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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/71797

    Title: 行動科技消費行為之探索性研究─以美食手機App愛評生活通為例
    Authors: 陳正義;Chen,Cheng-i
    Contributors: 高階主管企管碩士班
    Keywords: 美食App;智慧型手機;使用與滿足;行動科技;新消費行為;Gourmet application;Smartphone;Uses and Gratifications;Mobile technology;new consumer behavior
    Date: 2016-06-06
    Issue Date: 2016-10-13 13:53:24 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 台灣雖然不大,但卻是個充滿科技創新與美食的地方,消費者習慣使用行動科技又懂得吃。因此,美食資訊交流平台搶占美食商機已成為一個熱門的大趨勢。愛評生活通,緊抓台灣網路創業潮和美食風蔓延兩大浪潮,不僅搶得先機,還創造了嶄新商業模式:提供一個非商家、媒體的第三方分享模式的平台,大部分資訊來自於曾經消費過各店家的消費者提供經驗分享和溝通交流。
    本研究目的主要讓企業界在面臨行動科技崛起時,行銷相關人員對新消費行為改變應有深入認知,希冀經由本研究成果之資料提供真實消費者採用與接受行動科技的主要考量因素、期望行動科技滿足他們何種需求,以及行動科技對他們行為產生何種變化。本研究結果顯示,行動科技下新行為模式主要包括:(1).消費者對行動科技在使用前會有某種程度的需求[如:認知方便性、認知有用性、認知低犧牲性、認知吸引性、額外利益等]與期望[如:美食資訊的彙整與分類、美食圖片吸引力、分享與評論];(2).消費者接受使用此行動科技前,對此行動科技可能帶來的績效會藉由外在資訊或過往經驗形成新的認知;(3).一旦消費者接受使用此行動科技後,知覺績效和最初的期望作比較或與其他競爭對手/品牌做一比較,從而評估之間是否一致;(4).比較後的結果會形成滿意度之高低;(5).滿意度高低將會影響下次再使用之可能性。;Taiwan is not so big, but it is filled with mobile technology and delicious food. Meanwhile, consumers in Taiwan understand how to use technology and look for delicious food. It becomes a hot issue and new trend that gourmet cuisine information exchange platform on a mobile technology capture this business opportunity. For example, iPeen mobile application (iPeen App) start-ups and spreads those two trends. It not only seizes the initiative, but also creates a new business model. It provides a platform which shared with companies and consumers who can contribute their gourmet experiences with other consumers.
    The main purpose of this thesis tries to provide how consumer technology adoption concerning factors, expectations of mobile technology, and needs of their gratifications, as well as consumer behavior changes, as business administrators encounter mobile technology boosts.

    The results of this study showed that the new patterns of behavior under the mobile technology include: (1) consumers use the mobile technology before a certain degree of demands [e.g., cognitive convenience, perceived usefulness, low cognitive sacrificial cognitive attraction of additional interests] and expectations [e.g., food information aggregated and classified, sharing gourmet attractive pictures and comments]; (2) before consumer acceptance mobile technology, forming this mobile technology performance with extrinsic information, past experience and new awareness; (3) once consumers accept this mobile technology, they try to compare its perceived performance and initial expectations with other competitors / brands. They assess whether its perceived and real performances are consistent or not; (4) after the comparison, it turns out different levels of gratifications; (5) once it shows low gratifications, it will reflect upon the lower possibility of re-use on the next time.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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