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探讨地理位置推荐服务对消费者购买意图之影响

【中文摘要】:根据资策会2014年预估行动商务之购物App将会改变消费者的消费型态,行动购物将会成

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为主要消费的管道,并且购物App将会结合社群与地理位置服务等特性。在行动商务中,业主之行动广告推荐的目的在引导到店以及产品宣传,期望消费者进行行动购买或进入实体店面消费,有此可知,行动商务中地理位置服务占了非常重要部分,因此本研究重点将会着重在地理位置服务推荐对消费者之影响,以消费者在商圈时,接收到LBS推荐之情境作为本研究情境。。
本研究使用问卷调查方式来进行验证,研究结果发现认知新奇、认知有用性、认知经济奖励会影响消费者意图使用App所提供的推荐内容去消费,而认知有用性、认知经济奖励以及认知追求趋势等会正面影响消费者意图使用提供推荐的App,其中经济奖励与有用性影响最大,即是在地理位置推荐服务中外部动机影响力大于内部动机。本研究亦证实此四构面可应用于行动商务中,动机理论可以应用于行动商务情境,而本研究之研究结果亦可供行动零售商作为未来行销

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策略之参考,并让行动零售商更了解消费者使用产品服务之内外部动机,以拟定适当策略。
【英文摘要】:According to the Taiwan Institute for Information Industry expected the trends of the Taiwan mobile market in 2014, to consume in App will change the patterns of consume. And the mobile shopping will become a major way for consumers, and it will combine with social network, location based service. In the mobile commerce, the advertisers send ads in order to guide the consumers to make a purchase in physical stores, this shows that location based service is very important nowadays. Thus, our study will focus on what factors impact consumers to make a purchase i

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n physical stores after received a recommendation from the location based services App.
Our study use the questionnaires to verify, the result of it showed that perceived novelty, perceived usefulness and perceived economic incentives affect consumers intention to use the recommendation to make a purchase, and perceived usefulness, perceived keep up with trends and perceived economic incentives will get a positive influence on consumers intention to use recommended App. The largest impact is the economic incentives and usefulness, that is, the extrinsic motivation has a greater influence. Our study also confirmed that these four dimensions can be applied to mobile commerce. The results of this study also can as a reference for mobile retailer to make a marketing strategy in the future that allow them to understand consumers even more.
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  • 来源:中山大学;作者:杨宗頴
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