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Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations. The World Wide Web. 幾個讓 Internet æˆç‚ºè¡ŒéŠ·äººå“¡æ³¨ç›®çš„å› ç´ æ¶ˆè²»è€…èˆ‡ä¼æ¥åœ¨ç¶²éš›ç¶²è·¯ä¸Šçš„互動漸增。 在電å商務ä¸ï¼Œåˆ†æ•£å¼ä¸”多å°å¤šçš„ Web 應用較å—æ¡è¿Žã€‚ 相較於其他 Hypermedia CMEs , Web å¯ä»¥æ供更廣泛的內容。 Web æ供了一個å¯ä»¥ç”¨ä¾†æ‰“廣告,甚至是直接é…é€æŸäº›è²¨å“的通路。(低æˆæœ¬ï¼‰.
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Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations
The World Wide Web • 幾個讓Internet成為行銷人員注目的因素 • 消費者與企業在網際網路上的互動漸增。 • 在電子商務中,分散式且多對多的Web應用較受歡迎。 • 相較於其他Hypermedia CMEs,Web可以提供更廣泛的內容。 • Web提供了一個可以用來打廣告,甚至是直接配送某些貨品的通路。(低成本)
Hypermedia Computer-Mediated Environments • Model 1:Mass Media
Hypermedia Computer-Mediated Environments • Model 2:Interpersonal and Computer-Mediated Communications
Hypermedia Computer-Mediated Environments • Model 3:A New Model for Hypermedia CMEs
New Concepts about Model 3 • Machine-Interactivity • Telepresence • Hypertext, Multimedia, and Hypermedia • Network navigation
Media Characteristics • About Traditional Media v.s. New Media • The Remaining 3 characteristics: • The Number of linked sources available • Media Feedback Symmetry • Temporal Synchronicity
Figure 5:Media Typology Based on Objective Characteristics. • The central position of the Web in Figure 5 corresponds to an important strategic interpretation of the Web as a marketing medium. • Advertising strategy on the Web must account for both short-term(decision of which link to select next)and long-term(reading detailed information provided at a commercial site)exposure.
A Process Model of Network Navigation in Hypermedia CMEs. • Flow:最佳化體驗的流程 • Flow experience in a CME:在網路瀏覽間所觸發的狀態 • 人機互動中的連續回應 • 本質上是愉悅的 • 某些自我意識會喪失 • 自我強化 • 全心涉入
Overview of Two-Stage Structural Model of Consumer Behavior in a CME
Dynamic process model of network navigation in the hypermedia CME
Research Issues ㊣Flow的衡量 1.Measurement approaches 2.Primary antecedents of flow 3.Secondary antecedents of flow ㊣顧客的異質性 4.The Autotelic personality 5.Optimal stimulation level and flow
Research Issues ㊣在CMEs中之體驗式或目標導向性行為 6.Definition of experiential and goal-directed behavior. 7.Search motives and involvement for experiential and goal-directed behavior 8.External memory 9.Choise behavior and decision making in a CME 10.Developmental patterns of flow states.
Research Issues ㊣Flow在邏輯上的推論 11.Consumer learning 12.Perceived behavioral control 13.Exploratory behavior 14.Positive subjective experiences 15.Distortion in time perception
Discussion and Conclusion • In the new communication model, consumers can actively choose whether to approach firms through their Web sites and exercise unprecedented control over the management of the content with which they interact. • The opportunity for consumer interaction in the hypermedia CME is unprecedented. • Repeat consumption behavior, that is, repeat visits to a hypermedia CME, are increased if the environment facilitates the flow state.