近年來,網(wǎng)絡技術(shù)迅速發(fā)展,尤其是Web技術(shù)的發(fā)展,更是達到空前的速度。Web 1.0時代已經(jīng)成為過去,Web 2.0技術(shù)已經(jīng)在極大地影響著人們的生活。目前,Web 2.0技術(shù)的許多應用都受到網(wǎng)民們極大的歡迎,比如博客,維基,Tags,RSS,以及SNS社交網(wǎng)站。尤其是社交網(wǎng)站的發(fā)展,更是空前絕后。所謂的社交網(wǎng)站是指目前非常流行的類似人人網(wǎng),Facebook, MySpace, Twitter, LinkedIn, YouTube, Friends一樣的網(wǎng)站。他們在這些網(wǎng)站上與親人朋友聯(lián)系,廣交朋友,玩游戲,聽音樂,購物,了解身邊發(fā)生的事情等等活動。它們甚至已經(jīng)成為人們生活中必不可少的一部分。 這樣的網(wǎng)站不僅改變了個人的生活,更是為各企業(yè)提供了更多的商業(yè)模式,比如說團購,眾包,以及其他一些通過社交網(wǎng)絡,博客,維基,和其他Web 2.0技術(shù)的應用交易的企業(yè)模式。其中,屬社交網(wǎng)絡的應用最為流行。社交網(wǎng)站急速發(fā)展,其最大的特點是信息的急速傳播,以及巨大的網(wǎng)民數(shù)量,這些特點都為企業(yè)提供了巨大的營銷和商業(yè)潛力。許多企業(yè)已經(jīng)注意到這些網(wǎng)站的商業(yè)價值,并且在這些網(wǎng)站上創(chuàng)建了自己的賬戶。例如樂購,02,...

【文章頁數(shù)】：101 頁

【學位級別】：碩士

【文章目錄】：
摘要
ABSTRACT
List of Tables
List of Figures
Chapter 1 Introduction
    1.1 Development of Internet Techn ology
    1.2 Social Networking Sites
        1.2.1 Social Network
        1.2.2 Status Quo of Social Networking Sites
        1.2.3 Business Application of Social Networking Sites
    1.3 Research Objectives and the Structure of This Study
Chapter 2 Literature Review
    2.1 Web 2.0 Technology and Applications
        2.1.1 The Definition of Web 2.0 Technology
        2.1.2 Applications of Web 2.0 Technology
        2.1.3 Application of Web 2.0 Technology in Businesses
    2.2 The Concept of Social Networking sites
        2.2.1 The Development of Social Networking Sites
        2.2.2 Reasons of Fast Growth of Social Networking Sites
        2.2.3 Conceptual Relevance of Social Networking Sites
    2.3 The Communication System of Social Networking Sites
        2.3.1 Information Spread System of Facebook
        2.3.2 Trust and Privacy Concern
    2.4 The Application of Social Networking Sites in Marketing
        2.4.1 Business Models Based on Web 2.0 Technology
        2.4.2 Networking Marketing
        2.4.3 Marketing Potential of Social Networking Sites
        2.4.4 Marketing Strategy on Social Networking Sites
        2.4.5 Word-of-Mouth Marketing
    2.5 The Conceptual Framework of This Study
Chapter 3 Methodology
    3.1 Research Approach
        3.1.1 Deductive Approach and Inductive Approach
        3.1.2 Exploratory Study, Descriptive Study and Explanatory Study
        3.1.3 Quantitative Research and Qualitative Research
    3.2 Research Hypotheses
    3.3 Research Design
        3.3.1 Research Method
        3.3.2 Research Instrument
        3.3.3 Pilot Test
        3.3.4 Target Population
        3.3.5 Sampling Techniques
    3.4 Validity and Reliability of Research
        3.4.1 Validity
        3.4.2 Reliability
    3.5 Methods of Data Analysis
    3.6 Conclusion
Chapter 4 Analysis of Findings
    4.1 Descriptive Analysis
        4.1.1 Demographic Profile
        4.1.2 Edueation Background
        4.1.3 Soeial Networking Sites
        4.1.4 APPlication in Marketing
        4.1.5 Pereeived Feelings of Social Networking Sites
    4.2 Testing Hypotheses
        4.2.1 Gender Difference in Consumers' Purchase Intention
        4.2.2 One-Way ANOVA Test Results
        4.2.3 Tests of Normality
        4.2.4 Correlate (Bivariate) Analysis
    4.3 Summary of Hypotheses Testing
    4.4 Discussion of Findings
        4.4.1 Information Spreading on Social Networking Sites
        4.4.2 Marketing Application on Social Networking Sites
Chapter 5 Summary
    5.1 Conclusion
    5.2 Limitations of This Study
    5.3 Recommendations for Further Study
APPENDIX
BIBLIOGRAPHY
ACKNOWLEDGEMENT



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