Title

消費者對庶民美食APP使用行為之研究

Translated Titles

A study of consumers’ APP behaviors on night market

DOI

10.6846/TKU.2015.00416

Authors

蕭玉萍

Key Words

適地性服務 ; APP ; 持續使用意願 ; Location Base Service(LBS) ; APPlications(APP) ; Continuance Intention

PublicationName

淡江大學企業管理學系碩士在職專班學位論文

Volume or Term/Year and Month of Publication

2015年

Academic Degree Category

碩士

Advisor

李月華

Content Language

繁體中文

Chinese Abstract

由於行動電話的便攜性、普及性及行動電話的定位技術提升,行銷者得以無時無刻與消費者互動,在消費者有需求時,提供符合消費者本身特定需求的選項,使得行銷的效率大幅的提升;讓網路社群成為增加商家曝光度的新管道,加上行動應用程式(App)的廣受歡迎,多樣化的創新行動應用服務已是發展行動商務的重要目標。本研究有感受到行動商務的崛起,以及體認行動適地性服務在未來的發展性,以美食App作為研究探討。主要是目前社群網絡平台的研究尚缺少美食App的適地性研究。本研究為衡量探討台灣北部美食消費者對美食推薦的滿意度及美食App的持續使用意願之相關性,針對消費者對於美食App的使用性(娛樂性、社交性、工具性) 、庶民美食的使用經驗(實際環境)及美食App持續使用意願之相關性。 本研究採用便利抽樣法,共計回收314份有效問卷,回收後之資料,以統計套裝軟體作為資料分析之工具,選定合適之統計分析方法以利相關資料分析與驗證,其中包括了信度分析、敘述性統計分析與單因子變異數分析(One-WayANOVA)等推論性統計分析。 本研究的結論摘要如下:一、受測者對美食App的娛樂性、工具性、社交性對夜市美食推薦的滿意度有相對關聯性。二、受測者對美食App的娛樂性、工具性滿意度高對對美食App的持續使用意願有高度關聯。三、受測者對夜市美市食推薦的滿意度跟對美食App的持續使用意願提高有高度相關。

English Abstract

The convenience, high availability, and improvement of GPS technology for mobile phones have enabled sellers to interact with consumers easily, and to provide consumers with alternatives fitting their certain need, which in turn increases the efficiency of sales activities. Social network has become a new channel for increasing sellers’ exposure. With wide popularity of mobile application (“app”), a great variety of innovative app services turn out to be an important objective for mobile commerce. Under this circumstance, in order to realize the future development of location-based service (“LBS”), this study aims to explore food and restaurant apps. Due to the lack of LBS research for food and restaurant apps in social network nowadays; this study examines the relation between satisfaction rating of food reviews and the usage of food and restaurant apps. The convenience sampling method is adopted, and a total of 314 valid questionnaires are collected. The collected data is analyzed under adequate analysis method to verify the correctness of collected information, such as the reliability-and-validity analysis, descriptive statistics analysis, and One-Way ANOVA. The results of this study are as follow: 1. The entertaining effect, instrumentality, and sociability of a food and restaurant app and satisfaction raiting of night market food reviews are related. 2. The entertaining effect, instrumentality, and sociability of a food and restaurant app and consumers’ continuance intention for a food and restaurant app are highly associated. 3. The satisfaction rating of night market food reviews and consumers’ continuance intention for a food and restaurant app are highly associated.

Topic Category 商管學院 > 企業管理學系碩士在職專班
社會科學 > 管理學
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