臺灣博碩士論文加值系統

本研究旨在於探討零壹計價及許可行銷對App消費者下載意圖之影響，採實驗設計「2（零壹計價：免費、付費）× 2（許可程度：高、低）」二因子混合設計，受試者共計為146位，依據受試者內之零壹計價變數，分為「先免費到付費」與「先付費到免費」兩項情境，各情境中安排受試者填寫許可程度五點量表，再由研究者據之以形成受試者間設計，即4分（含）以上為高許可組計100人，3分（含）以下為低許可組計46人。經由實驗操作程序後，本研究即根據各情境中受試者所表達之下載意圖進行分析比較。
研究結果發現，免費比付費有較高的下載意圖，且許可程度高比許可程度低有較高的下載意圖，但兩者之間交互作用不顯著。加入性別干擾變數探討後，結果顯示不管在男性或女性條件下，主效果皆有顯著，但交互作用仍不顯著，在男女之間下載意圖明顯存在差異。最後，本研究提出理論與實務意涵，供未來研究與業界應用之參考。

關鍵字: 零壹計價、許可行銷、性別、App下載意圖

The study aims to investigate the impact of “from free to fee” and permission marketing on App download intention. In order to avoid the interference comes from other external factors, the two factors between-subject design were used, and conducted as 2(from free to fee: free and fee) ×2(permission levels: high and low). There are 146 subjects to attend the experiment, include 66 males and 80 females. Additionally, we employ “from free to fee” (i.e. free to fee and fee to free) to be a between-subject experiment design which generates two situations wholly.
The results show that, the free App leads higher download intention than the App with a fee, and the App with higher permission level leads higher download intention than the App with lower permission level. The interaction effect of “from free to fee” and permission marketing on App download intention is not significant. The main effect is significant, but the interaction effect is still not significant after adding gender as the moderator. The App download intention between man and woman is significantly different. Finally, this study presents the theory and managerial implications for reference in future research and industry application.

Keywords: From free to fee, Permission marketing, Gender, App download intention.

摘要 I
Abstract II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 VIII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第三節 研究流程 8
第貳章 文獻探討 9
第一節 免費經濟 9
第二節 許可行銷 12
第三節 許可行銷與關係行銷之關聯 15
第四節 App下載意圖 16
第五節 性別干擾效果之探討 17
第參章 研究方法 19
第一節 研究架構 19
第二節 受試者描述 22
第三節 變數定義 23
第四節 實驗設計 25
第五節 操弄檢驗 27
第六節 資料分析法 29
第肆章 資料分析與假說驗證 31
第一節 零壹計價對App下載意圖影響關係之重複量數檢定 31
第二節 許可程度對App下載意圖影響關係之變異數分析 33
第三節 零壹計價與許可程度對App下載意圖之交互影響 33
第伍章 結論與建議 41
第一節 研究結果彙整 41
第二節 理論與實務意涵 44
第三節 研究限制與未來研究方向 46
參考文獻 48
附錄一 實驗問卷1 55
附錄二 實驗問卷2 59

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