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| 研究生： |
謝儒鋒 Hsieh,Ju Feng |
|---|---|
| 論文名稱： |
無線點對點合理資訊交易模型達成破壞性行銷之研究 |
| 指導教授： |
苑守慈
Yuan,Soe Tsyr |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 資訊管理學系 Department of Management Information System |
| 論文出版年： | 2005 |
| 畢業學年度： | 93 |
| 語文別： | 中文 |
| 論文頁數： | 113 |
| 中文關鍵詞： | 無線點對點 、資訊交易模型 、破壞性行銷 、人際需求理論 、社會交換理論 、社會學習理論 、多元迴歸模型 |
| 外文關鍵詞： | WP2P, Bartering, Disruptive marketing, FIRO Theory of Needs, Social Exchange Theory, Social Learning Theory, Multiple Regression Model |
| 相關次數： | 點閱：89 下載：28 |
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在可預見之未來無線點對點的世界裡，資訊交易就如同現實世界人與人間的交易模式，需考量到交易資訊的成本、價值與人際關係衡量之因素；傳統廣告行銷的效率問題也待創新的資訊交易平台來解決。本研究提出的資訊交易模型，以人性考量為基礎，在各種不同情境下，動態衡量資訊成本、價值與使用者間關係，透過助理軟體，協助加入資訊交易平台之個體，以更便利方式進行資訊交易，預期讓交易結果更貼近使用者的需求；而企業方面也能透過點與點之間快速傳遞資訊的特性，預期以更低成本、更高效率，完成商務行銷目的，達到破壞性行銷之目標。
This paper presents a novel ambient e-service aiming at distributed marketing through sensible bartering in foreseeable wireless Peer-to-Peer (WP2P) environments. A variety of influential factors (e.g., cost, value, relationship) are proposed and formalized for empowering the bartering mechanism, unfolding a rich arena of ambient distributed trading and a disruptive paradigm of e-marketing.
圖 次 vi
表 次 viii
第壹章 緒 論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究問題 4
第四節 研究預期貢獻 6
第五節 研究程序 8
第貳章 文獻探討 9
第一節 經濟模式（Economic Models）之探討 9
第二節 Bartering Protocol 14
第三節 Disruptive Marketing分析與討論 17
第參章 研究方法 24
第一節 理論基礎 24
第二節 資訊傳遞架構 33
第三節 The Barter Framework資訊交易模型 37
第四節 The Peer Utility個體資訊交易評估 39
第五節 The Barter Matching Process 59
第肆章 實驗設計與結果 63
第一節 實驗目的 63
第二節 實驗評估指標 65
第三節 實驗設計與結果 66
第四節 SRI評估分析 79
第伍章 系統環境與架構 86
第一節 JXTA 86
第二節 Disruptive Marketing系統設計 89
第陸章 結論與未來研究方向 102
第一節 結論 102
第二節 研究貢獻 105
第三節 研究為企業帶來之價值 106
第四節 未來研究方向 107
參考文獻 110
圖 次
圖1.1 研究程序 8
圖2.1 SHARP 15
圖2.2 TIT FOR TAT strategy 16
圖2.3 P2P TIT FOR TAT strategy 17
圖2.4 Disruptive Marketing Process 20
圖2.5 破壞性創新模型 21
圖3.1 理論與模型示意圖 32
圖3.2 研究應用架構 33
圖3.3 通路架構 33
圖3.4 資訊傳遞 34
圖3.5 Coupon Ontology 41
圖3.6 Product Coupon Ontology 41
圖3.7 Food Coupon Ontology 42
圖3.8 Entertainment Coupon Ontology 42
圖3.9 資訊交易情境因素 43
圖3.10 情境感知資訊需求 50
圖3.11 Sensible Bartering模型關係 59
圖4.1 System infrastructure 66
圖4.2 效率面評估結果 73
圖4.3 機會次數實驗結果 74
圖4.4 精確度實驗結果 78
圖4.5 Learning Process後之精確度分析結果 78
圖5.1 JXTA架構圖 87
圖5.2 System Architecture 90
圖5.3 Simulation Map 91
圖5.4 System Modules 92
圖5.5 效率評估之參數設定畫面 93
圖5.6 效率評估之結果畫面 94
圖5.7 資訊存在機會評估之參數設定畫面 95
圖5.8 資訊存在機會評估之Cost參數設定 96
圖5.9 資訊存在機會評估之Value utility畫面 97
圖5.10 資訊存在機會評估之Social utility畫面 98
圖5.11 資訊存在機會評估之結果畫面 99
圖5.12 資訊交易準確度評估之畫面 100
圖5.13 Learning Process模擬之精確度分析 101
表 次
表2.1 Resource description 14
表2.2 Resource query 15
表3.1 破壞性行銷與傳統行銷的特點比較 27
表3.2 Fundamental Interpersonal Relations Orientation (FIRO) [17] 29
表3.3 Six Relational Typologies (adopted from Roloff, Interpersonal Communication: The Social Exchange Approach.) [18] 30
表3.4 Activity情境因素說明 44
表3.5 Preference情境因素說明 44
表3.7 Location情境因素說明 47
表3.8 Cost pattern setting process 47
表3.9 Cost calculate process 48
表3.10 Value pattern計算程序 49
表3.11 情境資訊之交易變數優先順序 51
表3.12 Value pattern bp setting algorithm 54
表3.13 Value pattern automated decision algorithm 55
表3.14 Social pattern基本假設定義 56
表3.15 Social pattern relationship setting 56
表3.16 Social pattern single receiver process 56
表3.17 Social pattern multiple receivers process 56
表3.18 RD default value 58
表4.1 效率評估之參數說明 67
表4.2 資訊存在機會評估之參數說明 68
表4.3 準確度實驗模擬之使用者資訊比重 70
表4.4 資訊交易準確度之參數說明 71
表4.5 實驗次數值統計 75
表4.6 Probability-Impact矩陣 80
表4.7 SRI成本評估 82
表4.8 SRI效率評估 83
表4.9 SRI便利性評估 84
表4.10 SRI精確度評估 85
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