کتابخانه الکترونیکی - مقالات علمی و پایان نامه ها

پژوهش حاضر با هدف بررسی اثر تعدیل کننده جنسیت در پذیرش تجارت الکترونیک با استفاده از مدل پذیرش نوآوری انجام شده است. بدین منظور پرسشنامه ای به طور آنلاین بر روی دو سایت قرار گرفت. با نرخ پاسخگویی 72 درصد، تعداد 283 نفر از پاسخ دهندگان به طور کامل به سؤالات پاسخ دادند. روایی پرسشنامه ها از طریق نظر نخبگان و پایایی آن از طریق محاسبه آلفای کرونباخ ارزیابی شد. با استفاده از دو مدل جداگانه رگرسیونی و آزمون مقایسه ضرایب β اثر تعدیل کننده جنسیت بر پذیرش تجارت الکترونیک مورد آزمون قرار گرفت. نتایج مدل نشان داد جنسیت در مدل پذیرش نوآوری بر روی رابطه مزیت نسبی درک شده، سازگاری درک شده، سهولت استفاده درک شده، قابل شرح بودن نتایج، پدیداری درک شده با قصد استفاده از تجارت الکترونیک اثر تعدیل کننده دارد. این اثر در رابطه با متغیر های تصویر درک شده و قابلیت اعتماد دیده نشد.

Author/Creator

Li, Yijun

Institution

University of Newcastle. Faculty of Science and Information Technology, School of Design, Communication and Information Technology

Description

Research Doctorate - Doctor of Philosophy (PhD)

Description

There is a large and rapidly increasing amount of video data on the Internet and in personal or organizational collections. Fast and accurate video search emerges to become an important issue. The need and main technical challenges for video retrieval are similar to those for the content based image retrieval CBIR problem. Lack of meaningful and comprehensive text annotation means that an approach based on content similarity can be promising; and the differences between an often high-level search intention and the low-level features used in content-based search techniques suggest that content-based video retrieval (CBVR) may also suffer from “semantic gap” issues. One area of content-based video search is automated video matching and recognition. It has emerged in many applications in recent years. This thesis analyses the problem of CBVR from related work in the literature as well as some current work in our team, focusing on the relationship between CBIR and CBVR, open yet well-defined research issues and practical applications of CBVR. To retrieve similar videos to a query clip from a large database, nearest neighbour (NN) search technique for each feature vector is used. Batch nearest neighbour (BNN) search is started as a batch operation that performs a number of individual NN searches. Towards efficient high-dimensional BNN search, a novel approach called dynamic query ordering (DQO) is presented for advanced optimization of both I/O and CPU costs. Computer recognition of TV commercials is one of many interesting areas that have attracted much attention from both the research community and the marketing industry. As the amount of video data is stored in large quantities, it is necessary to propose an efficient technique for video seeking and matching. Automatic real-time recognition of TV commercials is an essential step for TV broadcast monitoring. It comprises of two basic tasks: rapid detection of known commercials that are stored in a database, and accurate recognition of unknown ones that appear for the first time in TV streaming. The existing approaches, however, cannot perform robust commercial detection because they rely highly on the assumption that black frames are inserted before commercial breaks. In this thesis, a real time recognition system – CRS and SOS based approach is proposed to address these challenging issues. The recognition system consists of these components- digital TV capturing, scene breaks detection, fingerprint generation, commercial break and boundary detection, known and unknown commercial recognition. This thesis will describe the details of these components.

Relation

University of Newcastle Research Higher Degree Thesis

Date

2011

Keyword(s)

video content analysis;  TV commercial detection

Resource Type

thesis

Rights

Copyright 2011 Yijun Li

Language

eng

Author/Creator

Campbell, Sarah

Institution

University of Newcastle. Faculty of Science & Information Technology, School of Psychology

Description

Professional Doctorate - Doctor of Clinical and Health Psychology

Description

Scope: Food marketing toward children is evident across many forms of media and at the point-of-sale. There is little previous research into children’s requests for food/drinks in the supermarket and the influence of promotional strategies on these requests. Purpose: The purpose of this study was to determine the prevalence of children’s food/drink requests made whilst grocery shopping with a parent/caregiver. The study also aimed to gain further understanding of parents’ experience of food marketing directed towards children in the supermarket environment and dealing with food/drink requests whilst shopping. Method: A mixed methods design was used. Intercept interviews (N=158) were conducted with parents/caregivers accompanied by a child/ren on exiting 9 supermarkets in the Newcastle region, New South Wales. Parents were asked about the prevalence of food requests by child/ren generally and during the most recent supermarket visit. Information about the types of food/drinks requested and whether parents purchased any of the requested food/drinks was sought. Food/drink requests were categorised into food groups and then more broadly defined as core or noncore foods. Additional demographic information was collected. Focus groups (n=13) and telephone interviews (n=3) were conducted to explore parents’ experiences of supermarket shopping with children and children requesting food/drink items. These discussions sought further information on the impact of marketing directed towards children on food/drink requests in the supermarket and dealing with pestering for food whilst grocery shopping. Results: Of the 158 intercept survey participants (30% response rate), 73% of respondents reported a food/drink request by their child during the supermarket visit. Most requested food items (88%) were unhealthy foods, with chocolate/confectionery being the most common food category requested (40%). Most parents/caregivers (70%) purchased at least one food item requested during the shopping trip. Parents/caregivers purchased a food/drink item regardless of whether they perceived the request to be healthy or not. There was a tendency not to purchase a requested product for a younger child. Qualitative interviews identified themes associated with food requests and prompts in the supermarket. Discussions established the following themes: parents’ experience of pester power in the supermarket; prompts for food requests in the supermarket; parental responses to pestering in the supermarket environment; and strategies to manage pestering and minimise requests for food items. Conclusions: Food/drink requests from children are common during supermarket shopping. Despite the majority of the food/drinks requested being unhealthy, parents often purchase these foods. The healthiness of the food/drink item did not influence the decision to purchase the requested product. Parents/caregivers reported that food promotion impacted on children’s requests for food/drink items whilst grocery shopping. They suggested that point-of-sale tactics and television advertising had the greatest effect on children’s food/drink requests. Parents reported difficulties dealing with constant requests for food/drink items throughout the supermarket and expressed desire for environmental changes to reduce pestering including confectionery-free checkouts, minimisation of child-friendly placement of products, and reducing children’s exposure to food marketing in general. Implications: Parents are likely to benefit from being provided with skills to deal with food/drink requests and pestering when shopping. Changes to current regulations around food promotion aimed at children need to be made to reduce exposure and protect children from the effects of unhealthy food marketing.

Date 2012

Language eng

This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework in online environments: the drastically diminished role of the Ps and the lack of any strategic elements in the model. Next to identifying the critical factors of the Web marketing, the paper argues that the basis for successful E-Commerce is the full integration of the virtual activities into the company’s physical strategy, marketing plan and organisational processes. The four S elements of the Web-Marketing Mix framework present a sound and functional conceptual basis for designing, developing and commercialising Business-to-Consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of field projects; two of them are presented as case studies in the paper.

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Jing yang Zhong and Wayne Mitchell

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