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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/43793| 標題: | 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 Promise and Issues for Location-based Services and Advertising via GPS-enabled smart phones |
| 作者: | Allen Federman 方羽倫 |
| 指導教授: | 游張松 |
| 關鍵字: | 位置基礎服務,GPS功能智慧型手機,廣告在, location based services,advertising,GPS smart phones, |
| 出版年 : | 2009 |
| 學位: | 碩士 |
| 摘要: | 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. |
| URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/43793 |
| 全文授權: | 有償授權 |
| 顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
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| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-98-1.pdf 未授權公開取用 | 617.88 kB | Adobe PDF |
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