CHAPTER 6: CONCLUSION
6.3 Limitations and Implications of Future Research
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an innovative mobile service, the Orbi service. This enables us to validate the
“limit-to-value” model in the context of mobile services. Furthermore, the results show that two critical valuation barriers can alter the assessment of the potential value of mobile services and that all conversion barriers can alter the perceived value of the mobile service to exhibitors. Mobile service researchers can fully utilize this framework through further examination of the factors that we have isolated.
6.3 Limitations and Implications of Future Research
Providing a mobile service to exhibitors and buyers in the exhibition industry is still a new challenge and an opportunity. Although we suggest that factors related to both general IT and mobile areas create two-stage barriers to judgments by exhibitors regarding the true value of mobile services, there may be other important barriers that we have not discovered. In the future, we can extend the proposed framework to include other factors, making this model a useful standard that can help mobile service providers to evaluate other mobile service systems or processes in the exhibition industry.
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Appendix A: Complete Questionnaire for the mobile service “Orbi”
before the exhibition (English Version)
(1: Strongly disagree, 2: Disagree, 3. Somewhat Disagree, 4: No opinion, 5:
Somewhat Agree, 6: agree, 7: Strongly agree)
Factor Question Score
NE1 The number of companies adopt Orbi services will increase the value of the service. 1 2 3 4 5 6 7 NE2 The number of participants (ex: buyers, mass media, VIP) adopt Orbi services will
increase the value of the service. 1 2 3 4 5 6 7
IC1 Buyers in our industry are generally quick to adopt new service innovation (Ex: Orbi
service). 1 2 3 4 5 6 7
IC2 Suppliers in our industry are generally quick to adopt new service innovation (Ex: Orbi
service). 1 2 3 4 5 6 7
IC3 Competitors in our industry are generally quick to adopt new service innovation (Ex:
Orbi service) 1 2 3 4 5 6 7
CP1 The willing to adopt Orbi service is highly affected by competitors. 1 2 3 4 5 6 7 CP2 Within our highly competitive industry, any customer’s service innovation (Ex: Orbi
service) is noticed by companies to create competitive advantage. 1 2 3 4 5 6 7 OC1 Using Orbi service to keep the customer relationship in exhibition corresponds with our
company’s faith that encourages and emphasizes customer innovation. 1 2 3 4 5 6 7 OC2 Our company believes customer’s service innovation (Ex: Orbi service) is beneficial to
sales growth. 1 2 3 4 5 6 7
BA1
Using new service innovation (Ex: Exhibition Analysis Report of Orbi service) to help transforming the enormous information to reliable, relevant and accurate customers’
information is important for our company.
1 2 3 4 5 6 7
BA2 It is important for our company to access customer’s information fast whenever we need
the customer’s information. 1 2 3 4 5 6 7
OF1
How many employees (including Subsidiaries and factory) of your company in 2009?
□(1) 1~10 □(2) 11~50 □(3) 51~100 □(4) 101~200 □(5) 201~500 □(6) 501~1,000
□(7)More than 1,000
OF2
How many years have your company founded?
□(1) Less than 1 year □(2) 1~3 □(3)4~6 □(4) 7~10 □(5) 11~15 □(6) 16~20
□(7)More than 21years
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Appendix B: Complete Questionnaire for the mobile service “Orbi”
in the exhibition (English Version)
(1: Strongly disagree, 2: Disagree, 3. Somewhat Disagree, 4: No opinion, 5:
Somewhat Agree, 6: agree, 7: Strongly agree)
Factor Question Score
MK1 Our company knows how to design company information to place on Orbi platform to
increase buyer awareness for your company brand. 1 2 3 4 5 6 7
MK2 Our company knows how to design product information to place on Orbi platform to
increase the buyers’ interest in your company products. 1 2 3 4 5 6 7 MK3 Our company knows how to design mobile ads and booth activities information to place
on Orbi platform to increase the rate of exposure. 1 2 3 4 5 6 7 MOP1 Our company normally sends the relevant information on products and services to
existing customers on mobile devices. 1 2 3 4 5 6 7
MOP2 Our company normally sends the relevant information on products and services to
potential customers on mobile devices. 1 2 3 4 5 6 7
MOB1 Using mobile device (ex: cell phone or PDA) conduct the marketing activities (such as
sending SMS and mobile advertising, etc.) is not strange for our exhibition staff. 1 2 3 4 5 6 7 MOB2 Our company has enough exhibition staff can support mobile marketing (such as using
mobile device for marketing activities). 1 2 3 4 5 6 7
AC1 Our company usually has the action of collecting industry information. 1 2 3 4 5 6 7 AC2 Our company usually has the action of collecting buyer demand. 1 2 3 4 5 6 7 AC3 Our company has the ability to quickly respond to and deal with the requirements of
buyers. 1 2 3 4 5 6 7
AC4 Our company has the ability to quickly respond to market changes. 1 2 3 4 5 6 7 AC5 Our company is good at applying customer information in develop new service and
products. 1 2 3 4 5 6 7
AU1 Our company thinks the marketing tactics of Orbi services company is helpful. 1 2 3 4 5 6 7 AU2 Our company has the willingness to continue using Orbi service in the follow-up
exhibition. 1 2 3 4 5 6 7