隨著時代不斷的演進與網際網路快速的發展，市場已經轉變為消費者所主導，要在這競爭激烈的環境中永保優勢的唯一方式，就是發掘並滿足消費者的需求。本研究以求職網站為例，探討「使用動機」、「訊息來源」、「服務品質」與「顧客滿意度」之關係及影響因素，希望能深入了解，使用動機與滿意度的關聯性，並深入研究在使用動機與資訊來源的因子中，何者影響了使用者的滿意度，進而發掘滿意度是否可以轉換成使用者的忠誠態度與行為，期許研究的結果能夠提供經營求職網站時的策略參考。 本研究採用網路問卷調查，問卷回收的樣本數中，多為網路重度使用族群並有多年的網路使用經驗。研究發現，不同人口屬性對顧客滿意度與顧客忠誠度，在特定項目上確實存有差異，而驅使使用者使用求職網站之因素主要是「基本動機」與「大眾媒體」的宣傳，對使用者而言，最重視「職缺服務」的品質，並且最為滿意於選擇使用求職網站與使用經驗，當未來有求職需求時，對於「求職網站是最佳選擇」的認同程度是最高的，尤其是針對曾經透過求職網站找到工作的族群。 本研究之結論與建議，乃依問卷調查資料分析所獲致之結果，使用者對於求職網站的使用行為，會與整體經濟環境與就業市場狀況有所關聯，致使研究結果會受到環境之影響而有所變動。

本研究以使用動機、知覺風險、服務品質為出發點，探討自助旅遊網站的滿意度與忠誠度之關係研究。歸納出自助旅遊網站四個主要的使用動機，分別為：尊嚴成就動機、娛樂動機、經濟動機、資訊動機。就知覺風險方面：網站使用者對自助旅遊的「財務風險」越高，網站使用滿意度越高；就服務品質方面：「網站有效易用」為最主要的因素。 網站忠誠度可分為「愛用推廣忠誠度」與「參與忠誠度」兩個因素，「社交風險」和「網站信用可靠」為共同建立使用者忠誠度的因素；使用動機中的「資訊動機」驅動「愛用推薦忠誠度」；而使用動機中的「尊嚴成就動機」可以有效的驅動「參與忠誠度」。

第一章：緒論。（一）研究動機（二）研究目的：１•瞭解臺北市民使用錄影機的程 度；２•瞭解臺北市民使用錄影機的動機。 第二章：理論與架構。（一）文獻探討。（二）研究架構。 第三章：研究方法。（一）問卷設計與變項測量。（二）抽樣：以臺北市十八歲以上 成年人一百八十名為樣本，進行問卷調查。（三）資料蒐集步驟。（四）資料處理與 統計分析。 第四章：結果的分析與解釋。（一）錄影機的使用程度。（二）錄影機的使用動機。 第五章：結論與建議。（一）結論。（二）建議。

近來國內網路社群逐漸普及，國內翻拍網路影音新聞已經成為電視新聞的重要素材來源。不少人宣稱Web2.0平台之後，使用者自創內容(user-generated content)得以擴大公民參與，但學界與實務界都有正反兩面的評價，本研究將從長期使用網路影音內容的台灣大學生，探查網路影音新聞可信度的影響因素為何？ 本研究採用紙本問卷調查，隨機抽樣國內十三所大專院校，有效樣本共達731份，研究結果顯示：（1）大學生主要獲知新聞訊息的管道為網路，公民影音素材對於電視新聞採用作為報導題材而言具其重要性，娛樂影音素材則衝擊新聞專業。（2）電視採用網路影音可信度及網路影音可信度皆獲得較低可信度評價，但在公民參與社會發展上有其意義。（3）大學生使用網路動機上愈偏離求知動機，且重視社交動機；愈注意電視採用網路影音作為素材的新聞，以及愈認同公民影音素材認知與娛樂影音素材認知會有傾向愈高的電視新聞採用網路影音專業可信度，另外，大學生使用網路動機上愈重視社交動機；越注意電視採用網路影音作為素材的新聞，以及愈認同公民影音素材認知與娛樂影音素材認知，會有傾向愈高的電視新聞採用網路影音參與可信度。（4）大學生使用網路動機上愈偏離求知動機；愈注意電視採用網路影音作為素材的新聞，以及愈認同娛樂影音素材認知會有傾向愈高的網路影音內容可信度，另外，大學生使用網路動機上愈偏向求知動機、社交動機與娛樂動機，以及愈認同公民影音素材、娛樂影音素材，會有傾向愈高的網路影音社會可信度。研究顯示網路影音可信度上雖然存疑，但對整體公民社會發展上，有其不容抹滅的意義。 / Social networks have been popular in Taiwan recently, and the online videos becomes the main source of TV news. An argument arises whether user-generated content can enhance civic participation after the appearance of Web 2.0 platform. Therefore, the purpose of thesis aims to examine the news credibility of Internet video news among Taiwanese college students who used to watch video content. The survey employed random sampling to collect 731 valid samples among 13 colleges. The important results of this thesis are listed as below: 1. Internet is the main outlet to gain news information for college students. Civic video is important theme of TV news, while entertainment video content has negative impact on journalism. 2. Both TV news which adapt Internet video and Internet video news have low credibility. 3a. College students who have lower information seeking motive and higher sociability motive for Internet use pay more attention on TV news which adapted Internet videos. 3b. College students who are more identified with civic videos and entertainment videos more likely think TV news which adapted videos have credibility. 3c. College students who have higher sociability motive for Internet use pay more attention on TV news which adapt online videos; 3d. College students who are more identified with civic videos and entertainment videos more likely think TV news which adapted videos have credibility. 4. College students who have less information seeking motives for Internet use pay more attention on TV news which adapt online videos, and college students who are more likely identified with entertainment news video have more credibility on Internet video news. In general, there are positive significant difference between online video credibility and the motives of information seeking, sociability, and entertainment. The results showed that although the credibility of online video is still in doubt, it still have positive devotions.

本研究重點欲探討時下人人皆有的心理狀態「寂寞感」、「交友軟體的使用動機」與「自我揭露」行為之間的關係、而「交友軟體品質特性」又如何調節影響「交友軟體使用動機」與「自我揭露」行為。本研究採取網路問卷調查的方式，對於交友App有使用經驗的使用者為主要調查對象，共計307有效問卷進行分析。本研究主要發現如下： 1.本研究的受試者以男性、年齡18-25歲、學歷以大專院校者為最多，感情狀況以未婚族群最多，但是還是有非單身甚至已婚交友用戶；使用交友軟體的時間大多兩年之內，平均下載2.66個交友App軟體，其中最常使用的交友App軟體為Beetalk。受試者平均每週上交友軟體的天數為5.07天，每週花費5.43小時。另外，高達94.1%的受試者曾經在交友App平台上與陌生人進一步用其他通訊軟體、社群媒體互動，並有88.9%的受試者曾約現實碰面。 2.寂寞感程度可顯著的正向預測交友軟體使用動機中的日常社交、社會逃避以及尋愛之三個構面。 3.寂寞感程度可顯著的正向預測自我揭露中的誠實度、數量以及正負向之三個構面。 4.關於交友軟體使用動機(日常社交、社會逃避、尋愛)與自我揭露(誠實度、數量、正負向)之間的關係：交友軟體使用動機中日常社交、社會逃避與尋愛之三個構面皆可顯著預測自我揭露中的誠實度：當日常社交和社會逃避動機越高時，自我揭露中的誠實度越高；但是當尋愛動機越高時，自我揭露中的誠實度越低。交友使用動機中日常社交和尋愛之二個構面皆可顯著預測自我揭露中的數量：當日常社交動機越高時，自我揭露中的數量越高；但當尋愛動機越高時，自我揭露中的數量越低。交友使用動機中日常社交之構面可顯著正向預測自我揭露中的正負向。 5.交友軟體品質特性(使用者介面、安全性、形象聲譽、會員素質、尋愛達成率)對交友軟體使用動機與自我揭露的調節效果中，僅只有尋愛達成率對交友軟體使用動機和自我揭露產生調節效果。 6.交友軟體使用動機中僅有日常社交之構面對於寂寞感程度與自我揭露有中介效果。 / The purpose of this study is to explore how “loneliness” which is widely prevalent throughout the society affects the motives of using online dating applications and the behavior of self-disclosure. Furthermore, how the quality of online dating apps operates in between the motives of using online dating apps and the behavior of self- disclosure. Online survey was conducted and 307 respondents completed the questionnaire. The research results are presented as follow: 1.Most of the respondents in the study are male, aged from 18 to 25, graduated from college and are currently single. Still, there are some of them in a relationship and even married. Subjects mostly have been used the dating apps less than 2 years, and averagely downloaded 2.66 dating apps. Furthermore, the most popular dating apps is Beetalk. Respondents use dating apps 5.07 days a week and 5.43 hours a week in average. Besides, there are 94.1% of the respondents have used other social media or social apps to communicate with other users they met in dating apps and 88.9% of the respondents have actually met up in real life. 2.Different degree of loneliness have statistically significant and positive predictable effect on the motives of using online dating apps including “Daily Social Needs”, “Escape to Virtual World”, and “Romance”. 3.Different degree of loneliness have statistically significant and positive predictable effect on the different aspects of self-disclosure including: Honesty, Quantity, and Positivity. 4.The motives of using online dating apps including “Daily Social Needs”, “Escape to Virtual World”, “Romance” have statistically significant and predictable effect on the honesty of self-disclosure. “Daily Social Needs” and “Romance” of motives have significant and predicable effect on the quantity of self-disclosure. Only “Daily social needs” have statistically significant and predictable effect on the positivity of self-disclosure. 5.Only the quality of “Love Achievement Rate” of online dating apps have operation effects in between the motives of using online dating apps and the behavior of self- disclosure. 6.Only “Daily social needs” of motives of using online dating apps have mediation effects between loneliness and the behavior of self disclosure.

寬頻網路發展的日趨成熟，讓即時通訊成為許多網路族開機後必使用之軟體，本研究乃運用「使用與滿足」理論，探討即時通訊使用者的使用動機、使用行為、使用滿足，以及三者之間的關係。 經由資料分析發現，使用者在使用即時通訊上，有三大使用動機因素，分別為「同儕交流動機」、「新奇娛樂動機」、「生活便利動機」；有三大使用活動因素，分別為「影音導向活動」、「訊息導向活動」、「文件導向活動」；有三大使用滿足因素，分別為「情緒管理滿足」、「關係維繫滿足」、「問題解決滿足」。本研究以使用動機因素為基礎，將樣本資料進行集群分析，結果獲得三大使用族群：「無的導向群」、「交際導向群」、「功能導向群」，再以統計檢定三大族群在「人口變項」、「使用行為」、「使用選擇」及「使用滿足」上的特徵差異描述。本研究亦發現即時通訊的兩大主流為MSN、Yahoo，兩者之使用人數即佔了有效樣本98.7%。 本研究的結果發現，三大族群在「使用動機」、「使用行為」上均有顯著的差異，但在「使用選擇」上則無顯示出特別的選擇偏好；三大族群的「使用動機」、「使用行為」與其「使用滿足」均有正向的關係，亦即是使用動機、使用行為表現得愈強烈，其所獲得之使用滿足也就愈強烈；另外，三大族群中選擇使用MSN、Yahoo的使用者，在「使用滿足」上亦呈現出不同的滿足情形。

電子商務多年的發展之下，人們在生活中已經習慣於網路購物，而隨着智慧型手機等行動裝置的普及，跨越線上與線下的O2O消費掀起了新一波風潮。其中，電影O2O在中國更是以爆發式地增長中。 本研究以電影O2O為例，希望探討消費者在線上購買電影票再到線下電影院觀影的消費行為背後的心理需求動機，以及在使用線上介面時前置因素如何影響其使用行為，以建構結合使用與滿足理論及科技接受模式（Technology Acceptance Model）的O2O消費行為模型。 本研究收集到460份有效問卷，研究結果發現消費者使用O2O的動機包括娛樂性、便利經濟性、社交性，其中娛樂性、社交性動機對促成使用行為有正向影響；而線上使用介面的知覺有用易用性對消費者的線上使用行為有正向影響。 / As e-commerce has been flourished for years, people getting more and more used to shopping online, on the other hand, popularization of mobile device leads to a new trendy of O2O service, which broke the wall between online and offline. For example, movie ticketing O2O is experiencing a great development in China. This study focus on movie ticketing O2O and try to clarify its user motivations, besides how actual uses were influenced by the factors of online interface. Altogether it is tempt to build up an O2O user model which combine with Uses and Gratifications Theory and Technology Acceptance Model. Collected 460 web questionnaires, the findings of this study show that entertainment, convenience and economy, sociality are all motivations of using O2O ticketing, entertainment and sociality indicate significance influence to actual using. For the part of online interface, perceived usefulness and ease of use are combined together to affect the online using positively.

隨著數位時代的來臨，數位食譜的發展蔚為風潮，也以各種形式進行行銷推廣，再加上以文化融入創意、行銷而廣受歡迎的文化創意產業也相當風行，如何將文化價值帶入數位食譜中，創造新的火花，值得探究。 本研究以量化之網路問卷為主、質化之深度訪談法為輔，利用動機理論的概念及Maslow(1943)的需求理論了解數位食譜使用者使用數位食譜的動機、需求，另運用Davis et al.(1989)提出的科技接受模型、張銀益等人(2010)提出的手機線上遊戲特性進行延伸，做為使用者需求問卷調查的評測及分析指標，並依照以下項目分別對使用者的想法進行探討：(1)使用動機與需求、(2)知覺價值、(3)數位食譜三大平台特性與使用意願、(4)數位食譜行銷策略、(5)手繪插畫與數位食譜結合之吸引力。探討數位食譜的發展現況及行銷策略則以質化之深度訪談法進行，訪談國內數位食譜網站愛料理、多多開伙，外國案例則是美國手繪食譜網站They Draw & Cook，並且發現現有數位食譜平台主要的行銷策略以依照節慶或食材進行主題式的行銷活動居多，除了數位食譜網站/App本身的食譜內容外，常見的行銷方式則為(1)社群媒體、(2)異業合作與置入、(3)實體產品發行或實體活動。創新行銷案例探討則以覺旅咖啡為對象，以質化之深度訪談法了解其創新行銷方式，並發現覺旅咖啡將文化價值深植於體驗行銷的概念是數位食譜平台應該加以學習、深化的行銷方式。綜合以上結果，本研究對研究結果進行分析及整理，並對數位食譜的行銷策略與發展提出建議。 最後，本文將研究結果運用於輔助、支持Illuscook+的創作發展與功能設計，將 Illuscook+做為數位食譜創新行銷策略的構想場域，在「資訊有用性」、「介面易用性」及「使用趣味性」上均收到使用者相當良好的評價，未來可持續發展為具有完整功能的數位食譜資訊整合平台。 / With the advent of digital age, the development of digital recipes is a growing trend, they market and promote themselves in various forms. Besides, the cultural and creative industries which integrate culture, creation and marketing are quite popular, bringing cultural values into digital recipes and creating new spark are worth exploring. In this study, researcher used online questionnaires and depth interviews to understand users’ motivations and needs of using digital recipes, supplemented by motivation theory and Maslow's hierarchy of needs (1943), also used TAM by Davis et al. (1989) and mobile online games features by Chang Yin-Yih et al. (2010) as the indicators of evaluation and analysis of questionnaires. This study used the following items to discuss user’s ideas of digital recipes: (1)usage motivations and needs, (2)perceived value, (3)the relations between three characteristics of digital recipe platforms and willingness to use, (4)marketing strategies of digit recipes, (5)the attraction of combining hand-drawn illustration and digital recipe. Researcher explored the current development and marketing strategies of digital recipes in depth interviews, using iCook, dodocook and They Draw & Cook as subjects. Through the results of interviews, the main marketing strategy of existing digital recipes platform is theme-based marketing activities in accordance with festivals or ingredients, and in addition to their own recipe content of digital recipe website / App, the common ways of their marketing are: (1)social media, (2)cross-sector cooperation and placement, (3)release actual products or hold actual activities. Depth interview was also used to know the innovative marketing of Journey Kaffe, and found that its concept of making cultural values deeply rooted in the experiential marketing is the way that digital recipes platform should learn. Based on the above results, this research analyzed and organized the findings, and made recommendations of digital marketing strategies and development. Finally, the results of study was used to support the development and functional design of Illuscook+, made it a field to realize the innovative marketing ideas of digital recipes, and had received pretty good feedback from users in "information usefulness", "interface usability" and "usage interesting", may develop as a fully functional digital recipe platform in the future.

中華電信MOD是台灣目前最具規模的互動電視(IPTV)平台，全台已有68萬用戶，除了提供影片隨選（Video on demad）的服務之外，也積極發展其他類型的加值服務，本研究以中華電信MOD之「心靈開運網」算命服務為例，從中探討該服務使用族群的「使用動機」、「服務品質」、「顧客滿意度」、「顧客忠誠度」之間的相互關係，並研究使用動機與服務品質等因子中，何者影響使用族群的滿意度？希望這樣的研究結果日後可提供其他互動電視加值服務開發廠商參考。 本研究經量化研究的統計分析方法與質化研究的深度訪談法，對中華電信MOD加值服務「心靈開運網」算命服務使用族群發放電視問卷，以分析用戶的基本資料與使用行為，同時輔以深度訪談，綜合用戶調查資料、同業建議、MOD平台經營者等各方看法，對本算命服務發現與建議如下： 一.每個年齡層對算命內容的需求有明顯差異，可根據用戶常算的算命分類紀錄，提供客製化的首頁，以方便用戶選擇。 二.從用戶的算命記錄可看出用戶目前的需求，可以針對用戶的需求尋找異業結盟或廣告交換，如理財、婚顧、養生、交友等服務，以提高用戶滿意度。 三.人口統計變項(性別、年齡、教育、職業、收入)對於中華電信MOD加值服務「心靈開運網」之使用動機、服務品質、忠誠度、滿意度，除了學歷之外，並無顯著差異，可能表示不同人口統計變項，對於算命的喜好差異不大。 四.服務品質與滿意度的關連性，較使用動機與滿意度的關連性強，服務品質愈好，滿意度愈高。 五.服務品質對滿意度的影響很大，其中產品可靠度，也就是算命的準確度，將影響整個服務品質構面給用戶的感覺。 六.本算命服務對於個人隱私愈保護，用戶的再度使用意願會愈高，同時算命內容若讓用戶感覺能趨吉避凶，感覺安心，推薦給他人的機會就愈高。 關鍵詞：互動電視、IPTV、MOD、加值服務、心靈開運網、使用動機、資訊來源、服務品質、滿意度、忠誠度、電視問卷 / Abstract Chunghwa Telecom MOD is the most popular IPTV provider in Taiwan, which now has around 680,000 subscribers. In addition to providing video on demand services, Chunghwa Telecom MOD is also aggressively expanding other value-added-services (VAS). Using Chunghwa Telecom MOD's "Superfate" service as an example, this study tried to examine the relationships between “usage motivation”, “service quality”, “customer satisfaction”, and “customer loyalty”. Furthermore, we tried to investigate which of the following factors (e.g., usage motivation and service quality) has the greatest impact on “customer satisfaction”. We hope that the research outcome could provide some directions for other VAS developers of IPTV industry. Using both quantitative statistical analysis and qualitative in-depth interviews. We extensively surveyed different consumer groups of Chunghwa Telecom MOD's "Superfate" service in order to understand consumer profile and user behavior. At the same time, we also conducted in-depth interviews Based upon research outcomes from consumer surveys and key industry players interviews, we provide several recommendations to the "Superfate" service as follow: 1.Different age groups have different demands on fortune telling content. To make this service more user-friendly, we should customize the front page according to the record of the customers' most-frequently-visit fortune-telling categories. 2.Based on the usage records of each user, we can easily identify the associated services each customer might need. We can effectively increase customer satisfaction level by forming strategic alliance with other value-added-services, e.g. personal finance, match-making, wedding-planning, and health care related services. 3.Demographic variables (e.g., age, gender, occupation, and income) do not have a significantly different impact on usage motivation, service quality, customer loyalty, and satisfaction. Educational level is the exception. Our results imply that demographic differences do not significantly influence customers' preference on fortune-telling. 4.Service quality has a stronger influence on satisfaction level than usage motivation. The better the service quality, the more satisfied the users are. 5.Service quality has a strong influence on the level of customer satisfaction. Moreover, the reliability of the service, or the accuracy of the fortune-telling result, can greatly impact customers' perception of service quality. 6.Users are more willing to reuse this service when they feel their privacy is protected. Meanwhile, the user is more willing to recommend this service to others when they feel the fortune-telling results could help them approach the positive luck and avoid the negative fate. Keywords：Multimedia On Demand(MOD)、IPTV、value-added-services、Superfate、usage motivation、service quality、customer satisfaction、customer loyalty、TV questionnaire survey

全球第一大社群網站 Facebook，在 2007 年推出的 Facebook 粉絲專頁（Fan Page），是一個公開的介面，集合了娛樂、社交、資訊尋求三項商業行銷功能。根據 Facebook 官方統計，目前共有 118 萬個粉絲專頁，由一百多萬個公司團體開立，更吸引了超過 5 億 3,000 萬人次粉絲。近年來，台灣食譜 Facebook 粉絲團備受關注，本研究將探討網友對 iCook 愛料理粉絲團的使用動機。 其次，本研究目的，在探討 iCook 食譜粉絲團之「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」之意涵。探討人口統計變相對「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」的顯著差異性。檢定「使用動機」、「資訊來源」、「服務品質」、「顧客滿意度」和「顧客忠誠度」具有顯著關係。經由量化分析與質化訪談之相關研究，針對iCook食譜粉絲團提出行銷策略建議。 本研究以 馬斯洛《需求層級理論》，探討 Facebook 粉絲團的閱聽眾使用動機，針對經常瀏覽 iCook 粉絲團的常用使用者為研究對象，本研究利用「問卷調查法」與「深度訪談法」進行研究，兼顧量化及質化兩種研究途徑。透過網路問卷抽樣調查方式，回收有效問卷 506 份，並針對 iCook 愛料理網站創辦人、美食部落客、粉絲團會員重度使用者進行深度訪談。 研究結果顯示， iCook 食譜粉絲團以女性家庭主婦和上班族為主，年齡層以26-45 歲居多，教育程度以大學為最多，居住地區以北部為主。在使用動機、資訊來源及服務品質對於顧客滿意度有顯著正相關；使用動機、資訊來源及服務品質及顧客忠誠度有顯著正相關；顧客滿意度與忠誠度有顯著正相關。 經質化與量化分析，本研究對於 iCook 食譜粉絲團之行銷策略建議如下： 1. 提供豐富多樣的食譜資訊，讓使用者感覺有其價值性 2. 善用社群口碑行銷傳播，以內容取代廣告創造利基 3. 優化服務與開拓異業結盟機會，有助品牌知名度與滿意度 　　綜合上述，以鞏固其品牌忠誠度，朝長久經營之路邁進。 / Facebook, the biggest social network site in the world, launched the Page service in 2007. It is a public platform including entertainment, social contact and information seeking functions for business and marketing. According to the official statistics from Facebook, there are currently 1.18 million Facebook Pages created by more than 1 million organizations, attracting more than 530 million users. In recent years, the cookbook’s Facebook Pages in Taiwan attract more attention than before therefore the research is going to discuss the motivation of fans using iCook Facebook Page. Furthermore, the purpose of this study is to explore using motivation, sources, service quality, customer satisfaction and customer loyalty for iCook Facebook Page. To analyze the demographic variables differences on using motivation, information sources, service quality, customer satisfaction, customer loyalty differences. Also to test the relation between using motivation, information sources, service quality, customer satisfaction, customer loyalty. Through quantitative and qualitative research methods, provide marketing strategy recommendation. The study is based on “Maslow's Hierarchy of Needs Theory” and investigates Facebook Page audiences’ usage motivation. The target research group is the user who visits iCook Facebook Page frequently. In order to give consideration to both quantitative and qualitative approach, this study adopts questionnaire survey and in-depth interviews for research methods. There are 506 effective questionnaires from the Internet survey and conducts the in-depth interviews to iCook founder, Cuisine Bloggers and heavy users. The result indicates that the users of iCook Facebook Page are mainly female, housewife and office worker by occupations, the age between 26 and 45, education background is college and above, living around the northern Taiwan. The using motivation, information sources and service quality have a significant positive correlation with customer satisfaction, as well as customer loyalty. Therefore the service quality and customer loyalty are positive correlation. Based on the quantitative and qualitative analysis, this study suggests that iCook Facebook Page should apply more Social Media Marketing strategies and several recommendations as follows: 1. Providing various recipe for readers to let users feel valuable. 2. To leverage the power of Word of Mouth Marketing (WOMM) and to replace the advertisement to content in order to create the niche. 3. Optimizing the web services and features to expand cross-industry strategic alliance opportunities, it helps to promote the brand image and reputation.