| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 93 === Abstract
In recent years, enterprises are eager to discover the most proper and efficient media to market their products/ service via the latest information technology. Mobile phone, a widely-used communication device, can deliver information to the target customers through SMS precisely and in a timely manner. As a result, many companies are devoted into developing SMS as their next generation mobile marketing method. In this research, we concentrate on the “non-incentive SMS” which provides value-added information and intimate service in order to establish a long-term relationship with customers. We use the “Experimentation” method in this study to investigate the “non-incentive SMS” responses and what kinds of factors influence these responses (dependent variable).
We manipulate three independent variables: SMS content, sending time and sending target. After that, three different types of experiments are developed. “New information providing SMS” is designed with two independent variables- “sending target” and “sending time”. Based on the results from our test, we uncover that “sending target” is indeed significant to the responses. “Sending time” is also important, but only “send in the morning” and “send at noon” have significant impact to the responses. Furthermore, we discover “sending time” has no noteworthy effect on responses from the module-selected targets that are more likely to buy something from the company. In contrast, non-module-selected targets are notably affected by the “sending time.” The “send in the morning” group is much more responsive than “send at noon and in the afternoon” group. “Caring SMS” has an extremely low response to analyze effectively. Comparing the response of “New information providing SMS”, we can conclude that “SMS content” is indeed an influential factor to the response. According to results generated from “Service efficiency surveying SMS” we can prove that customers who received SMS responded appropriately. Therefore, managers can utilize this survey result to make optimal strategic decisions.
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