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研究生:詹佳昌
研究生(外文):CHIA-CHANG CHAN
論文名稱:行動環境行銷與推廣策略之探討
論文名稱(外文):A Study of Marketing and PromotionStrategies for Mobile Environment
指導教授:施翠倚施翠倚引用關係
指導教授(外文):TSUI-YII SHIH
學位類別:碩士
校院名稱:龍華科技大學
系所名稱:商學與管理研究所
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:2010
畢業學年度:98
語文別:中文
論文頁數:228
中文關鍵詞:態度承諾產品涉入科技接受模型創新擴散理論產品知識行為意願半結構式訪談
外文關鍵詞:Product InvolvementProduct KnowledgeAttitudeTechnology Acceptance ModelBehavioral IntentionTheory of Diffusion InnovationSemi-Structured InterviewCommitment
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隨著科技與網際網路的蓬勃發展,帶動行動服務推陳出新創。近年來在國內外政府及行動服務相關業者皆關注近距離通訊(NFC)手機的發展走向,為了因應這波趨勢,行動生活科技(行動悠遊服務、數位生活科技)之商業潛力逐漸受到大家的重視,也使得行動生活科技被產業界喻為繼電子商務下一個發展趨勢。因此,數位生活科技之應用服務相關模式而分成有二個模式,模式一對於【行動悠遊服務】的看法,並將目標鎖定是使用【悠遊卡小額付款】消費服務的消費者作為研究樣本,模式二對於【數位生活科技】的看法,並將目標鎖定有居住使用過【數位住宅】的消費者作為研究樣本。因此,本研究採用質化研究及量化研究方式為取向。

在質化研究結果部分,本研究藉由【遠傳電信、遠雄建設】導入行動悠遊服務與數位生活科技應用服務之個案來探討企業未來發展科技應用之接受度。因此,案例一,本研究結論發現行動悠遊服務之主題「引爆台灣行動商務動能」、「更多加值服務,提升生活品質」、「創新科技應用全球同步」、推行「行動悠遊服務」的過程、及「催生行動生活便利性」分別詳細論述。案例二,本研究結論發現數位生活科技之主題「引爆台灣數位住宅動能」、「創新應用科技全球同步發燒」、「數位二代宅,催生建築革命─【數位家庭科技】應用成功的案例」、「打造科技之島新面貌」分別詳細論述。

在量化研究結果部分,針對問卷進行描述性統計分析、信度分析、因素分析、成對樣本T檢定分析、相關分析、單因子變異數分析、集群分析、迴歸分析及結構方程模式來探討【行動悠遊服務、數位生活科技】針對自變項(科技接受模型、創新擴散理論、產品涉入、主觀知識)對應變項(承諾、態度、消費者使用意願)之影響。
The technology and the Internet boom have innovative driven Mobile Services worldwide. In recent years, the government and Mobile Services in Taiwan and abroad have placed much emphasis on the industry, with key concern is on the Near Field Communication (NFC) Mobile's development trend. Such as the Mobile E-Life Technology (Mobile Easy-Mo Service, Digital E-Life Technology), which is of much commercial potential has gradually captured everyone's attention. More importantly, the Mobile E-Life Technology has been described as the most promising future trend in the Electronic Commerce industry. Mobile E-Life Technology Application services-related patterns are divided into two models: the first model is for the【Mobile Easy-Mo Service】, a targeted action which uses the services of swimming micro-payments Credit Card consumers as a research sample. While, the second model is for the【Digital E-Life Technology】, a Digital Home residential subscribers as research sample of consumers. This study uses both Qualitative Research and Quantitative Research methods.

Qualitative Research Results section: This researches Far Eastone Telecommunications、Farglory Land Development quote Case learn enterprise development Mobile E-Life Technology(Mobile Easy-Mo Service、Digital E-Life Technology)of acceptance. Therefore, case 1, this study found that Mobile Easy-Mo Service’s items namely "off Taiwan's mobile business momentum", "more value-added services to enhance quality of life", "Global synchronization of innovative applications", to implement "Mobile Easy-Mo Service" process, and the "birth of a mobile life convenience" were discussed in detail. Case 2, this study found that Digital E-Life Technology's items namely "off Taiwan's digital home kinetic energy", "application of technology innovation and global synchronous fever", "second-generation digital home, birth architectural revolution ─ 【Digital E-Life Technology】the success of Case", "Island of science and technology to create a new look", were also discussed in detail.

Quantitative Research Results section: Questionnaire survey were administered, data analysis includes Descriptive Statistics Analysis、Reliability Analysis、Factor Analysis、T-test Analysis、Correlation Analysis、ANOVA、Cluster Analysis、Regression Analysis and SEM analysis for 【Mobile Easy-Mo Service、Digital E-Life Technology】with Independent Variables(Technology Acceptance Model、Theory of Diffusion Innovation、Product Involvement、Product Knowledge)and Contingency Item(Commitment、Attitude、Consumers Behavioral Intention)of effect.
摘要 i
ABSTRACT iii
誌謝 v
目錄 vii
表目錄 x
圖目錄 xiii
第一章 緒論 1
1.1 研究背景與動機 1
1.1.1 研究背景 1
1.1.2 研究動機 2
1.2 研究目的 4
1.3 研究流程 5
第二章 NFC產業環境介紹 8
2.1 NFC系統介紹 8
2.2 行動悠遊服務應用情況 13
2.2.1 行動悠遊服務之環境架構 14
2.2.2 行動悠遊服務之服務內容 14
2.2.3 行動悠遊服務之特性 15
2.3 數位生活科技應用情況 16
2.3.1 全球數位家庭聯盟概況 18
2.3.2 數位家庭在服務業扮演角色 21
2.4 個案公司背景簡介 22
2.4.1 遠傳電信 23
2.4.2 遠雄建設 29
第三章 文獻探討 34
3.1 個案研究-紮根理論(Grounded Theory) 34
3.2 消費者模式研究-構面因子之定義 36
3.2.1 產品涉入(Product Involvement) 36
3.2.2 產品知識(Product Knowledge) 38
3.2.3 科技接受模型(Technology Acceptance Model , TAM) 41
3.2.4 創新擴散理論(Theory of Diffusion of Innovation , TDI) 44
3.2.5 態度(Attitude) 48
3.2.6 行為意願(Behavioral Intention) 50
3.2.7 承諾(Commitment) 50
3.3 研究構面因子之關係探討 52
3.3.1 科技接受模型與態度之間關係 52
3.3.2 創新擴散理論與態度之間關係 54
3.3.3 主觀知識與態度之間關係 56
3.3.4 產品涉入與態度之間關係 57
3.3.5 態度與承諾之間關係 58
3.3.6 態度與行為意願之間關係 59
3.3.7 承諾與行為意願之間關係 61
第四章 研究方法 62
4.1 質性研究 62
4.1.1 質性研究架構 62
4.1.2 資料蒐集方法 64
4.1.3 資料分析方法 65
4.2 量化研究 66
4.3 變數之操作性定義與衡量 67
4.3.1 人口統計變數 68
4.3.2 科技接受模型變數 69
4.3.3 創新擴散理論變數 69
4.3.4 產品知識變數 71
4.3.5 產品涉入變數 73
4.3.6 承諾變數 74
4.4 問卷設計 75
4.5 資料分析方法 76
4.5.1 前測研究對象 85
4.5.2 前測 86
第五章 研究結果 87
5.1 質性研究結果 87
5.1.1 遠傳行動悠遊服務的發展歷程特色與案例經驗 87
5.1.2 遠雄數位生活科技的發展歷程特色與案例經驗 94
5.2 量化研究分析結果 101
5.2.1 【行動悠遊服務】之研究分析結果 101
5.2.2 【數位生活科技】之研究分析結果 126
第六章 研究結論與建議 153
6.1 質性研究結論與建議 153
6.1.1 研究結論 153
6.1.2 研究限制 155
6.1.3 未來研究建議 156
6.2 量化研究結論與建議 157
6.2.1 實證分析結果 157
6.2.2 實證分析結果 160
6.2.3 結論 164
6.2.4 研究限制 168
6.2.5 未來研究建議 169
參考文獻 173
附錄
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