营销传播新兴技术对消费者购买行为的影响研究

发布时间：2022-11-12 07:39

　　如今,信息技术（IT）的广泛渗透给人类生活带来了根本的改变,传统的信息通信技术（ICT）手段也已经转变为新兴信息通信技术手段。从营销的角度来看,这种普遍趋势使产品或服务信息传播可以更加多样化,可以采用更优越、动态与创新的方法。由于信息技术已被公认为是整个业务运营的主要驱动力,因此这种进步也极大地改变了营销和促销模式,使其朝着蓬勃的电子化方向发展。在这种情况下,为了在当前竞争激烈、技术导向和以客户为中心的时代最大限度地吸引消费者的注意力,选择高效的促销活动是至关重要的。本研究旨在两个发展中国家,即中国和巴基斯坦,主要从B2C角度出发揭示几种用于营销活动的新兴技术,即电子营销（eM）、移动营销（MM）、电子邮件营销（EMa）、互联网营销（IM）、外联网营销（EM）、内联网营销（IMa）、短信服务（SMS）营销、彩信服务（MMS）营销、无线应用程序协议（WAP）营销和在线消费者购买行为（OCBB）、探索性消费者购买行为倾向（EBBTs）、探索性信息寻求倾向（EIS）、探索性获取产品倾向（EAP）和冲动的购买行为倾向（IBTs）。第一,利用五因素模型,包括MM与EBBTs、EM与EBBTs、I... 

【文章页数】：159 页

【学位级别】：博士

【文章目录】：
Acknowldgements
摘要
Abstract
List of Acronym
1 Introduction
    1.1 Research Motivation and Framework
    1.2 Significance and Rationale of the Studies
    1.3 Summary of the Studies
2 Literature Review and Hypotheses Formation
    2.1 Theoretical Background
    2.2 Definitions of the Variables
        2.2.1 Advertising and the Role of Internet
        2.2.2 E-marketing
        2.2.3 Mobile Marketing (MM)
        2.2.4 Email Marketing (EMa)
        2.2.5 Intranet Marketing (IMa) and Extranet Marketing (EM)
        2.2.6 Internet Marketing (IM)
        2.2.7 Role of Gender (GND) as Moderator
        2.2.8 Outdoor Media Advertising (OMA)
        2.2.9 Consumers' Buying Behavior (CBB)
        2.2.10 Online Consumers' Buying Behavior (OCBB)
        2.2.11 Impulsive Consumers' Buying Behavior Tendencies (IBTs)
        2.2.12 Exploratory Consumers' Buying Behavior Tendencies (EBBTs)
    2.3 Hypotheses Formation
        2.3.1 E-marketing (eM) and EBBTs
        2.3.2 Mobile Marketing (SMS,MMS,WAP) and OCBB
        2.3.3 Mobile Marketing (MM), SMS Marketing, and EIS
        2.3.4 Mobile Marketing (MM), Email Marketing (EMa), and IBTs
        2.3.5 E-marketing and Consumers' Online Buying Behavior(OCBB)
        2.3.6 Comparison of E-marketing, OMA,and EBBTs
3 Methodologies
    3.1 E-marketing (eM) and Exploratory Buying Behavior Tendencies (EBBTs)
    3.2 Mobile marketing (MM) and Online Consumer Buying Behavior (OCBB)
    3.3 Mobile marketing (MM), SMS,Email marketing (EMa), and ExploratoryInformation Seeking (EIS)
    3.4 Mobile Maketing (MM), Email Marketing (EMa), and Impulsive BuyingTendencies (IBTs)
    3.5 E-marketing (eM) and Online Consumer Buying Behavior (OCBB)
    3.6 Outdoor Media Advertisng (OMA),eM, and EBBTs
    3.7 Measures of Constructs
        3.7.1 Measures of E-marketing
        3.7.2 Measures of Mobile Marketing
        3.7.3 Measure of SMS,MMS,and WAP Marketing
        3.7.4 Measures of Email Marketing
        3.7.5 Measures of Internet Marketing
        3.7.6 Measures of Intranet Marketing
        3.7.7 Measures of Extranet Marketing
        3.7.8 Measures of Consumer's EBBTs
        3.7.9 Measures of Consumers Online Buying Behavior
        3.7.10 Measures of Impulsive Buying Behavior Tendencies
        3.7.11 Measures of Outdoor Media Advertising
4 Results, Discussion, and Implications
    4.1 E-marketing and EBBTs
    4.2 Mobile Marketing (MM) and OCBB
    4.3 Mobile Marketing (MM), Email Marketing (EMa), SMS,and EIS
    4.4 Mobile marketing, Email marketing, and IBTs
    4.5 E-marketing (eM) and OCBB
    4.6 The Comparison among eM, OMA, and EBBTs
5 Conclusion, Limitations, and Future Directions
    5.1 Conclusion
    5.2 Limitations and Future Opportunities
References
Appendices
    Appendix A
    Appendix B
    Appendix C
    Appendix D
    Appendix E
    Appendix F
    Appendix G
Resume
Achievements/Awards
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