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研究生:王幸紅
研究生(外文):Wang,Hsing-Hung
論文名稱:雲端行銷機之新雲端行銷模式研究
論文名稱(外文):A study on new cloud marketing model of cloud marketing machine
指導教授:李慶長李慶長引用關係
指導教授(外文):Lee,Ching-Chang
學位類別:碩士
校院名稱:國立臺北商業大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:116
中文關鍵詞:新雲端行銷模式物聯網雲端行銷機智慧型自動販賣機科技接受模式IS接受後持續採用模式
外文關鍵詞:New cloud marketing modelIOTCloud marketing machineIntelligent vending machineTAMECT-IS
相關次數:
  • 被引用被引用:1
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  • 下載下載:57
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隨著科技的日新月異,自動販賣機已然融入了我們的生活,近年更是有許多廠商推出了結合物聯網應用的自動販賣機,提供從智慧型終端到雲端資料庫的智慧型自動販賣機。本研究更進一步將智慧型自動販賣機改進成一台全新的機器稱之為雲端行銷機。
伴隨著現今民眾手持智慧型行動裝置以及雲端技術的普及化,本研究提出一種創新的行銷模式,利用智慧型行動裝置整合雲端行銷機,在搭配上雲端數位面板做為動態廣告推播,讓潛在顧客能針對機台中自己有興趣的產品,掃描自動販賣機上QR-code,連結網頁並留下基本資料於雲端資料庫,最後獲取想要的產品。透過此模式我們相信能更精準的找出潛在顧客,期望本研究能提供給業者更準確的行銷方式。本研究以TAM結合ECT-IS,探討消費者在了解新雲端行銷模式之運行方式後,對新雲端行銷模式的滿意度、接受度與其持續使用意願。
研究結果顯示,在使用者完整體驗完本新雲端行銷模式後:1.確認程度對
有用性、易用性、趣味性、技術性及安全性,皆產生顯著影響。2.易用性和安全性並不是讓使用者對新模式產生滿意度之主因。3.最後也顯示了,使用者對本新雲端行銷模式,有高接受度與高持續使用意願。

Following by the advance of technology, vending machine is already integrated into our lives. Recently, there are many manufacturers introduced a combination of IOT applications and vending machines.It provide a Intelligent vending machines which can link to cloud database.In this study, Intelligent vending machines are modified to a new machine, it called Cloud marketing machine.
Smart mobile devices and cloud technologies are very popular now. This study presents an innovative marketing model. Use of mobile devices to integrate Cloud marketing machine, with Cloud-Based Digital Signage as a dynamic advertising. Let potential customers can focus on the new product which they are interested in the Cloud marketing machine, and scan the QR-code on the machines, Linked Websites and leave the basic information database in the cloud, finally get a desired product.We believe that through this model can be more accurate to find potential customers, and expect to provide a new way of marketing.This study combined ECT-IS model TAM model, and explored the consumers experienced of satisfaction, acceptance and their constant purchase after using the New cloud marketing model.
The results show that:
1. Confirmation had a significant impact on Perceived usefulness、Perceived ease of use、Perceived Playfulness and Perceived technical、Perceived Security
2. ease of use and security, no significant impact on satisfaction
3. The New clouds marketing model, with high degree of acceptance and high constant purchase
摘要 i
ABSTRACT ii
誌謝辭 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 5
第二章 文獻探討 7
第一節 雲端(Cloud) 7
第二節 雲端數位面板(Cloud-Based Digital Signage) 10
第三節 雲端行銷機與自動販賣機(cloud marketing machine & vending machine) 15
第四節 新雲端行銷模式(New Cloud Marketing Model) 21
第五節 科技接受模式(Technology Acceptance Model,TAM) 24
第六節 期望確認理論(Expect Confirmation Theory , ECT) 27
第七節 物聯網(Internet of Thing,IoT) 32
第三章 研究方法 38
第一節 研究架構 38
第二節 研究假說 39
第三節 研究變數之操作型定義 47
第四節 問卷設計與衡量 50
第五節 統計方法 54
第六節 使用者兌換意願調查結果 58
第七節 前測資料分析 61
第四章 資料分析與結果 61
第一節 問卷回收結果 61
第二節 敘述性統計分析 62
第三節 構面的敘述性統計分析 65
第四節 信度與效度分析 68
第五節 相關分析 74
第六節 結構模型分析 76
第七節 研究假說驗證 82
第五章 結論與建議 87
第一節 研究結論 87
第二節 管理與實務意涵 93
第三節 研究限制與未來研究方向 95
參考文獻 98
中文參考文獻 98
英文參考文獻 101
附錄一 - 研究問卷 108
附錄二 – 兌換意願調查問卷 114
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