Univ., Diss.--Frankfurt (Main), 2004.

by Chan Yuen Yuen Yolanda, Kwong Hok Yuen Terecina. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1999. / Includes bibliographical references (leaves 117). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.vi / LIST OF TABLES --- p.vii / LIST OF APPENDICES --- p.ix / ACKNOWLEDGMENTS --- p.xi / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II --- . LITERATURE REVIEW --- p.3 / Chapter A. --- Findings applied to Online Newspaper Browsing Behavior --- p.4 / Chapter B. --- Banner Ads --- p.5 / Chapter C. --- Web User Profile --- p.6 / Chapter D. --- The Perspectives on Consumer behaviors --- p.7 / Chapter III. --- OBJECTIVES --- p.9 / Chapter IV. --- RESEARCH METHODOLOGY --- p.10 / Chapter A. --- Exploratory approach method --- p.10 / Chapter 1. --- The Pilot Study --- p.11 / Chapter 2. --- Online Survey --- p.11 / Chapter B. --- Descriptive Approach Method --- p.13 / Chapter C. --- Data collection method of online survey --- p.14 / Chapter 1. --- Sampling Plan --- p.14 / Chapter 2. --- Sampling Frame --- p.14 / Chapter 3. --- Sample Size --- p.14 / Chapter 4. --- Valid Sample --- p.15 / Chapter D. --- Identity Composition --- p.16 / Chapter E. --- Data analysis and interpretation --- p.16 / Chapter V. --- FINDINGS --- p.18 / Chapter A. --- Demographic --- p.20 / Chapter 1. --- Summary of demographic profile of respondents --- p.20 / Chapter 2. --- Comparison table --- p.23 / Chapter B. --- Internet Usage --- p.25 / Chapter 1. --- Summary of various aspects of internet usage --- p.25 / Chapter 2. --- Information on purposes of using Internet statistics --- p.27 / Chapter C. --- Online news browsing behaviors --- p.29 / Chapter 1. --- Summary of online news browsing behavior --- p.29 / Chapter 2. --- Information on competition --- p.31 / Chapter D. --- Banner Advertisements browsing behavior --- p.32 / Chapter E. --- Web Content Evaluation --- p.34 / Chapter F. --- Behavior analysis of online news browsing --- p.38 / Chapter 1. --- Skillfulness --- p.38 / Chapter 2. --- Internet information-seeking preferencess --- p.44 / Chapter 3. --- Demgraphic anaysis of banner ads browsing --- p.53 / Chapter VI. --- IMPLICATIONS --- p.55 / Chapter A. --- comparisons between apple daily's perception and online survey --- p.55 / Chapter 1. --- Customers --- p.55 / Chapter 2. --- Information types that readers are interested in --- p.56 / Chapter 3. --- Competitors --- p.56 / Chapter b. --- application of a behavior model --- p.57 / Chapter 1. --- Awareness --- p.57 / Chapter 2. --- Interest --- p.57 / Chapter 3. --- Evaluation --- p.57 / Chapter 3. --- Action --- p.58 / Chapter c. --- target segmentation --- p.59 / Chapter D. --- Web design strategies --- p.60 / Chapter 1. --- "Improve downloading time, interactivity and technological superiority" --- p.60 / Chapter 2. --- Links to local libraries and search engines --- p.60 / Chapter E. --- Information provision strategies --- p.61 / Chapter F. --- Banner Advertisements provision strategies --- p.61 / Chapter G. --- promotional strategies --- p.62 / Chapter H. --- online marketing research --- p.62 / Chapter I. --- competitive moves --- p.63 / Chapter J. --- future prospects --- p.63 / Chapter VII --- LIMITATIONS / SCOPE OF THE STUDY --- p.65 / Chapter VIII --- CONCLUSION --- p.66 / APPENDIX --- p.68 / BIBLIOGRAPHY --- p.116