1. NCHU Institution Repository
  2. 管理學院
  3. 科技管理研究所
Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22858
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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摘要: 
智慧型手機的出現使得人類在生活上變得便利許多，因此智慧型手機已經成為現代人在生活上不可或缺的用品。智慧型手機也大大的改變了人類的消費模式，在網路尚未出現以前，消費者需要親臨市場、超市才能採買所需物品；在網路出現後，消費者可以在網路上直接購買產品，網路購物行為之成長是日益漸趨，其市場不容小覷；後來，智慧型手機問世，使消費者的網路購物行為得以從室內延伸至戶外，造就了購物不受時空的限制。因此，智慧型手機改變了消費者與賣家的交易模式，由早期的電子商務(E-commerce)轉變為行動商務(M-commerce)。除此之外，未來的手機市場趨勢也是預測智慧型手機為最大宗，再加上智慧型手機的普及率也穩定的成長，將來智慧型手機的使用者也會越來越多。更重要的是，近幾年政府機構也了解到在網路的時代裡，無線網路的頻寬是人民的基本人權，因此政府未來對於無線網路的基礎設備將會有所作為，以利增加無線網路的頻寬。故此研究將針對以智慧型機為基礎的商務行為-無所不在商務為研究情境。
本研究的目的是欲了解小型店家對於以智慧型手機為行銷媒介推廣其產品的看法及其需求，並運用紮根理論分析出一套適合小型店家的應用程式雛型，以利應用程式或系統開發者有一套依據可以開發出更適合小型店家的應用程式，幫助小型店家可以將低行銷成本，增加宣傳效果。

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.
URI: http://hdl.handle.net/11455/22858
其他識別: U0005-2506201314553700
Appears in Collections:科技管理研究所

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