中文部分
1. CNET 台灣科技資訊網(2005) http://taiwan.cnet.com。
2. 古明泓(2004),探討即時通訊之使用動機、使用行為與滿足之關係,國立政治大學資訊管理學系碩士論文,2004。3. 林德國譯,Emanuel Rosen 原著,(民90)口碑行銷,台北:遠流文化事業。
4. 林侑民(2005),企業員工MSN 自我效能影響即時通訊使用行為與溝通滿意之研究,國立台灣科技大學企業管理系碩士班碩士論文。5. 邱皓政(2003)。量化研究與統計分析,台北:五南。
6. 周立軒(2005),網誌的使用者與使用行為之研究,元智大學資訊傳播學系碩士班碩士論文。7. 柳婷,1999,廣告與行銷,初版,五南,台北。
8. 財團法人臺灣網路資訊中心(2005)。台灣網路資訊中心網路使用調查。2005
年5 月20 日,取自:
http://www.twnic.net.tw/download/200307/200307index.shtml
9. 黃智強(2000)。影響採用網路購物因素之研究-以網路書店為例。國立中央大學資訊管理學系碩士論文。10. 葉明義,陳志賢,1999,“以廣告態度中介模式驗證比較性廣告效果”,第十六卷,第一期,三月。
11. 創市際市場研究顧問公司(2005),《即時通訊不只是好玩而已》。
12. 資策會(2004),「資策會公佈2004 年台灣網路使用者行為報告」。
http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=3358
13. 黃俊英(1997)。SAS精析與實例。臺北:華泰書局。
14. 葉明義,陳志賢,1999,“以廣告態度中介模式驗證比較性廣告效果”,第
十六卷,第一期,三月。
15. 葉冠伶譯,Wayne Baker 原著,(民93)市場機會理論應用之二,台北:遠流文化事業。
16. 楊淑婷(2004),生活型態與即時通訊之使用,世新大學傳播研究所碩士論文。17. 張鴻昌(2004)。員工對企業內部網路接受度之研究-以中鋼為例。中山大學企業管理學系碩士論文。18. 蔡燕平(2004),組織採用即時通訊與組織溝通之研究─以MSN Messenger 為例,私立銘傳大學資訊管理學系碩士在職專班碩士論文。19. 趙友甄(2006),網路使用者對無線區域網路接受度之研究,國立中山大學企業管理學系碩士論文。20. 劉一賜,1999,網路廣告第一課 : 蠻荒西部角力賽的生存之道 ,初版,時報文化,台北。
21. 謝鴻瑞(2002),E-mail 廣告接受意願的廣告階層影響模式,國立高雄第一科技大學資訊管理系碩士論文。22. 蕃薯籐(2004)。2004台灣網路使用調查。2005年5月20日,取自:
http://survey.yam.com/survey2004/chart/index.php
英文部分
1. Allman, J. L., Dan O. H., and Robert, A. S.(1994),“Communication and Aging: A Study of the Effects of Cohort-Centrism and Percei Decoding Ability onCommunication Competence and Communication Satisfaction,”
Communication Quarterly, 42, pp.363-78.
2. Ann E. S., Sharon Shavitt, Alaina Kanfer(1999), “Survey of internet users’
attitudes toward internet advertising,” Journal of interactive marketing, vol.13, Iss.3, Summer.
3. Adams, D.A., R.R.Nelson and P.A.Todd (1992). Perceived usefulness, ease of use, and usage of information technology: A replication. MIS Quarterly, 16, pp.227-250.
4. Agarwal, R. and J.Prasad(1997), The role of innovation characteristics and perceived voluntariness in the acceptance of information technologies. Decision Sciences, 28, pp.557-582.
5. Agarwal, R., and J. Prasad(1999), Are individual differences germane to the acceptance of new information technologies?. Decision Sciences, 30, No.2, pp.361-391.
6. Ajzen, I., and T. J. Madden (1986), Prediction of goal–directed behavior: attitudes , intention and perceived behavioral control”. Journal of Experimental Social Psychology , 22 , pp.453-474.
7. Ajzen, I.(1991),The theory of planned behavior. Organ. Behavior and Human Decision Processes. 50, pp.179-211.
8. Anderson, E. W., C. Fornell, and D. R. Lemann(1994), “Customer Satisfaction,
Market Share, and Profitability: Finding from Sweden,” Journal of Marketing, 58, pp. 53-66.
9. Arndt, J. (1967) “Role of Product-Related Conversations in the Diffusion a New
Product,” Journal of Marketing Research, 4, pp. 291-295.
10. Bagozzi R.P., Yi Y.(1988), “On the Evaluation of Structural Equation Models,”
Academy of Marketing Science, 16, 1, pp. 127-135, Spring.
11. Brown, S. P., D. M. Stayman(1992), “Antecedents and Consequences of Attitude
toward the Ad: A Meta-Analysis,”Journal of Consumer Research, 19, 1, June.
12. Brown, J. and P. H. Reingen(1987), “Social Ties and Word-of-Mouth Referral
Behavior,” Journal of Consumer Research, 14, pp. 350-362.
13. Chen, L.D., M.L. Gillenson and D.L. Sherrell (2002).Enticing online consumers: an extended technology acceptance perspective. Information & Management , 39, pp.705-719.
14. Davis, F.D. (1986), A technology acceptance model for empirically testing new end-user information system: theory and results. Ph.D. dissertation, MIT Sloan School of management, Cambridge, MA.
15. Davis, F.D.(1989) ,Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13, pp.319-340.
16. Fornell, C., Larcker D.F.(1981), “Evaluating Structural Equation Models with
Unobervables and Measurement Error,” Journal of Marketing Research, 18, pp. 39-50
17. Grinter, R. E. and Palen, L. (2002), IM everywhere: Instant messaging in teen
life.Proceedings of the 2002 ACM conference on Computer supported cooperative
work, 70 New Orleans, Louisiana, USA, 21-30.
18. Gordon C. Bruner II, and Kumar(2000), “Web Commercials and Advertising
Hierarchy-of-Effects,” Journal of Advertising Research, 40, 1/2, pp. 35-42,
January / April.
19. Goldberg, M. E., G. J. Gorn(1987), “Happy and Sad TV Programs: How They AffectReactions to Commercials,” Journal of Consumer Research, 14, 3, pp. 387-403.
20. Gremler, D. D., and S. W. Brown(1996), “Service Loyalty: Its Nature,Importance, and Implications,” in Edvardsson, B., Brown, S. W., Johnston,R. (Eds),Advancing Service Quality: A Global Perspective, International Service Quality Association, pp. 171-180.
21. Herr, P. M., F. R. Kardes and J. Kim(1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, 17, pp. 454-462.
22. Hunt, H. K., H. David and C. Tacy (1988), “Consumer Grudge Holding Dissatisfaction, and Complaining Behavior,” Journal of Consumer Satisfaction, 1, pp. 116-118.
23. Huang, A.H., and Yen, D.C.(2003), Usefulness of Instant Messaging Among Young Users: Social vs. Work Perspective. Human Systems Management (22), 63-72.
24. Kolter, P. and R. N. Clarke(1987), Marketing for Health Care Organization,
New Jersy, Prentice-Hall.
25. Lord, K. R., M. Lee, P. L. Sauer(1995), “The Combined Influence Hypothesis: Central and Peripheral Antecedents of Attitude toward the Ad,” Journal of Advertising,24, 1, pp. 73-85, Spring.
26. Legris, P., J. Ingham, and P. Collerette(2003). Why do people use information technology? A critical review of the technology acceptance model . Information & Management, 40, pp.191-204.
27. Murry, John P., J. L. Lastovicka, S. N. Singh, “Feeling and Liking Responses to
Television Programs: An Examination of Two Explanations for Media-Context Effects”, Journal of Consumer Research, 18, 4, pp. 441-452, March.
28.Nardi, B. A., Whittaker, S. and Bradner, E.(2000, December), Interaction and
outeraction: instant messaging in action. Proceedings of the 2000 ACM conference on Computer supported cooperative work, New York, USA, 79-88
29. Nunnally J. C.(1978), Psychometric theory, 2nd ed., McGraw Hill, New York.
30.Rebecca, E. Grinter, Leysia Palen (2002), Instant Messaging in Teen Life,ACM.
31. Venkatesh, V. and F.D. Davis (1996), A model of the antecedents of perceived ease of use: Development and Test. Decision Sciences, 27, No.3, pp.451-481.
32. Venkatesh, V., M.G.Morris, G.B.Davis and F.D.Davis (2003),User Acceptance of Information Technology: Toward A Unified View. MIS Quarterly, 27, pp. 425-478.