Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations

The World Wide Web  幾個讓 Internet 成為行銷人員注目的因素  消費者與企業在網際網路上的互動漸增。 ‚ 在電子商務中，分散式且多對多的 Web 應 用較受歡迎。 ƒ 相較於其他 Hypermedia CMEs ， Web 可 以提供更廣泛的內容。 „ Web 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）

Hypermedia Computer-Mediated Environments  Model 1 ： Mass Media

Hypermedia Computer-Mediated Environments  Model 2 ： Interpersonal and Computer- Mediated Communications

Hypermedia Computer-Mediated Environments  Model 3 ： A New Model for Hypermedia CMEs

New Concepts about Model 3  Machine-Interactivity  Telepresence  Hypertext, Multimedia, and Hypermedia  Network navigation

Media Characteristics  About Traditional Media v.s. New Media  The Remaining 3 characteristics ：  The Number of linked sources available ‚ Media Feedback Symmetry ƒ Temporal Synchronicity

Figure 5 ： Media Typology Based on Objective Characteristics.  The central position of the Web in Figure 5 corresponds to an important strategic interpretation of the Web as a marketing medium.  Advertising strategy on the Web must account for both short-term （ decision of which link to select next ） and long-term （ reading detailed information provided at a commercial site ） exposure.

A Process Model of Network Navigation in Hypermedia CMEs.  Flow ：最佳化體驗的流程  Flow experience in a CME ：在網路瀏覽 間所觸發的狀態  人機互動中的連續回應 ‚ 本質上是愉悅的 ƒ 某些自我意識會喪失 „ 自我強化 … 全心涉入

Antecedents of Interactivity and Vividness

Overview of Two-Stage Structural Model of Consumer Behavior in a CME

Dynamic process model of network navigation in the hypermedia CME

Research Issues ㊣ Flow 的衡量 1.Measurement approaches 2.Primary antecedents of flow 3.Secondary antecedents of flow ㊣顧客的異質性 4.The Autotelic personality 5.Optimal stimulation level and flow

Research Issues ㊣在 CMEs 中之體驗式或目標導向性行為 6.Definition of experiential and goal-directed behavior. 7.Search motives and involvement for experiential and goal-directed behavior 8.External memory 9.Choise behavior and decision making in a CME 10.Developmental patterns of flow states.

Research Issues ㊣ Flow 在邏輯上的推論 11.Consumer learning 12.Perceived behavioral control 13.Exploratory behavior 14.Positive subjective experiences 15.Distortion in time perception

Discussion and Conclusion  In the new communication model, consumers can actively choose whether to approach firms through their Web sites and exercise unprecedented control over the management of the content with which they interact.  The opportunity for consumer interaction in the hypermedia CME is unprecedented.  Repeat consumption behavior, that is, repeat visits to a hypermedia CME, are increased if the environment facilitates the flow state.