整合性行销沟通策略课件.ppt
- 【下载声明】
1. 本站全部试题类文档,若标题没写含答案,则无答案;标题注明含答案的文档,主观题也可能无答案。请谨慎下单,一旦售出,不予退换。
2. 本站全部PPT文档均不含视频和音频,PPT中出现的音频或视频标识(或文字)仅表示流程,实际无音频或视频文件。请谨慎下单,一旦售出,不予退换。
3. 本页资料《整合性行销沟通策略课件.ppt》由用户(三亚风情)主动上传,其收益全归该用户。163文库仅提供信息存储空间,仅对该用户上传内容的表现方式做保护处理,对上传内容本身不做任何修改或编辑。 若此文所含内容侵犯了您的版权或隐私,请立即通知163文库(点击联系客服),我们立即给予删除!
4. 请根据预览情况,自愿下载本文。本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
5. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007及以上版本和PDF阅读器,压缩文件请下载最新的WinRAR软件解压。
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 整合 性行 沟通 策略 课件
- 资源描述:
-
1、March 13,20041Developing and validating an instrument for measuring user-perceived web qualityAdel M.Aladwani,Prashant C.PalviaInformation&ManagementInformation&Management 39(2002)pp467-476報告人報告人:許郡毓許郡毓 林文豪林文豪 呂紹榮呂紹榮March 13,20042報告大綱報告大綱1 Introduction2 The concept of quality in IS research3 The mea
2、surement process 3.1 Conceptualization 3.2 Design 3.3 Normalization4 Conclusion and implicationsMarch 13,20043研究動機研究動機研究目的研究目的 文獻探討文獻探討March 13,20044March 13,20045Multi-dimensionalMarch 13,20046March 13,20047March 13,20048Web security,availability,accuracy March 13,20049Information quality March 13,
3、200410March 13,2004113.測量程序測量程序 March 13,2004123.1 概念化概念化March 13,2004133.1 概念化概念化(cont)March 13,2004143.2 3.2 設設 計計March 13,2004153.2 3.2 設設 計計(cont)March 13,2004163.2 3.2 設設 計計(cont)March 13,2004173.2 3.2 設設 計計(cont)March 13,2004183.2 3.2 設設 計計(cont)March 13,200419 F Fa ac ct to or r 1 1 F Fa ac c
4、t to or r 2 2 F Fa ac ct to or r 3 3 F Fa ac ct to or r 4 4 F Fa ac ct to or r 5 5 F Fa ac ct to or r 6 6 F Fa ac ct to or r 7 7 Security 0 0.7 7 Ease of navigation 0 0.7 74 4 Broadcast services Search facilities 0 0.7 76 6 Availability 0 0.7 78 8 Valid links 0 0.7 77 7 Reliability 0 0.7 7 Browser s
5、niffing 0 0.7 71 1 Personalization or customization 0 0.6 69 9 Speed of page loading 0 0.7 78 8 Interactivity 0 0.6 69 9 Ease to access the site 0 0.7 72 2 Usefulness 0 0.7 77 7 Completeness 0 0.7 71 1 Clarity 0 0.8 81 1 Currency 0 0.7 73 3 March 13,200420(cont)Conciseness 0 0.7 78 8 Accuracy 0 0.6
6、66 6 Finding contact Information 0 0.8 89 9 Finding firms general Information 0 0.8 85 5 Finding products/services 0 0.8 89 9 Finding customersPolicies 0 0.7 77 7 Finding customer support 0 0.8 81 1 Attractiveness 0 0.7 74 4 Organization 0 0.7 7 Proper use of fonts 0 0.8 85 5 Proper use of colors 0
7、0.8 82 2 Proper use of multimedia 0 0.8 81 1 Style consistency Good labeling 0 0.7 7 Eigenvalue 5 5.2 28 8 3 3.8 83 3 3 3.6 69 9 3 3.6 63 3 1 1.4 46 6 1 1.3 37 7 1 1.1 18 8 Variance explained 0 0.1 17 76 6 0 0.1 12 27 7 0 0.1 12 23 3 0 0.1 12 21 1 0 0.0 04 49 9 0 0.0 04 46 6 0 0.0 03 39 9 March 13,2
8、00421因素分析結果因素分析結果 (1)(1)顯示有四個網頁品質構面而顯示有四個網頁品質構面而 非三個。非三個。March 13,200422因素分析結果因素分析結果(cont)March 13,200423因素分析結果因素分析結果(cont)March 13,2004243.3 3.3 標準化標準化知覺性網路品質的四個構面知覺性網路品質的四個構面 證實與確認證實與確認第二次資料收集第二次資料收集進行方式進行方式 127127學生,學生,2525項試題,項試題,4 4種行業種行業 銀行業銀行業(25)(25)書局書局(31)(31)汽車製造商汽車製造商(34)(34)電子零售商電子零售商(3
9、7)(37)目標目標測試測試2525項試題應項試題應用用在不同行業的信度在不同行業的信度March 13,200425【信度值信度值-依依構面構面別別】技術適當性技術適當性 0.920.92 特定內容特定內容 0.940.94 內容品質內容品質 0.880.88 外觀外觀 0.880.88 25 25項試題的整體信度是項試題的整體信度是 0.91 0.91【信度值信度值-依依行業行業別別】銀行銀行 0.950.95 書局書局 0.910.91 電子零售商電子零售商 0.700.70 汽車製造商汽車製造商 0.920.92 均達均達NunnallyNunnally所建議的截取點所建議的截取點(c
10、ut-off point)(cut-off point)Cronbach Cronbachs s 0.70 0.70 信度檢驗信度檢驗March 13,200426【檢驗方式檢驗方式】-聚斂效度聚斂效度(convergent validity)(convergent validity)-區辨效度區辨效度(discriminant(discriminant validity)validity)來評量來評量建構效度建構效度(Construct validity)(Construct validity)【建構效度建構效度】-指量測工具能夠測得一個抽象概念或特質的程度指量測工具能夠測得一個抽象概念或特
11、質的程度 (邱皓政量化研究與統計分析邱皓政量化研究與統計分析p3-15)p3-15)聚斂效度之檢驗聚斂效度之檢驗 主成分分析法主成分分析法 直交轉軸直交轉軸之之最大變異法最大變異法 -取特徵值取特徵值11(Kaiser)(Kaiser)及及 負荷值負荷值0.50.5 進行構面進行構面(因素因素)分析,結果如分析,結果如Table 3Table 3所示所示效度檢驗效度檢驗March 13,200427Table 3 Table 3 Principal component analysis with varimaxPrincipal component analysis with varimax
12、rotation(1/2)rotation(1/2)ComponentComponentFactor 1Factor 1Factor 2Factor 2Factor 3Factor 3Factor 4Factor 41.Security1.Security0.730.730.080.080.270.270.110.112.Ease of navigation2.Ease of navigation0.800.800.130.130.140.140.060.063.Search facilities3.Search facilities0.770.770.200.200.170.17-0.02-
13、0.024.Availability4.Availability0.750.750.080.080.170.170.020.025.Valid links5.Valid links0.810.81-0.040.040.160.160.080.086.Personalization or customization6.Personalization or customization0.730.730.030.030.050.050.010.017.Speed of page loading7.Speed of page loading0.770.770.180.180.040.040.150.1
14、58.Interactivity8.Interactivity0.750.750.040.040.080.080.090.099.Ease of accessing the site9.Ease of accessing the site0.690.690.260.260.110.110.140.1410.Usefulness10.Usefulness0.200.200.280.280.720.720.100.1011.Completeness11.Completeness0.230.230.070.070.740.740.070.0712.Clarity12.Clarity0.120.120
15、.100.100.850.850.080.0813.Currency13.Currency0.090.090.090.090.790.790.060.0614.Conciseness14.Conciseness0.080.080.220.220.770.770.140.1415.Accuracy15.Accuracy0.210.210.040.040.700.700.070.07March 13,200428ComponentComponentFactor 1Factor 1Factor 2Factor 2Factor 3Factor 3Factor 4Factor 416.Finding c
16、ontact information16.Finding contact information0.100.100.910.910.130.130.120.1217.Finding firm general information17.Finding firm general information0.160.160.870.870.150.150.080.0818.Finding products/services details18.Finding products/services details0.090.090.900.900.130.130.120.1219.Finding cus
17、tomers policies(e.g.19.Finding customers policies(e.g.dispute policies)dispute policies)0.140.140.820.820.180.180.040.0420.Finding customer support20.Finding customer support0.190.190.830.830.130.130.090.0921.Attractiveness21.Attractiveness0.200.200.080.080.050.050.760.7622.Organization22.Organizati
18、on0.160.160.170.170.080.080.740.7423.Proper use of fonts23.Proper use of fonts0.010.010.050.050.170.170.840.8424.Proper use of colors24.Proper use of colors-0.010.010.110.110.040.040.850.8525.Proper use of multimedia25.Proper use of multimedia0.080.08-0.01-0.010.130.130.850.85EigenvalueEigenvalue5.4
19、95.494.134.133.853.853.443.44Variance explained(0.675)Variance explained(0.675)0.2190.2190.1650.1650.1540.1540.1370.137Table 3 Table 3 Principal component analysis with varimaxPrincipal component analysis with varimax rotation(2/2)rotation(2/2)March 13,200429成成 份份 矩矩 陣陣a a.709-.217.3486.409E-02.2314
展开阅读全文