適地性服務的價值成因及效果之探究

Evaluating Antecedents and Consequences of Location-Based Services

陳靖翔(Ching-Hsiang Chen)

指導教授 ： 江義平

共同指導教授 ： 蔡坤宏(Kuen-Hung Tsai)

國立臺北大學/商學院/資訊管理研究所/碩士(2012年)

摘要

適地性服務(location-based service, LBS)是藉由行動裝置與行動網路的連接，確認用戶的實際地理位置，進而滿足用戶對位置需要的資訊所提供的服務。由於行動裝置與應用的發展迅速，適地性服務明顯成為未來行動商務服務中不可或缺的項目。然而，過去研究主要針對技術及其服務功能應用層面討論，甚少對適地性服務在行銷採用行為上與經營模式有所討論。本研究旨在探討適地性服務之價值成因，以及適地性服務價值對於顧客參與行為、購買意圖以及資訊替代行為的影響，並且也探討不同目標族群的關注以及整合獎勵方案後的效果。本研究根據現有文獻整理建立研究命題架構以進一步探究其內涵。透過發放問卷進行調查資料收集，在分析收集的資料後，透過結構方程模式確立本研究所提出之適地性服務成因及效果模型，從而進行觀察與探討結論，研究結果可作為未來適地性服務相關研究及適地性服務供應商經營策略制定之參考。

關鍵字

適地性服務 ； 行動商務 ； 行動行銷 ； 電子商務

並列摘要

In recent years, mobile device and mobile network usage have been growing rapidly. Location-based services (LBS) in particular have become an indispensable aspect of future mobile commerce. In order to develop a model for the antecedents and consequences of LBS, this study used questionnaires to collect survey data. Analysis of this data occurred through the structural equation model (SEM). The data show that service function, media richness, and personalization of LBS are what generate value in LBS. This study concludes that LBS obtain their value through the “4Rs” of relevance, reliability, recreation, and reward. The 4R values enhance users’ customer engagement, purchase intention, and functional alternatives. Overall, recreation is the most influential value, with media richness being the key element of this value. These findings can help LBS research, as well as LBS providers and marketers, in discovering a more tactical approach.

並列關鍵字

Location-based services ； LBS ； mobile commerce ； mobile marketing ； E-commerce

參考文獻

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