以SoLoMo觀點探討個體社交行動服務使用需求與行為—以BeeTalk為例

隨著行動通訊網路的普及，行動裝置已成為人們生活中不可缺少的資訊產品，同時各種搭配行動裝置而發展的行動服務數量也有爆發性的成長。在2011年KPCB創投公司John Doerr首次提出結合社交、適地與行動三者的SoLoMo概念，認為未來互聯網的發展趨勢會朝著虛擬與現實的互通與整合邁進。而這樣的概念也普遍受到業界所認同與重視，因此有越來越多的軟體服務公司開始在行動服務的設計上融入與整合這三個面向的概念到服務中。而這樣的趨勢轉變，目前在相關文獻中並未有太多著墨。因此，本研究基於SoLoMo的觀點提出一個實證模型針對具備社交、適時、適地性行動服務BeeTalk進行問卷調查，並使用迴歸分析針對實證所回收的樣本進行分析。研究結果顯示，互動、內容、個人化與便利性四種需求會顯著影響個體使用BeeTalk行動服務從事資訊交換的行為；而互動、娛樂、功能、個人化以及便利性五種需求則會影響個體使用BeeTalk行動服務進行社交互動的行為。

關鍵字

BeeTalk ； SoLoMo ；行動服務；社交性；適地性；行動性

並列摘要

With the population of Information and Communication Technology (ICT), mobile devices have become an indispensable product in people’s daily life. Accordingly, mobile services also have explosive growth in the past few years. In 2011, John Doerr, a venture capitalist from KPCB, proposed a concept which combined social, location and mobile, called SoLoMo to elaborate the trend of mobile services development. This concept has gain increasing attention from industry and the mobile service developers also started to integrate this concept into the product design. However, these change cannot fully explanation through previous literature, and was also a rising issue that received considerable attention from both research and practice communities recently. In this study, we proposed an integrated model contain SoLoMo concept for empirical investigation. The regression analysis was used to examine the proposed model and hypotheses. Analytical results show that, interaction, content, personalization and convenience needs significantly influence individual’s information exchange behavior in BeeTalk; while interaction, entertainment, function, personalization and convenience needs significantly influence individual’s social interaction behavior in BeeTalk.

並列關鍵字

BeeTalk ； Location ； Mobile Services ； Mobility ； Social ； SoLoMo

參考文獻

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以SoLoMo觀點探討個體社交行動服務使用需求與行為—以BeeTalk為例

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