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管理者如何設計有助競合成功的結構 以廣告導演為例

為了解決best mobile cb radio的問題，作者趙伯祚 這樣論述：

競合結構的設計是管理者實現提高績效的一種策略選擇，在創意產業中價值創造的核心離不開管理者。本研究以廣告導演為研究對象，以新片場網站為數據基礎。對廣告導演的競合結構、排名、合作人數、勝任角色等做出調查。整理出三種競合結構設計的理念：互動性競合結構設計，以動態的方式思考競合結構的選擇。多元性競合結構設計，以辯證的角度思索競合結構的設計。境合競合結構設計，「以人為本」尋找關鍵的合作夥伴變換競合角色的思考模式，把握時機在準備的時間進行競合結構的調整。本研究對有意投入創意產業的創意階層提出建議，並豐富了競合理論中競合結構的設計部分。對其他行業在管理實踐中也有一定的指導意義。

探索臉書網紅與粉絲間的擬社會關係:以越南使用者為研究對象

為了解決best mobile cb radio的問題，作者Vo Thi Hong Yen 這樣論述：

Table of ContentRecommendation Letter from The Thesis Advisor………………………….Thesis Oral Defense Committee Certification………………………………Acknowledgment…………………………………………………………..iiiAbstract…………………………………………………………………….ivTable of Content………………………………………………………….....vList of Figures……………………………………………………...……...viiList

of Tables……………………………………………………………...viiiList of Abbreviations…………………………………………………...…..ixChapter 1: Introduction - 1 -1.1 Social network sites (SNS) growth in Vietnam - 1 -1.1.1 Vietnam social network sites (SNS) advertising growth - 1 -1.1.2 Digital celebrities’advertising growth in Vietnam

- 3 -1.2 Motivation - 3 -1.3 Expectation - 5 -1.4 Research Objective - 6 -1.5 Outline - 6 -Chapter 2: Literature Review - 8 -2.1 Social network sites (SNS) advertising - 8 -2.2 Digital celebrities and parasocial relationships - 9 -Chapter 3: Hypotheses - 11 -3.1 Interact

ion behavior and parasocial relationships - 11 -3.2 Virtual empathy and parasocial relationships - 12 -3.3 Implicit narcissism and parasocial relationships - 13 -3.4 Parasocial relationship and purchase intention and electronic word of mouth intention - 14 -3.5 Parasocial relationship an

d perceived authenticity - 16 -Chapter 4: Collecting And Analysising Data - 27 -4.1 The general questionnaire survey - 27 -4.2 Data collection - 36 -4.3 Measurement - 38 -4.4 Pretesting questionnaires - 39 -Chapter 5: Results - 55 -5.1 The reliability and validity of construct

- 55 -5.2 SEM analysis - 61 -5.3 Mediation influence - 64 -5.4 Moderator analysis of parasocial relationship - 66 -Chapter 6: Conclusions And Discussions - 70 -6.1 Conclussions - 70 -6.3 Limitation and future study - 74 -Appendix A: A Survey Questionnaire - 75 -References…………

…………………………………………...………..- 83 -List of FiguresFigure 1.1: The growth of social network sites (SNS) users in Vietnam - 1 -Figure 1.2: The revenue of digital advertising in Vietnam - 2 -Figure 3.1: Proposed research model - 26 -Figure 5.1: Path Coefficients Associated with Hypotheses Testing

- 63 -Figure 5.2: The moderating influence of parasocial relationship on the relationship between perceived authenticity and electronic word of mouth (eWOM) - 69 -List of TablesTable 3.1: Variable definitions and illustration - 19 -Table 4.1: Questionnaire in Vietnamese and English - 28 -

Table 4.2: Demographic analysis - 37 -Table 4.3: Cronbach’s Alpha of seven constructs before modify - 40 -Table 4.4: Item-Total Statistics of Measurement items were excluded from constructs - 45 -Table 4.5: Measurement items and standard deviation - 48 -Table 5.1: The reliability and fa

ctor analysis results - 55 -Table 5.2: Correlation analysis results - 57 -Table 5.3: VIF (variance inflation factor) results - 59 -Table 5.4: p- values and path coefficients - 62 -Table 5.5: Mediation influences - 65 -Table 5.6: Test of linear moderation by parasocial relationship

- 67 -Table 5.7: Slopes for perceived authenticity predicting electronic word of mouth (eWOM) at each level of the parasocial relationship - 68 -