The Effect of Real time, Social Presence and Personalization on user’s loyalty throughout different Websites categories
- 발행기관 아주대학교 Ajou University
- 지도교수 Ju-young KANG, Ph.D
- 발행년도 2010
- 제출일 2010-4-21
- 학위수여년월 2010. 7
- 학위명 석사
- 학과 국제대학원 국제경영학과
- 실제URI http://www.dcollection.net/handler/ajou/000000010823
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
Abstract The use of Social Presence, Personalization and Real.-time as applications for Websites in e-business has been a strong topic for research, especially the two firsts. This mainly caused by the wave of social networking sites and the inclusion of user’s contribution and interaction with the Websites (Web 2.0). The focus of this study is to reveal the basis of three selected Websites categories, Retail, Portal and Financial services, the preference of consumer applying Social Presence, Personalization and Real Time and the relationship with loyalty for the Website. Having this results, conclusions can be drawn to provide an objective and empirical evidence for e-business areas. Keywords: Social Presence, Personalization, Real-time, Loyalty
more목차
Table of Contents
Table of Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i-ii
List of Figures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii
List of Table ............................................................ iv
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . … . . . . . . . . . . . .v
Chapter 1: Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.1 Statement of the problem . . . . . . . . . . . . . . . . . . . . . . . . . .6
1.2 Research questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
1.3 Importance of the study. . . . . . . . . . . . . . . . . . . . . . . . . . . ..7
1.4 Organization of the Thesis . . . . . .. . . . . . . . . . . . . . . . . . . . 7
Chapter 2: Literature Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
2.1 Social Presence Theory. . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
2.2 Real Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
2.3 Personalization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . …30
2.4 Web Classification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
2.5 Trust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... 41 2.6 Technology Acceptance Model (TAM) . . . . . . . . . . . . . .42
2.7 Loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43
Chapter 3: Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
3.1 Model and Hypothesis . . . . . . . . . . . . . . . . . . . . . . . . . . .45
3.2 Research Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48
3.2.1 Pilot Test . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48
3.2.2 Experiment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
Chapter 4: Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57
Chapter 5: Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..64
5.1 Discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..64
5.2 Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .65
5.3 Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .66
5.4 Further Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . .70
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . .79
.
