研究生: |
郭政勳 Kuo, Cheng-Shun |
---|---|
論文名稱: |
影響消費者使用SoLoMo概念導航App因素研究 A Study on Factors Affecting Consumers’ Adoption of SoLoMo Concept Navigation App |
指導教授: |
王仕茹
Wang, Shih-Ju |
學位類別: |
碩士 Master |
系所名稱: |
高階經理人企業管理碩士在職專班(EMBA) Executive Master of Business Administration |
論文出版年: | 2015 |
畢業學年度: | 103 |
語文別: | 中文 |
論文頁數: | 73 |
中文關鍵詞: | 適地性服務 、眾包 、創新擴散 、SoLoMo 、Waze |
英文關鍵詞: | LBS, Crowdsourcing, Diffusion of Innovations, SoLoMo, Waze |
DOI URL: | https://doi.org/10.6345/NTNU202205468 |
論文種類: | 學術論文 |
相關次數: | 點閱:145 下載:0 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
近年來由於智慧型行動裝置的迅速普及,以及行動網路便捷、隨處可用的特性, 智慧型行動裝置已成為現代人每日隨身攜帶的必要物品,加上各式各樣的線上社 群平臺的群聚效應,匯聚、合流出 SoLoMo 這個概念性名詞,將 Social、Local、 Mobile 這三個不同性質的服務,藉由行動裝置即時、便捷的優勢結合為一體,各 式各樣的在地化、適地性服務應運而生。
而成立於 2008 年的以色列新創公司所推出的社群導航服務-Waze,以眾包 (crowdsourcing)的概念由大量使用者收集當地的即時路況資訊以及地圖維護協助 廣大的用路者,很快地在全球各地迅速累積廣大的使用者,成為全球最大的路況 與導航社群。在與臺灣地理文化相近的東南亞國家中大受歡迎的 Waze,在臺灣卻 不論知名度與使用者數量都不是太高,影響消費者使用 Waze 這樣集 SoLoMo 與眾 包創新概念於一身的社群導航 App 因素為何?
本研究以 Davis (1986)所提出的科技接受模型(TAM)以及 Rogers (1962)創新擴 散理論中影響創新採用的五個顯著因素,綜合為本研究之主要理論基礎,以專家 深度訪談及一般使用者焦點團體訪談的方式,來觀察使用者對於創新科技的接納、 採用與否的可能主要影響因素,及創新擴散屬性對於臺灣消費者在 SoLoMo 概念 導航 App 使用因素與使用意願的研究。最後根據研究結果,提出 SoLoMo 概念導 航 App 之推廣發展策略建議。
In recent years, the penetration rate of smart handheld devices and mobile internet growing rapidly, plus the wide popularity of various social community platform, which convergence as the conceptual term SoLoMo, the combination of three technology categories: social, local and mobile, as a result of the popularity of smart handheld devices that integrate geo-location technology & social community, various innovative services pop up based on this concept.
Waze, founded in Israel 2008, providing community based traffics & navigation services, which is an App that runs on the idea of crowdsourcing map creation, updates, and traffic status. By collecting user’s location and speed, and user can proactively report accidents or traffic issues. The data is centralized in the server which used to give optimize routes, making driving experiences better for everyone involved. Its service widely popular in US, South America, Europe and south-east Asia, however, its unknown and low number of users in Taiwan. “What’s the main factor affecting Taiwan consumer’s adoption of innovative SoLoMo concept navigation App?”
In this research, using Technology Acceptance Model(TAM) & Diffusion of Innovations as theory base to define the interview subjects, by proceed the in-depth interview with domain expert and focus group to general users, the purpose of this research is to find out the main factors that affecting the consumer’s adoption of innovative SoLoMo concept navigation App. Lastly, according to research result to give the future promoting recommendations.
中文參考文獻
李傑勳(2005),GPS 手機今年引爆商機 E911 強制規定手機須配備定位功能,新
通訊 2005 年 8 月號 54 期《 每月焦點 》。
李懿修(2012),LBS 結合多元行動應用 再創「打卡」新商機,Digitimes。取自 http://www.digitimes.com.tw/tw/things/shwnws.asp?cnlid=15&cat=10&cat1=15 &id=0000268484_MMX5XIBW715TLV5CCR8QW,搜尋日期:2015 年 4 月 11 日。
沈盈吟、顏瑄、林素珠、鄭仁富(2014),智慧型行動裝置普及率近 7 成 市場即 將飽和! 資策會 FIND:行動族群半年增加逾 100 萬人、全臺滑世代破 1,432 萬,資策會 FIND。取自 http://www.find.org.tw/market_info.aspx?n_ID=8303, 搜尋日期:2015 年 4 月 12 日。
洪新原、梁定澎、張嘉銘(2005),科技接受模式之彙總研究,資 訊 管 理 學 報 , 12(4),頁 211-234。
郭明煌、廖鴻圖、蕭麗齡、安豐代(2014),社群網站行動定位服務對使用者隱私 影響之研究,創新與管理,10(4),頁 119-150。
郭芝榕(2014),LINE 臺灣搶進 LBS 應用,推小型店家免費行銷 LINE@生活圈, 數位時代。取自 http://www.bnext.com.tw/article/view/id/33542,搜尋日期: 2015 年 4 月 11 日。
黃俊閔、陳哲銘、賴建盛、賴政國(2005),「無所不在」的資訊服務:LBS 定位 服務簡介。國土資訊系統通訊,第 55 期,頁 14-26。
楊晨欣(2015),Foursquare 推出新廣告平臺,鎖定所有手機用戶的移動行蹤,數 位時代。取自 http://www.bnext.com.tw/article/view/id/35970,搜尋日期:2015 年 4 月 11 日。
廖勝富(2010),科技產品轉換模型-以智慧手機導航與可攜式車用導航為例, 臺北大學企業管理學系學位論文。
鄭仁富、莊書怡、薛怡青(2011),LBS 類型廣告受消費者青睞 成為未來行動廣 告發展的重要模式,資策會 FIND。取自 http://www.find.org.tw/market_info.aspx?n_ID=7149,搜尋日期:2015 年 4 月 11 日。
鄭欽鴻(2010),消費者態度與信任對於接受適地性服務的行為傾向之影響─ 以 臺灣市場為例,中興大學企業管理學系所學位論文,頁 1-82。
蕭錚浩(2009),2014 年具導航功能智慧型手機將取代 PND 地位,Digitimes。 取 自
http://www.digitimes.com.tw/TW/DT/N/SHWNWS.ASP?CNLID=&ID=00001 48864_9HP9CQZR5VCZIH50HLNKW,搜尋日期:2015 年 4 月 12 日。
71
魏伊伶(2013),顛覆傳統導航的社群導航服務-Waze,ITIS 智網。取自 http://www2.itis.org.tw/netreport/NetReport_Detail.aspx?rpno=577188536,搜 尋日期:2015 年 4 月 12 日。
英文參考文獻
Blum, B. (2011). Waze steers you clear of traffic. ISRAEL21c. from http://www.israel21c.org/technology/waze-steers-you-clear-of-traffic-2/ [Accessed Apr. 15, 2015].
Boyd, T. C., & Mason, C. H. (1999). The link between attractiveness of “extrabrand” attributes and the adoption of innovations. Journal of the Academy of Marketing Science, 27(3), 306-319.
Boyle, C. (2014). Why 2014 is 'tipping point' for Internet: Marissa Mayer. CNBC. from http://www.cnbc.com/id/101353869 [Accessed Apr. 10, 2015].
Chandra, M. (2014). Waze touches 50M users globally; Malaysia, Indonesia in top 10 list. YAHOO Singapore. from https://sg.news.yahoo.com/waze-touches-50m-users-globally-malaysia-indonesi a-top-142905566.html [Accessed Apr. 11, 2015].
Davis Jr, F. D. (1986). A Technology Acceptance Model for Empirically Testing New End-user Information Systems: Theory and Results. Massachusetts Institute of Technology.
Dhar, R., & Sherman, S. J. (1996). The effect of common and unique features in consumer choice. Journal of Consumer Research, Vol. 23, No. 3, 193-203.
Gartner, G., & Huang, H. (2014). Progress in Location-Based Services 2014: Springer. Gatignon, H., & Robertson, T. S. (1985). A propositional inventory for new diffusion
research. Journal of Consumer Research, Vol. 11, No. 4, 849-867.
Howe, J. (2006). The Rise of Crowdsourcing. Wired magzine. Issue 14.06.
Kim, B. (2015). The Popularity of Gamification in the Mobile and Social Era. Library Technology Reports, 51(2), 5-9.
Libert, B., & Spector, J. (2008). We Are Smarter than Me: How to Unleash the Power of Crowds in Your Business. Upper Saddle River, N.J.: Wharton School Pub.
Lukman, E. (2013). Indonesia loves Waze, already has 750,000 active users. Tech in Asia. from
https://www.techinasia.com/waze-launches-indonesia-750000-active-users/
[Accessed Apr. 10, 2015].
Mander, J. (2014). GWI Trends: Mobile Messaging - Q3 2014. globalwebindex. from http://insight.globalwebindex.net/gwi-trends-mobile-messaging [Accessed Apr. 10, 2015].
Matt, J. V. (2011). MINI Getaway Stockholm 2010. Guldagget. from http://guldagget.se/vinnare/mini-getaway-stockholm-2010-2/ [Accessed Apr. 11, 2015].
Moore, G. C., & Benbasat, I. (1991). Development of an Instrument to Measure the
72
Perceptions of Adopting an Information Technology Innovation. Information systems research, 2(3), 192-222.
Murphy, M., & Meeker, M. (2011). Top mobile internet trends. KPCB Relationship Capital. from
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
[Accessed Apr. 12, 2015].
Newswaze. (2014). Introducing the W10 and the new connected citizen platform. data-waze. from
http://data-waze.com/2014/10/01/introducing-the-w10-and-the-new-connected-c itizens-platformprogram/ [Accessed Apr. 10, 2015].
Newswire. (2014). Waze Launches Connected Citizens Program, Debuts Inaugural "W10". Newswire. from
http://www.prnewswire.com/news-releases/waze-launches-connected-citizens-pr ogram-debuts-inaugural-w10-277867931.html [Accessed Apr. 10, 2015].
Olson, P. (2013). What Waze Adds To Google: A View From Waze's CEO. Fobes. from http://www.forbes.com/sites/parmyolson/2013/06/13/what-waze-adds-to-google -a-view-from-wazes-ceo/ [Accessed Apr. 11, 2015].
Olson, P. (2014). Why Google's Waze Is Trading User Data With Local Governments. Fobes. from
http://www.forbes.com/sites/parmyolson/2014/07/07/why-google-waze-helps-lo cal-governments-track-its-users/ [Accessed Apr. 11, 2015].
Qualman, E. (2010). Socialnomics: How Social Media Transforms the Way We Live and Do Business: John Wiley & Sons.
Rogers, E. M. (1962). Diffusion of Innovations: New York : Free Press.
Shead, S. (2015). MWC: Israeli startup Waze reveals what life is like under the Google umbrella. Techworld. from
http://www.techworld.com/news/startups/mwc-israeli-startup-waze-reveals-what -life-is-like-under-google-umbrella-3600403/ [Accessed Apr. 11, 2015].
Tapscott, D., & Williams, A. D. (2008). Wikinomics : How Mass Collaboration Changes Everything (Expanded ed.). New York: Portfolio.
Tzahi, H., & Shmulik, S. (2013). The Waze millionaires. GLOBES. from http://www.globes.co.il/en/article-1000851150 [Accessed Apr. 10, 2015].
Vacher, E. (2015). Introducing AMBER Alerts on Facebook. FB newsroom. from http://newsroom.fb.com/news/2015/01/introducing-amber-alerts-on-facebook/ [Accessed Apr. 10, 2015].
Werbach, K., & Hunter, D. (2012). For the Win: How Game Thinking Can Revolutionize Your Business: Wharton Digital Press.
Whitney, L. (2015). Waze adds Amber alerts to its traffic data. CNET. from http://www.cnet.com/news/waze-adds-amber-alerts-to-its-traffic-data/ [Accessed Apr. 10, 2015].