The Effect of Location-Based Mobile Marketing Type on Usage Intention
碩士 === 國立臺中科技大學 === 流通管理系碩士班 === 102 === This study examined the effects of Location-Based Mobile Marketing (LBMM) type on usage intention, and investigated the moderating effect of Privacy Self-Effect (PSE) and Primary Mobile Consumer Segment. In the experiment1, the finding showed that the Pull-LB...
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ndltd-TW-102NTTI56910102019-09-24T03:34:12Z http://ndltd.ncl.edu.tw/handle/9vjnv4 The Effect of Location-Based Mobile Marketing Type on Usage Intention 定位行動行銷類型對使用意圖的影響 Yu-Wen Hsu 徐鈺雯 碩士 國立臺中科技大學 流通管理系碩士班 102 This study examined the effects of Location-Based Mobile Marketing (LBMM) type on usage intention, and investigated the moderating effect of Privacy Self-Effect (PSE) and Primary Mobile Consumer Segment. In the experiment1, the finding showed that the Pull-LBMM influences usage intention more than Push-LBMM. In the experiment 2, the result indicated that the Millennials have a higher usage intention to the Push-LBMM; The Road Warriors have a higher usage intention to the Pull-LBMM; The Concerned Parents have a higher usage intention to the Push-LBMM. In the experiment 3, the result indicated that regardless of the level of Privacy Self-Efficacy of consumers, the usage intention of Pull-LBMM is higher than Push-LBMM. Under the Pull-LBMM condition that have a stronger usage intention to the high PSE rather than low PSE. These results have important theoretical and practical implications. 謝致慧 陳彥匡 2014 學位論文 ; thesis 78 zh-TW |
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碩士 === 國立臺中科技大學 === 流通管理系碩士班 === 102 === This study examined the effects of Location-Based Mobile Marketing (LBMM) type on usage intention, and investigated the moderating effect of Privacy Self-Effect (PSE) and Primary Mobile Consumer Segment. In the experiment1, the finding showed that the Pull-LBMM influences usage intention more than Push-LBMM. In the experiment 2, the result indicated that the Millennials have a higher usage intention to the Push-LBMM; The Road Warriors have a higher usage intention to the Pull-LBMM; The Concerned Parents have a higher usage intention to the Push-LBMM. In the experiment 3, the result indicated that regardless of the level of Privacy Self-Efficacy of consumers, the usage intention of Pull-LBMM is higher than Push-LBMM. Under the Pull-LBMM condition that have a stronger usage intention to the high PSE rather than low PSE. These results have important theoretical and practical implications.
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author2 |
謝致慧 |
author_facet |
謝致慧 Yu-Wen Hsu 徐鈺雯 |
author |
Yu-Wen Hsu 徐鈺雯 |
spellingShingle |
Yu-Wen Hsu 徐鈺雯 The Effect of Location-Based Mobile Marketing Type on Usage Intention |
author_sort |
Yu-Wen Hsu |
title |
The Effect of Location-Based Mobile Marketing Type on Usage Intention |
title_short |
The Effect of Location-Based Mobile Marketing Type on Usage Intention |
title_full |
The Effect of Location-Based Mobile Marketing Type on Usage Intention |
title_fullStr |
The Effect of Location-Based Mobile Marketing Type on Usage Intention |
title_full_unstemmed |
The Effect of Location-Based Mobile Marketing Type on Usage Intention |
title_sort |
effect of location-based mobile marketing type on usage intention |
publishDate |
2014 |
url |
http://ndltd.ncl.edu.tw/handle/9vjnv4 |
work_keys_str_mv |
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