消費者對休閒式餐廳使用行動式社群行銷之信念、態度及購買意願

CCUR > College of Business > Department of Tourism & Graduate Institute of Tourism Industry > Thesis > Item 987654321/25856

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/25856

Title:	消費者對休閒式餐廳使用行動式社群行銷之信念、態度及購買意願 Assessing Beliefs, Attitudes and Behavioral Responses towardMobile Social Media: The Case of Casual-dining Restaurant
Authors:	范皇龍 Long, Pham Hoang
Contributors:	觀光事業學系
Keywords:	Mobile Marketing Mobile Social Media Customer Attitude Brand Attitude Behavioral Intentions Online Survey CFA SEM
Date:	2013-06
Issue Date:	2013-10-31 14:22:32 (UTC+8)
Abstract:	The evolution of mobile technology and high penetration rate of mobile devices has allowed the development of mobile marketing. Among mobile marketing applications, mobile social media has emerged as a powerful tool for communication between marketers and customers. However, research on customer’s perceptions about mobile social media has been scarce. Especially in restaurant industry, where competition is fierce, understanding how customer see and accept restaurateur’s messages is vital. Thus, the aim of this study is to provide an understanding of customer’s attitude toward marketing via mobile social media in the case of casual – dining restaurant. The scope of this study is respondents who has received mobile social media messages and went to casual dining restaurants during the last one month. This study yielded 311 valid responses through online survey. Data was analyzed using SEM. Customer consider mobile social media entertaining, informative, credible, personalized but irritate and not private. Results from SEM show that Entertainment, Personalization, Informativeness and Privacy are main factors influence Attitudes toward mobile social media, which in turn positively influence brand attitude. Brand attitude also positively influence behavioral intentions. Knowledge derived from this study can help marketers to better design marketing campaigns and gain advantage in attracting customer.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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