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系統識別號 U0026-2101202110285500
論文名稱(中文) The Persuasion Value of Social Marketing: in The Perspective of Hierarchy of Effects and Language Expectation
論文名稱(英文) The Persuasion Value of Social Marketing: in The Perspective of Hierarchy of Effects and Language Expectation
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 109
學期 1
出版年 109
研究生(中文) 陳志豪
研究生(英文) Kevin Nugroho Sunarto
學號 RA6087049
學位類別 碩士
語文別 英文
論文頁數 58頁
口試委員 召集委員-王維聰
指導教授-林彣珊
口試委員-溫敏杰
口試委員-盧筱涵
中文關鍵字 none 
英文關鍵字 Crowdfunding  Text mining  Persuasiveness  Pandemic time 
學科別分類
中文摘要 none
英文摘要 As pandemic time start to affect the whole world at the beginning of the 2020, it has brought a lot of effect to the business world as well. To understand how far the effect of pandemic time on Crowdfunding platform, data analysis of Crowdfunding is being done to know the recent business rules. Furthermore, to help fundraiser in raising their success percentage in this pandemic time, we do the text mining with the purpose of finding trending word, which we suggest that it help in raising the success prediction. Based on hierarch of effect and the language expectancy theory, trending word are expected to increase the persuasive effect of a text, which resulted in higher purchase intention. Result by experiment shows that text with trending words presented a higher persuasive effect than those without. Based on these findings, its suggested to use the trending word for the full potential of persuasiveness of the text, and for platform to use this finding for a better recommendation system.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES V
LIST OF FIGURES VI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
CHAPTER TWO LITERATURE REVIEW 4
2.1 Social Commerce. 4
2.1.1 Purchase Intentions in Social Commerce. 5
2.1.2 Emotional Appeal and The Persuasion Value of Text in Social Commerce. 5
2.1.3. Big Data and Business Rules of Social Commerce. 6
2.2 Crowdsourcing Business Projects. 9
2.3 Hierarchy of Effect Theory. 10
2.4 Language Expectancy Theory. 11
2.5 Elaboration Likelihood Model. 13
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 14
3.1 Research Framework and Hypotheses. 14
3.2 Research Method. 19
3.2.1 Study 1 Business Rules of Social Commerce in the Case of Crowdfunding Business Projects. 19
3.2.2 Study 2- User Experiment. 23
CHAPTER FOUR RESEARCH RESULTS 28
4.1 Study 1. Business Rules of Social Commerce in the Case of Crowdfunding Business Projects. 28
4.1.1 Text Corpus Term. 31
4.2 Study 2- User Experiment. 32
4.2.1 Pilot-test. 32
4.2.2 Persuasive Value Without Trending Words. 33
4.2.3 Persuasive Value with Trending Words. 34
4.2.4 Comparison Between Different Set of CFP Context. 35
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 36
5.1 Conclusion. 36
5.1.1 Business Rules of SC in The Case of CFP. 36
5.1.2 Business Rules Generated by Data Mining and The Perceived Value in Persuasion for Human User. 36
5.2 Discussion. 37
5.3 Research Limitations and Future Research Opportunities. 38
REFERENCES 39
APPENDICES 44
Appendix 1: 44
Appendix 2(Questionnaire): 51

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