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研究生:陳品涵
論文名稱:消費者行動應用程式選擇因素之研究
論文名稱(外文):A Study on Selection Criteria for Smartphone Apps
指導教授:潘立芸陳世良陳世良引用關係
口試委員:林呈昱潘立芸陳世良
口試日期:2013-06-10
學位類別:碩士
校院名稱:逢甲大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:199
中文關鍵詞:智慧型手機行動應用程式科技接受模型社交性
外文關鍵詞:知覺風險
相關次數:
  • 被引用被引用:1
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隨著智慧型手機的熱賣,行動應用程式市場也隨之興起,因此瞭解行動應用程式的何種特質會驅使消費者去下載使用,已成為行動應用程式開發者最關心的議題。本研究主要以科技接受模型為基礎,並綜合過往文獻,加入「知覺娛樂性」與「視覺吸引力」兩項外部變數以延伸科技接受模式,深入了解消費者的內在動機,此外再納入「社交性」及「知覺風險」變數,並以Android系統和iOS系統作為干擾變數比較影響效果,期望以此釐清影響消費者選擇行動應用程式的因素。研究分析結果顯示:視覺吸引力會正向影響知覺娛樂性、知覺易用性;但視覺吸引力對知覺有用性無顯著影響;知覺娛樂性、知覺易用性、知覺有用性及社交性皆會正向影響態度;知覺易用性會正向影響知覺有用性;知覺娛樂性及態度皆會影響使用意圖;但知覺風險對態度與使用意圖無顯著影響;iOS系統之知覺易用性對知覺娛樂性無顯著影響,但整體和Android系統為知覺易用性對知覺娛樂性有顯著影響,因此特別檢測兩者系統是否有干擾效果產生,結果為否,表兩者雖一個顯著一個不顯著,但實際上差異並不大。干擾分析結果顯示:視覺吸引力對iOS系統使用者知覺娛樂性之影響顯著大於Android系統使用者;態度對iOS系統使用者使用意圖之影響顯著大於Android系統使用者。
逢甲大學學位考證明書 ..........................................................................................I
誌謝 .................................................................................................................II
中文摘要 ............................................................................................................... III
英文摘要 ................................................................................................................IV
目錄 ................................................................................................................ V
圖目錄 ............................................................................................................ VIII
表目錄 ................................................................................................................IX
第一章 緒論 ................................................................................................................ 1
第一節 研究背景及動機 ...................................................................................... 1
第二節 研究目的 .................................................................................................. 7
第三節 研究流程 .................................................................................................. 8
第二章 文獻探討 .......................................................................................................... 9
第一節 行動應用程式 .......................................................................................... 9
第二節 智慧型手機 ............................................................................................ 12
第三節 行動作業系統 ........................................................................................ 16
第四節 科技接受模型 ........................................................................................ 21
第五節 社交性 .................................................................................................... 33
第六節 知覺風險 ................................................................................................ 36
第三章 研究方法 ........................................................................................................ 41
第一節 研究架構 ................................................................................................ 41
第二節 研究假說 ................................................................................................ 42
第三節 操作型定義與衡量方法 ........................................................................ 49
第四節 資料收集方法 ........................................................................................ 58
第五節 資料分析方法 ........................................................................................ 58
第四章 整體研究結果分析 ........................................................................................ 63
第一節 整體樣本結構分析 ................................................................................ 63
第二節 整體敘述性統計分析 ............................................................................ 69
第三節 整體結構方程模式 ................................................................................ 72
第四節 整體研究模式檢驗 ................................................................................ 87
第五章 ANDROID系統研究結果分析 .................................................................. 103
第一節 ANDROID系統樣本結構分析 .......................................................... 103
第二節 ANDROID系統敘述性統計分析 ...................................................... 109
第三節 ANDROID系統結構方程模式 .......................................................... 112
第四節 ANDROID系統研究模式檢驗 .......................................................... 115
第六章 IOS系統研究結果分析 .............................................................................. 127
第一節 IOS系統樣本結構分析 ...................................................................... 127
第二節 IOS系統敘述性統計分析 .................................................................. 133
第三節 IOS系統結構方程模式 ...................................................................... 136
第四節 IOS系統研究模式檢驗 ...................................................................... 139
第七章 系統類別干擾效果分析 .............................................................................. 151
第一節 模式適配度分析 .................................................................................. 151
第二節 干擾效果分析 ...................................................................................... 158
第八章 結論與建議 .................................................................................................. 160
第一節 研究結論 .............................................................................................. 160
第二節 研究貢獻 .............................................................................................. 164
第三節 研究限制 .............................................................................................. 166
第四節 未來研究建議 ...................................................................................... 166
參考文獻 .................................................................................................................... 168
附錄1:問卷 ............................................................................................................... 183
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三、參考網站
(一) 中文網站
1.104調查中心(2012),App熱潮不退 消費者最愛哪些App?,取自
http://www.104survey.com/faces/newportal/viewPoint.xhtml
2.APPS跨界交流協會(2012),什麼是App,取自
http://www.xapps.tw/whats-app
3.ETtoday新聞雲(2012),免費Apps暗藏大量隱私外洩陷阱會被跟蹤甚至截聽電話,取自
http://www.ettoday.net/news/20120229/28192.htm#ixzz2DEbeXdCo
4.中央社(2012),憂洩隱私 美手機用戶拒APP,取自:
http://www.cna.com.tw/News/aOPL/201209060011.aspx
5.中央社(2013),App淘金樂風團隊圓夢,取自:
http://www.cna.com.tw/News/aFE/201302160038-1.aspx
6.今日新聞網(2013),蘋果iPhone更注重性能而非「大螢幕」,取自: http://www.nownews.com/2013/04/24/12930203.htm#ixzz2VFR58ygA.
7.香港文匯報(2011),全民玩App成熟潮程式開發力潛無窮,取自:
http://paper.wenweipo.com/2011/10/18/OT1110180012.htm
8.鉅亨網(2013),鉅亨看世界-手機攝影,取自:
http://news.cnyes.com/Content/20130605/KH7Z0YXAKOVCY.shtml


9.新頭殼 Newtalk(2012),知名繪畫App 紅得快脫手也快,取自: http://tw.news.yahoo.com/%E7%9F%A5%E5%90%8D%E7%B9%AA%E7%95%ABapp-%E7%B4%85%E5%BE%97%E5%BF%AB%E8%84%AB%E6%89%8B%E4%B9%9F%E5%BF%AB-085149630.html
10.新浪網(2012),為什麼iOS應用比Android應用更好看,取自:
http://m.digital.sina.com.hk/news/7/1227754.html
11.聯合報(2011),新聞辭典,App微型應用程式,取自http://udn.com/NEWS/NATIONAL/NATS2/6540934.shtml#ixzz1Vi9B7x00
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http://mag.udn.com/mag/digital/storypage.jsp?f_MAIN_ID=320&;f_SUB_ID=2943&;f_ART_ID=427014
13.聯合新聞網(2013),憤怒鳥不玩了 Rovio推解謎新作Tiny Thief,取自:
http://mag.udn.com/mag/digital/storypage.jsp?f_ ART_ID=454929#ixzz2VB7eY beB
(二) 英文網站
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2.ABI Research (2007), Apple iPhone is not a Smartphone ,Available:
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6.Gartner (2012b),The top 10 strategic technology trends for 2012, Available:
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10.In-Stat (2011), There’s an App for That: Smartphone Application Market Overcrowded but Downloads Continue to Rise, Available:
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11.Lightspeed(2012), Smartphone users a big difference,Available: http://www.brain.com.tw/Famous/FamousContent.aspx?ID=938
12.Localytics(2012), App Retention Increasing; iPhone Ahead of Android ,Available:
http://www.localytics.com/blog/2012/app-user-loyalty-increasing-ios-beats-android/
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14.research2guidance (2011), Android Market Insights Vol. 6, Available:
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15.Wikipedia(2012a),Mobile app, Available:
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16.Wikipedia(2012b),Mobile operating system, Available:
http://en.wikipedia.org/wiki/Mobile_operating_system
17.Wikipedia(2012c),Android, Available:
http://zh.wikipedia.org/wiki/Android
18.Wikipedia(2012d),IOS, Available:
http://zh.wikipedia.org/wiki/IOS
19.Wikipedia(2012e),BlackBerry OS, Available:
http://zh.wikipedia.org/wiki/BlackBerry_OS
20.Wikipedia(2012f),Symbian, Available:
http://zh.wikipedia.org/wiki/Symbian
21.Wikipedia(2012g),Windows Phone, Available:
http://zh.wikipedia.org/wiki/Windows_Phone
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