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The defense date of the thesis is 2009-08-27
The current date is 2019-07-19
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URN etd-0821109-180610 Statistics This thesis had been viewed 2308 times. Download 19 times. Author Ya-Chien Chen Author's Email Address No Public. Department Information Management Year 2008 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 85 Title AN EMPIRICAL STUDY OF THE ERG THEORY ON CONSUMER'S NEEDS IN MOBILE VALUED-ADDED SERVICES Keyword Mobile Commerce ERG Theory Maslow's Theory of Needs Value-Added Services Value-Added Services Maslow's Theory of Needs ERG Theory Mobile Commerce Abstract As the lifestyle changes with the popularization of the internet, mobile phone, with the continuing establishment of information network and full development of wireless telecom technology, is no longer just a simple communication tool. With the increasing diversity of application in the service, the market of mobile commerce has presented a remarkable growth. Mobile value-added service is the successive innovated service extended from e-commerce. With substantial number of industries involved and considerable output values, the market prospect is optimistic. Customer satisfaction in their needs is the key toward winning the competitive market. Therefore, consumer choosing mobile value-added service in their needs is a worthful research topic for study.
This study utilizes the ERG theory of human needs as the basic framework and the needs are existence, relatedness and growth. From consumer’s point of view, the study using methods of survey, discusses consumer satisfaction and desire when choosing mobile value-added services. In addition, practical data is collected to validate the ERG theory.
Result of the study discovered that consumer satisfaction is related to consumer desire in a way that higher order of desires progress toward the higher order of needs when the lower order of needs are fulfilled. This phenomenon validates the satisfaction-progression process, but not the frustration-regression process of the ERG theory. Satisfaction-strengthening process is validated in the sub-category of growth need strengthening, but not in the existence need strengthening and relatedness need strengthening.
The result of this study may assist the related business in understanding consumer’s needs and desires in choosing Mobile value-added services. The study may also be used as a method for strategic development when promoting mobile value-added services and for response to market dynamics, which may become the new basis for marketing promotion and market segmentation.
Advisor Committee Cheng-Liang Yang - advisor
Shu-Chiung Lin - co-chair
Ying-Hua Chang - co-chair
Files Date of Defense 2009-07-23 Date of Submission 2009-08-27