定位行動行銷類型對使用意圖的影響

本研究進行三個實驗探討定位行動行銷類型對使用意圖的影響，並探討用戶族群及隱私自我效能對使用意圖的調節效果。實驗一結果發現：拉式定位行動行銷相較於推式定位行動行銷有較高的使用意圖。實驗二證實新世代族群對推式定位行動行銷有較高的使用意圖；商務人士則對拉式定位行動行銷有較高的使用意圖；關心的家長對推式定位行動行銷有較高的使用意圖。實驗三論證不論隱私自我效能程度高低之消費者，拉式定位行動行銷皆比推式有較高的使用意圖；且在拉式定位行動行銷情況下，高隱私自我效能之消費者比低隱私自我效能之消費者有較高的使用意圖。最後，本研究提出理論與實務意涵，供未來研究及業界應用之參考。

This study examined the effects of Location-Based Mobile Marketing (LBMM) type on usage intention, and investigated the moderating effect of Privacy Self-Effect (PSE) and Primary Mobile Consumer Segment. In the experiment1, the finding showed that the Pull-LBMM influences usage intention more than Push-LBMM. In the experiment 2, the result indicated that the Millennials have a higher usage intention to the Push-LBMM; The Road Warriors have a higher usage intention to the Pull-LBMM; The Concerned Parents have a higher usage intention to the Push-LBMM. In the experiment 3, the result indicated that regardless of the level of Privacy Self-Efficacy of consumers, the usage intention of Pull-LBMM is higher than Push-LBMM. Under the Pull-LBMM condition that have a stronger usage intention to the high PSE rather than low PSE. These results have important theoretical and practical implications.