臺灣博碩士論文加值系統

近年來，行動應用程式商店(App Store)受到廣大智慧型手機用戶之青睞。影響使用者選擇使用行動應用程式商店的因素以及透過何種傳播管道進行產品擴散的過程，是所有行動應用程式商店所關注的焦點。本研究主要目的在探討消費者選擇行動應用程式商店(App Store)的影響因素、用戶的使用行為，以及探討行動應用程式商店如何造成擴散。本研究結合科技接受模式與創新擴散理論建構一個使用者選擇應用程式商店的決策模式。本研究以智慧型手機用戶與平板電腦使用者為問卷發放對象，共採用222份有效問卷進行分析。本研究以驗證性因素分析(confirmatory factor analysis, CFA)來檢定測量模式的內在品質，以線性結構方程模式(structural equation modeling, SEM)來驗證模型的配適度(goodness-of-fit)與驗證主要研究假說，並以OLS迴歸模式來分析調節效果。實證結果顯示，服務便利性對知覺有用性有正向的影響；而知覺有用性、知覺易用性與知覺價值是使用者選擇這些行動應用程式商店的關鍵重要因素。而產品擴散的過程則有賴使用者透過人與人之間傳播管道的積極投入。透過本研究的實證分析結果，有助於行動應用程式商店經營者瞭解顧客消費行為與產品擴散過程。本論文的貢獻在於藉由APP使用者的實證分析以說明使用行為在創新擴散過程中所扮演的角色。


關鍵字：行動應用程式商店、科技接受模式、創新擴散理論

This study combines technology acceptance model and innovation diffusion theory to construct a user to select an application store decision-making model. In this study, smartphone users and tablet users to a questionnaire distributed objects, using a total of 222 valid questionnaires were analyzed. In this study, confirmatory factor analysis (confirmatory factor analysis, CFA) to test the intrinsic quality of the measurement model, linear structural equation modeling (structural equation modeling, SEM) to verify the fit of the model (goodness-of-fit) and verification of the main research hypotheses, and OLS regression model to analyze the moderating effect. The empirical results show that the“service convenience”has a positive influence on the “perceived usefulness”; while “perceived usefulness”, “perceived ease of use” and “perceived value” of these mobile application user to select the key store important factors. The process of diffusion of the product depends on the user actively involved in the spread between people through the pipeline. Through empirical results of this study will help App Store operators understand consumer behavior and product diffusion process. Contribution of this paper is the empirical analysis of APP by the “useage behavior” to illustrate the use of the process of innovation diffusion's role.


KEYWORDS: App Store, Technology Acceptable Model(TAM), Innovation Diffusion Theory(IDT)

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
一、緒論 1
1.1 研究動機與目的 1
1.2 研究問題 3
1.3 研究流程 4
二、文獻探討 6
2.1 行動電話應用程式商店 6
2.2 科技接受模式 8
2.3 服務便利性 18
2.4 知覺價值 22
2.5 創新擴散理論 27
三、研究方法與設計 33
3.1 概念性架構 33
3.2 研究假說推導 36
3.3 研究變項之操作性定義與衡量 38
3.4 資料蒐集 44
3.5 資料分析方法 49
四、實證分析結果 56
4.1 敘述統計分析 56
4.2 共同方法變異檢測 56
4.3 驗證性因素分析 57
4.4 模式檢定與估計 59
4.5 理論模式之因果路徑分析結果 61
4.6 階層迴歸分析結果 62
4.7 交互作用分析結果 64
4.8 變異數分析結果 65
五、研究結論與建議 74
5.1 研究結論 74
5.2 管理意涵 76
5.3 研究限制與未來研究方向 77
參考文獻 79
附錄：研究問卷 89

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