參考文獻
中文部分
1.J. L. Freedman著,丁組蔭等譯(民77),「社會心理學」,五洲出版社,台北市。
2.Philip G. Zimbardo著,游恆山譯(民78),「心理學」,五南圖書出版有限公司,台北市。
3.Robbin Zeff, Brad Aronson著,詹佩娟譯(民89),「廣告Any Time:網際網路廣告」,漢智電子商務,台北市。
4.田中洋、丸岡吉人著,蔡焜霖譯(民82),「新廣告心理」,朝陽堂文化,台北市。
5.吳明隆(民89),「SPSS統計應用實務」,松岡電腦圖書資料股份有限公司,台北市。
6.林志宏、蘇高毅(民89),「我國資訊市場發展趨勢分析」,資訊工業策進會資訊市場情報中心,臺北市。
7.席汝楫(民86),「社會科學及行為研究方法」,五南圖書出版有限公司,台北市。
8.張旭文(民87),「廣告訊息建構方式與廣告主聲譽對電子郵件廣告效果之影響」,國立中興大學企業管理研究所碩士論文。9.張雄輝(民90),「以生活型態分析電子郵件廣告效果」,國立大葉大學事業經營研究所碩士論文。10.張瓊文(民89),網際網路用戶數成長趨勢與行為分析,電子化企業經理人報告, 12月,頁70-75。11.許士軍(民77),「用行銷眼光掃瞄生活形態」,卓越雜誌,41期,頁29。
12.陳順宇(民89),「多變量分析」,華泰書局,台北市。
13.曾鼎翔(民89),「消費者廣告壅塞知覺及其影響之探討~以台南市消費者為例」,國立成功大學工業管理研究所碩士論文。14.雲志文(民89),「對網路廣告態度之調查研究」,國立中山大學資訊管理研究所碩士論文。15.楊中芳(民83),「廣告的心理原理」,遠流出版公司,台北市。
16.楊國樞等編著(民67),「社會科學及行為研究方法」,東華書局,台北市。
17.榮泰生(民85),「廣告策略」,五南圖書出版有限公司,台北市。
18.劉毅志等編著(民81),「廣告學」,國立空中大學,台北縣。
19.樊志育(民75),「廣告學」,三民書局,台北市。
20.蔡承志、林禎舜、蔡麗瓊(民89),「電子郵件調查穩定度的探討」,中央研究院調查研究工作室調查研究方法與應用學術研討會會議論文集。
21.蔡鳳月(民85),「影響電子郵件實施成效因素之研究」,交通大學管理科學研究所碩士論文。22.鄭自隆(民89),「台灣網路廣告市場趨勢分析」,台灣有線視訊寬頻網路發展協進會專案研究計畫。
23.賴慧敏(民90),「電子郵件行銷數位商品之研究」,國立中正大學資訊管理研究所碩士論文。24.賴建民(民88),「電子郵件的網路廣告效果-以網路行銷研究法調查」,國立台灣大學商學研究所碩士論文。25.顏伯勤(民79),「廣告學」,三民書局,台北市。
26.羅文坤、鄭英傑(民78),「廣告學:創意與策略」,華泰書局,台北市。
27.網際網路的廣告支出, http://www.iab.net/
28.我國的網路使用,http://www.find.org.tw/usage.asp
29.我國的網路使用查,http://survey.yam.com/survey2001/result.htm
30.台灣網路廣告市場概況, http://tw.emarketing.yahoo.com/market.html
英文部分
1.Abernethy, A. M. (1991), “Differences between Advertising, and Program Exposure for Car Radio Listening,” Journal of Advertising Research, 31(3), pp.33-42.
2.Bachman, T. J. (1999), “Listener turning off radio,” Mediaweek, 9(25), p.8.
3.Beltramini, R. F. & Blasko, V. J. (1986), “An Analysis of Award-winning Advertising Headlines,” Journal of advertising research, 26(6), pp.48-52.
4.Berghel, H. (1997), “Email - The Good, The Bad, and The Ugly,” Communications of ACM, 40(4), pp.11-15.
5.Blackwell, R. D., Miniard, P. W., and Engel, J. F. (1995), Consumer Behavior, 8th Ed., New York: Dryden Press.
6.Blackwell, R. D., Miniard, P. W., and Engel, J. F. (2001), Consumer Behavior, 9th Ed., Orlando: Harcourt College Publishers.
7.Boehlefeld, S. P. (1996), “Doing the right thing: ethical cyberspace research,” the Information Society, 12, pp.141-152.
8.Brehm, J. W. (1966), A Theory of Psychological Reactance, New York: Academic Press, Inc.
9.Bryman, A. and Cramer, D. (1997),Quantitative Data Analysis with SPSS for Windows, London: Routledge.
10.Clancey, D. (1994), “The Television Audience Examined,” Journal of Advertising Research, 34(3), pp.2-11.
11.Clark, E. M., Brock T. C., and Stewart D. W. (1994), Attention, Attitude and Affect in Response to Advertising, New Jersey: Lawrence Erlbaum Associates.
12.Clee, M. A. and Wicklund, R. A. (1980),” Consumer Behavior and Psychological Reactance,” Journal of Consumer Research, 6(4), pp.389-405.
13.Danaher, P. J. (1995), “What Happens to Television Ratings During Commercial Breaks?,” Journal of Advertising Research, 35(1), pp.37-45.
14.Demby, D. (1974), “Psychographics and from where it Came,” in William D, Wells ed., Life Style and Psychographics, Chicago: A. M. A., pp21-28.
15.Dirksen, C. J. & Kroeger, A. (1968), Advertising Principles and Problems, Irwin: Homewood.
16.Ducoffe, R. H. (1996), “Advertising Value and Advertising on the Web,” Journal of Advertising Research, September/October, 36(5), pp. 21-35.
17.Dunn, S. W. (1990), Advertising : its role in modern marketing, 7th ed., Chicago :Dryden Press.
18.Everett, S. L. (1994), “Commercial Breaks: A Viewing Behavior Study,” Lournalism Quarterly, 71(2), pp.346-355.
19.Fishbein, M. (1967), “A Constructing Life Ctyle and their Role in Attitude Measurement,” in Martin Fishbein, ed., Reading in Attitude Theory and Measurement, New York: John Wiley & Sons, pp.257-266.
20.Fred, D. R. and Darden W. R. (1974), “Constructing Life Style and Psychographics,” in William D, Wells ed., Life Style and Psychographics, Chicago: A. M. A.
21.Hawkins, D. T. (1994), Electronic Advertising: on online system, online.
22.Heeter, C. and Cohen E. (1988), Viewing Style Differences between Radio and Television, In Cableviewing, C. Heeter and B. S. Greenberg. Eds. Norwood, NJ: Ablex Publishing Company.
23.Heeter, C. and Greenberg, B. S. (1985), “Profiling the Zappers,” Journal of Advertising Research, 25(2), pp.15-19.
24.Hoffman, D. and Novak, T. P. (1996), “Marketing in Hypermedia Computer-Mediated Environment: Conceptual Model,” Journal of Marketing, 60, pp.50-68.
25.Javalgi, R. D., Cutler, B. D. & Malhotra, N. K. (1995), “Print Advertising at the Component Level a Cross-cultural Comparison of the United States and Japan,” Journal of Business Research, 34(2), pp.117-124.
26.Joseph, D. R. (2002), “Consumer Resistance in a World of Advertising Clutter:The Case of Adbusters,” Psychology & Marketing, 19(2), pp.127-148.
27.Keeler, L. L. (1995), “How to extend your email reach,” Supervisory Management, Aug, pp.7-8.
28.Kotler, P. (1994), Marketing Management, Analysis, Planning and Communication, 5th ed., Engkewood Cliff N. J.: Prentice-Hall, Inc.
29.Kotler, P. and Armstrong (1994), Principle of Marketing, 6th ed., Englewood Cliffs N. J.: Prentice-Hall, Inc.
30.Lazer W. (1963), “Life Style Concept and Marketing,” in Stephen Creyser ed., Toward Scientific Marketing, Chicago: A. M. A.
31.Lucas, D. B. and Britt, S. H. (1950), Advertising Psychology and Research, New York: McGRAE-HILL.
32.Lutz, R. J. (1985), Affective and Cognitive Antecedents of Attitude toward the Ad: a Conceptual Framework, NJ: Erlbaum.
33.Lutz, R. J., Mackenzie, S. B. and Belch, G. E. (1986), “The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanation,” Journal of Marketing Research, 23(2), pp.130-143.
34.Mehta, R. and Sivadas, E. (1995), “Direct Marketing on the Internet: An Empirical Assessment of Consumer Attitudes,” Journal of Direct Marketing, 9(3), pp.21-32.
35.Mehta, A. (2000), “Advertising Attitudes and Advertising Effectiveness,” Journal of Advertising Research, May ∙June, pp.67-72.
36.Mitchell A. A. (1993), Advertising Exposure, Memory and Choice, New Jersey: Lawrence Erlbaum Associates.
37.Mooij, M. D. (1991), Advertising Worldwide:Concepts, theories and practice of international, multinational and gobal advertising, New York: Prentice Hall.
38.Plummer, J. T. (1974), “The Concept and Application of Attitude Affect,” Journal of Marketing, 38(1), pp.33-37.
39.Quinn, K.T. (1985), Advances in office automation, New York: John Wiley & Sons.
40.Rice, R. E. & Bair, J. H. (1984), New organizational media and productivity, The new media: Communication, research, and technology, Beverly Hills, CA: Sage, pp.185-215.
41.Rumbo, J. D. (1985), “Zapping: The Real Issue is Communication,” Journal of Advertising Research, 25(2), pp.9-12.
42.Schaefer, D. R. & Dillman, D. A. (1998), “Development of a Standard E-Mail Methodology: Results of an Experiment,” Public Opinion Duarterly, 62(3), pp.378-397.
43.Schlosser, A. E., Shavitt, S. and Kanfer, A. (1999), “Survey of Internet User’s Attitudes toward Internet Advertising,” Journal of interactive marketing, 13(3), pp.34-54.
44.Shiffman, L. G. and Kanuk, L. L. (1994), Consumer Behavior, 5th ed., New York: Prentice Hall International Inc.
45.Speck, P. S., and Elliott, M. T. (1997), “Antecedents and Consequences of Perceived Advertising Clutter,” Journal of Current Issues and Research in Advertising, 19(2), pp.39-54.
46.Speck, P. S., and Elliott, M. T. (1997), “Predictors of Advertising Avoidance in Print and Broadcast Media,” Journal of advertising, 26(3), pp.61-76.
47.Speck, P. S., and Elliott, M. T. (1998), “Consumer Perceptions of Advertising Clutter and Its Impact across Various Media,” Journal of advertising Research, 38(1), pp.29-41.
48.Sproull L.S.& Kiesler S. (1994), Connections: New Ways of Working in the Networked Organization, 4th ed., MIT: Appendix.
49.Tierney, P. (2000), “Internet-based Evaluation of Tourism Web Site Effectiveness: Methodological Issues and Survey Results,” Journal of Travel Research, 39, pp.212-219.
50.Todd, S. & Lawson, R. (2001), “Lifestyle segmentation and museum/gallery visiting behavior,” International Journal of Nonprofit and Voluntary Sector Marketing, 6(3), pp.269-277.
51.Walsh, J. P., Kiesler S., Sproull L. S., and Hesse, B. W. (1992), “Self-Select and Randomly Selectd Respondents in a Computer Network Survey,” Public Opinion Quarterly, 56(2), pp.241-244.
52.Wells, W. D. (1975), “Psychographics: A Critical Review,” Journal of Marketing Research, 11(2), p.196.
53.Wells, W. D. and Tigert, D. J. (1971), “Activities Interest and Opinions,” Journal of Advertising Research, 11(4), pp.27-55.
54.Wind, Y. and Green, P. E. (1974), “Some Conceptual, Measurement, and Analytical Problems in Life Style Research,” in William D, Wells ed., Life Style and Psychographics, Chicago: A. M. A.
55.Zeff, R. & Aronson, B. (1999), Advertising on the Internet, 2nd ed., New York: John Wiley & Sons.