由整合型科技接受模式探討消費者對網路行銷推薦接受度之研究

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题名:	由整合型科技接受模式探討消費者對網路行銷推薦接受度之研究 Consumer’s Acceptance of Online Marketing Recommendation from Perspective of the Unified Theory of Acceptance and Use of Technology
作者:	吳峻維 WU, CHUN-WEI
贡献者:	經營管理學系碩士在職專班
关键词:	網路行銷;推薦系統;整合型科技接受模式;消費者決策 Online Marketing;Recommendation System;Integrated Technology Acceptance Model;Consumer Decision Making
日期:	2021-08-14
上传时间:	2022-10-31 05:38:24 (UTC+0)
出版者:	亞洲大學
摘要:	隨著網路行銷的發展與人工智能的應用，越來越多的消費者數據可進行分析研究以找出消費者偏好與產品推薦。然而網路行銷推薦帶來的方便性也同時增加了消費者對隱私洩漏的安全性風險，進而產生了新的研究問題。消費者對網路行銷推薦的認知、預期與感受，成為了系統發展方向須更進一步討論的問題。因此，以消費者的觀點，探討網路行銷推薦系統的接受程度是重要的問題，然而過去少有研究針對此部分進行討論。因此，本研究以整合型科技接受模式為基礎，提出消費者對網路行銷推薦接受度之研究，發展問卷以了解消費者觀點，探討消費者對網路行銷推薦認知程度、預期績效、預期付出、社會影響、配合條件、行為意願、使用意願的感受，並進一步分析網路行銷推薦模式帶來的優點與缺點，協助網路行銷推薦系統的發展建議，並透過網路行銷平台進行實證研究，以驗證本研究內容。 With the development of Internet marketing and the application of artificial intelligence, more and more consumer data can be analyzed to find out consumer preferences and product recommendations. However, the convenience brought by online marketing recommendation also increases the security risk of privacy leakage, which leads to new research problems. Consumers' cognition, expectation and feeling of online marketing recommendation have become the issues that need to be further discussed in the development direction of the system. Therefore, it is important to discuss the acceptability of online marketing recommendation system from the perspective of consumers. However, few studies have discussed this part in the past. Therefore, based on the integrated technology acceptance model, this study proposes a research on consumers' acceptance of online marketing recommendation. This study develops a questionnaire to understand consumers' views, explores consumers' perception of online marketing recommendation, expected performance, expected contribution, social impact, matching conditions, behavioral willingness and use willingness. Moreover, this study further analyzes the impact of online marketing recommendation model. In order to verify the content of this study, this study analyzes the advantages and disadvantages of the Internet marketing recommendation system, and provides suggestions for the development of the Internet marketing recommendation system.
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