置入性行銷對蒙古線上訂房網絡口碑 、知覺信任與知覺風險之影響

文化大學機構典藏 CCUR > 國際暨外語學院 > 全球商務學位學程 > 博碩士論文 > Item 987654321/33631

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题名:	置入性行銷對蒙古線上訂房網絡口碑、知覺信任與知覺風險之影響 The Effect of Placement Marketing and Electronic-Word-of-Mouth on Perceived Trust and Perceived Risk in Mongolian Online Hotel Booking
作者:	晴佳 TSENDPUREV, ALTANCHIMEG
贡献者:	全球商務碩士學位學程碩士班
关键词:	蒙古 Mongolia
日期:	2016-06
上传时间:	2016-08-16 10:57:39 (UTC+8)
摘要:	Recent years, Mongolia has been developing its Hotel business. Regarding this, a lot of foreigners coming to Mongolia for business, travel, work and living. The purpose of this study is to develop practical implications for Mongolian travel websites for further. Placement marketing is sparse and unstable, mainly focusing on cognitive effects such as brand recall or recognition to gauge placement marketing effecting (e.g., Nelson, 2002). Moreover the study is to investigate the placement marketing, eWOM, perceived trust and perceived risk on Mongolian online hotel booking. Convenience sampling was adopted for this study and online questionnaires were posted on Google forms from October 14th, 2015. The study of pilot test is tested valid based on analysis with 100 samples and the final test is as well as tested significant based analysis with 422 samples with SPSS software and reached for answer of the study. For future researchers, it is suggested to involve Mongolian local customers in the survey and include more variables to broaden the study for further effectiveness. Keywords: Mongolia, online booking, placement marketing, eWOM, perceived trust, perceived risk.
显示于类别:	[全球商務學位學程] 博碩士論文

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