行動適地性服務在國內一直是處於發展中的新服務類型,隨著近年來使用智慧型手機的人數大幅增長,加上各家業者3G無線網路基礎建設完備,使適地性服務行銷比起過往的行動商務行銷,有了更多元的發展面貌。不管是學術界或實務界,都欲進一步探究使用者採用的意願,與影響使用者採用及信任該內容的原因。 本研究的主要目的是了解影響智慧型手機行動適地性服務使用者採用與信任行動適地性服務的因素。在透過研究者自身觀察與使用的經驗、初步的訪談、相關研究文獻檢閱爬梳後,提出主觀判斷及科技因素為主要的研究面向。主觀判斷的影響因素包含:「知覺有用性」、「知覺易用性」、「知覺便利性」、「社會瀏覽」、「熟悉感」;科技因素的影響因素為:「介面呈現」、「軟體性能」。 研究者觀察主觀判斷與科技因素對「採用意願」、「信任意圖」(依賴意願、聽從建議)的預測力。研究結果發現,整體的主觀判斷因素皆能正向預測採用意願,其中又以「知覺有用性」最具預測力。而科技因素並不能正向預測「採用意願」。在「依賴意願」之信任意圖的探討上,「知覺有用性」、「知覺易用性」、「熟悉感」、「軟體性能」都能夠正向影響「依賴意願」。另外在「聽從建議」之信任意圖部分,以「軟體性能」之預測力最高,「知覺有用性」、「知覺便利性」、「熟悉感」也都是影響「聽從建議」很重要的因素。
Mobile location-based service (MLBS) is a budding service genre in Taiwan. The exponential growth of the smart-phone-user population and the maturity of 3G wireless network infrastructure are two factors that have made enabled MLBS to show more diversified possibilities as compared to the other platforms of mobile business marketing. Its potential has sparked academic and business interests in further understanding users’ willingness to use MLBS, and what factors may impact users’ willingness to use and trust the content provided on MLBS. The main purpose of this study is to find the factors that impact users’ willingness to use and trust MLBS. The research is mainly based on researcher’s observation and first-hand user experience, user interviews, as well as analysis of relevant literature. The researcher proposes that “subjective judgments” and “technological factors” are the main influencing factors. Subjective judgments factors include: “perceived usefulness”, “perceived ease of use”, “perceived convenience”, “social navigation” and “familiarity”. Technological factors include: “interface presentation” and “system capabilities”. The researcher also notes how “subjective judgments” and “technological factors” may be useful in predicting “willingness to use” and “intention to trust”. “Intention to trust” includes “willingness to depend” and “following advice”. The results showed that all subjective factors can predict positive intention of using MLBS. "Perceived usefulness" shows the strongest prediction power, whereas “technological factors” cannot predict “willingness to use”. In discussing the “willingness to depend”, “perceived usefulness”, “perceived ease of use”, “familiarity”, “system capabilities” can positively influence users’ “willing to depend”. “System capabilities” has the highest predictive power on “following advice”. “Perceived usefulness”, “perceived convenience” and “familiarity” also are very important influencing factors of “following advice”.