2015.06139-165

Web 2.0 AISAS

*

Web 2.0dentsu AISAS40 SNSAISAS

* Email: kuoch@mail2.nccu.tw 2013/8/62014/10/31

DOI: 10.6195/cjcr.2015.27.05

(27)-05 ().indd 139 2015/7/23 02:30:52

2015.06140

2012 1,753 75.44% 1,530 10 ~ 39 90.0% 40 65 18.8%2012.07.09 67.62% 59.62% 44 20 ~ 24 89.5% 22 ~ 44

2,001 ~ 5,00028%

2012 6,791 21% 2013 8,107 FIND 1,615 36.2%

585 2010 260 (1)

(2) 2012.07.26

2012 3 92% 83% 91% 3

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Web 2.0 AISAS 141

2012.10.12 Microsoft Advertising Aegis Essential Research 17

60% 20% 16%

66% 70% 80% word of mouth2011.04.22

65% 63% 59%

17

24%

2011.04.22 Web 2.0

dentsuAISAS MBA 2012Iskandar & Iskandar, 2012 AISAS CGMconsumer

(27)-05 ().indd 141 2015/7/23 02:30:52

2015.06142

generated media CGM BlogWikiBBSSNS

B2C B2C2C

2012

13.1%58.4%

(1) (2) AISAS (3)

AISAS

Web 2.0 AISAS AIDMA 1898 E. S. Lewis AIDMA

attentioninterestdesirememoryaction2013.05.16Alibaba Trade Forums, 2011.03.12

(27)-05 ().indd 142 2015/7/23 02:30:52

Web 2.0 AISAS 143

AIDMA 2004 AISAS

AIDMA AISAS MBA 2012.12.26Iskandar & Iskandar, 2012 S searchshare S 2009

AISAS

CGM

CGM Web 2.0 BBSblogSNSQ & A community

CGM

2012.05.15 AISAS

Web 2.0 Google

(27)-05 ().indd 143 2015/7/23 02:30:53

2015.06144

SNS SNS AISAS

2012.02.28 SNS SNS

word-of-mouthWestbrook1987

Katz & Lazarsfeld1955

3 10 Lau & Ng, 20012012.02.282

Hennig-Thurau, Gwinner, Walsh, & Dwayne, 2004Gefen2000

(27)-05 ().indd 144 2015/7/23 02:30:53

Web 2.0 AISAS 145

Reichheld & Schefter, 2000

Gefen & Straub, 2004Jarvenpaa, Tractinsky, & Vitale, 2000Lim, Sia, Lee, & Benbasat, 2006MacKenzie, Lutz, & Belch, 1986

2011.06AISAS Search Share

shopping orientation

AIOGehrt & Carter, 1992 Korgaonkar, 1981bLumpkin, Hawes, & Darden, 1986Stone, 1954

Stone1954Korgaonkar1981a

2000.041999

(27)-05 ().indd 145 2015/7/23 02:30:53

2015.06146

= 0.1100.135 = -0.225-0.0832000

2004 2004.07

3C

3C

2008

2008

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Web 2.0 AISAS 147

AISAS

2 S

AISAS

AISAS

2 AISAS1.02.01.0(1) S(2) (3)

AISAS A

1 3

2 Search & Share

H1a

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2015.06148

H1b

H1c

H1d

2

AISAS 2.0 2(1) (2)

H2a

H2b

SNS

1AISAS 1.0

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Web 2.0 AISAS 149

H2c

H2d

H2e 2

AISAS

SNS

2AISAS 2.0

(27)-05 ().indd 149 2015/7/23 02:30:54

2015.06150

sampling frameprobability proportional to size, PPS65 15 ~ 64

100 goodness of fit (1) (2) (3)

2012 7 1 9 10 80 2,000

1 0

SNS 7

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Web 2.0 AISAS 151

5 Likert

37.5%

1

58.4%13.1%7%

(1) = 0.131p <

1N = 1,385 +

379 37.5%

+

1,156 83.5%

1,161 83.8%

303 21.9%

278 20.1%

N = 2,000

1,145 57.3%

1,446 72.3%

1,185 59.3%

899 45%

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2015.06152

0.001(2) = -0.266p < 0.001(3) = 0.160p < 0.001 4 T ANOVA 2.05 vs. 2.31t = -4.94***2.46 vs. 2.60t = -2.55*

3.32 vs. 3.50t = -4.44** 3.38 vs. 3.60t = -5.59***2.91 vs. 3.38t = -10.50***

39 29 ~ 30 2

3C 3

AISAS 1.0

AISAS 1.0 1 4 H1a H1b 3 SNS H1c = 0.449 20% 1.0

4

(27)-05 ().indd 152 2015/7/23 02:30:55

Web 2.0 AISAS 153

SNS = 0.314

= 0.347

2 S Search

Share

2 N Mean F

27.267***

(1) 18 ~ 19 78 2.28

(1/5)(1/6)(2/4) (2) 20 ~ 29 395 2.43

(2/5)(2/6)(3/4) (3) 30 ~ 39 375 2.38

(3/5)(3/6)(4/5) (4) 40 ~ 49 286 2.06

(4/6) (5) 50 ~ 59 187 1.64

(6) 60 64 1.63

Total 1,385 2.19

10.36***

(1) 18 ~ 19 78 2.65

(1/5)(2/4)(2/5)(3/5) (2) 20 ~ 29 395 2.70

(3) 30 ~ 39 375 2.65

(4) 40 ~ 49 286 2.43

(5) 50 ~ 59 187 2.13

(6) 60 64 2.33

Total 1,385 2.53

11.88***

(1) 18 ~ 19 78 2.67

(1/5)(2/5)(3/5) (2) 20 ~ 29 395 2.75

(4/5) (3) 30 ~ 39 375 2.74

(4) 40 ~ 49 286 2.51

(5) 50 ~ 59 187 2.18

(6) 60 64 2.41

Total 1,385 2.60***p < 0.001

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2015.06154

SNS 31% 2 S

AISAS 2.0

2.0 2(1)

4 H2a ~ H2d(2)

(1) (2) (3)

3 N Mean F

12.81***

(1) 50 1.82

(1/3)(1/4)(2/4) (2) 447 2.00

(3) 704 2.30

(4) 184 2.33

Total 1,385 2.14

4.193**

(1) 50 2.22

(2) 447 2.45

(3) 704 2.58

(4) 184 2.66

Total 1,385 2.53

5.895**

(1) 50 2.24

(1/4)(2/4) (2) 447 2.52

(3) 704 2.63

(4) 184 2.79

Total 1,385 2.60**p < 0.01, ***p < 0.001

(27)-05 ().indd 154 2015/7/23 02:30:56

Web 2.0 AISAS 155

5 H2a H2d

H2a H2d 3 4 5

6 H2e 6 5 0.089 vs. 0.056 2 6

4AISAS 2.0H1a ~ H1d

H1a t

0.077 2.999**

0.160 6.657***

SNS 0.393 15.332***

Multiple R = 0.451 Adjusted R Square = 0.201H1b t 0.113 4.115***

0.111 4.312***

SNS 0.230 8.414***

Multiple R = 0.306 Adjusted R Square = 0.092

H1c t

0.449 18.713***

Multiple R = 0.449 Adjusted R Square = 0.201

H1d t

0.038 n.s. 0.122 5.411***

SNS 0.314 12.824***

0.347 14.778***

Multiple R = 0.558 Adjusted R Square = 0.310**p < 0.01, ***p < 0.001, n.s. =

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2015.06156

7 6 AISAS 1.0 2.0 6 Adjusted R sqaure 0.310 0.352 7 = 0.304 = 0.101 SNS = 0.287 1.0

5AISAS 1.0H2a ~ H2d

H2a t

0.176 6.760***

-0.307 -10.348***

0.089 3.249**

0.131 4.570***

Multiple R = 0.350 Adjusted R Square = 0.120

H2b t

0.70 2.602**

-0.186 -6.020***

0.084 2.933**

0.043 n.s.

Multiple R = 0.220 Adjusted R Square = 0.046

H2c t

0.249 9.243***

0.029 n.s.

-0.042 n.s.

0.159 5.839***

Multiple R = 0.317 Adjusted R Square = 0.098

H2d t

0.312 12.001**

0.057 2.004*

-0.092 -3.179**

0.161 6.050***

Multiple R = 0.378 Adjusted R Square = 0.140*p < 0.05, **p < 0.01, ***p < 0.001, n.s. =

(27)-05 ().indd 156 2015/7/23 02:30:56

Web 2.0 AISAS 157

6AISAS 1.0H2e

H2e t

0.148 6.225***

-0.233 -8.512***

0.056 2.226**

0.114 4.360***

0.398 16.662***

Multiple R = 0.523 Adjusted R Square = 0.271

H2e t

0.126 4.850***

0.006 n.s.

-0.007 n.s.

0.097 3.791***

0.386 15.1

Multiple R = 0.478 Adjusted R Square = 0.226**p < 0.01, ***p < 0.001, n.s. =

7AISAS 2.0 t

0.152 6.486***

-0.088 -3.018**

0.030 n.s.

0.111 4.432***

S + S

0.048 n.s.

0.101 4.533***

SNS 0.287 10.696***

0.078 3.238**

0.019 n.s.

0.304 12.494***

Multiple R = 0.598 Adjusted R Square = 0.352

**p < 0.01, ***p < 0.001, n.s. =

(27)-05 ().indd 157 2015/7/23 02:30:57

2015.06158

0.05

7 6 7

0.056p < 0.05 0.030.097 vs. 0.019

S + SNS 0.3380.209 vs. 0.160 2 S 0.1560.177

AISAS AISAS

AISAS Search Share 2 2 S 2 AISAS

3 3 7 5 4

0.05

0.3040.101

(27)-05 ().indd 158 2015/7/23 02:30:57

Web 2.0 AISAS 159

SNS0.287

AISAS

0.113t = 1.927 t 0.05

2008

t = 2.128p < 0.05

3AISAS 2.0

(27)-05 ().indd 159 2015/7/23 02:30:57

2015.06160

0.3120.078-0.0920.0570.161

(1) (2) (3)

15

SNS

SNS SNS proxy indicators SNS

(27)-05 ().indd 160 2015/7/23 02:30:57

Web 2.0 AISAS 161

1. SNS = 0.8582

H6e : 0.764

H6f 0.760

H7b 0.779

H7f BBS 0.692

H7g 0.670

H7h 0.747

H7j 0.732

2. = 0.798

M1 0.832

M2 0.832

3. = 0.78

M3 0.906

M4 0.906

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2015.06162

MBA 2012.12.26AISAS 2012 12 26 http://wiki.mbalib.com/zh-tw/AISAS% E6%A8%A1%E5%BC%8F

2012.07.092012 2012 7 9 http://www.twnic.net/NEWS4/119.pdf

2012.02.28SNS 2012 2 28 http://news.ifeng.com/gundong/detail_2012_02/28/12839758_0.shtml

2009 AISAS

2000.04

1999

1339-602004.07

2014 6 22 http://www.insightxplorer.com/lifestyle/lifestyle_11_04.htm

2012.10.12 2012 10 12 http://news.ixresearch.com/?p=6275#more-6275

2011.04.222011 4 22 http://1009hikaru.blogspot.tw/2011/04/blog-post_22.html

2013.05.16 AIDMAAISAS ISMAS2013 5 16 http://blog.sina.com.cn/s/