數位革命對我們的生活型態有很大的影響。網際網路是影響我們生活型態的一個典型的例子。它改變了人們做生意，蒐集資訊，以及溝通的方法。
在數位革命中，數位地圖解決了許多傳統地圖所無法克服的問題。以往數位地圖通常只被研究者所使用，現在使用的族群更為廣泛，而影響生活中對「地點」的感知。以往，有關數位地圖的研究往往限於技術層面，對於其市場行銷方面的研究卻付之闕如。故作者有興趣研究最有效提供數位地圖之方式。
作者假設數位地圖的市場在通訊，交通等建設相似而且發展良好的相似的大都市之間，其成功特點有其相似之處。這篇論文回顧了日本與台灣電信建設的詳細背景，並且透過由面談及問卷調查之方式，著重個人與都會地區，對台灣之市場進行深入的研究。
這篇論文同時使用了定性與定量之方法。首先，混合封閉式與開放式問題被用在經挑選的面談對象身上，以求得他們深入的想法。然後，使用問卷調查以取得考慮性別、年齡，以及身分狀態的包含八種不同族群的量化資料。由於過去文獻並無有關數位地圖之差異變數，所以作者使用「卡方分析」（Chi-Analysis），以求得影響數位地圖使用者的消費行為之關鍵變數。從過去的研究與觀察中，下列的變數被這篇研究使用選用：性別、年齡、教育程度、工作性質、收入、家庭週期，以及八個假說群組。
研究結果發現，台灣居民對所有四種數位地圖皆有強烈需求。受訪者中僅1.8%（109位之中2位）對數位地圖不感興趣而尋找服務。所有的受訪者(109位)對其他兩種服務有興趣。使用較大面積之LCD顯示螢幕與無線網際網路地圖之需求也很強。最重要的三個變數，分別是八個假說群組、年齡，與工作性質。此研究也以台北為例，指出了都會地區的整體需求。
進一步之研究包括其他大城市之關聯性研究和城市與鄉村之比較研究。 / The digital revolution influences our lifestyle and way of processing information in various fields. The Internet is a typical example of how it changes our lifestyle, the way people do business, the way people collect information, and the way people communicate. Map, concept of location, would be one of the most distinct areas, where people would more likely change the way of accomplishing some tasks. Digital maps would solve the major problems of traditional maps. Now, some web sites provide digital map services using GIS technology. This kind of digital map service is gradually spreading to ordinary people.
Since the concept of digital mapping itself is not widely known, there are some related studies from the technology aspect of digital maps, but not the marketing point of view. Therefore, the author was motivated to find out successful factors, which are helpful for all related vendors and service providers to design and provide digital map products/services in the most effective manner.
The author assumes that the successful factors of digital map are similar between big cities where not only life styles but also the infrastructure of telecommunication and traffic are almost the same. This thesis reviews in detail the situation in Japan as well as Taiwan, followed by an in-depth study of Taiwan through personal interviews and questionnaire survey. This study focuses mainly on private uses in metropolitan areas.
In this thesis, both qualitative and quantitative methods are employed. First, the author asked key persons to have a mixed style interview (using both closed and opened questions) so that this paper can includes the key person’s ideas and feeling in depth. Then, the author conducted the questionnaire survey to obtain quantitative data for eight different groups of people. This eight hypothesized clusters were formed with the considerations of sex, age, and status. There was no such a relevant study to specify the most differentiating variable for the digital map in the past at the time this study was conducted. Therefore, this paper used Chi-analysis to find out the key variables, which influence consumer and user behavior toward digital map. From this study and observation, the following variables are selected for investigation in this study: sex; age; education level; type of job; income level; family cycle, and eight hypothesized clusters.
From the result, Taiwanese indicted a strong desire for all four types of digital map services specified in this paper. Only 2 out of 109 (1.8%) are not interested in the services of map and searching a specific genre of service. Everybody wants to use other two services. The connecting method to use larger LCD (20%) was also wanted. Interests on wireless Internet map services were also strong. The top three variables, which indicated significance to many questions, were 8 hypothesized group, age, and job type. Overall needs of digital map in the metropolitan area of Taiwan (Taipei) were recognized by this study.
Correlational studies among other metropolitan areas and the one between city and rural areas are left for further studies.
| Identifer | oai:union.ndltd.org:CHENGCHI/A2002002002 |
| Creators | 木原直子, Naoko Kihara |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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