A Study on Service Provider’s Adoption of Location-based Instant Promotion System

• Main Authors: Hua-Ling Tseng, 曾華伶
• Other Authors: Hsiang-Chu Lai
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/at29wy

碩士 === 國立中山大學 === 資訊管理學系研究所 === 103 === Along with the population of mobile devices, location-based service becomes a new kind of service model. Service provider could offer instant service to customers based on their location. Customers received the message provided by service providers could consume immediately. The research purpose is to investigate the factors that affect service provider’s adoption intention of location-based instant promotion system. In order to explore the difference in influence of every factor, this study extends the value-based adoption model by dividing value into monetary and non-monetary value. The results of this research include: (1) Both capacity utilization and revenue loss have significant effects on perceived monetary value. (2) Brand awareness and brand image loss also strongly affect perceived brand value. (3) Comparing to perceived sacrifice, using system to promote product and service brings more benefit to service providers. (4) Perceived brand value has more significant effect than perceived monetary value on adoption intention of system. (5) Perceived monetary value and perceived brand value have moderating effect and substitute for each other. The contribution of this study is to explore the influence of different values and the results could feedback to system designer, system promoter and service provider. They can design this kind of system and adjust their marketing strategy based on the importance of different values perceived by service provider.