電影屬於服務的一種，具有抽象與體驗消費的特性，因此，消費者在親自觀賞之前很難評估一部電影的品質為何。為了減少購買風險，他們會盡量尋找參考資訊或與其他消費者交流來增加了解程度，以協助其進行購買決策。其中，又因口碑為消費者之間一種非商業化、非正式的溝通，多為消費者個人的經驗分享，較一般公司網站與商業廣告更為公正客觀，也更容易獲得信任，在電影行銷的過程中扮演非常重要的角色。 不同於過去的研究，本研究依據「深思熟慮可能性模式」將口碑依其內容分為中央與周邊線索口碑資訊，再加入消費者的「涉入程度」與「口碑信任度」為調節變數，分別探討它們對於消費者態度的影響。 經兩次前測後發放正式問卷，共回收233份有效問卷，主要研究發現如下： 1.中央與周邊線索口碑資訊皆會顯著且正向影響消費者的態度。 2.消費者涉入程度的調節效果相當有限，但其本身對消費者態度即具有非常大的影響力。 3.口碑來源信任度對中央線索口碑資訊與態度之間的關係具有強化的作用，但反而會減弱周邊線索口碑資訊對態度的影響力。

本研究是根據Feick和Price等學者在傳統實體通路所作的「市場行家」相關研究為出發點，希望在網際網路的世界中也能夠證實「網路市場行家」的存在；「網路市場行家」會因應網際網路的傳播特質，展現他們的市場影響力，故本研究可以視為「市場行家理論」在網際網路環境下的應證與延伸。 本研究所定義的「網路市場行家」，不但積極上網搜尋多元化的商品資訊以及新商品或新品牌的訊息，同時也較常在網路上消費，另外他們每週上網時數高達23.8小時，平均訂閱7.7份免費電子報，也較有意願訂閱付費電子報。 「網路市場行家」對於網路行銷人員的意義在於，他們是「電子口碑」傳播的種子，因為他們平時轉寄電子郵件的頻率比一般人高，同時「網路市場行家」認為市場訊息是重要並值得轉寄給其它人，其中他們最重視的是「特價訊息」，其次才是「產品品質」。而「網路市場行家」最常接觸的行銷管道依次為：閱讀熟人轉寄的電子郵件，其次是收到電子折價券、參與網路促銷贈獎活動、閱讀電子郵件廣告，最後才是點選橫幅廣告。 「網路市場行家」不僅傳遞有用的消費資訊而已，研究也發現他們對於身邊的人在購買「書籍雜誌」的決策上，具有意見領袖影響特質；而「男性網路市場行家」在「電腦硬體及周邊」上具有意見領袖特質，而「女性網路市場行家」則對於「室內休閒娛樂」方面具有意見領袖的影響力。至於在新上市商品的早期購買行為方面，「網路市場行家」會比別人早一步購買「書籍雜誌」類商品，至於其它新商品方面，他們仍是最好的市場訊息的代言人。 「網路市場行家」喜歡蒐尋市場資訊，又較常因人際之間轉寄電子郵件而傳播市場資訊，故他們所傳播的「電子口碑」對於消費行為具有不可忽視的影響力。本研究應證「網路市場行家」特質的存在，不但初步建立「電子口碑傳播」的研究基礎，也延伸了傳統「市場行家」理論的意涵。

過去在探討招募活動的成效時，多著重在招募活動對組織吸引力或工作選擇影響，惟關於求職者個人心理因素之研究則較少述及。另外，近年招募學者引入行銷觀念，提出雇主品牌形象概念，強調企業身為一個雇主的形象會影響求職者對組織的嚮往程度及相關招募成效。因此，本研究嘗試納入個人心理變項-涉入程度，與雇主品牌形象概念，探討招募策略對組織吸引力與口碑散佈之影響效果。 本研究與「S銀行」進行合作，針對215位具有學生身分的潛在求職者進行問卷調查。研究結果發現，高訊息招募策略中的徵才說明會對組織吸引力與口碑散佈意願較有影響力，且與詳細招募文宣比較達顯著差異。並且，參與者的涉入程度會影響徵才說明會對組織吸引力與口碑散佈意願的效果，而雇主品牌形象中的時尚感是主要影響徵才說明會對組織吸引力效果的因素；雇主品牌形象中的成就導向、友善性則會影響徵才說明會對口碑散佈意願的效果。

在網際網路快速發展下，大量使用者在獲取知識與新聞的管道，已由傳統媒體轉移到網路上。網路活動下使用者互動後所留下的訊息，也就是網路口碑，也逐漸受到重視。而隨著經濟發展，國人在固定薪資下無法負擔高房價、高物價的生活，如何透過投資理財來增加自身財富，已是非常普遍，其中又以股市投資為大眾所重視之途徑。 網路新聞的發布，除了具有網路的即時性外，配合使用者閱讀內化後所留下的評論，應含有比網路新聞本身內容更多的資訊，投資者便可藉此找尋隱含之中大量市場消息與資訊。 本研究為了在龐大的資料量中，幫助使用者挖掘其背後之涵義，進而提供投資預測，將蒐集網路新聞及其閱讀者評論共1068篇，並分為訓練資料與測試資料，使用文字探勘及相關技術做前處理，再透過kNN分群技術，計算訓練資料文件間相似度，將大量未知資料依其相似度做分群後，利用歷史股價訊息對群集結果之特徵分析解釋之並建立預測模型，最後透過測試資料將模型分群結果進行評估，進而對股價趨勢做出預測。 / With the rapid development of the Internet, the way of user access to knowledge and news transfer from traditional media to the network. Internet word-of-mouth, the message generated from users' interaction on internet, attracts more and more people's attention. With economic development, people in the fixed salary cannot afford high prices and high price in live. People increase their own wealth through investment is very common, among which the stock market is the way to public attention. Internet news has the immediacy of the Internet. And the comments left with the user to read the internalization should contain more information than the Internet news. Investors can find the market news and information by Internet news and comments. In this study, in order to help the user to find the meaning behind the huge amount of data, and thus provide investment forecast. We will collect 1068 of internet news and reader reviews to divide into training data and test data using text mining and related technologies to do the pre-treatment, and then calculate the similarity between the training data by kNN, a lot of unknown data according to their similarity clustering. Cluster through the historical share price analysis and modeling. Finally, the model clustering results were evaluated through the test data to predict price trends. The prediction model from training data clustering, use test data to do the evaluation found: k = 15, the similarity threshold value = 0.05, cluster the results of the F-measure performance up to 56% rise in the cluster. K values and the similarity threshold will be adjusted to obtain the most favorable results of the model

隨著經濟成長，高度競爭的生活環境造成人們睡眠品質不佳或失眠，多半是深受入睡困難、淺眠和早醒等困擾。因此，對於現代人逐漸願意投資在寢具和床墊產品只求一夜好眠。 床墊是為耐久財，生命週期長且消費者感知風險高，因此大多消費者在購買前會先進行相關資訊蒐集。網路的普及使得商品資訊在網路上公開，使得網路成為消費者購物前蒐集資訊的主要管道。而隨著web2.0的興起，消費者在網路上分享產品資訊的網路口碑有了爆炸性的增加，產生了讓廠商無法忽視的網路口碑效應。透過網路口碑的分析可以了解消費者與市場需求，提供廠商未來修正整體經營策略。 本研究透過網路蒐集網路口碑進行內容分析法，瞭解消費者選購床墊的決策流程以及對國內外高價品牌床墊的評價。從研究結果可以發現，近四成的消費者是為了改善睡眠品質而產生購買床墊的需求。實體通路及網路是消費者主要蒐集資訊的管道。在評估床墊時，消費者重視床墊品質、價格以及軟硬度，他們在意床墊和彈簧的設計以及床墊軟硬度。而有近五成五的消費者是偏好較硬床墊。近九成九的購買管道為品牌床墊專賣店和一般床墊經銷通路居多。約1%的消費者由於網路購物的七天鑑賞期而選擇在網路購物平台購買。近七成五的消費者購買後表示滿意，近二成五的消費者購後仍不滿意床墊與彈簧的設計與材質，以及依舊腰酸背痛等。 消費者對於國內外床墊品牌的正面口碑多於負面口碑，其中消費者對席伊麗品牌形象最佳，負面評論少。而消費者對本土床墊品牌，如：德泰彈簧床、老K牌彈簧床和10 Days的品質也有正面的評價，但對於品牌形象與經營則保持負面的態度，建議未來應針對加強品牌權益的目標，調整行銷策略。 / With economic growth, a highly competitive environment results people in poor quality sleep or insomnia. Most of them suffer from difficulty in falling asleep, light sleep and wake early. Therefore, people are more and more willing to invest in bedding, pillow and matress just for a good quality sleep. Due to the mattresses are durable goods with long product life cycle and perceived risk, consumers usually spend a lot of time to study the mattresses before purchasing. On the other hand, with the universal of the Internet and the growth of web2.0, the blooming e word-of-mouths (eWOM) makes consumer tend to uderstand products in advance by reading comments. That indeed cause a serious effect on eWOM for firms who should not ignore. Through analyzing the eWOM, firms could understand the trend on the demand side then modify their strategies. This study collected eWOM from the Internet and use content analysis to understand consumer purchase decision process as well as the consumers’ insights into upscale mattresses. From the results, we could know that almost 40% of consumers buy a new mattress for improving sleeping quality. They usually collect the necessary information by visiting physical channels and surfing on the Internet. They evaluate the mattresses quality, price, softness and firmness. They care about mattresses and springs’ design and matieral. Almost 55% of consumers prefer to buy a firm mattress. Almost 99% of consumers buy mattresses at the physical channels. Rest of consumers buy mattresses on e-commerce due to the 7-days return warranty. Almost 75% of consumers feel satisfied after purchasing. Rest of them are not satisfied at the mattresses and springs’ design and material and uncomfortableness. Consumers gave more positive comments than negative comments on the selected mattresses brands. Sealy had a reputation on its brand image and quality; King Koil, The-Tai Mattress, Kingbed, Tempur and 10 Days are all well-know for their quality as well, but still had some negative comments on the brand image and price. After the eWOM studies on each selected brand, this study gave suggestions to each brand for its future marketing strategy.

本研究旨在了解消費者如何運用說服知識，來判讀線上口碑訊息之真偽。說服知識一詞，最早於1994年，由Friestad以及Wright在其著作「說服知識模型：人們如何回應他人的說服意圖」一文中所提出。該模型在當時線上口碑尚未流行的年代，是完全以線下情境為研究主題開發而成。也因此，本研究希冀打造適用於線上口碑環境所使用的線上說服知識模型，藉由深度訪談八位受訪者，了解他們使用線上口碑的情形，進而深入探討，他們如何在今日線上口碑充斥著置入性行銷口碑的環境中，運用自身的說服知識，來辨認線上口碑訊息之真偽。在受訪者分享如何辨別偽口碑的經驗談時，本研究也因此了解人們是如何運用自身對產品、議題、品牌等主題知識(topic knowledge)，如何運用說服知識(persuasion knowledge)，如何應用說服者知識(agent knowledge)等由Friestad以及Wright所歸納而成的三大知識體系，來辨別線上口碑的真實性。本研究更進一步指認出台灣線上環境所特有的”鄉民”知識，並將之融入到線上說服知識模型之中。本研究結果顯示，人們對線上口碑環境的熟悉程度(是否經常瀏覽特定網站)，以及個人涉入口碑的深淺程度(觀看線上口碑的頻繁程度)，都影響到個人線上說服知識模型之架構。本研究是線上口碑文獻中，首度建構線上說服知識模型之研究。 / This research explores consumers’ use of persuasion knowledge in judging the credibility of eWOM. Persuasion Knowledge is a concept first coined by Friestad and Wright (1994) in their work of The Persuasion Knowledge Model: How people cope with persuasion attempts. The Persuasion Knowledge Model, however, was designed specifically for the offline context. This research aims to build an online Persuasion Knowledge Model by conducting in-depth interviews to eight participants in identifying their perceived dubious eWOM triggers. Throughout the process of participants’ reasoning with these triggers, we were able to see how consumers judge the credibility of eWOM by using their persuasion knowledge, topic knowledge, and agent knowledge in the online context. The findings also suggest a fourth knowledge base—villager knowledge—in the online WOM context. Furthermore, this study shows that one’s familiarity with an online WOM environment and one’s level of involvement with online WOM all influence the construction of one’s online Persuasion Knowledge Model. This study is a first in constructing the online Persuasion Knowledge Model in the eWOM literature.

近年來，隨著網際網路及線上社群日益普及，電子口碑的影響力迅速壯大。有鑑於這樣的趨勢，許多廠商開始尋找具有一定人氣的公眾人物或網路紅人為產品撰寫業配文。做為一種相對新穎的行銷方式，業配文同時兼具一般電子口碑的特性與產品代言的商業色彩。正因為它並非單純自發性的使用心得分享，許多消費者仍對其可信度有所疑慮，且大眾對其之觀感亦差異甚大。 本研究遂以信號理論（Signaling Theory）的觀點出發，將業配文撰文者視為信號傳遞者（Signaler）、文章內容視為信號本身（Signal）、消費者視為信號接收者（Receiver）、承載文章之平台視為信號環境（Signaling Environment），探討此四大面向中可能影響消費者文章信任、產品態度與購買意願之因素。 本研究採量化分析，透過發放線上問卷蒐集初級資料，經統計迴歸分析後發現，信號接收者面向的「撰文者與消費者相似性」、「撰文者過往名聲」、信號本身面向的「文章內容真實性」以及信號環境面向的「平台可信度」確實對文章信任有正向顯著影響，並會藉之進而影響產品態度和購買意願。此外，「平台生動性」及「平台互動性」則直接對產品態度有正向顯著影響。而本研究也針對文章信任之中介效果及信號接收者面向的「消費者人格外向開放性」、「消費者過去受業配文影響之經驗」、「消費者產品知識程度」是否具調節效果進行分析，詳細結果於研究中將一一闡述。 / In recent years, the impact of Electronic Word-of-Mouth (eWOM) has surged due to the prevalence of the Internet and social media. In response to this phenomenon, many firms have been inviting public figures or Internet celebrities to write sponsored (blog) posts for certain products. Sponsored posts, in substance, lie somewhere between solely spontaneous sharing of personal experiences and actual endorsements. Hence, many consumers still take sponsored posts with a grain of salt and remain skeptical of their authenticity as well as trustworthiness. This research builds upon Signaling Theory by adopting the concept of “Signaler”, “Signal”, “Receiver”, and “Signaling Environment”, and aims at clarifying some possible factors that may influence consumers’ trust toward the sponsored posts, product attitude and purchase intention. Among the independent variables, “Similarity between Writer and Consumer”, “Writer’s Reputation”, “Content Truthfulness”, and “Media Credibility” are significantly positively correlated with consumers’ trust toward the sponsored posts, which then positively influences consumers’ product attitude and purchase intention. Meanwhile, “Media Vividness” and “Media Interactivity” also contribute significantly to consumers’ product attitude. Other factors involved, the mediating effect of trust, as well as the moderating effect of “Consumer’s Personality” and “Consumer’s Past Experiences” are further discussed in this research.

孤兒保單不僅普遍存在於壽險公司，同時它對壽險公司造成的負面影響也相當大，包括：增加保單的脫退率、減弱壽險公司與保戶的關係、迫使孤兒保戶投向競爭者….等等，可見得壽險公司對於孤兒保單的議題不得不去重視並應有效的加以管理。 本研究探討台灣壽險業保險孤兒服務稀少的缺失、服務修復策略與顧客行為反應之關係，以試圖找出最有效的保險孤兒服務修復策略，並根據研究結果,提供給壽險業管理者採取適當的服務修復策略。研究方法共分兩階段：深入訪談及問卷調查。第一階段首先是進行深入訪談，主要是為了對研究主題作一探索性的研究，並將訪談結果作為問卷發展及設計的依據，第二階段問卷調查則為本研究之重點，問卷調查方式採立意抽樣，發出問卷418份，回收問卷289份，回收率為69﹪，最後共蒐集到230份由合格受訪者所填寫的問卷，其中有效問卷為225份，無效問卷有5份。 本研究之限制主要有兩點：採非隨機抽樣及問卷調查所蒐集到的樣本單位數不多。研究結果之發現說明如下。 一、 保險孤兒經驗 14.3％的受訪者其保險孤兒之狀態已獲得解決,僅4.2％的受訪者其孤兒經驗低於1年,顯示壽險公司並沒有將消除保險孤兒視為急迫性的服務缺失。服務稀少及服務接觸品質不佳的情況的確占大多數（占84.2％），並且專屬業務員的失職的確已影響到受訪孤兒的服務。 二、缺失歸因及缺失嚴重性受訪孤兒普遍將缺失歸因於業務員（占67.7％）。受訪者中認為服務稀少的缺失之嚴重性程度嚴重者占大多數（占43.0％），「新業務員不聞不問的孤兒」有高達63.4％認為這種缺失是嚴重的。 三、保險的重要性及保險知識 受訪者普遍認為保險產品是重要的。對保險商品的了解則顯示為中等（絕大多數表示普通49.3%），僅有不到五分之一的受訪孤兒對抱怨反應管道表示了解及非常了解 。 四、保險孤兒的行為反應 六成以上的受訪孤兒對壽險公司及業務員的服務修復作法感到不滿意；64.0％的受訪者呈現負面口碑，僅12.9％的受訪者呈現正面口碑；69.8％的受訪者沒有再購意願，僅16.4％的受訪者有可能再光顧。 五、孤兒保戶期望的服務修復孤兒保戶最高期望的3項服務修復作法依序分別是：「業務員將保單權利義務向我說明清楚」、「我要解約時，提供對我有利的其他選擇（如換約、展期保險…）」及「我可自由更換適合我的服務員（如熟識、業務員人格特質等考量）」。最低期望的2項依序分別是：「別家壽險公司的業務員耐心傾聽或表示關切」、「別家壽險公司的業務員樂於出面幫忙」。文獻推論而得的服務修復策略與因素命名的結果僅「即時性更正」及「更正服務」相似，其餘的服務修復策略於文獻推論而來的較以「行動」為主要區別，而因素命名普遍是與修復「服務提供對象」有關。 六、假設驗證結果之發現 （一）一旦有服務需求發生時，保戶看待服務缺失的嚴重性拉高。 （二）影響期望的服務修復的因素 缺失嚴重性越高，保戶期望的服務修復程度及項目數越高及越多；保戶認知保險的重要性程度越高，保戶期望的服務修復程度及項目數越高及越多。 （三）影響服務修復滿意度的因素 期望的與實際的服務修復之差距顯著影響服務修復滿意度；並且此差距越大服務修復滿意度越低。另外期望的與實際的服務修復之差距較缺失嚴重性的認知對服務修復滿意度的影響大；同時期望的與實際的服務修復之差距也較缺失歸因之差異對服務修復滿意度的影響大。 （四）影響保戶口碑行為的因素 服務修復滿意度顯著影響保戶口碑行為；並且服務修復滿意度越低保戶口碑行為越負面。另外服務修復滿意度較缺失歸因之差異對保戶口碑行為的影響大。 （五）影響保戶再購意圖的因素 服務修復滿意度顯著影響保戶再購意圖；並且服務滿意度越低保戶再購意圖越負面。另外服務修復滿意度較缺失歸因之差異對保戶再購意圖的影響大。 七、有效的服務修復策略 「更正服務」因素及「業務員良好的報怨處理技巧」因素皆對「服務修復滿意度」產生顯著的影響，並且「更正服務」因素較「業務員良好的報怨處理技巧」因素對「服務修復滿意度」的影響更大。因此，對於壽險公司而言，致力於更正服務的缺失及提升業務員良好的報怨處理技巧可以大大的提高保戶「服務修復滿意度」，故「更正服務」因素及「業務員良好的報怨處理技巧」因素是最有效的保險孤兒服務修復策略，尤其是「更正服務」因素。 / Life insurers need to be concerned about issues related to orphan policyholders in order to manage them well. Evidence shows that there is a widespread orphan policyholder’s in life insurance industry. They also have many negative influences on insurers, such as increasing their rate of lapse, weakening the insurer/orphan relationships, etc. This study proposes suitable service recovery strategies for orphans to managers. It examines relationships among service failures towards orphans, service recovery strategies and customers’ behaviors in Taiwan’s life insurance market. Customers’ behaviors include secondary satisfaction, word-of-mouth (W-O-M) and repurchase intentions. The research methods include in-depth interviews and surveys. The first step is an exploratory study of the theme of orphan policies by conducting in-depth interviews with both managers and orphans. The results of the in-depth interviews consider the sources for developing and designing a survey. The survey is the second step, and is the focus of this research. There were 418 questionnaires sent out and responses for received from 289 of these. Of these 289 questionnaires, 230 were completed by eligible respondents, and 225 of the 230 questionnaires were valid. The limits of this study are non-random samplings with insufficient sample sizes. The findings show below: 1. Orphans’ experiences There are 14.3﹪respondents that claim they are no longer orphans. Only 4.2% of the respondents declare that they have been orphans for less than a year. This reveals that insurers do not regard policyholders becoming orphans to be an urgent service failure. The majority of respondents rarely received services from their agents and if so, the services were of poor quality. 2. Failure attribution and severity The majority of respondents hold the agents’ responsible for service failures (67.7%) and consider failure severity to be serious（43.0﹪）. In addition, 63.4% of orphans whose assigned agents never kept contact with them after their original agents left thought that is a serious service failure. 3. Orphans’ behavior responses Over 60% of respondents show dissatisfaction with the service recovery from insurers and agents. W-O-M behaviors of respondents show a negative 64% and a positive 12.9%. Repurchase intentions of respondents show a negative 69.8% and a positive 16.4%. 4. Expected service recovery of orphan policyholders The first 3 highest expectations of orphans are that 1) The agent must make a clear description of rights and responsibilities of the policy that an orphan holds, 2) Offer options that are beneficial to orphans while willing to cancel the policy, and 3) The ability for the insured to have the right to choose an agent who is a better fit without restrictions. The first two lowest expectations of orphans are 1) Agents who work for competitors are willing to listen and show their concerns, and 2) Agents who work for competitors are willing to offer assistance in need.” To compare the names of service recovery that are reasoned by literature review to those that are given by factor analysis show that the former names tend to be distinguished by recovery action, the latter ones are related to subjects who offer service. 5. The result of hypothesis testing a. Orphans who have service needs consider service failure more serious than those who don’t have service needs. b. Factors that affect expected service recovery Orphans consider service failure more crucial, they expect a higher degree of service recovery and more actions of service recovery. c. Factors that affect the secondary satisfaction The gaps between expected and practical service recovery have significant influences on the secondary satisfaction. The bigger the gaps are, the lower an orphan’s secondary satisfaction tends to be. The gaps have more influence than failure severity on the secondary satisfaction. Besides, the gaps also have more influence than the difference of failure attribution on the secondary satisfaction. d. Factors that affect orphans’ W-O-M behaviors The secondary satisfaction has a great influence on an orphan’s W-O-M behavior. The lower secondary satisfaction, the more negative the W-O-M behavior. The gaps between expected and practical service recovery are more influential than the differences in the failure of attribution on orphans’ W-O-M behaviors. e. Factors that affect orphans’ repurchase intentions The secondary satisfaction greatly influences on an orphan’s repurchase intentions. The lower the secondary satisfaction is the greater the decrease in repurchase intentions. The gaps between expected and practical service recovery are more influential than the difference of failure attribution on orphans’ repurchase intentions. 6. Effective strategies of service recovery for orphan policyholders In order to enhance secondary satisfaction for policyholders, life insurers have to devote themselves to service correction and improvement of the agents’ complaint-handling skills. Evidence shows that the factors of service correction and agents’ excellent complaint-handling skills have significant effects on the secondary satisfaction. Thus, the factors of service correction and agents’ excellent complaint-handling skills are the most effective strategies of service recovery for orphan policyholders.

摘 要 本研究旨在探討台灣網路虛擬偶像發展較為成功的案例，由“均為崛起於網路動畫的台灣本土網路虛擬偶像；均藉由網友病毒式行銷、口碑行銷迅速走紅；均有影視、唱片界等豐富背景的經營創意團隊；均有朝網路虛擬至實體發展的跨媒體行銷計畫；均有台灣寬頻影音娛樂網站之內容提供者定位”共五大因素，挑選出三個代表個案—「阿貴（A-Kuei）」、「訐譙龍（G.G.Long）」、「牛奶糖家族（Miluku）」。研究方法上採取文獻分析以及包含深度訪談、網站內容分析的個案研究法，期望能藉由本初探性研究，予國內虛擬偶像行銷與動畫網站相關業者有所借鏡和全方位行銷策略之參考。 研究目的： 一、由文獻分析及市場現象觀察了解外來與國內虛擬偶像之行銷概況； 二、了解台灣網路虛擬偶像之行銷策略及執行； 三、綜合本研究調查分析結果，提出網路虛擬偶像之全方位行銷策略建議。 研究發現： 一、網路虛擬偶像成功之內外部因素； 二、虛擬偶像動畫網站經營之轉型； 三、網路虛擬偶像角色建構的轉型； 四、以功夫武俠片結合知名巨星朝全球動畫市場發展； 五、愛情成為亙古不變最保險與暢銷的行銷主題； 六、兩大類虛擬與實體結合的虛擬偶像推廣模式。 全方位行銷策略之建議： 一、以病毒行銷結合資料庫管理與網路虛擬社群經營； 二、運用口碑行銷並找出趨勢的引爆點與網路中樞； 三、以商品的植入式行銷結合連續劇商務。

以往針對客戶流失與轉換行為所研究的對象，多偏重以消費品產業為主，較少探討工業品產業客戶流失對於企業經營所造成之影響。本研究針對工業品產業中之營建工具業，探討其客戶流失之原因及行為表現，並期望透過相關研究，使業者可預先發現可能流失之客戶，並做為後續發展客戶慰留專案之參考。 本研究可分為五部份，第一部份首先將回顧與本論文有關之文獻。第二部份則提出本研究之研究架構及研究方法。第三部份則以SPSS軟體進行實證研究，統計方法係利用敘述性統計分析、因素分析、信度分析、單因子變異數分析及區別分析等進行資料分析。第四部分為討論前述之研究發現，並將其與消費品市場之客戶流失行為模式相比較。最後則為結論與建議。 研究結果發現：1.流失原因可萃取出產品及服務因素及價格因素兩大構面。轉購原因可萃取出服務及品牌策略、產品策略及價格策略三大構面。2.流失行為係以降低購買頻率及轉換新的供應商兩種方式表現。3.營建工具業與服務業客戶轉換行為模式有明顯差異。4.購買持續時間較長之客戶，對於送貨時間太久之重要性認知程度與購買持續時間較短之客戶有明顯差異。產品價格太高及採購頻率兩項變數可作為判別流失客戶是否會轉換供應商之模式。但由於區別力不甚良好，故並不適合以此兩項變數作為判斷預測之基準。 / A great deal of effort has been made on the causes of customer churn in the consumer products industry. What seems to be lacking, however, is this subject in the industrial products industry. This study will focus the discussion on the causes of customer churn and customer switching behavior in the construction products supplier, in order to provide guidance for developing retention and loyalty programs. This study can be divided into five parts; the first part reviews the literature on this subject. The second part introduces the methodology to be utilized throughout the study, first with structural diagram of study followed by study methods, and object in study. The third part utilizes using SPSS for Windows as the tool to conduct statistical analysis, including description statistical analysis, reliability test, Discriminant Analysis, Factor Analysis, and One-way ANOVA. The fourth part discusses the experimental result of this study, and compares it with customer switching behavior in the consumer products industry. The last part is a conclusion of the thesis. The results of this study show as follows. 1. The main causes of customer churn are product and service oriented or price oriented. The main causes of customer switch are service and brand strategy, product strategy or price strategy. 2. Customer switching behavior includes decreasing purchased frequency and transferring to a new service provider. 3. Customer switching behavioral model in the service industry is different from the model in the construction products supplier. 4. The customers who have longer purchasing duration have higher recognition of importance for deliver time. Purchasing frequency and product price are not the best variables to predict if the customers would churn or not.