頁籤選單縮合
題名 | 一對一行銷在網站與匿名訪客之互動關係之研究=A Study of One to One Marketing for the Interaction Relationship between Websites and Anonymous Visitors |
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作者 | 邱順波; 劉士豪; 蔡義昌; | 書刊名 | 中原學報 |
卷期 | 29:2 2001.06[民90.06] |
頁次 | 頁197-206 |
分類號 | 496.5 |
關鍵詞 | 一對一行銷; 關鍵行銷資訊; 互動資訊; 決策模式; 網站經營; One to one marketing; Critical marketing information; Interaction information; Decision model; Web site management; |
語文 | 中文(Chinese) |
中文摘要 | 本研究是以一對一行銷為基礎,探討網站和匿名訪客間之互動關係。在此首先找出網站和匿名訪客互動之關鍵行銷資訊:接著經由互動資訊發展出一互動決策模式。本研究並實作一個一對一互動行銷系統之雛形,置於一圍內知名的社群網站中進行實驗及資料蒐集。然而經實驗結果得知,資訊鮮度及資訊密度會影響一對一服務之成效:時間因素是影響使用者特徵檔形成之重要因素,其中包括絕對時間及間隔時間。本研究之結論,在實務上對於在網站一對一行銷的進行、以及網站經營者在規畫。、設計及經營網站內容上具有相當參考價值。在學術上,亦有助於互動資訊決策模式的建立。 |
英文摘要 | This article investigates the interaction relationshíp between web sites and anonymous visitors based on one-to-one marketing. In this paper, we first review all previous relationalliteratures and find out the critical marketing information that web sites must record. Next from the interaction information, we can develop an interaction decisìon model. This article also empirically creates a one-to-one interaction mar keting prototyping system and it will be putted on a famous community web site to have a experiment and data collection. Through the experiment results from the prototyping system, we know that degree of information freshness and degree of information density will affect the performance of one-to-one service. Time factor is an important one that will affect the generation of userattribute profiles, including absolute time and interval time. For practitioners, the conclusion to this article is a very crucial reference for one-to-one marketing, planning, design and imple mentation of web site content management for sit owners. For researchers, it also helps to build up the inteniction information decision model. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。