A Study of Marketing and PromotionStrategies for Mobile Environment

• Main Authors: CHIA-CHANG CHAN, 詹佳昌
• Other Authors: TSUI-YII SHIH
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/13935467657628585989

碩士 === 龍華科技大學 === 商學與管理研究所 === 98 === The technology and the Internet boom have innovative driven Mobile Services worldwide. In recent years, the government and Mobile Services in Taiwan and abroad have placed much emphasis on the industry, with key concern is on the Near Field Communication (NFC) Mobile's development trend. Such as the Mobile E-Life Technology (Mobile Easy-Mo Service, Digital E-Life Technology), which is of much commercial potential has gradually captured everyone's attention. More importantly, the Mobile E-Life Technology has been described as the most promising future trend in the Electronic Commerce industry. Mobile E-Life Technology Application services-related patterns are divided into two models: the first model is for the【Mobile Easy-Mo Service】, a targeted action which uses the services of swimming micro-payments Credit Card consumers as a research sample. While, the second model is for the【Digital E-Life Technology】, a Digital Home residential subscribers as research sample of consumers. This study uses both Qualitative Research and Quantitative Research methods. Qualitative Research Results section: This researches Far Eastone Telecommunications、Farglory Land Development quote Case learn enterprise development Mobile E-Life Technology(Mobile Easy-Mo Service、Digital E-Life Technology)of acceptance. Therefore, case 1, this study found that Mobile Easy-Mo Service’s items namely "off Taiwan's mobile business momentum", "more value-added services to enhance quality of life", "Global synchronization of innovative applications", to implement "Mobile Easy-Mo Service" process, and the "birth of a mobile life convenience" were discussed in detail. Case 2, this study found that Digital E-Life Technology's items namely "off Taiwan's digital home kinetic energy", "application of technology innovation and global synchronous fever", "second-generation digital home, birth architectural revolution ─ 【Digital E-Life Technology】the success of Case", "Island of science and technology to create a new look", were also discussed in detail. Quantitative Research Results section: Questionnaire survey were administered, data analysis includes Descriptive Statistics Analysis、Reliability Analysis、Factor Analysis、T-test Analysis、Correlation Analysis、ANOVA、Cluster Analysis、Regression Analysis and SEM analysis for 【Mobile Easy-Mo Service、Digital E-Life Technology】with Independent Variables(Technology Acceptance Model、Theory of Diffusion Innovation、Product Involvement、Product Knowledge)and Contingency Item(Commitment、Attitude、Consumers Behavioral Intention)of effect.