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Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations

Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations. The World Wide Web. 幾個讓 Internet 成為行銷人員注目的因素 消費者與企業在網際網路上的互動漸增。 在電子商務中，分散式且多對多的 Web 應用較受歡迎。 相較於其他 Hypermedia CMEs ， Web 可以提供更廣泛的內容。 Web 提供了一個可以用來打廣告，甚至是直接配送某些貨品的通路。（低成本）.

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Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations

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  1. Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations

  2. The World Wide Web • 幾個讓Internet成為行銷人員注目的因素 • 消費者與企業在網際網路上的互動漸增。 • 在電子商務中，分散式且多對多的Web應用較受歡迎。 • 相較於其他Hypermedia CMEs，Web可以提供更廣泛的內容。 • Web提供了一個可以用來打廣告，甚至是直接配送某些貨品的通路。（低成本）

  3. Hypermedia Computer-Mediated Environments • Model 1：Mass Media

  4. Hypermedia Computer-Mediated Environments • Model 2：Interpersonal and Computer-Mediated Communications

  5. Hypermedia Computer-Mediated Environments • Model 3：A New Model for Hypermedia CMEs

  6. New Concepts about Model 3 • Machine-Interactivity • Telepresence • Hypertext, Multimedia, and Hypermedia • Network navigation

  7. Media Characteristics • About Traditional Media v.s. New Media • The Remaining 3 characteristics： • The Number of linked sources available • Media Feedback Symmetry • Temporal Synchronicity

  8. Figure 5：Media Typology Based on Objective Characteristics. • The central position of the Web in Figure 5 corresponds to an important strategic interpretation of the Web as a marketing medium. • Advertising strategy on the Web must account for both short-term（decision of which link to select next）and long-term（reading detailed information provided at a commercial site）exposure.

  9. A Process Model of Network Navigation in Hypermedia CMEs. • Flow：最佳化體驗的流程 • Flow experience in a CME：在網路瀏覽間所觸發的狀態 • 人機互動中的連續回應 • 本質上是愉悅的 • 某些自我意識會喪失 • 自我強化 • 全心涉入

  10. Antecedents of Interactivity and Vividness

  11. Overview of Two-Stage Structural Model of Consumer Behavior in a CME

  12. Dynamic process model of network navigation in the hypermedia CME

  13. Research Issues ㊣Flow的衡量 1.Measurement approaches 2.Primary antecedents of flow 3.Secondary antecedents of flow ㊣顧客的異質性 4.The Autotelic personality 5.Optimal stimulation level and flow

  14. Research Issues ㊣在CMEs中之體驗式或目標導向性行為 6.Definition of experiential and goal-directed behavior. 7.Search motives and involvement for experiential and goal-directed behavior 8.External memory 9.Choise behavior and decision making in a CME 10.Developmental patterns of flow states.

  15. Research Issues ㊣Flow在邏輯上的推論 11.Consumer learning 12.Perceived behavioral control 13.Exploratory behavior 14.Positive subjective experiences 15.Distortion in time perception

  16. Discussion and Conclusion • In the new communication model, consumers can actively choose whether to approach firms through their Web sites and exercise unprecedented control over the management of the content with which they interact. • The opportunity for consumer interaction in the hypermedia CME is unprecedented. • Repeat consumption behavior, that is, repeat visits to a hypermedia CME, are increased if the environment facilitates the flow state.

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