打卡(Check-in)是社群網站所推出的適地性服務，近年來蔚為一股風潮。人們熱衷於使用打卡服務隨時隨地去分享他們目前的所在位置並描述他們當下的想法、感受或是上傳照片。而對於許多行銷人員而言，消費者的打卡訊息可以有效地為商家增加曝光率並且吸引更多的顧客上門，創造出口碑的效果。因為打卡是目前行動行銷的一個嶄新的概念─“SoLoMo”的實踐（結合了社群媒體、地點、行動裝置），因此本研究根據打卡的“SoLoMo”特性，包括社群媒體（自我揭露和社會支持）和地點特色（商店促銷和自我一致性），想去了解這些特色是否會影響打卡經驗中的知覺實用和享樂價值，而知覺價值使否會進一步影響客戶在曾經打卡過的商店再惠顧意圖和打卡服務意圖。本研究以曾在商店內使用過Facebook打卡服務的用戶為研究對象，以網路問卷進行調查。主要研究發現歸納如下：首先是自我揭露和社會支持，對於打卡經驗知覺的實用和享樂價值有正面顯著的影響。第二，打卡的地點特色中只有自我認知一致性對於享樂價值有顯著的影響。此外，顧客在打卡經驗中知覺實用和享樂價值有助於顧客再惠顧意圖和持續使用打卡意圖。最後，本研究提供給行銷者管理實務上的建議及未來研究的方向。Check-in, a location-based service of social network media, becomes a hit recently. People have a craze for check-in to share their current place, feelings, and photos with their friends anytime, anywhere. Many businesses regard check-in messages as an effective word of mouth to enhance exposure and engage more customers. Check-in is an implementation of new trend of mobile marketing which is called “SoLoMo” (social, location, mobile). Therefore, this research bases on the properties of check-in, including social media features (self-disclosure and social support) and location features (store sales promotion and self-congruity) to know whether those features affect the perceived utilitarian and hedonic value in check-in experience and further affect the re-patronage intention of the store which customers checked in and the intention of continuance usage of check-in service.This research model is tested with data from online questionnaire and the target of this study is the Facebook users who had in-store check-in experience. The results of this study provide three contributions. First, self-disclosure and social support have positive impact on perceived utilitarian and hedonic value in check-in experience. Second, only self-congruity, one of the location features in this research, has significant effects on hedonic value. Furthermore, both utilitarian and hedonic values contribute to re-patronage intention and continuance intention. Finally, this research provides some managerial implications and directions for further research.
