游張松臺灣大學:資訊管理學研究所方羽倫Federman, AllenAllenFederman2010-05-052018-06-292010-05-052018-06-292009U0001-1608200915562700http://ntur.lib.ntu.edu.tw//handle/246246/179997This thesis aims to form a preliminary understanding of the implications of location-based services (LBS) and advertising as they pertain to GPS-enabled mobile phones. Ubiquitous, omnipresent GPS-enabled mobile phones allow location-specific context-aware advertising at any time of day, every day. However, issues relating to push advertising and data display on small cell phone screens are major hurdles to mass LBS adoption. In addition, a generally bounded daily living area creates hurdles for mass adoption of LBSs regardless of GPS device. Despite this, results from 209 online survey respondents suggest that usage patterns and affinity for non-navigational location-based search are much higher for cell phone users than for traditional in-car GPS services. The survey analyzes usage and perceptions of GPS devices based on ease of use, dynamic nature of the data displayed, and perceived utility. In the case of perceived utility, mobile users are more likely to identify non-navigational LBS as useful; however, mobile users perceive the ease of use for many functions of LBSs to be time consuming and somewhat difficult.Table of ContentsCKNOWLEDGEMENT IIBSTRACT IVABLE OF CONTENTS VABLES VIIIGURES VIIHAPTER 1: INTRODUCTION 1HAPTER 2: LITERATURE REVIEW 4.1 Increase in Availability 4.2 SMS Advertising 5.3 Rising Availability of GPS-enables Smart Phones 6.3.1 Hurdles for LBS in the Literature 7.3.2 Daily Need (People are not generally Lost) 8.4 Location-based SMS Advertising 9.4.1 SMS Push Advertising Concerns 10.4.2 Location-based SMS Advertising Concerns 10.4.3 Laws Concerning Push Advertising 11.4.4 OPT-IN Push Advertising: Final Thoughts 12.5 Pull Advertising 14.5.1 Current Pull Advertising Methods 15.5.2 Pull Advertising via the GPS Smart Phone 17.6 The Technology Acceptance Model 17.7 The Theory or Planned Behavior 19HAPTER 3: HYPOTHESES AND METHODOLOGY 20.1 Research Framework and Methodology 20.1.2 Survey Format 22.2 GPS Perceived Primarily as Navigation Device Regardless of Device (H1) 23.3 Use of Location-based Services Varies Based on GPS Device (H1A) 23.4 Users Feel Limited due to Small Mobile Phone Screen Size (H2) 23.5 Small Screens Likely Cause Difficulty in Using Location-based Services (H2A) 24.6 Users Perceive Current Generation Search Results as Non-Dynamic (H3) 24HAPTER 4: RESULTS 25.1 Testing Hypothesis 1 25.1.1 GPS perceived as Navigation Device by All Cohorts 25.1.2 Frequency of Use 27.1.3 Hypothesis 1 Results 28.2 Testing Hypothesis 1A 28.2.1 Frequency of Use for Non-Navigational Purposes 28.2.2 More on Usage Patterns Beyond Navigation 30.2.3 Case Study: The Simple Lunch-time Decision Making Process 34.2.4 Hypothesis 1A Results 38.3 Testing Hypothesis 2 38.3.1 Users of Handheld Devices View Small Screen Size as an Issue 38.3.2 Hypothesis 2 Results 39.4 Testing Hypothesis 2A 39.4.1 The System Made the Act of Using the GPS Search Easy. 39.4.2 Usability of the Search Results 40.4.3 Hypothesis 2A Results 44.5 Testing Hypothesis 3 45.5.1 Dynamic or Static Data 45.5.2 Hypothesis 3 Results 47HAPTER 5: DISCUSSION 48IBLIOGRAPHY 52application/pdf632708 bytesapplication/pdfen-US位置基礎服務GPS功能智慧型手機廣告在location based servicesadvertisingGPS smart phoneshttp://ntur.lib.ntu.edu.tw/bitstream/246246/179997/1/ntu-98-R96749036-1.pdf