一、中文部份
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4.吳明隆 (2000),SPSS統計應用實務,台北:松崗電腦。
5.吳統雄 (1985),態度與行為研究的信度與效度:理論、應用、反省,民意學行專刊, 29—53頁。
6.周倩、林華 (1997),電腦網路與傳播問卷調查,中華傳播學會97年會論文。
7.林燕萍 (1994),直銷商獎酬制度之激勵效果分析,國立台灣大學商學研究所,未出版碩士論文。8.洪明洲 (1997),管理-個案.理論.辨證,台北:科技圖書。
9.徐振軒 (1998),網際網路上促銷模式之研究,國立中山大學資訊管理研究所,未出版碩士論文。10.康志瑋 (2001),涉入理論於網路商品行銷之應用,長庚大學企業管理研究所,未出版碩士論文。11.張志峰 (1996),壽險業務人員個人特質及其主管領導對其激勵認知之影響,國立台灣技術學院管理技術研究所,未出版碩士論文。12.張春興 (1992),心理學,台北:東華。
13.張鈺珮 (2004),以資料探勘技術進行電子行銷區隔基礎研究,長庚大學企業管理研究所,未出版碩士論文。14.莊麗卿 (1992),實用促銷手冊,台北:遠流。
15.許士軍 (1988),現代行銷管理,台北:三民。
16.陳厚志 (2001),網際網路使用者對促銷活動偏好之研究,淡江大學管理科學學系,未出版碩士論文。17.陳清暉 (2001),影響網路問卷表現與紙筆問卷表現差異因素之探討,輔仁大學心理學系,未出版碩士論文。18.陳淑娟 (1993),「從商品之促銷活動-談消費者購買態度之傾向」,育達學報,7期,116—128頁。19.陸玉蘭 (1999),消費者生活型態與促銷活動對品牌忠誠度之影響-以台北市女性化粧品消費者為例,東吳大學企業管理學系,未出版碩士論文。20.黃俊英 (1997),SAS精析與實例,台北:華泰。
21.黃俊英 (2000),多變量分析,台北:中國經濟企業研究所,第七版。
22.黃添進 (2000),網路問卷調查可行性評估研究,國立台北大學統計學系,未出版碩士論文。23.黃嘉惠 (2002),網路行銷之有效市場區隔變數研究,長庚大學企業管理研究所,未出版碩士論文。24.黃儷莉、李茂興 (1991),組織行為管理心理學理論與實務,台北:揚智。
25.楊芷瑋 (2004),便利商店香菸行銷策略與大學生接受程度之初探研究-以北區兩所大專院校為例,臺北醫學大學公共衛生學系,未出版碩士論文。26.翟本瑞 (2004),影響電子郵寄問卷回收率因素之研究,教育部大學學術追求卓越發展計畫研究成果。
27.劉美琪 (1995),促銷管理-理論與實務,台北:正中。
28.歐柏杉 (1995),E-mail與紙張問卷之績效比較研究,國立交通大學管理研究所,未出版碩士論文。29.潘明燦 (1991),業務員激勵制度的激勵效果分析及其受個人特質及組織經驗的影響-以電子資訊業為實證,國立台灣大學商學研究所,未出版碩士論文。30.鄭育儒 (1997),多層次傳銷公司中直銷商激勵效果之研究,淡江大學國際貿易學系國際企業學碩士班,未出版碩士論文。31.賴信榮 (1994),實施目標管理之公司中員工激勵誘因偏好之研究-以基層主管以上主管為例,東吳大學管理科學研究所,未出版碩士論文。32.簡元育 (1996),「漫談網路發展沿革」,倚天雜誌,32期,47—49頁。33.羅至良 (2002),電腦問卷、匿名效果對降低社會期望反應之探討,國立東華大學教育研究所,未出版碩士論文。34.蘇蘅、吳淑俊 (1997),「電腦網路問卷調查可行性及回覆者特質的研究」,新聞學研究,54期,75—100頁。35.龔俊霖 (2001),「我國網路族群分析」,資策會資訊工業透析-電子商務,2—19頁。
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