無所不在運算對電子商務帶來許多新的服務，LBS就是其中之一。隨著近幾年行動網路及智慧型手機的興起，台灣出現許多結合LBS的行銷活動，其中最廣為人知的就是你打卡我打折的活動，消費者幫店家進行地標check in後，獲得折扣或小禮物。本研究在探討商家的企業家精神導向、市場導向是否會影響服務創新及新科技技術的採用，以及採用新技術行銷後對績效的影響。
　　本研究先在網路上蒐集有提供Facebook打卡優惠活動的中小企業商家資訊，並以他們做為研究標的。以實際拜訪店家發放紙本問卷及使用網路問卷蒐集資料，總共發放259份問卷，回收有效樣本共計為195份，以Smart PLS 2.0統計軟體進行信、效度檢定，並以結構方程式進行模型的假設檢定。實證結果如下：一、企業家精神導向對創新具有正向影響；二、市場導向對創新具有正向影響；三、創新對採用無所不在運算具有正向影響；四、企業資源對採用無所不在運算具有正向影響；五、採用無所不再運算對企業價值與顧客價值具有正向影響。最後，本研究提供管理意涵和未來可研究方向給中小企業管理者及後續研究者做為未來參考。

U-computing use has brought many new services of commerce that can build a new experience for customers. Location-based services (LBS) is one representative example. In Taiwan, with the increasing number of users of smartphones and mobile devices, there are many small and medium-sized enterprises (SMEs) take LBS as a marketing strategy. For example, SMEs use Facebook check-in function to make sales promotions (e.g., discounts, free desserts, and coupons) available. The aim of SMEs is to attract customers’ immediate purchasing. Therefore, this study suggests four factors, entrepreneurial orientation, market orientation, innovation and business resources, will affect SMEs adoption of U-computing. Besides, the performance after SMEs adopting the U-computing will be measured in this research.
　　This study searching for SMEs’ promotion information in the Internet and collecting leaflets then made a target participations list. Questionnaires were distributed to collect data by sending questionnaires through e-mails and visiting SMEs in person. Finally, 187 useful data samples were collected and analyzed by Partial Least Squares (PLS).The results can be concluded into five points. First, entrepreneurial orientation and market orientation has positive and significant effects on innovation. Second, the influence of innovation and business resources on a firm’s adoption of U-computing is positive and significant as well. Third, both business value and customer value grow optimistically because of U-computing use. Lastly, the study states management implications and research directions to future researchers.

Table of Contents	I
List of Figures	III
List of Tables	IV
Chapter 1 Introduction	1
1.1 Research Background	1
1.2 Research Process and Thesis Organization	5
Chapter 2 Literature Review and Research Hypothesis	7
2.1 Literature Review	7
2.1.1 Entrepreneurial Orientation	7
2.1.2 Market Orientation	8
2.1.3 Business resources	10
2.1.4 Innovation	12
2.1.5 U-computing Use	13
2.1.6 Value	15
2.2 Research Hypothesis	17
2.2.1 The Relationship between Entrepreneurial Orientation and Innovation	17
2.1.2 The Relationship between Market Orientation and Innovation	18
2.1.3 The Relationship between Innovation and U-computing	19
2.1.4The Relationship between Business Resources and U-computing Use	20
2.1.5 The Relationship between U-computing and Value	21
Chapter 3 Methodology	23
3.1 Research Framework	23
3.2 Research Setting	23
3.3 Questionnaire Design	24
3.4 Sampling and Data collection	29
3.5 Data Analysis Method	30
3.5.1 Descriptive statistics analysis	30
3.5.2 Reliability and Validity analysis	30
3.5.3 Structural Equation Model	30
Chapter 4 Data Analysis and Results	32
4.1 Respondent Profiles	32
4.2 Measurement Model Result	34
4.2.1 Reliability Analysis	34
4.2.2 Validity Analysis	35
4.3 Structural Model Hypothesis Test	39
Chapter 5 Conclusions	41
5.1 Research Discussion	41
5.2 Theoretical Implication	42
5.3 Managerial Implication	43
5.4 Research Limitations and Future Research	44
Reference	46
Appendix	55


List of Figures
Figure 1.1 Smartphone holds rates in Taiwan	4
Figure 1.2 Tablet PC holds rates in Taiwan	4
Figure 1.3 Research Process	6
Figure 3.1 Research Framework	23
Figure 4.1 Result of PLS analysis	40


List of Tables
Table 3.1 Entrepreneurial orientation items and literature sources	25
Table 3.2 Market orientation items and literature sources	26
Table 3.3 Innovation items and Literature Sources	26
Table 3.4 Business resources items and literature sources	27
Table 3.5 U-computing use items and literature sources	27
Table 3.6 Customer value items and literature sources	28
Table 3.7 Business value and literature sources	28
Table 4.1 Descriptive statistics of the respondent’s profiles	33
Table 4.2 Analysis of Reliability	34
Table 4.3 Analysis of Validity	36
Table 4.4 Correlation among variables	37
Table 4.5 Cross Loading	38
Table 4.6 Results of the research model	40
Table 5.1 Results of Hypothesis Test	42

中文文獻
1. 台灣行銷科學學會(2011)。TIMS行銷專業能力認證。
2. 財團法人資訊工業策進會(2012)。用科技創造S.I.M.P.L.E.經濟 體驗快樂生活【線上資料】，來源：http://www.iii.org.tw/service/3_1_1_c.aspx?id=1031
3. 經濟部中小企業處(2009)。中小企業認定標準【線上資料】，來源：http://www.moeasmea.gov.tw/ct.asp?xItem=672&ctNode=669&mp=1



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