeUniversityPress.
指導教授 洪秀婉(Hung,Shiu-Wan) 審核日期 2019-6-24
推文 facebook   plurk   twitter   funp   google   live   udn   HD   myshare   reddit   netvibes   friend   youpush   delicious   baidu   
網路書籤 Google bookmarks   del.icio.us   hemidemi   myshare   

若有論文相關問題,請聯絡國立中央大學圖書館推廣服務組 TEL:(03)422-7151轉57407,或E-mail聯絡  - 隱私權政策聲明