逐漸浮現的行動生活形態，可以發覺目前所面對的是種生活形態的改變，不停移動的特性，成就了人們具有高度行動力(mobility)的能力。然而，商業該如何回應這些生活形態衍生的需求呢？對於這種失去了與目標市場(也就是生活方式)的連結時，無法預測人們的消費脈絡會是什麼，就再也無法把消費者當作一群簡單、按照刻板印象運作的人了。就必須能夠適切地取得消費者必要的資訊來補足，加入了定位功能的應用服務，將造成更深遠的影響。
為了能夠精確得知消費者的資訊，定位化行動商務之應用服務，將是一項極度需要個人化考量來設計的應用服務方式，所以不能單單只是從技術觀點出發，來臆測消費者需要什麼、想要什麼，應當從消費者的觀點出發，所以本研究將探討消費者對於定位化行動商務的選擇。
本研究經由調查台灣地區消費者對於定位化行動商務之應用服務的選擇，列舉出最有發展潛力的應用服務，也就是消費者最感興趣之選擇者；同時引入學者對香港消費者選擇所做的研究資料，探討這兩個不同地區的人們在選擇定位化行動商務之應用服務上是否有所不同。其中，可發現到兩地的消費者在選擇定位化行動商務之模式大致相同，皆以人類最基本需求為出發，進而一層層往另一層面的需求發展，以人類需求層級來說明這樣的選擇定位化行動商務之應用服務的現象。

With the emergence of mobile lifestyle, we are facing are the changes of lifestyle and continuing moving patterns. These factors bring about mobility in our life. How does the business react to the derived needs from the mobile lifestyle? It is no longer able to forecast the pattern of people when the connection of target and its lifestyle is missing. People can not be regarded as a simple and no-different group. It is critical to gather suitable information of consumer to make up the missing part. That is the reason that location-based mobile commerce will influence greatly.
It is extremely personalized to design the location-based mobile commerce applications and services. Because we can not guess what the consumer really need and what they urgently want only from the point of technology, it should be from the consumer side. This study will discuss the consumer choice from the consumer.
This study surveys the consumer choice of location-based mobile commerce. We sort these applications and service by consumer choice. It can be found that the most potentially interesting applications and services to consumer. We include the same research data in Hong Kong to compare the difference of consumer choices in different areas. It is approximately similar for consumer choice. We also include the human need hierarchy to interpret the appearance of consumer choice of location-based mobile commerce.

書名頁 i
論文口試委員審定書 ii
教育部授權書 iii
國科會授權書 iv
國家圖書館授權書 v
中文摘要 vi
英文摘要 vii
誌謝 viii
目錄 ix
表目錄 xii
圖目錄 xiv
1 緒論 1
1-1 研究背景 1
1-2 研究動機 3
1-3 研究目的 4
1-4 研究貢獻 5
1-5 研究範圍 6
1-6 研究架構 7
2 文獻探討 8
2-1 商業演進 8
2-2 行動化 10
2-3 行動定位服務概述 13
2-4 消費者觀點 22
2-5 創新之擴散 29
2-6 香港與台灣之比較 40
3 研究方法 42
3-1 研究架構與研究設計 42
3-2 問卷設計 47
3-3 資料蒐集 49
3-4 資料分析方法 50
4 資料分析與結果 51
4-1 問卷基本資料分析 51
4-2 港台兩地應用服務選擇之偏好 62
4-3 假說檢定 74
4-4 研究假說結果總覽 80
5 結論建議 81
5-1 結論 81
5-2 實務上之建議 83
5-3 未來研究方向 84
5-4 研究限制 85
參考文獻 86
附表 90

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