行動裝置適地性服務價值與購買意圖之關係：一個轉換模式

Linking Location-Based Services and Purchasing Intention in Mobile: A Switch Model

由於行動裝置與應用程式的發展迅速，適地性服務(location-based service, LBS)逐漸受到行銷人員的關注。因此，本研究旨在探討影響適地性服務潛在使用者轉換成服務使用者之關鍵採用因素，以及適地性服務價值、搭配獎勵方案對於使用者購買意圖的效果。藉由文獻歸納來建立研究架構，並由網路問卷收集到1141的樣本數。透過轉換模式及多樣本結構方程模式分析，確立本研究提出之適地性服務之關鍵採用因素及效果模型。結果顯示1.適地性服務採用因素（服務功能、媒體豐富度、隱私顧慮消除、可靠性）會強化使用者的使用態度；2.適地性服務所提供的相關性及娛樂性會影響影響購買意願；3.適地性服務提供的獎勵會改變相關性與娛樂性對購買意圖產生的效果。

Location-based service (LBS) become very popular recently, marketer begin to pay attention on it. This study’s objective is to investigate the impact of LBS to potential users who convert using key factor, location based service value & effect of incentive forusers’ purchase intent. First, this paper based on the literature review to establish the research framework and key LBS adoption factors. Second, 1141 valid samples were obtained by online survey. Structural equation model (SEM) and multinomial logit mode were conducted to examine the proposed hypotheses. Finally, the results show that: (1) service function, media richness, privacy, & reliability enhance user’s attitude to adopt LBS; (2) relativeness & enjoyment on LBS increase users’ purchase intention; (3) incentives have moderate effects between relativeness/enjoyment & users’ purchase intention.