如今,信息技術(shù)（IT）的廣泛滲透給人類生活帶來了根本的改變,傳統(tǒng)的信息通信技術(shù)（ICT）手段也已經(jīng)轉(zhuǎn)變?yōu)樾屡d信息通信技術(shù)手段。從營銷的角度來看,這種普遍趨勢使產(chǎn)品或服務(wù)信息傳播可以更加多樣化,可以采用更優(yōu)越、動態(tài)與創(chuàng)新的方法。由于信息技術(shù)已被公認(rèn)為是整個業(yè)務(wù)運營的主要驅(qū)動力,因此這種進(jìn)步也極大地改變了營銷和促銷模式,使其朝著蓬勃的電子化方向發(fā)展。在這種情況下,為了在當(dāng)前競爭激烈、技術(shù)導(dǎo)向和以客戶為中心的時代最大限度地吸引消費者的注意力,選擇高效的促銷活動是至關(guān)重要的。本研究旨在兩個發(fā)展中國家,即中國和巴基斯坦,主要從B2C角度出發(fā)揭示幾種用于營銷活動的新興技術(shù),即電子營銷（eM）、移動營銷（MM）、電子郵件營銷（EMa）、互聯(lián)網(wǎng)營銷（IM）、外聯(lián)網(wǎng)營銷（EM）、內(nèi)聯(lián)網(wǎng)營銷（IMa）、短信服務(wù)（SMS）營銷、彩信服務(wù)（MMS）營銷、無線應(yīng)用程序協(xié)議（WAP）營銷和在線消費者購買行為（OCBB）、探索性消費者購買行為傾向（EBBTs）、探索性信息尋求傾向（EIS）、探索性獲取產(chǎn)品傾向（EAP）和沖動的購買行為傾向（IBTs）。第一,利用五因素模型,包括MM與EBBTs、EM與EBBTs、I... 

【文章頁數(shù)】：159 頁

【學(xué)位級別】：博士

【文章目錄】：
Acknowldgements
摘要
Abstract
List of Acronym
1 Introduction
    1.1 Research Motivation and Framework
    1.2 Significance and Rationale of the Studies
    1.3 Summary of the Studies
2 Literature Review and Hypotheses Formation
    2.1 Theoretical Background
    2.2 Definitions of the Variables
        2.2.1 Advertising and the Role of Internet
        2.2.2 E-marketing
        2.2.3 Mobile Marketing (MM)
        2.2.4 Email Marketing (EMa)
        2.2.5 Intranet Marketing (IMa) and Extranet Marketing (EM)
        2.2.6 Internet Marketing (IM)
        2.2.7 Role of Gender (GND) as Moderator
        2.2.8 Outdoor Media Advertising (OMA)
        2.2.9 Consumers' Buying Behavior (CBB)
        2.2.10 Online Consumers' Buying Behavior (OCBB)
        2.2.11 Impulsive Consumers' Buying Behavior Tendencies (IBTs)
        2.2.12 Exploratory Consumers' Buying Behavior Tendencies (EBBTs)
    2.3 Hypotheses Formation
        2.3.1 E-marketing (eM) and EBBTs
        2.3.2 Mobile Marketing (SMS,MMS,WAP) and OCBB
        2.3.3 Mobile Marketing (MM), SMS Marketing, and EIS
        2.3.4 Mobile Marketing (MM), Email Marketing (EMa), and IBTs
        2.3.5 E-marketing and Consumers' Online Buying Behavior(OCBB)
        2.3.6 Comparison of E-marketing, OMA,and EBBTs
3 Methodologies
    3.1 E-marketing (eM) and Exploratory Buying Behavior Tendencies (EBBTs)
    3.2 Mobile marketing (MM) and Online Consumer Buying Behavior (OCBB)
    3.3 Mobile marketing (MM), SMS,Email marketing (EMa), and ExploratoryInformation Seeking (EIS)
    3.4 Mobile Maketing (MM), Email Marketing (EMa), and Impulsive BuyingTendencies (IBTs)
    3.5 E-marketing (eM) and Online Consumer Buying Behavior (OCBB)
    3.6 Outdoor Media Advertisng (OMA),eM, and EBBTs
    3.7 Measures of Constructs
        3.7.1 Measures of E-marketing
        3.7.2 Measures of Mobile Marketing
        3.7.3 Measure of SMS,MMS,and WAP Marketing
        3.7.4 Measures of Email Marketing
        3.7.5 Measures of Internet Marketing
        3.7.6 Measures of Intranet Marketing
        3.7.7 Measures of Extranet Marketing
        3.7.8 Measures of Consumer's EBBTs
        3.7.9 Measures of Consumers Online Buying Behavior
        3.7.10 Measures of Impulsive Buying Behavior Tendencies
        3.7.11 Measures of Outdoor Media Advertising
4 Results, Discussion, and Implications
    4.1 E-marketing and EBBTs
    4.2 Mobile Marketing (MM) and OCBB
    4.3 Mobile Marketing (MM), Email Marketing (EMa), SMS,and EIS
    4.4 Mobile marketing, Email marketing, and IBTs
    4.5 E-marketing (eM) and OCBB
    4.6 The Comparison among eM, OMA, and EBBTs
5 Conclusion, Limitations, and Future Directions
    5.1 Conclusion
    5.2 Limitations and Future Opportunities
References
Appendices
    Appendix A
    Appendix B
    Appendix C
    Appendix D
    Appendix E
    Appendix F
    Appendix G
Resume
Achievements/Awards
學(xué)位論文數(shù)據(jù)集



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