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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 游張松 | |
| dc.contributor.author | Allen Federman | en |
| dc.contributor.author | 方羽倫 | zh_TW |
| dc.date.accessioned | 2021-06-15T02:28:50Z | - |
| dc.date.available | 2009-08-20 | |
| dc.date.copyright | 2009-08-20 | |
| dc.date.issued | 2009 | |
| dc.date.submitted | 2009-08-17 | |
| dc.identifier.citation | Bibliography
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Pederson, Mobile Communications. Re-negotiation of the Social Sphere (pp. 203-218). London: Springer. Furneaux, B. (2008, October 9). York University Wikipedia. Retrieved December 12, 2008, from Theory of Planned Behavior: http://www.fsc.yorku.ca/york/istheory/wiki/index.php/Theory_of_planned_behavior Grant, I., & O’Donohoe, S. (2007). Why Young Consumers are not Open to Mobile Marketing Communication. International Journal of Advertising , 26 (2), 223-246. Guy, A. (2008, February 16). Industry Outlook 2008: Location Based Services. Retrieved November 28, 2008, from RCR Wireless: http://www.rcrwireless.com/article/20080216/SUB/429024701/Industry-Outlook-2008--Location-based-services Hollis, N. (2007, November). Millward Brown POV. Retrieved 03 24, 2009, from Millward Brown: www.millwardbrown.com/Sites/millwardbrown/Media/Pdfs/en/POV/5E157ABF.pdf Jiang, B., & Yao, X. (2006, November). Location based Services and GIS in Perspective. 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Young Consumers’ Motives for Using SMS and Perceptions towards SMS Advertising. Proceedings of Australian and New Zealand Marketing Academy Conference. Olympic Park, Sydney: University of Western Sydney. PhoneArena.com. (1998, December 6). Glossary. Retrieved December 6, 1998, from Phone Arena: http://www.phonearena.com/htmls/terms.php?define=triangulation Raper, J. (2007). Design Constraints on Operational LBS. In G. Gartner, W. Cartwright, & M. P. Peterson, Location Based Services and TeleCartography (pp. 13-25). Berlin: Springer. Rein, A., Laineste, J., Aasa, A., & Ular, M. (2007). The Spatial Accuracy of Mobile Positioning: Some Experiences with Geographical Studies in Estonia. In G. Gartner, W. Cartwright, & M. P. Peterson, Location Based Services and TeleCartography (pp. 445-460). Berlin: Springer Berlin Heidelberg. Rogers, E. M. (1995). Diffusion of Innovations. New York: Free Press. Skyhook Wireless. 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Mobile Phones. Retrieved November 8, 2008, from Wikipedia: http://en.wikipedia.org/wiki/Mobile_phone Xu, H., Teo, H.-H., & Tan, B. C. (2005). Predicting the Adoption of Location-Based Services: The Role of Trust and the Perceived Privacy Risk. Twenty-Sixth International Conference on Information Systems, (pp. 897-910). Las Vegas, Nevada, USA. YOC Mobile Marketing. (2008). The Mobile Phone as a Response Channel: Mobile Pull Marketing. Retrieved June 03, 2009, from YOC Mobile Marketing: http://en.group.yoc.com/article.700.html?sid=d966d1680a02643f3564de13cb078e2a | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/43793 | - |
| dc.description.abstract | This thesis aims to form a preliminary understanding of the implications of location-based services (LBS) and advertising as they pertain to GPS-enabled mobile phones. Ubiquitous, omnipresent GPS-enabled mobile phones allow location-specific context-aware advertising at any time of day, every day. However, issues relating to push advertising and data display on small cell phone screens are major hurdles to mass LBS adoption. In addition, a generally bounded daily living area creates hurdles for mass adoption of LBSs regardless of GPS device. Despite this, results from 209 online survey respondents suggest that usage patterns and affinity for non-navigational location-based search are much higher for cell phone users than for traditional in-car GPS services. The survey analyzes usage and perceptions of GPS devices based on ease of use, dynamic nature of the data displayed, and perceived utility. In the case of perceived utility, mobile users are more likely to identify non-navigational LBS as useful; however, mobile users perceive the ease of use for many functions of LBSs to be time consuming and somewhat difficult. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-15T02:28:50Z (GMT). No. of bitstreams: 1 ntu-98-R96749036-1.pdf: 632708 bytes, checksum: 82372895e19b9aca00dd67cd39a728a8 (MD5) Previous issue date: 2009 | en |
| dc.description.tableofcontents | Table of Contents
ACKNOWLEDGEMENT II ABSTRACT IV TABLE OF CONTENTS V TABLES VII FIGURES VII CHAPTER 1: INTRODUCTION 1 CHAPTER 2: LITERATURE REVIEW 4 2.1 Increase in Availability 4 2.2 SMS Advertising 5 2.3 Rising Availability of GPS-enables Smart Phones 6 2.3.1 Hurdles for LBS in the Literature 7 2.3.2 Daily Need (People are not generally Lost) 8 2.4 Location-based SMS Advertising 9 2.4.1 SMS Push Advertising Concerns 10 2.4.2 Location-based SMS Advertising Concerns 10 2.4.3 Laws Concerning Push Advertising 11 2.4.4 OPT-IN Push Advertising: Final Thoughts 12 2.5 Pull Advertising 14 2.5.1 Current Pull Advertising Methods 15 2.5.2 Pull Advertising via the GPS Smart Phone 17 2.6 The Technology Acceptance Model 17 2.7 The Theory or Planned Behavior 19 CHAPTER 3: HYPOTHESES AND METHODOLOGY 20 3.1 Research Framework and Methodology 20 3.1.2 Survey Format 22 3.2 GPS Perceived Primarily as Navigation Device Regardless of Device (H1) 23 3.3 Use of Location-based Services Varies Based on GPS Device (H1A) 23 3.4 Users Feel Limited due to Small Mobile Phone Screen Size (H2) 23 3.5 Small Screens Likely Cause Difficulty in Using Location-based Services (H2A) 24 3.6 Users Perceive Current Generation Search Results as Non-Dynamic (H3) 24 CHAPTER 4: RESULTS 25 4.1 Testing Hypothesis 1 25 4.1.1 GPS perceived as Navigation Device by All Cohorts 25 4.1.2 Frequency of Use 27 4.1.3 Hypothesis 1 Results 28 4.2 Testing Hypothesis 1A 28 4.2.1 Frequency of Use for Non-Navigational Purposes 28 4.2.2 More on Usage Patterns Beyond Navigation 30 4.2.3 Case Study: The Simple Lunch-time Decision Making Process 34 4.2.4 Hypothesis 1A Results 38 4.3 Testing Hypothesis 2 38 4.3.1 Users of Handheld Devices View Small Screen Size as an Issue 38 4.3.2 Hypothesis 2 Results 39 4.4 Testing Hypothesis 2A 39 4.4.1 The System Made the Act of Using the GPS Search Easy. 39 4.4.2 Usability of the Search Results 40 4.4.3 Hypothesis 2A Results 44 4.5 Testing Hypothesis 3 45 4.5.1 Dynamic or Static Data 45 4.5.2 Hypothesis 3 Results 47 CHAPTER 5: DISCUSSION 48 BIBLIOGRAPHY 52 | |
| dc.language.iso | en | |
| dc.subject | 廣告在 | zh_TW |
| dc.subject | 位置基礎服務 | zh_TW |
| dc.subject | GPS功能智慧型手機 | zh_TW |
| dc.subject | GPS smart phones | en |
| dc.subject | location based services | en |
| dc.subject | advertising | en |
| dc.title | 位置基礎服務與廣告在使用GPS功能智慧型手機時的希望與問題 | zh_TW |
| dc.title | Promise and Issues for Location-based Services and Advertising via GPS-enabled smart phones | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 97-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 張銀益,林永松 | |
| dc.subject.keyword | 位置基礎服務,GPS功能智慧型手機,廣告在, | zh_TW |
| dc.subject.keyword | location based services,advertising,GPS smart phones, | en |
| dc.relation.page | 55 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2009-08-17 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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