臺灣博碩士論文加值系統

隨著資訊科技迅速發展，智慧型裝置已取代傳統裝置，智慧型裝置之發展造就行動應用程式(mobile application，以下簡稱App)之突飛猛進，App軟體有社群、遊戲、旅遊、交通運輸、觀看影片、音樂平台等類型。依照智慧型手機各作業系統的不同，而有不同的軟體下載平台，主要的二個平台為App Store與Google Play。本研究除了欲瞭解消費者使用App之現況外，亦欲探討實用與享樂價值、心流體驗、知覺好玩、滿意度與持續使用意圖之間關係。本研究為一網路問卷，且於正式調查期間，總共回收403份有效問卷。本問卷採用LISREL8.54檢定本研究模型中所提之假說關係。本研究結果發現App使用者之知覺實用價值會正向影響心流體驗，而其知覺的享樂價值會正向地影響知覺好玩。再者，研究結果亦發現App使用者之心流體驗與知覺好玩均對滿意度及持續使用意有顯著正向影響，而心流體驗與知覺好玩之中介角色亦被證實於本研究中。另外，我們的結果亦發現App使用者之滿意度對持續使用意圖有正向影響。最後，依據上述之發現，管理意涵亦被討論於本論文中，而未來研究方向與建議亦被強調。

As the rapid development of information technology, the smart devices have replaced the conventional devices. The development of smart devices has created the mobile applications (hereinafter referred to as App). The App software includes community, games, travel, transportation, videos, and music platform and so on. As the different operation systems of smart phone, the software download platforms are also different such as App Store and Google Play. In addition to investigating the use condition of us-ers' App, this study also examines the relationships among the constructs of utilitarian value, hedonic value, flow experience, perceived playfulness, satisfaction, and continu-ance intention. This study uses a web-based survey and afterward a total of 403 valid questionnaires were used into our analysis. The data is subjected to structural equation modeling through the LISREL 8.54 program. The findings of this study show that per-ceived utilitarian value has a significant impact on flow experience, and additionally perceived hedonic value has a significant impact on perceived playfulness. Furthermore, our results confirm that flow experience and perceived playfulness significantly and positively affect user satisfaction and continuance intention, and additionally the medi-ating roles of flow experience and perceived playfulness are also confirmed in this study. In addition, the results demonstrate that user satisfaction has a significant impact on continuance intention. Finally, based on the findings, managerial implications are discussed and directions for future research are also highlighted in this paper.

中文摘要　．．．．．．．．．．．．．．．．．．．．．iii
英文摘要　．．．．．．．．．．．．．．．．．．．．．iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．．v
內容目錄　．．．．．．．．．．．．．．．．．．．．．vi
表目錄　　．．．．．．．．．．．．．．．．．．．．．viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．．ix
第一章　　緒論．．．．．．．．．．．．．．．．．．．1
　　第一節　　研究背景與動機．．．．．．．．．．．．1
　　第二節　　研究目的．．．．．．．．．．．．．．．3
　　第三節　　研究架構．．．．．．．．．．．．．．．4
第二章　　文獻探討．．．．．．．．．．．．．．．．．5
　　第一節　　行動應用程式產業之發展概況．．．．．．5
　　第二節　　實用與享樂價值．．．．．．．．．．．．7
　　第三節　　心流體驗．．．．．．．．．．．．．．．10
　　第四節　　知覺好玩．．．．．．．．．．．．．．．15
　　第五節　　滿意度．．．．．．．．．．．．．．．．19
　　第六節　　持續使用意圖．．．．．．．．．．．．．7
　　第七節　　假說發展．．．．．．．．．．．．．．．20
第三章　　研究方法．．．．．．．．．．．．．．．．．25
　　第一節　　資料收集方法與抽樣設計．．．．．．．．25
　　第二節　　研究變數之操作性定義及問卷設計．．．．26
　　第三節　　資料分析工具與方法．．．．．．．．．．29
第四章　　實證分析結果．．．．．．．．．．．．．．．34
　　第一節　　樣本結構分析．．．．．．．．．．．．．34
　　第二節　　信度與效度分析．．．．．．．．．．．．38
　　第三節　　皮爾森相關分析．．．．．．．．．．．．42
　　第四節　　假說檢定．．．．．．．．．．．．．．．44
第五章　　結論與建議．．．．．．．．．．．．．．．．52
　　第一節　　研究結論．．．．．．．．．．．．．．．52
　　第二節　　管理意涵．．．．．．．．．．．．．．．54
　　第三節　　研究限制及未來研究方向與建議．．．．．55
參考文獻　　．．．．．．．．．．．．．．．．．．．．56
附錄A 　　前測研究調查問卷．．．．．．．．．．．．．69
附錄B 　　正式調查問卷．．．．．．．．．．．．．．．72

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