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標題: 探討小型零售商以智慧型手機為行銷工具之使用效益
A Study of the Benefit of Using Smartphone as Marketing Tools for Retailing Business
作者: 羅偉仁
Lo, Wei-Jen
關鍵字: 智慧型手機;Smartphone;無所不在商務;紮根理論;Ubiquitous commerce;Grounded theory
出版社: 科技管理研究所
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The emergence of Smart phone makes more convenient of the human life. Smart phone becomes an important and indispensable belonging in daily life. They also change the trading patterns between buyers and sellers. The trading patterns changed from the traditional E-commerce to Mobile-commerce. And the largest of the market of cell phones tends to be the smart phones, and the penetration of smart phones is increasing continually. In addition to the above issue, the government also realizes that the bandwidth of wireless is the basic human rights of the internet era, and government will do something on the infrastructure of wireless network. Thus, this study will focus on ubiquitous-commerce that is a smart-phone based commerce.
The purpose of this research is to realize the view of retailer business owners towards using smart phones as a marketing device to promote their products to customers. It will help the system developers to design the related applications and platforms that will be more suitable for retailer business. This paper uses Grounded theory as the research methods that the data is collected by interviews. We found there are three factors that will affect the usage of benefit of electronic marketplace by using smart phone: advantage of mobile devices, functions of application, Differentiation of products/services. Finally, we will discuss the benefits of e-marketplace that access by smart phone in three levels: social, economic, and business environment.
其他識別: U0005-2506201314553700
Appears in Collections:科技管理研究所

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