THE INFLUENCE OF SOLOMO MARKETING ON OFFLINE BUYING

Abstract

[[abstract]]SoLoMo marketing is emerging as a new marketing campaign to approach to the target consumers and would be widely used to increase consumers’ campaign response. Due to the operational differences in consumer behavior between traditional marketing and mobile marketing, the influences of SoLoMo marketing for retailers and what factors influencing the response of SoLoMo are worthy of study. This study investigates the effects of “Restaurant Locator” APP, which offer local-based push message and word-of-mouth mobile service. Snowball Sampling was used in this survey to locate smartphone user who is also a “Restaurant Locator” APP user. An online survey was adopted and 156 valid questionnaires were collected. Analytical results indicate that consumers would increase their restaurant purchase intension by SoLoMo campaigns and restaurant’s e-WOM. The trust of mobile APP social platform can influence the willing of using LBS discount message and the usage of APP’s Restaurant e-WOM. Furthermore, the characteristics of App social platform perceived by consumers can substantially influence consumer’s response to SoLoMo campaign.[[conferencetype]]國際[[conferencedate]]20150212~20150214[[booktype]]電子版[[iscallforpapers]]Y[[conferencelocation]]雪梨, 澳