行動網路環境中商業模式與應用之研究

Abstract

目前有越來越多的使用者會用手機應用程式中的適地性服務(Location Based Service)，而這樣的行動商務需求也變得越來越熱門。所謂適地性服務是指利用定位技術來取得移動終端使用者的位置訊息，為使用者提供相應服務的一種加值服務。 目前大部分的適地性服務仍然只用於讓使用者找尋座落在使用者身邊的相關資訊。然而，定位技術若要獲得成功的關鍵並不僅僅倚賴於科技，而是有更複雜的消費者行為。在此篇研究裡，我們將使用者的智慧型手機當作目標對象，來建立一個商業模型，這個商業模型能夠利用行動定位技術，來發展一個即時的行動商務平台。使用者便能隨時追蹤業者的所在地，並且得到商品的圖像及描述等資訊。這個商務平台主要是用於一個簡單的交易模式中，比如像是不斷移動中的小販與買家。我們對這個商業模式的受試者使用了問卷調查方式以導出實證結果，而分析結果顯示了這個商業模式的確是能夠運行在現實中。

More and more users use the mobile applications with location-based service system. And the demands for the mobile commerce also become famous. The location-based service system refers to using the position technology to locate related mobile terminal equipment as well as providing various value-added services in relation to location-based applications. The most uses of application with location based services are still that locate users’ locations or the information nearby. However, the key success factor of the position technology system service does not lie in the technology, but in more complicated consumer behaviors. In this research, we take the users of intellectual mobile phone with location based services as objects to set up a business model. This business model is able to develop a real-time, intellectual business platform with the mobile positioning technology. The mobile phone users can track sellers’ positions, and receive the descriptions and images of their goods. This business platform is suitable for a simple transaction model, such as moving vendors and customers. We make a questionnaire survey for the testers of the experiment to confirm our empirical results. The analysis result shows that our business model is able to work in practice.