物聯網技術商品消費與虛體行銷對集成營運之研究

The Research on the Integrated Operation of Consumption of Technical Goods and Virtual Marketing for the Internet of Things

黃戎慈(JUNG-TZU HUANG)

指導教授 ： 陳建州

嶺東科技大學/商管學院/企業管理系高階經營管理碩士在職專班/碩士(2020年)

摘要

本研究主要目的是在探討物聯網技術商品消費與虛體行銷對集成營運之研究
；採用隨機立意抽樣方式，回收有效問卷為506份，本研究採用spss20.0統計套裝軟體，進行資料分析，而統計方法包括：描述性統計、信(效)度分析、相關性分析、差異性分析、迴歸分析等。本研究結論五點，說明如下：一、技術商品消費變數對虛體行銷變項間呈現顯著的正向之作用影響。二、虛體行銷變數與集成營運變項間呈現顯著的正向之作用影響。三、技術商品消費變數對集成營運變數之間呈現顯著的正向之作用影響。四、虛體行銷對技術商品消費與集成營運變項之間具有良好中介關係。五、人口變數對技術商品消費、虛體行銷與集成營運具有顯著性差異存在。

關鍵字

物聯網 ； 技術商品消費 ； 虛體行銷 ； 集成營運

並列摘要

The main purpose of this study was to discuss the research on the integration of IoT technology commodity consumption and physical marketing on integrated operations; using random intention sampling method, the recovery of 506 valid questionnaires, this study used spss20.0 statistical software package for data analysis, and Statistical methods include: descriptive statistics, reliability (validity) analysis, correlation analysis, difference analysis, regression analysis, The five conclusions of this study were explained as follows : First,the consumption variables of technical commodities had a significant positive effect on the effects of in-kind marketing variables. Second, the incorporated marketing variables and integrated operation variables showed significant positive effects. Third, the consumption variable of technical goods had a significant positive effect on the integration operation variable. Fourth, the incorporated marketing had a good intermediary relationship between the consumption of technical commodities and integrated operational variables. Fifth, demographic variables had significant differences in the consumption of technical commodities, physical marketing and integrated operations.

並列關鍵字

Internet of Things ； Consumption of Technical Goods ； Virtual Body Marketing ； Integrated Operations

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