行銷漏斗來進行行銷決策是十分有效的，因為傳統的效果層級模型不再能夠充分的捕捉消費者的決策，因此行銷人員需要行銷漏斗觀察消費者整個購買過程。然而，隨著新媒體的快速發展，近幾年消費習慣和行為都發生了具大變化，行銷漏斗也有不一樣的變化。因此本研究主要是想探究行銷漏斗的進展。

本研究過程是先透過文獻的學理探討效果層級模型，繼而說明傳統媒體行銷與新媒體行銷，然後整理行銷漏斗的進展，最後透過以往的文獻找出在行銷漏斗中影響轉換率的28種因素。最後，本研究可提供給企業作為行銷策略運用上的參考，從行銷漏斗中尋找自身問題，利用影響因素做出相對應的調整和改善的參考。

Enterprise can make marketing strategy successfully with using marketing funnel because the traditional hierarchy of effects model cannot control the customers’ decision, marketing department need to observe the whole purchasing process. However, the growth of the social media has led to a change in customer behavior and a variety of different purchases. In addition, many scholars have different studies for marketing funnel. For this reason, this study focuses on the marketing funnel.

This study first collated the hierarchy of effects model by the reference. Afterward we discussed about traditional marketing and social media marketing. In addition, we collated the different framework of marketing funnel. Lastly, we found 28 influencing factors by reference. To sum up, the findings provide useful insights for practice and future research in marketing. Moreover, enterprises can find the problems from marketing funnel, and improve marketing strategy with influencing factors.

Ahn, Jin Sook, and So Young Sohn (2009), “Customer Pattern Search for After-Sales Service in Manufacturing,” Expert Systems with Applications, 36(3), 5371-5375.
Ayanso, Anteneh, and Reena Yoogalingam (2009), “Profiling Retail Web Site Functionalities and Conversion Rates: A Cluster Analysis,” International Journal of Electronic Commerce, 14, 79-114.
Bachnik, Katarzyna, and Justyna Szumniak-Samolej (2013), “Shared Value in Practice: TOMS Business Model,” Chinese Business Review, 12(9), 639-645.
Bai, Billy, Rob Law, and Ivan Wen (2008), “The Impact of Website Quality on Customer Satisfaction and Purchase Intentions: Evidence from Chinese Online Visitors,” International Journal of Hospitality Management, 27, 391-402.
Bakshy, E., Hofman, J.M., Mason, W.A. and D.J. Watts (2011), “Everyone's an Influencer: Quantifying Influence on Twitter,” In Proceedings of the Fourth ACM International Conference on Web Search and Data Mining, 65-74.
Batra, Rajeev, and Kevin Lane Keller (2016), “Integrating Marketing Communications: New Findings, New Lessons, and New Ideas,” Journal of Marketing, 80, 122-145.
Barry, Thomas E. (1987), “The Development of the Hierarchy of Effects: An Historical Perspective,” Current issues and Research in Advertising.
Barry, Thomas E. and Daniel J. Howard (1990), “A Review and Critique of the Hierarchy of Effects in Advertising,” International Journal of Advertising, 9(2), 121-135.
Bedell, Clyde (1940), “How to Write Advertising That Sells,” New York: McGraw-Hill Book Company, Inc.
Bilgihan, Anil (2016), “Gen Y Customer Loyalty in Online Shopping: An Integrated Model of Trust, User Experience and Branding,” Computers in Human Behavior, 61, 103-113.
Bruhn, M., V. Schoenmueller, and D.B. Schäfer (2012), “Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation?” Management Research Review, 35(9), 770–790.
Bullen, Christine, and John Rockart (1981), “A Primer on Critical Sucess Factors,” Center for Information Systems Research
Burke, J. F., and L. A. Lindblom (1989), “Strategies for Evaluating Direct Response Tourism Marketing,” Journal of Travel Research, 28 (2), 33-37.
Butterfield, D.W., K.R. Deal, and A.A. Kubursi (1998), “Pleasuring the Returns to Tourism Advertising,” Journal of Travel Research, 37, 12-20.
Cao, Lanlan, and Li Li (2015), “The Impact of Cross-Channel Integration on Retailers’ Sales Growth,” Journal of Retailing, 91, 198-216.
Cezar, Asunur, and Hulisi Ögüt (2016), “Analyzing Conversion Rates in Online Hotel Booking: The Role of Customer Reviews, Recommendations and Rank Order in Search Listings,” International Journal of Contemporary Hospitality Management, 28(2), 286-304.
Chou, Yen-Chun, Howard Hao-Chun Chuang, and Benjamin B.M. Shao (2016), “The Impact of E-Retail Characteristics on Initiating Mobile Retail Services: A Modular Innovation Perspective,” Information & Management, 53, 481-492.
Clarke, Theresa Bilitski, and Bernard J. Jansen (2017), “Conversion Potential: A Metric for Evaluating Search Engine Advertising Performance,” Journal of Research in Interactive Marketing, 11, 142-159.
Clow, Doug (2013), “MOOCs and The Funnel of Participation,” Third Conference on Learning Analytics and Knowledge, 185–189.
Colicev, Anatoli, Ashish Kumar, and Peter O'Connor (2018), “Modeling The Relationship between Firm and User Generated Content and The Stages of The Marketing Funnel,” International Journal of Research in Marketing.
Coney, Russell H. (1961), “Defining Advertising Goals for Measured Advertising Results,” New York: Association of National Advertisers.
Cutter, Matt, and Jim Sterne (2000), “The Customer Life Cycle Funnel,” E-metrics Business Metrics New Economy.
Dar, Numan Arif, Mirza Ashfaq Ahmed, Muhammad Hassan Muzaffar, Khizar Nawaz, and Zahra Zahid (2014), “Facebook verses Television: Advertising Value Perception among Students,” International Journal of Business and Management Invention, 3, 61-70.
D'Haen, J., and D. Van den Poel (2013), “Model-Supported Business-to-Business Prospect Prediction Based on An Iterative Customer Acquisition Framework,” Industrial Marketing Management, 42(4), 544–551.
Felix, Reto, Philipp A. Rauschnabel, and Chris Hinsch (2016), “Elements of strategic social media marketing: A holistic framework,” Journal of Business Research, 70, 118-126.
Forehand, Mark R., and Rohit Deshpandé (2001), “What We See Makes Us Who We Are: Priming Ethnic Self-Awareness and Advertising Response,” Journal of Marketing Research, 38(3), 336-348.
Godes, David, and Dina Mayzlin (2009), “Firm-Created Word-of-Mouth Communication: Evidence from a Field Test,” Marketing Science, 28(4), 721-739.
Grönroos, C. (1994), “From Marketing Mix to Relationship Marketing: towards a Paradigm Shift in Marketing,” Management decision, 32(2), 4-20.
Grube, J. W., and Lawrence Wallack (1994), “Television Beer Advertising and Drinking Knowledge, Beliefs, and Intentions among Schoolchildren,” American Joumal of Public Health, 84(2), 254-259.
Haan, Evert de, P. K. Kannan, Peter C. Verhoef, and Thorsten Wiesel (2018), “Device Switching in Online Purchasing: Examining the Strategic Contingencies,” Journal of Marketing, 82, 1-19.
Hou, Jiang-Liang, and Ting-Gin Chen (2011), “An RFID-based Shopping Service System for retailers,” Advanced Engineering Informatics, 25(1), 103-115.
Human, Lauren J., Gillian M. Sandstrom, Jeremy C. Biesanz, and Elizabeth W. Dunn (2012), “Accurate First Impressions Leave a Lasting Impression: The Long-Term Effects of Distinctive Self-Other Agreement on Relationship Development,” Social Psychological and Personality Science, 4(4), 395-402.
Järvinen, Joel, and Heini Taiminen (2016), “Harnessing Marketing Automation for B2B Content Marketing,” Industrial Marketing Management, 54, 164–175.
Joo, Mingyu, Kenneth C. Wilbur, Bo Cowgill, and Yi Zhu (2013), “Television Advertising and Online Search, forthcoming,” Management Science.
Jun, Seung-Pyo, and Do-Hyung Park (2016), “Consumer Information Search Behavior and Purchasing Decisions: Empirical Evidence from Korea,” Technological Forecasting & Social Change, 107, 97-111.
Kaplan, A.M. and Haenlein, M. (2010), “Users of the World, Unite! The Challenges and Opportunities of Social Media,” Business Horizons, 1(53), 59-68.
Kitson, Harry D. (1921), “The Mind of the Buyer: A Psychology of Selling,” New York: The Macmillan Company.
Kotler, P., N. Rackham, and S. Krishnaswamy (2006), “Ending the War between Sales and Marketing,” Harvard Business Review, 84, 68.
Kozinets, Robert V., Kristine de Valck, Andrea C. Wojnicki, and Sarah J.S. Wilner (2010), “Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities,” Journal of Marketing, 74, 71–89.
Kurata, Hisashi, and Seong-Hyun Namb (2010), “After-Sales Service Competition in a Supply Chain: Optimization of Customer Satisfaction Level or Profit or Both?” International Journal of Production Economics, 127(1), 136-146.
Kwak, H., C. Lee, P. Hosung and Moon, S (2010), “What is Twitter, a Social Network or a News Media?” In Proceedings of the 19th International Conference on World Wide Web, 591-600.
Lavidge, R.C. and G.A. Steiner (1961), “A Model for Predictive Measurements of Advertising Effectiveness,” Journal of Marketing, 25, 59-62.
Lee, Yong-Gun, Kevin K. Byon, Robin Ammon, and Sung-Bae R. Park (2016), “Golf Product Advertising Value, Attitude toward Advertising and Brand, and Purchase Intention,” Social Behavior and Personality: an international journal, 44(5), 785-800.
Li Zewei (2016), “The Critical Success Factors of Social Media Marketing Contents in China,” Dissertation in International Management for China.
Ludwig, Stephan, Ko de Ruyter, Mike Friedman, Elisabeth C. Brüggen, Martin Wetzels and Gerard Pfann (2013), “More Than Words: The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates,” Journal of Marketing, 77, 87-103.
Martin, Brett A. S., and Carolyn A. Strong (2016), “The Trustworthy Brand: Effects of Conclusion Explicitness and Persuasion Awareness on Consumer Judgments,” Marketing Letters, 27(3), 473–485.
Manchanda, Puneet, Jean-Pierre Dubé, Khim Yong Goh, and Pradeep K. Chintagunta (2006), “The Effect of Banner Advertising on Internet Purchasing,” Journal of Marketing Research, 43(1), 98-108.
Marcus, C. (2002), “Re-Engineering Lead Management,” Research Report, [available at: https://www.gartner.com/doc/372950/reengineering-lead-management]
Mayzlin, D. and J. Shin (2011), “Uninformative Advertising as an Invitation to Search,” Marketing Science, 30(4), 666-685.
Mclemore, C., and N. Mitchell (2001), “An Internet Conversion Study of www.arkansas.com - A State Tourism Website,” Journal of Vacation Marketing, 7, 268-274.
Meenaghan, T. (1991), “The Role of Sponsorship in the Marketing Communications Mix,” International journal of advertising, 10(1), 35-47.
Money, R. Bruce, Mary C. Gilly, and John L. Graham (1998), “Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan,” Journal of Marketing, 62, 76-87.
Muralia, S., S. Pugazhendhi, and C. Muralidharan (2016), “Modelling and Investigating the Relationship of After Sales Service Quality with Customer Satisfaction, Retention and Loyalty – A Case Study of Home Appliances Business,” Journal of Retailing and Consumer Services, 30, 67-83.
Nielsen, Jakob (2013), “Conversion Rates,” [available at https://www.nngroup.com/articles/conversion-rates/].
Neslin, Scott A., and Venkatesh Shankar (2009), “Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions,” Journal of Interactive Marketing, 23 (1), 70–81.
Noble, S. (2010), “It’s Time To Bury The Marketing Funnel,” Forbes, [available at http://www.forbes.com/2010/12/08/customer-lifecycle-leadership-cmo-network-funnel.html]
O'reilly, T. (2007), “What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software,” Communications & Strategies, 1(1), 17.
Peng, Lifang, Qinyu Liao, Xiaorong Wang, and Xuanfang He (2016), “Factors Affecting Female User Information Adoption: An Empirical Investigation on Fashion Shopping Guide Websites,” Electronic Commerce Research, 16(2), 145–169.
Plummer, J.T. (1974), “The Concept and Application of Life Style Segmentation,” The Journal of Marketing, 38(1), 33-37.
Pratt, S., S. McCabe, I. Cortes-Jimenez, and A. Blake (2009), “Measuring the Effectiveness of Destination Marketing Campaigns Comparative Analysis of Conversion Studies,” Journal of Travel Research, 49, 179-90.
Preston, Ivan L, (1982). “The Association Model of the Advertising Communication Process,” Journal of Advertising, 11, 3-15.
Ray, Jyotishka, Jayarajan Samuel, Syam Menon, and Vijay Mookerjee (2017), “The Design of Feature‐Limited Demonstration Software: Choosing the Right Features to Include,” Marketing Sciences, 26(1), 9-30.
Robertson, Thomas S. (1971), “Innovative Behavior and Communication,” New York: HoIt Rinehart, Winston.
Rogers, Everett M. (1962), “Diffusion of innovation,” New York: Free Press.
Rink, DR, and JE Swan (1979), “Product Life Cycle Research: A Literature Review,” Journal of Business Research, 7, 219-242.
Roncha, Ana, and Natascha Radclyffe-Thomas (2016), “How TOMS’ “One Day Without Shoes” Campaign Brings Stakeholders Together and Co-creates Value for The Brand Using Instagram as A Platform,” Journal of Fashion Marketing and Management, 20(3), 300-321.
Rui, Huaxia, Yizao Liu, and Andrew Whinston (2013), “Whose and What Chatter Matters? The Impact of Tweets on Movie Sales,” Decision Support Systems, 55(4), 863-870.
Rutz, Oliver J., and Randolph E. Bucklin (2011), “From Generic to Branded: A Model of Spillover in Paid Search Advertising,” Journal of Marketing Research, 48(1), 87-102.
Shabbir, Shahbaz, Hans Ruediger Kaufmann, Israr Ahmad, and Imran M. Qureshi (2010), “Cause Related Marketing Campaigns and Consumer Purchase Intentions: The Mediating Role of Brand Awareness and Corporate Image,” African Journal of Business Management, 4(6), 1229-1235.
Sheldon, Arthur Frederick (1911), “The Art of Selling,” Chicago: The Sheldon School.
Shih, C.C., T.M. Lin and P. Luarn (2014), “Fan-Centric Social Media: The Xiaomi Phenomenon in China,” Business Horizons, 57(3), 349-358.
Silberman, J., and M. Klock (1986), “Alternative to Conversion Studies for Measuring the Impact of Travel Ads,” Journal of Travel Research, 24 (4), 12-16.
Stone, Merlin, Matt Hobbs, and Mahnaz Khaleeli (2002), “Multichannel Customer Management: The Benefits and Challenges,” Journal of Database Marketing & Customer Strategy Management, 10 (1), 39–52.
Travel Montana (1998), “Magazine Travel Conversion Study,” [available at: http://travelmontana.state.mt.us/research/Magazineconversionstudy98].
Trusov, M., R.E. Bucklin, and K. Pauwels (2009), “Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site,” Journal of marketing, 73(5), 90-102.
Tung, Jane (2012), “The Effect of Price Promotion Strategy on Purchase Intention of customers,” Actual Problems of Economics, 134, 495-503.
Vakratsas, D. and T. Ambler (1999), “How Advertising Works: What Do We Really Know?” Journal of Marketing, 63, 26-43.
Vazifehdust, Hossein, Hashem Nikoomaram, and Hassan Saberi (2012), “Cause Related Marketing Campaigns and Consumer Purchase Intentions: The Mediating Role of Cultural Values and Perceptual Brand Equity,” Life Science Journal ACTA ZhengZhou University Overseas, 9(4), 2017-2025.
Wang, Jau‐Shyong, Yen‐Fen Cheng, and Yi‐Ling Chu (2013), “Effect of Celebrity Endorsements on Consumer Purchase Intentions: Advertising Effect and Advertising Appeal as Mediators,” Human Factors and Ergonomics in Manufacturing & Service Industries, 23(5), 357-367.
Webb, Deborah J., and Lois A. Mohr (1998), “A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned,” Journal of Public Policy & Marketing, 17(2), 226-238.
Weber, John A. (2002), “Managing the Marketing Budget in A Cost-Constrained Environment,” Industrial Marketing Management, 31, 705-717.
Wei, Pei-Shan, and Hsi-Peng Lu (2013), “An Examination of The Celebrity Endorsements and Online Customer Reviews Influence Female Consumers’ Shopping Behavior,” Computers in Human Behavior, 29, 193-201.
Weilbacher, William M. (2001), “Point of View: Does Advertising Cause a "Hierarchy of Effects?” Journal of Advertising Research, 41(6), 19-26.
Wijaya, Bambang Sukma (2012), “The Development of Hierarchy of Effects Model in Advertising,” International Research Journal of Business Studies, 5, 73-85.
Winer, R.S. (2001), “A Framework for Customer Relationship Management,” California Management Review, 43(4), 89-105.
Woodside, A. G., and D. M. Reid (1974), “Tourism Profiles versus Audience Profiles: Are Upscale Magazines Really Upscale?” Journal of Travel Research, 12 (4), 17-23.
Woodside, A.G. (1990), “Measuring Advertising Effectiveness in Destination Marketing Strategies,” Journal of Travel Research, 29, 3-8.
Zhang, Jianhui, and Junxuan Zhu (2014), “Research Intelligent Precision Marketing of E-commerce Based on The Big Data,” Journal of Management and Strategy, 5, 33-38.