
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。

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


Machine-Interactivity

Telepresence

Hypertext, Multimedia, and Hypermedia

Network navigation


About Traditional Media v.s. New Media

The Remaining 3 characteristics ：

The Number of linked sources available

Media Feedback Symmetry

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

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

㊣ 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

㊣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.

㊣ 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


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.