作為2013年的一項創新技術，鄰近信標以藍牙技術為技術背景將信息及時化、精準式的傳輸到附近的移動設備，為消費者提供了全新的零售體驗，並為零售商和營銷商增加推廣的機會與管道。然而由於對消費者認知、評價和接受行為的理解不足，這一技術應用並沒有如預期的那樣起飛。本研究運用公平理論與理性行為理論，研究了使用鄰近藍牙信標技術平台時伴隨的種種情況下如何影響客戶隱私顧慮的機制，並進行實地研究以檢查提出的假設。數據於台灣台北收集，實證結果顯示了創新安全，感知風險，以及節儉對個人資訊隱私擔憂的影響，從而導致消費者對關係計劃的接受度。除此之外，這些發現還證實了社會臨場感的調節影響。因此，這項研究不僅通過合併現有的理論基礎提出了一個有效的研究框架，還為新的鄰近藍牙信標技術的採用制定了一套行銷指引策略。;In recent years, Bluetooth Beacon Technology (BBT) which enables customer location identification has emerged and been applied for proximity marketing purposes to deliver relationship programs and improve personalized shopping experience. Unfortunately, due to insufficient understanding of consumer cognition, evaluation and receptiveness behavior, this process does not take off as expected. By drawing mainly on the equity theory and the theory of reasoned action, this research proposes a three-level framework to investigate the driving forces and underlying process behind the receptiveness of relationship programs though the proximity BBT-based platform. Quota sampling is used and data are collected in Taipei, Taiwan, specifically in a department store and Taipei Metro stations. The findings concluded support the hindering and driving roles of privacy concerns and social presence, respectively, in explaining variations in consumer receptiveness toward relationship programs. Additionally, innovation security, which contains perceived risk and technology anxiety, as well as frugality are confirmed as contributing factors to the growth in privacy concerns. Moreover, social presence is proved to moderate the effect of innovation security on privacy concerns.
