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研究生:盧昱均
研究生(外文):Lu, Yu-Chun
論文名稱:促進行動銀行應用程式下載率:線上傳統媒體與社群媒體在網路行銷上相對效益的比較
論文名稱(外文):Driving the Download Rate of Banking App: Comparing the Relative Effectiveness of Online Traditional and Social Media Marketing
指導教授:張欣綠張欣綠引用關係
指導教授(外文):Chang, Hsin-Lu
口試委員:王凱張欣綠戴基峰
口試委員(外文):Wang, KaiChang, Hsin-LuTai, Chi-Feng
口試日期:2020-07-03
學位類別:碩士
校院名稱:國立政治大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:33
外文關鍵詞:App marketingOnline marketingBanking appSocial media marketingSynergy effectMarketing effectiveness
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In this mobile era, apps have become the main connection between companies and their consumers. The past research has revealed that 88.2 percent of people with smartphones use their smartphone for 2 hours and 58.5 minutes every day. The time even becomes 5 hours and 12.6 minutes among 18- to 19-year-old people, and more than 80 percent of this group are using social networks such as Facebook or YouTube. Popularizing apps through these channels is now a significant task that all companies should pursue.
This research aims to measure the effectiveness of traditional, socially owned, and socially earned online media on apps download in the context of mobile banking. We collected data from a leading Taiwanese bank about the click-through rates of online advertisements across different online channels and examined the influence on the app download rate. We will use a log-log model to test our model. This study emphasizes app marketing and will reveal which channels can promote downloads most effectively.
CHAPTER 1: INTRODUCTION 1
CHAPTER 2: LITERATURE REVIEW 4
2.1. Mobile App Marketing 4
2.2. Marketing channel selection 6
2.3. Online traditional and social media 7
CHAPTER 3: RESEARCH MODEL 9
3.1. Conceptual framework 9
3.2 Model development 12
CHAPTER 4: DATA COLLECTION 16
4.1 Case description 16
4.2 Data description 19
CHAPTER 5: MODEL ANALYSIS AND RESULT 22
5.1 The Model of Landing Page Clicks 22
5.2 The Model of Account-Opening Clicks 23
5.3 App-Download Model 24
5.4 Channels’ Synergy Effects 26
5.5 Carryover Effect 27
5.6 Summary 28
CHAPTER 6: CONCLUSION 29
REFERENCE 31
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