位置基礎服務與廣告在使用GPS功能智慧型手機時的希望與問題

This thesis aims to form a preliminary understanding of the implications of location-based services (LBS) and advertising as they pertain to GPS-enabled mobile phones. Ubiquitous, omnipresent GPS-enabled mobile phones allow location-specific context-aware advertising at any time of day, every day. However, issues relating to push advertising and data display on small cell phone screens are major hurdles to mass LBS adoption. In addition, a generally bounded daily living area creates hurdles for mass adoption of LBSs regardless of GPS device. Despite this, results from 209 online survey respondents suggest that usage patterns and affinity for non-navigational location-based search are much higher for cell phone users than for traditional in-car GPS services. The survey analyzes usage and perceptions of GPS devices based on ease of use, dynamic nature of the data displayed, and perceived utility. In the case of perceived utility, mobile users are more likely to identify non-navigational LBS as useful; however, mobile users perceive the ease of use for many functions of LBSs to be time consuming and somewhat difficult.

並列關鍵字

location based services ； advertising ； GPS smart phones

參考文獻

Nysveen, H., Pedersen, P. E., & Thorbjornsen, H. (2005). Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons. Journal of the Academy of Marketing Sciences , 33 (3), 330-346.

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AlHinai, Y. S., Kurnia, S., & Johnston, R. B. (2007). Adoption of Mobile Commerce Services by Individuals: A Meta-Analysis of the Literature. Melbourne: University of Melbourne.

Alvarez, M., & Asugman, G. (2006). Explorers versus Planners: A Study of Turkish Tourists. Annals of Tourism Research , 33 (2), 319-338.

被引用紀錄

Lin, P. H. (2010). Google廣告商業模式的競爭策略分析 [master's thesis, National Taiwan University]. Airiti Library. https://doi.org/10.6342/NTU.2010.00532

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位置基礎服務與廣告在使用GPS功能智慧型手機時的希望與問題

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