THE INFLUENCE OF SOLOMO MARKETING ON OFFLINE BUYING

[[abstract]]SoLoMo marketing is emerging as a new marketing campaign to approach to the target consumers and would be widely used to increase consumers’ campaign response. Due to the operational differences in consumer behavior between traditional marketing and mobile marketing, the influences of SoLoMo marketing for retailers and what factors influencing the response of SoLoMo are worthy of study. This study investigates the effects of “Restaurant Locator” APP, which offer local-based push message and word-of-mouth mobile service. Snowball Sampling was used in this survey to locate smartphone user who is also a “Restaurant Locator” APP user. An online survey was adopted and 156 valid questionnaires were collected. Analytical results indicate that consumers would increase their restaurant purchase intension by SoLoMo campaigns and restaurant’s e-WOM. The trust of mobile APP social platform can influence the willing of using LBS discount message and the usage of APP’s Restaurant e-WOM. Furthermore, the characteristics of App social platform perceived by consumers can substantially influence consumer’s response to SoLoMo campaign.[[conferencetype]]國際[[conferencedate]]20150212~20150214[[booktype]]電子版[[iscallforpapers]]Y[[conferencelocation]]雪梨, 澳

入口網站橫幅廣告點選後對品牌溝通效果之研究

[[abstract]]過去有關網路廣告效果的研究大都以點選或瀏覽廣告的人數為主，鮮少有以消費者接觸到橫幅廣告後，對於連結的品牌內容網頁態度與購買意願影響的研究。基於此研究缺口，本研究從認知心理學的選擇性注意和導引效果、廣告呈現的視覺動線效果之相關研究來探討如何在入口網站中達到最大的廣告印象，進而對點選的品牌網頁形成較佳的品牌溝通效果。模擬Yahoo!奇摩入口網站，使用2×2×2組間實驗設計及網路問卷收集二百七十七位受測者的資料。研究結果顯示動態橫幅廣告、網頁前三分之一位置及低競爭廣告下會有較高的橫幅廣告印象；廣告版面位置與橫幅廣告類型、競爭廣告的數量對廣告印象具有交互作用。透過入口網站的廣告會較未透過入口網站的廣告具較佳的品牌溝通效果。[[journaltype]]國內[[ispeerreviewed]]Y[[booktype]]紙本[[countrycodes]]TW

Developing a decision model for CRM cloud technology in Taiwan SME sector

[[abstract]]The purpose of this paper is to study how advances in cloud computing impact the processes of creating and running businesses over the Internet for small and medium-sized enterprises in Taiwan, and to identify the main factors that relate to the adoption of CRM cloud systems by SMEs. The cloud technology significantly affects the agencies and their marketing strategy. It helps them provide a more informed services, whiles at the same time empower travelers’ direct contact with the suppliers. Therefore, travel agency is quite suitable for study the decision of CRM Cloud service. The research reported here is evaluation of CRM Cloud technologies by Taiwan’s SMEs in the tourism sector. This study adopts two steps to build the structure of decision model with the analytic hierarchy process method. In addition to identify the factors influencing the decision to adopt itCloud technology, this study reviews the current state of the Cloud technology, discusses the new business model it associated as an enterprise strategy for SMEs, and suggests a conceptual framework for travel agencies to use the Cloud CRM service in practice. The findings confirm that factors affecting the adoption of Cloud CRM service in SMEs are grouped into four categories, which is financial benefits, marketing benefits, management factors, and environment factors. This study hopes to enhance the quality of the evaluation process, and help support SME decision makers in exploring their opportunities surrounding Cloud services adoption.[[conferencetype]]國際[[conferencedate]]20130422~20130425[[booktype]]電子版[[iscallforpapers]]Y[[conferencelocation]]Florence, Ital

An Evaluation of Public Attitude toward Nuclear Power after Fukushima Accident: Evidence from Taiwan

[[abstract]]After Japan Fukushima accident, several countries are discussing whether they will maintain their nuclear power plants in the next few decades. Therefore, the purpose of this paper is to analyze what information and psychometric factor has an effect on the propensity to the decision of terminating the 4th nuclear power plants in Taiwan. Multi-regression analysis adopted to understand the role of information factors and psychometric factors in attitude changing, and using model comparison to compare relative explanation power between two factors. The results showed that only amount of information cannot changes the attitude of Taiwan’s public toward nuclear power. But psychological factors, such as perceived risk/benefit and trust, could influence the direction and degree of attitude change.[[sponsorship]]PRESDA Foundation[[conferencetype]]國際[[conferencedate]]20140317~20140319[[booktype]]電子版[[iscallforpapers]]Y[[conferencelocation]]Hiroshima, Japa

[[alternative]]A Study of the Customer-Based Brand Equity Model

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[[alternative]]The Study of the Operating Efficiency of the Branches for a Securities Firm-using DEA Approach

[[abstract]]本研究是運用資料包絡分析法(Data Envelopment Analysis, DEA)及Malmquist生產力指數，對國內某證券商33家分支機構，以91年第1季至92年第4季共8季資料，進行經營效率的實證分析。就技術效率而言，33家分支機構整體技術效率，即CCR效率平均值為0.851，各季效率差異不大。就純技術效率言，整體平均值為0.943，平均值呈逐步上升的趨勢，顯示經營及管理決策改善，使效率改善。就規模效率言，整體平均值為0.903，91年平均規模效率呈現倒V型，92年平均規模效率則呈現N型。就跨期效率指標，Malmquist生產力指數言，22家分支機構在追趕效率上相對有效率，表示有66%分支機構因管理與決策適當而使效率改善；但以Malmquist指數分析，各分支機構的Malmquist指數平均值均小於1，表示技術退步。針對無效率區處，建議管理者在投入與產出數量上，提出建議做為證券商分支機構改善經營效率的參考

我國報社編採工作者對新聞客觀性認知之研究

摘要本研究旨在探討:一、我國報社編採工作者對新聞客觀性原則的涵義之認知情形如何?二、在我國報社編採工作者的認知中，那些因素可能影響新聞報導的客觀性?以中央日報、中國時報、中華日報、聯合報、新生報、青年日報、民族晚報、大華晚報、自立晚報的一百八十九名編採工作人員(編輯與記者)為樣本，經由問卷施測後，大體而言，本研究之主要發現如下:一、基本上，客觀性原則是一個普遍為我國編採工作者所接受的道德理想，不過我國報社編採工作者並不強調絕對客觀，而接受一種「儘可能較大的客觀」的存在，並且主張新聞與評論分離;雖然不特別講求寫作技巧，卻也重視平衡報導及不遺漏任何重要因素等原則，強調新聞報導必須避免情緒性觀點與不正當目的。二、我國報社編採工作者所最強調的十個影響新聞客觀性因素分別是：新聞人員的人格類型;報社的政治立場;新聞人員的政治意識型態;新聞人員的文化背景;新聞人員對新聞主題的專業知識;新聞人員本身的智力高下;新聞人員的社會閱歷深淺;報社所有權歸屬;新聞人員在公私衝突中的權衡取向;及新聞人員的教育程度。三、除了「職務(編輯或記者)」自變項，受試者的「專業訓練程度」「報社出報時間」及「報社所有權」等自變項均和其對客觀性原則的涵義和影響客觀性因素之認知無顯著關連

[[alternative]]The Priming Effect of Advertising Exposure on Decision Making

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