Web2.0的贡献:实现人与人的对话 信息传播的重大突破:个体网民成为信息的创造者、传播者和分享者 从目前的互联网应用来看,社会性网络备受关注的技术包括 博客(Blog)、播客( Podcasting)、移动博客、P2P、社交网络(SNS)、RSS、 博采( Blogmark)、百科全书:维客(Wiki)、标签(Tag)等。 这些新兴技术不仅仅是一项应用或一个功能,更重要的是代表着一个时代的 兴起,亦即Web2.0时代。 社会性网络的主要功能是:实现网络中人与人的对话。 Web2.0则更注重用户的交互作用,用户既是网站内容的浏览者(消费者) 也是网站内容的传播者(制造者)
信息传播的重大突破：个体网民成为信息的创造者、传播者和分享者 • 从目前的互联网应用来看，社会性网络备受关注的技术包括: • 博客(Blog)、播客(Podcasting)、移动博客、P2P、社交网络(SNS)、RSS、 博采(Blogmark)、百科全书：维客(Wiki)、标签(Tag)等。 • 这些新兴技术不仅仅是一项应用或一个功能，更重要的是代表着一个时代的 兴起，亦即Web2.0时代。 社会性网络的主要功能是： 实现网络中人与人的对话。 • Web2.0则更注重用户的交互作用，用户既是网站内容的浏览者（消费者）， 也是网站内容的传播者（制造者）。 Web2.0 的贡献: 实现人与人的对话 6
Web2.0技术条件下 消费者的信息接受方式、聚合形态 AIDMA: Traditional Model Attention Interest Desire Memory Action A DMA
AIDMA: Traditional Model: Attention Interest Desire Memory Action Ａ Ｉ Ｄ Ｍ Ａ Web2.0 技术条件下 消费者的信息接受方式、聚合形态 7
AISAS: Dentsu model(日本电通模式) Attention Interest Search Action Share A SA S
Ａ Ｉ Ｓ Ａ Ｓ Attention Interest Search Action Share AISAS： Dentsu Model （日本电通模式） 8
What is AISAS8? Attention Interest Search Action Share A I S As Percentage of people who check production information on Search the internet before purchasing Check for information on the Internet about products on TV programs or advertisements that 62.0 interest you Ministry of Internal Affairs and Check ads that catch your attention Communications 2006 White Paper on Information and Communications in Japan 9
What is AISAS®? Search ・Check for information on the Internet about products on TV programs or advertisements that interest you. ・Check ads that catch your attention. Ａ Ｉ Ｓ Ａ Ｓ Attention Interest Search Action Share Percentage of people who check production information on the Internet before purchasing 62.0% Ministry of Internal Affairs and Communications 2006 White Paper on Information and Communications in Japan 9
What is AISAS? Attention Interest Search Action Share A SA S Percentage of people Share participating in an online community and actively sharing Consumer Generated Media information with others 36.8% Writing your impressions on your blog, review sites or SNS about a product purchased or an advertisement/ product you are interested in; this Internet Association Japan 2006 Internet White paper is known as CGM
Ａ Ｉ Ｓ Ａ Ｓ Share Consumer Generated Media ・Writing your impressions on your blog, review sites or SNS about a product purchased or an advertisement/ product you are interested in; this is known as CGM. Attention Interest Search Action Share Percentage of people participating in an online community and actively sharing information with others 36.8% Internet Association Japan 2006 Internet White Paper What is AISAS®? 10