網站稽核指標之研究

NHUIR > College of Social Sciences > Department of Communication > Disserations and Theses > Item 987654321/20961

Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/20961

Title:	網站稽核指標之研究
Other Titles:	The Study of the Audit Indices of the Web Site
Authors:	林文凱 Lin, Wen-Kai
Contributors:	傳播管理學系碩士班林豐智 Feng-Jyh Lin
Keywords:	網站稽核指標;網路行銷;多元一致性分析法 Audit Indices of the Web Site;Internet Marketing;Multiple Correspondence Analysis
Date:	2002
Issue Date:	2015-05-25 15:55:10 (UTC+8)
Abstract:	網路媒體由於有異於傳統媒體的特性，因此成為行銷者廣泛運用的工具之一。本研究欲探討目前台灣國內泛用的網站稽核指標之特性，藉此建構出網站稽核指標的適用模式。本研究蒐集國內四家公正的網路調查公司所使用的網站稽核指標，並根據指標特性運用多元一致性分析法歸類出適用評量不同網站形態之網站稽核指標。研究發現目前台灣所泛用的網站稽核指標具備衡量網站擴散能力、網站保留能力、大眾市場型態與分眾市場型態等特性，並可依據網站屬性作為選擇哪些網站稽核指標作為評量之工具。 As e-commerce becomes more important, World Wide Web has become a widely used marketing tool. This study investigates the characteristics of the audit indices of the web site and develops the rules applied to varied web sites. The audit indices are collected from the third-party companies and analyzed by MCA. The results show that the current indices can measure the capabilities of web site on extension of customers, retention of customers, mass market, and target market. Moreover, we provide rules for choosing indices based on the types of web site.
Appears in Collections:	[Department of Communication] Disserations and Theses

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