因應快速的網路與智慧手機的崛起，行動行銷越來越受歡迎。網路上的口碑，能有效的降低購買者的不確定性。此論文將專注於餐廳搜尋軟體的使用者經驗，論文中展示行動行銷行為的信任度對於使用在地折價卷有正面的影響，但對於閱讀行動 APP 餐廳評論者並無影響。 With the rapid growth of internet and smartphone user, mobile commerce has gained its popularity, all kinds of mobile marketing emerged. Reviewing on the internet comments before actual purchasing becomes indispensable. Accordingly, electronic Word of mouth (e-WOM) can effectively reduce the feeling of uncertainty and perception of risk and can promptly influence consumers’ purchasing decision. Hence, how mobile APP usage will affect purchasing intention is the aim of this study.
This research subject focuses on “Restaurant Locator” APP user experience. Respondent is difficult to obtain since APP is widely offer to smartphone users. Snowball Sampling will be used in this survey to locate smartphone user who is also a “Restaurant Locator” APP. According to research structure, auto notification of LBS (Local Base Service) discount information, and APP mobile - Word of mouth are measurement variables. Six variables includes frequent update of internet sharing platform for dinning experience, interactivity, self-disclosure of the message deliver, marketing intent of message receiver, trustworthy, and purchasing intention.
The study findings the increase of purchasing intention when customer dining in restaurant and using mobile devise research of restaurant review. Research shows that trustworthiness of data exchange in mobile business can influence in positive way of purchasing intention. The trustworthiness of mobile APP social platform will influence the willing of using LBS discount message, but will not affect the usage of using mobile phone APP’s Restaurant Review.