文化大學機構典藏 CCUR:Item 987654321/25856
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    題名: 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
    作者: 范皇龍
    Long, Pham Hoang
    貢獻者: 觀光事業學系
    關鍵詞: Mobile Marketing
    Mobile Social Media
    Customer Attitude
    Brand Attitude
    Behavioral Intentions
    Online Survey
    CFA
    SEM
    日期: 2013-06
    上傳時間: 2013-10-31 14:22:32 (UTC+8)
    摘要: 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.
    顯示於類別:[觀光事業學系暨研究所 ] 博碩士論文

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