Marketing in Hypermedia Marketing in Hypermedia Computer-Mediated Computer-Mediated

Environments : Conceptual Environments : Conceptual FoundationsFoundations

The World Wide Web The World Wide Web

幾個讓幾個讓 InternetInternet 成為行銷人員注目的因素成為行銷人員注目的因素①① 消費者與企業在網際網路上的互動漸增。消費者與企業在網際網路上的互動漸增。②② 在電子商務中，分散式且多對多的在電子商務中，分散式且多對多的 WebWeb應用較受歡迎。應用較受歡迎。

③③ 相較於其他相較於其他 Hypermedia CMEsHypermedia CMEs ，， WebWeb可以提供更廣泛的內容。可以提供更廣泛的內容。

④④ WebWeb提供了一個可以用來打廣告，甚至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）是直接配送某些貨品的通路。（低成本）

Hypermedia Computer-Mediated Hypermedia Computer-Mediated EnvironmentsEnvironments

Model 1Model 1 ：： Mass MediaMass Media

Hypermedia Computer-Mediated Hypermedia Computer-Mediated EnvironmentsEnvironments

Model 2Model 2 ：： Interpersonal and Computer-MediateInterpersonal and Computer-Mediated Communications d Communications

Hypermedia Computer-Mediated Hypermedia Computer-Mediated EnvironmentsEnvironments

Model 3Model 3 ：： A New Model for Hypermedia CMEs A New Model for Hypermedia CMEs

New Concepts about Model 3New Concepts about Model 3 Machine-InteractivityMachine-Interactivity TelepresenceTelepresence Hypertext, Multimedia, and HypermediaHypertext, Multimedia, and Hypermedia Network navigationNetwork navigation

Media CharacteristicsMedia Characteristics

About Traditional Media v.s. New MediaAbout Traditional Media v.s. New Media

The Remaining 3 characteristicsThe Remaining 3 characteristics ：：①① The Number of linked sources availableThe Number of linked sources available

②② Media Feedback SymmetryMedia Feedback Symmetry

③③ Temporal SynchronicityTemporal Synchronicity

Figure 5Figure 5 ：： Media Typology Based Media Typology Based on Objective Characteristics.on Objective Characteristics.

The central position of the Web in Figure 5 The central position of the Web in Figure 5 corresponds to an important strategic intercorresponds to an important strategic interpretation of the Web as a marketing mediupretation of the Web as a marketing medium.m.

Advertising strategy on the Web must accAdvertising strategy on the Web must account for both short-termount for both short-term （（ decision of whidecision of which link to select nextch link to select next ）） and long-termand long-term （（ rreading detailed information provided at a ceading detailed information provided at a commercial siteommercial site ）） exposure.exposure.

A Process Model of Network NavigA Process Model of Network Navigation in Hypermedia CMEs.ation in Hypermedia CMEs.

FlowFlow ：最佳化體驗的流程：最佳化體驗的流程

Flow experience in a CMEFlow experience in a CME ：在網路瀏覽：在網路瀏覽間所觸發的狀態間所觸發的狀態

①① 人機互動中的連續回應人機互動中的連續回應②② 本質上是愉悅的本質上是愉悅的③③ 某些自我意識會喪失某些自我意識會喪失④④ 自我強化自我強化⑤⑤ 全心涉入全心涉入

Antecedents of Interactivity and VividnessAntecedents of Interactivity and Vividness

Overview of Two-Stage Structural Model of Overview of Two-Stage Structural Model of

Consumer Behavior in a CMEConsumer Behavior in a CME

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

Research IssuesResearch Issues

㊣㊣ FlowFlow 的衡量的衡量1.Measurement approaches1.Measurement approaches2.Primary antecedents of flow2.Primary antecedents of flow3.Secondary antecedents of flow3.Secondary antecedents of flow

㊣顧客的異質性㊣顧客的異質性4.The Autotelic personality4.The Autotelic personality5.Optimal stimulation level and flow5.Optimal stimulation level and flow

Research IssuesResearch Issues

㊣在㊣在 CMEsCMEs中之體驗式或目標導向性行為中之體驗式或目標導向性行為

6.Definition of experiential and goal-directed behav6.Definition of experiential and goal-directed behavior.ior.

7.Search motives and involvement for experiential 7.Search motives and involvement for experiential and goal-directed behaviorand goal-directed behavior

8.External memory8.External memory

9.Choise behavior and decision making in a CME9.Choise behavior and decision making in a CME

10.Developmental patterns of flow states.10.Developmental patterns of flow states.

Research IssuesResearch Issues

㊣㊣ FlowFlow 在邏輯上的推論在邏輯上的推論

11.Consumer learning11.Consumer learning

12.Perceived behavioral control12.Perceived behavioral control

13.Exploratory behavior13.Exploratory behavior

14.Positive subjective experiences14.Positive subjective experiences

15.Distortion in time perception15.Distortion in time perception

Discussion and ConclusionDiscussion and Conclusion

In the new communication model, consumers In the new communication model, consumers can actively choose whether to approach firms can actively choose whether to approach firms through their Web sites and exercise through their Web sites and exercise unprecedented control over the management of unprecedented control over the management of the content with which they interact.the content with which they interact.

The opportunity for consumer interaction in the The opportunity for consumer interaction in the hypermedia CME is unprecedented.hypermedia CME is unprecedented.

Repeat consumption behavior, that is, repeat Repeat consumption behavior, that is, repeat visits to a hypermedia CME, are increased if the visits to a hypermedia CME, are increased if the environment facilitates the flow state.environment facilitates the flow state.