行動APP對使用者購買意願影響之研究

With the rapid growth of internet and smartphone user, mobile commerce has gained its popularity, all kinds of mobile marketing emerged. Reviewing on the internet comments before actual purchasing becomes indispensable. Accordingly, electronic Word of mouth (e-WOM) can effectively reduce the feeling of uncertainty and perception of risk and can promptly influence consumers’ purchasing decision. Hence, how mobile APP usage will affect purchasing intention is the aim of this study. This research subject focuses on “Restaurant Locator” APP user experience. Respondent is difficult to obtain since APP is widely offer to smartphone users. Snowball Sampling will be used in this survey to locate smartphone user who is also a “Restaurant Locator” APP. According to research structure, auto notification of LBS (Local Base Service) discount information, and APP mobile - Word of mouth are measurement variables. Six variables includes frequent update of internet sharing platform for dinning experience, interactivity, self-disclosure of the message deliver, marketing intent of message receiver, trustworthy, and purchasing intention. The study findings the increase of purchasing intention when customer dining in restaurant and using mobile devise research of restaurant review. Research shows that trustworthiness of data exchange in mobile business can influence in positive way of purchasing intention. The trustworthiness of mobile APP social platform will influence the willing of using LBS discount message, but will not affect the usage of using mobile phone APP’s Restaurant Review.