結合行動智慧之群體商務組構機制

Abstract

近年智慧型手機的崛起，造就行動商務的Social、Local、Mobile的整合概念(So-Lo-Mo)。目前的So-Lo-Mo服務只著重於個體使用者，而較少考慮群體服務之商機，而團體商務的發展現況沒有辦法滿足即時性的團體購物需求，亦較少考量顧客之間的社群關係。本研究將行動智慧與群體商務結合，並且考量偏好（preference）、情境（context）與社會影響（social influence），讓顧客在現場欲購買商品或服務的瞬間，能透過行動裝置即時找到附近具有潛在相同購買興趣的人組構群體（group formation）並且進行群體購物，媒合供需兩端的需求，使得行動商務與團體商務的價值獲得突破性的提升。

The rise of smartphones brings new concept So-Lo-Mo (social-local-mobile) in mobile commerce area in recent years. However, current So-Lo-Mo services only focus on individual users but not a group of users, and the development of group commerce is not enough to satisfy the demand of real-time group buying and less to think about the social relationship between customers. In this research, we integrate mobile intelligence with group commerce and consider customers' preference, real-time context, and social influence as components in the mechanism. With the support of this mechanism, customers are able to gather near customers with the same potential purchase willingness through mobile devices when he/she wants to purchase products or services to have a real-time group-buying. By matching the demand and supply of mobile group-buying market, this research improves the business value of mobile commerce and group commerce further.