THE INFLUENCE OF SOLOMO MARKETING ON OFFLINE BUYING
學年 103
學期 2
發表日期 2015-02-12
作品名稱 THE INFLUENCE OF SOLOMO MARKETING ON OFFLINE BUYING
作品名稱（其他語言）
著者 李月華
作品所屬單位 淡江大學企業管理學系
出版者
會議名稱 The International Conference on Management, Business, and Economics & The 3rd International Conference on Tourism, Transport, and Logistics
會議地點 雪梨, 澳洲
摘要 SoLoMo marketing is emerging as a new marketing campaign to approach to the target consumers and would be widely used to increase consumers’ campaign response. Due to the operational differences in consumer behavior between traditional marketing and mobile marketing, the influences of SoLoMo marketing for retailers and what factors influencing the response of SoLoMo are worthy of study. This study investigates the effects of “Restaurant Locator” APP, which offer local-based push message and word-of-mouth mobile service. Snowball Sampling was used in this survey to locate smartphone user who is also a “Restaurant Locator” APP user. An online survey was adopted and 156 valid questionnaires were collected. Analytical results indicate that consumers would increase their restaurant purchase intension by SoLoMo campaigns and restaurant’s e-WOM. The trust of mobile APP social platform can influence the willing of using LBS discount message and the usage of APP’s Restaurant e-WOM. Furthermore, the characteristics of App social platform perceived by consumers can substantially influence consumer’s response to SoLoMo campaign.
關鍵字 Mobile Marketing; Location-Based Service; e-WOM; Purchasing Intention
語言 en
收錄於
會議性質 國際
校內研討會地點
研討會時間 20150212~20150214
通訊作者
國別 AUS
公開徵稿 Y
出版型式 電子版
出處
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