Application of TOPSIS for Solving Optimal Brand Communication Effect on the Portal
學年 101
學期 2
出版（發表）日期 2013-07-01
作品名稱 Application of TOPSIS for Solving Optimal Brand Communication Effect on the Portal
作品名稱（其他語言）
著者 Lee, Yueh-Hua; Wu, Feng-Yi; Chuang, Chung-Chu
單位 淡江大學企業管理學系; 淡江大學管理科學學系
出版者 Hershey: I G I Global
著錄名稱、卷期、頁數 International Journal of Web Portals 5(3), pp.40-52
摘要 Based on the cognitive psychology of selective attention and priming effect, and visual display effect, this research aims to explore how banner advertisements in the portal sites affect brand communication after end user enter the web. This study uses online SSI Web questionnaire and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method. The prime age group selection considers the brand communication effect simultaneously from involvement, advertising attitude, purchase intention and attractiveness of advertisement content. Finally, TOPSIS are presented as an empirical example in brand communication effect on the web portal. The result indicates that the advertising through portal site has optimal brand communication effect on age between 20 to 29 years. The results can help business to make efficient decision. Managerial issues and future work of this paper are discussed.
關鍵字
語言 en_US
ISSN 1938-0208
期刊性質 國外
收錄於 EI
產學合作
通訊作者
審稿制度 是
國別 USA
公開徵稿
出版型式 ,電子版
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