根據資策會2014年預估行動商務之購物App將會改變消費者的消費型態，行動購物將會成為主要消費的管道，並且購物App將會結合社群與地理位置服務等特性。在行動商務中，業主之行動廣告推薦的目的在引導到店以及產品宣傳，期望消費者進行行動購買或進入實體店面消費，有此可知，行動商務中地理位置服務占了非常重要部分，因此本研究重點將會著重在地理位置服務推薦對消費者之影響，以消費者在商圈時，接收到LBS推薦之情境作為本研究情境。。
本研究使用問卷調查方式來進行驗證，研究結果發現認知新奇、認知有用性、認知經濟獎勵會影響消費者意圖使用App所提供的推薦內容去消費，而認知有用性、認知經濟獎勵以及認知追求趨勢等會正面影響消費者意圖使用提供推薦的App，其中經濟獎勵與有用性影響最大，即是在地理位置推薦服務中外部動機影響力大於內部動機。本研究亦證實此四構面可應用於行動商務中，動機理論可以應用於行動商務情境，而本研究之研究結果亦可供行動零售商作為未來行銷策略之參考，並讓行動零售商更了解消費者使用產品服務之內外部動機，以擬定適當策略。

According to the Taiwan Institute for Information Industry expected the trends of the Taiwan mobile market in 2014, to consume in App will change the patterns of consume. And the mobile shopping will become a major way for consumers, and it will combine with social network, location based service. In the mobile commerce, the advertisers send ads in order to guide the consumers to make a purchase in physical stores, this shows that location based service is very important nowadays. Thus, our study will focus on what factors impact consumers to make a purchase in physical stores after received a recommendation from the location based services App.
Our study use the questionnaires to verify, the result of it showed that perceived novelty, perceived usefulness and perceived economic incentives affect consumers intention to use the recommendation to make a purchase, and perceived usefulness, perceived keep up with trends and perceived economic incentives will get a positive influence on consumers intention to use recommended App. The largest impact is the economic incentives and usefulness, that is, the extrinsic motivation has a greater influence. Our study also confirmed that these four dimensions can be applied to mobile commerce. The results of this study also can as a reference for mobile retailer to make a marketing strategy in the future that allow them to understand consumers even more.

目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 地理位置服務-地理位置廣告 4
第二節 地理位置廣告訊息內文 6
第三節 自我決定理論 7
第三章 研究方法 14
第一節 研究1 14
3.1.1地理位置推薦App開發 14
1.系統規劃 15
2.App內容收集 16
3.建置App 16
4.系統測試與修改 16
3.1.2實際使用測試與資料收集 17
1.註冊 17
2.使用App與問卷填寫 17
3.問卷填寫 18
第二節 研究2 19
3.2.1地理位置推薦情境設計 19
3.2.2研究對象與抽樣方法 21
3.2.3問卷設計 21
3.2.4資料分析方法 25
第四章 資料分析 26
第一節 研究1資料分析 26
4.1.1 人口特徵 26
4.1.2分析結果 27
第二節 研究2資料分析 31
4.2.1 人口特徵 31
4.2.2信度分析 32
第五章 結論與建議 36
第一節 結論 36
6.1.1. 認知新奇 36
6.1.2. 認知有用性 36
6.1.3. 認知經濟獎勵 37
第二節 研究限制 37
第三節 未來研究方向與建議 38
參考文獻 38
附錄1 原文問卷 43
附錄2 研究1問卷 44

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