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系統識別號 U0002-1707201312313600
中文論文名稱 即址行銷績效影響因素:以台灣中小企業為例
英文論文名稱 Location-Based Marketing in SMEs: Antecedents and Consequences
校院名稱 淡江大學
系所名稱(中) 管理科學學系碩士班
系所名稱(英) Master’s Program, Department of Management Sciences
學年度 101
學期 2
出版年 102
研究生中文姓名 謝宜君
研究生英文姓名 I-Chun Hsieh
學號 600620933
學位類別 碩士
語文別 英文
口試日期 2013-06-26
論文頁數 56頁
口試委員 指導教授-陳水蓮
委員-康信鴻
委員-陳怡妃
中文關鍵字 企業家精神導向  市場導向  創新  企業資源  無所不在運算  企業價值  顧客價值 
英文關鍵字 Entrepreneurial Orientation  Market Orientation  Innovation  U-computing Use  Customer Value  Business Value  LBS 
學科別分類
中文摘要   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。
英文摘要   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.
論文目次 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
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