打卡，在社群網站上已經流行與發展多時，但打卡的原因與動機，人們為何願意分享自身的地理相關資訊以及行為內容，卻一直沒有得到充分的重視以及理解。本研究之主要研究目的為發展一概念性框架，從行動性與行動設備的觀點下，探討社群口碑動機，對於消費者涉入打卡行為建立理論與結構化的理解。研究結果顯示，社會構面（如連結強度、社會支持、資訊分享、表達方式等）對於影響人們涉入打卡行為扮演重要角色。此外，知覺構面（感受到的社會利益、愉悅以及價值）與消費基礎構面（如消費滿足以及溝通）也對於大眾涉入打卡行為以及利用行動裝置散佈消費經驗有所影響。本研究的發現對於社群口碑傳遞提供了理論參考，也可作為行銷實務人員的策略依據，讓我們更加理解打卡的行為意義以及內涵。

Although the check-in behavior has developed rapidly in recent years, the reasons why people share location-related information and the activities they are engaged in have not been adequately investigated. The primary objective of this study was to develop and refine a conceptual framework from social word-of-mouth motivations and mobile perspective to provide a theoretical understanding of the motivations that induce consumers to engage in check-in behavior. The results showed that the social condition (e.g., tie strength, subjective norms, expressiveness, social support, and information sharing) played the most critical role in motivating people to engage in check-in behavior. In addition, the perceptual (e.g. perceived social benefit, perceived enjoyment, and perceived value) and consumption-based conditions (such as customer satisfaction and communicator involvement) also motivate people to engage in check-in behavior and disseminate their consumption experiences by using mobile devices. The results provide certain theoretical and practical implications to the marketing practitioners to plan new marketing strategies to attract consumer attention, and will contribute to better understanding check-in behavior.

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