The objective of this thesis is to evaluate different models and methods for website classification. The websites are classified based on their functionality, in this case specifically whether they are forums, news sites or blogs. The analysis aims at solving a search engine problem, which means that it is interesting to know from which categories in a information search the results come. The data consists of two datasets, extracted from the web in January and April 2013. Together these data sets consist of approximately 40.000 observations, with each observation being the extracted text from the website. Approximately 7.000 new word variables were subsequently created from this text, as were variables based on Latent Dirichlet Allocation. One variable (the number of links) was created using the HTML-code for the web site. These data sets are used both in multinomial logistic regression with Lasso regularization, and to create a Naive Bayes classifier. The best classifier for the data material studied was achieved when using Lasso for all variables with multinomial logistic regression to reduce the number of variables. The  accuracy of this model is 99.70 %. When time dependency of the models is considered, using the first data to make the model and the second data for testing, the accuracy, however, is only 90.74 %. This indicates that the data is time dependent and that websites topics change over time.

The purpose of this dissertation is to investigate cultural differences in consumer perception of online advertising. As the Internet grows it has become important for companies to adjust website design to cultural differences in online advertising. Internet users are more comfortable with website design related to their own culture. There have been a limited number of previous investigation regarding website design and our study aims to fill this gap. Schwartz cultural values are used to investigate cultural differences on a micro level. Our study aims to compare Sweden and China based on cultural values. The two countries were chosen because of the cultural differences. Schwartz cultural values have been selected since Schwartz investigates cultural differences on an individual level. The result of the dissertation indicates that there are other factors than colour text and image that influence consumers’ perception of the website design. One of the challenges in the dissertation was to connect the conceptual model to the collected data from the focus group interviews. However, some of the Schwartz’s cultural values could be captured where the participants were motivated by the culture in the responses. The result of the study can be used for companies and their website design in connection to Swedish and Chinese culture. The investigation gave us more understanding regarding the area of online advertising in connection to website design.

Aim: The purpose of the study is to do the research that under the e-commerce business model, the impact factors of customer loyalty in an online shopping environment, how to improve the customer loyalty and how to build a long lasting customer relationship. Design/Methodology/approach: Through to the questionnaire survey research, design and collect sample data, combine with the Amazon Company’s current operating mode and the theoretical, and also got the second data. In order to make the data become more and more reliable. Findings: The studying on improving customer loyalty under the B2C e-commerce model is significant for theory and practice. On the background of Amazon company，which is the biggest e-commerce company in America, according to the relevant literature and field surveys，the paper brings forward the importance of customer loyalty at the e-commerce business. It could come to the conclusion is how to improve the customer loyalty and then how to build the long lasting customer relationship. Contribution: The paper according to the characters of the online shopping and combine with the literature about the e-commerce and customer loyalty research, Put forward a certain hypothesis, through questionnaire survey on customers, and statistical analysis of the relationship between customer loyalty and its influence factors make an empirically evaluation. The paper gives contribution to the e-commerce business, how to build the long lasting customer relationship.

Abstract In March 2010, BusinessNext magazine examined Taiwan¡¦s top 100 most popular website, and virtual community websites occupied approximately 25% of the spots. The social networking site ¡§Facebook¡¨ is particularly notable because although it was the first time it entered the rankings, Facebook placed second. Virtual community websites are this year¡¦s most popular type of website. Among 15 to 20 year-olds, network utilization ratios reached as high as 98.3% (BusinessNext, 2010). This majority of this age group studies in high school, and regardless of their course of study, interpersonal relationships, or physical and mental development, this age cohort has an inseparable connection to the Internet. Therefore, we call them the ¡§e-generation¡¨. This research utilizes the Technology Acceptance Model (TAM) as its theoretical foundation; TAM predicts that a high-school student¡¦s loneliness will affect that student¡¦s use of virtual community websites. This study utilizes stratified sampling in questionnaire among 500 Kaohsiung high school students from the ages of 15 to 19, and the UCLA Loneliness Scale Version Three (Russell, 1996) is used in the survey to measure loneliness. Using this methodology, the hope is to confirm the hypothesis that the students¡¦ loneliness is positively linked to their participation in virtual communities. Using SPSS 15.0 for Windows and Amos 7.0 to analyze the survey data and conduct a path analysis for a casual relationship, loneliness has a strong influence on students¡¦ use of virtual community websites, which supports TAM as a theoretical construct. And aims at the different social group type website to implement the AMOS female community the coalition analysis. The data do not show a particular variance in usage among different types of virtual community websites. The implications of this research are helpful to the families, the military, and the managers of virtual community websites, who all benefit from a better understanding of high-school students participation in virtual communities.

Since 1997, ¡§Copyright Intermediary Organization ACT¡¨ has been implemented; seven collective management organizations emerged one after another. But they had a hard time promoting their business. Their earnings are far less than the incomes of other developed nations. What adversity are the collective management organizations in Taiwan faced with? What kind of reasons causes the collective management organizations to develop so slowly? In view of all these, this thesis is conducting a research and survey on the operation of the collective management organzitions in Taiwan. Besides probing into the reasons that result in the sluggish development of the collective management organizations through the analysis of quantification and profound interview, this thesis also provides the key points of constructing the system of copyright collective management in Taiwan and the framework of an integrating website platform for copyright collective management to offer a reference for the future development of integrating the collective management organizations in Taiwan. This thesis is divided into five chapters to explore the operating pattern of copyright collective management in Taiwan. The first chapter is introduction, which describes the research background, research motivation, and the destination of this study. Afterwards, it traces back to the related historical material of copyright collective management organizations and offers study methods, the scope and limitation of research, the framework of research, and the arrangement of chapters. The second chapter explores the ideal system of the collective management, starting from the ideal goal of the collective management to the direction of empirical operation of copyright collective management organization and finally pointing out the application of e-commerce and website platform. The third chapter mainly narrates the planned procedures and content of ¡§profound interview¡¨ and ¡§five municipacity copyright cognition inspections.¡¨ The fourth chapter follows the research fruit of the third chapter. It is about the result of interview and inspection. By means of it, the outline of the present development of the collective management system in Taiwan is revealed. The fifth chapter put forth the discovery of this research and a conclusion and some subsequent research suggestions.

The internet brings a great impact to the magazine industry no matter in the reading way or media form which also pushes magazines to setup their own websites. Through websites, magazines can provide readers 24 hours information and online service and will help to improve their brand image. We use the uses and gratifications theory to discuss the motivation and satisfaction of the content of the business magazine websites and the result shows the ¡§practicability¡¨ of the content is the key motivation for readers. The ¡§correct¡¨, ¡§immediate¡¨ and ¡§diversity¡¨ of the content of the magazine websites just fit users¡¦ expectation, however, the ¡§practicability¡¨, ¡§uniqueness¡¨, ¡§trust¡¨, ¡§easy-to-understand¡¨, ¡§profession¡¨ and ¡§In-depth¡¨ of the content still need to be improved, especially most of the magazine websites lack ¡§uniqueness.¡¨ Comparing to male users, female users are more willing to read the content which is practical, trustful, professional or has depth. The result also shows, ¤Ñ¤UÂø»xºô¯¸is the most popular business magazine website for users. Through this research we intend to show how users think of the content quality of the business magazine websites and provide useful suggestions for magazine industry.

With the development of the Internet and the globalization, corporate web site has played an important role for multinational enterprise. The corporate not only need to focus on the globalization of their web site, but also need to devote the localization of the web site to fit the local needs. This study adopted the qualitative research methods, and has interviewed with employees of a domestic leading computer manufacturer-E Company. The purpose of the study is to explore the pros and cons of the multinational team by using cross-cultural studies in the theoretical analysis. Base on the experiential case, this study discussed how the cross-cultural issues influence the cooperation of the multi-national team and to find out the best solution for managerial issues. The research conclusion summarized as below. 1. Low cultural difference result in better web site performance. If the communicate is positive, the web site consistency can be recognized. 2. When the cultural difference is low, instead of the rich medium of communication, the key factor is the context of communication. 3. The performance of web site consistency and localization are affected by the national cultural differences. The differences in cross-cultural communication will also affect the cost of web site. 4. The cross-cultural differences have the negative impact of web site performance, however, the richer communication medium, and the trust can help to reduce the negative impact of this issue. 5. If two parties cooperate under the cross-cultural differences, the lack of cultural awareness, language, cognition and awareness of space and time could easily lead to ineffective communication or misunderstanding, the project is also leading to poor results.

Why football fans follow football players on Twitter? This study base on Hyperpersonal( Walther , 1996 ) and Use and Gratifications theory to find out that why football fans want to follow football players on Twitter, how they follower football players on Twitter, include how often and which Twitter function they used. Also the research want to know that after following, how much gratifications do football fans get. In this paper, the survey has been completed online by 492 football fans. 275 of them have followed football players on Twitter. The research find out that football fans follow football player¡¦s Twitter may experience greater levels of intimacy, which higher than follow football players¡¦ new from news media. Besides, follow football players on Twitter could get more gratifications like instrumentalgratifications and entertaining gratifications those compare with follow football players¡¦ news from news media. And all of the gratifications have strong connection with information and topicalitymotive.

Ever since the virtual community boom that aroused by Facebook, almost every industry began to take interest in starting their own Facebook Page. Armstrong & Hagel III(1996) indicated that virtual community breaks the balance of commercial trade by giving the customers more power, while at the same time helps the industry to deepen and broaden their customer relationship, making those who are good at using the new power of customer benefits from it. That is to say that in the free market of internet, minority market can be served more easily and effectively, while the majority market has gradually become the market combination of several niches (Chris A., 2006).Virtual community also changed the business rule, allowing the small enterprise to challenge the big ones (Armstrong & Hagel III,1996). This study tries to find out the common and unique business patterns by doing research study and categorizing the current usage of Facebook Page, so the managers can have a reference to adjust their method accordingly, and so further study can be build upon it. In this rising boom of virtual community, what are the strategies behind it? Can those strategies really attract the fans to the Facebook page and allow the fans to participate in it? Observation method was adopted in this research to analyze the Facebook page in Taiwan. Data were collected according to different trades, in order to analyze how the four motivations: information, assistance, recreation and social interaction work in the virtual community. The unique strategy and its affect will be discussed, and relative studies will be reviewed to see if there is a better way to attract the attention of the fans. This study shows that there are unique strategies adopted in different trades for the difference of the fans, and there are improvement needed in those business patterns. As the conclusion, four advices are raised in this study: increase the searching accessibility, provide complete data, adopt the link of Facebook Page wisely, and appropriate article length. So the managers can have a reference to adjust their method accordingly, and so further study can be build upon it.

Personal website is a new political communication channel of politicians in recent years. Websites can be politicians¡¦ personal media because of distinguishing features of unlimited space and hypermedia. Politicians present various kinds of information, political opinion and great self-image in their personal websites. This interactive media also provides the interaction between politicians and citizens. This thesis mainly uses content analysis to discover how 4th-term legislators present themselves in WWW as well as their websites¡¦ functionality and design. Then it also uses Web-based questionnaire to understand the usage and utility of websites¡¦ feedback mechanisms. The conclusions are as followed: (1) The DPP legislators are the most likely ones when it comes to establishing personal websites among the lawmakers. Although KMT has more than half shares in the Legislative Yuan, they have less than fifty percent of share in those who create their own personal websites. However, judging from the percentage of those who have websites in regard to their own party, the TAIP and New Party legislators, with more than fifty percent of them creating their own sites, are the most willing ones. (2) The research validates that politicians are experts of self-presentation. There are 70% of legislators using one or more self presentation strategies in their website and presenting various kinds of images in front of citizens. Self-promotion and ingratiation strategies are utilized the most. In addition, female legislators use more ingratiation strategies and present more professional image than male legislators. (3) There are 80% of legislators using at least one or more feedback mechanisms in their websites. It shows most of legislators realize the significance of their interaction with Internet users. But further analysis reveals that they didn¡¦t try to use the advantages brought from the Internet-based interaction, as there are nearly 40% of their websites having only one feedback mechanism. (4) Internet users think that the most important functions of legislators¡¦ websites are feedback mechanisms such as email, guest book and discussion group, etc. But these websites aren¡¦t doing a good job in providing feedbacks to their supporters. Judging from the evidence of users¡¦ usage of email boxes and services of petition, those who have never received a reply from the websites are the majority, which means that while the legislators¡¦ websites provide a space for public disclosure, there¡¦s much room to be desired when it comes to the legislators¡¦ and their staffs¡¦ regards to the public opinion.