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以科技接受模式探討即時定位廣告服務系統之研究 = A Study of ...

國立高雄大學高階經營管理碩士在職專班(EMBA)

以科技接受模式探討即時定位廣告服務系統之研究 = A Study of Real Time Location Based Advertising Service UsingTechnology Acceptance Model

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study of Real Time Location Based Advertising Service UsingTechnology Acceptance Model
作者:	楊國鼎,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民99[2010]
面頁冊數:	73面圖，表 : 30公分;
標題:	定位服務系統
標題:	Location based service
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/47833414063094521172
摘要註:	手機加值服務在現今行動加值服務中已越來越受受到重視；而即時定位廣告服務系統(Real Time Location Based Advertising System, RTLBAS)係指利用定位技術來確定消費者的位置，並透過電訊系統發送給消費者在地相關資訊及廣告，廣告主則透過Web-GIS 網站，即時的將廣告內容上傳到伺服器，透過此系統，廣告主可以作即時的與區域性的廣告，而消費者可以獲取在地附近的促銷訊息及其他資料。然而，這樣的服務是否能得到手機用戶的接受仍是一個極待探討的問題。本論文以越南胡志明市為研究對象，以科技接受模式與創新擴散理論為基礎，透過實證研究以驗證RTLBAS 的影響因素。主要研究發現顯示：(1)「有用性認知」對「行為態度」及「有用性認知」對「行為態度」無顯著影響之外，其餘假設均成立。顯示手機使用者認為RTLBAS 的有用性與有用性並不顯著影響他們使用與否的態度，但從「有用性認知」對「行為意向」是正向顯著關係得知，當手機使用者認為RTLBAS 有用時，他們會馬上採用，因為這項加值服務可能不需要太長的決策程序；(2)「可試用性」對「行為態度」及「行為意向」皆有正向顯著影響。由於大多數的手機使用者並未使用過RTLBAS，所以可能是希望在採用之前，可以先試用該產品或服務以降低採用風險；(3)「有趣性認知」對「有用性認知」有反向影響，顯示使用者覺得此項服務愈有趣，則認為越不易使用，因此RTLBAS 提供者應特別留意使用者的此種認知。最後提出一些建議給相關業者及後續研究者參考。 With the advanced development of mobile value-added, the concept of cell phone valueadded has been seen increasingly important. The purpose of Real Time Location Based Advertising Service (RTLBAS) is basically to use position technology to locate user’s position, and based on user’s position information and advertising messages can be sent to by using the telecom system. Also, the advertiser can upload the contents (e.g.,promotion information) they want to release through a Web-GIS website by using thissystem. However, acceptance of cell phone users is still unknown. Accordingly, the research thesis conducts an empirical study from the Ho Chi Minh City, Vietnam to examine the impacts of variables on the acceptance of RTLBAS. Based on the survey of 351 samples, the data analysis results indicate that (1) impact of perceived usefulness on behavior attitude and of ease of use on behavior attitude shows no significance. Other hypotheses show supportive. This implies that cell phone users indicate that usefulness and ease of use are not the predicative factors to the behavior attitude. However, the perceived usefulness has significant impact on the behavior intention,implying that when users accept usefulness they will directly take action without a complex decision process, (2) The trialability has a significant impact on both behavior attitude and behavior intention. Because most subjects are not experienced in using RTLBAS, there seems an attempt to try it before they can actually use to reduce adoption risk, (3) the perceived playfulness is significantly and negatively related to the perceived ease of use, implying that special attention should be placed on the thought of users that more playfulness will lead to less ease of use. Managerial implications are also addressed.

以科技接受模式探討即時定位廣告服務系統之研究 = A Study of Real Time Location Based Advertising Service UsingTechnology Acceptance Model
楊, 國鼎

以科技接受模式探討即時定位廣告服務系統之研究 = A Study of Real Time Location Based Advertising Service UsingTechnology Acceptance Model / 楊國鼎撰 - [高雄市] : 撰者, 民99[2010]. - 73面 ; 圖，表 ; 30公分.
參考書目：面.
定位服務系統Location based service

以科技接受模式探討即時定位廣告服務系統之研究 = A Study of Real Time Location Based Advertising Service UsingTechnology Acceptance Model
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