臺灣博碩士論文加值系統

隨著科技的進步，新技術的突破與發展，手機產品進入百家爭鳴的時代，廠商不斷推出高技術與高附加價值的智慧型手機，在硬體技術逐漸成熟的情況下，軟體成為各大廠注重的另外一塊市場。在2008年，Apple創立了行動應用軟體商店(App Store)來販售軟體的新經營模式造就了產業的巨大變動，各家廠商紛紛推出自家應用軟體商店，如Google推出了Android Market，Nokia推出了Ovi Store等。因此，何種因素影響著消費者決定於軟體商店消費，便成為本研究欲探討的重要課題。根據上述所提之觀點，本研究旨在探討軟體商店中，知覺有用性、知覺易用性、主觀規範、知覺價值對消費者購買意願的影響。本研究問卷發放對象為智慧型手機使用者，經由便利抽樣來發放網路與實體問卷。有效問卷一共回收157份，並以迴歸分析檢定研究假說內容。經由本研究結果發現(1)知覺有用性對於消費者購買意願顯著提升(2)知覺易用性對於消費者購買意願顯著提升(3)主觀規範對於消費者購買意願無顯著影響(4)知覺價值對於消費者購買意願顯著提升。本研究中發現，主觀規範對於消費者抉擇採用軟體商店的購買意願則無顯著影響。而未來廠商若要鼓勵消費者購買意願，可由以下方向，如增加免費軟體的體驗，讓真正的決策者，即消費者本身獲得良好的使用經驗，確實感受到軟體可增進其生活效率，另外增加軟體的功能性，讓消費者感知覺到較高的價值，並且使介面更加人性化，對於提升消費者的購買意願將有幫助。

Along with advances in technology, new technology’s breakthrough and development, mobile phone products enter in a fiercely competitive era, all suppliers pour into higher technological integration and high value-added smartphone, hardware technology matures, under such background, software has become another major focus market. In 2008, Apple Company established a new business model of selling software application store, so make the industries have created tremendous changes. Supplier have established their own application store, such as Google launched the Android Market, Nokia launched the Ovi Store, etc. Therefore, what are the factors affecting consumer purchase intention? That is the main purpose of this study wants to explore. According to this standpoint, this study focused on the impact of “Perceived usefulness” and “Perceived Ease of Use” and “Subjective Norm” and “Consumer Perceived” on consumer’s “Purchase Intention”. This study took the smartphone user as its subjects and then through convenience sampling method to release the online questionnaires and entity questionnaires. We received 157 valid responses, then, we used regression to test hypotheses. The result of the study indicates that 3 variables, “Perceived usefulness”, “Perceived Ease of Use”, “Perceived Value” have remarkable influences on purchase intention. “Subjective Norm” has no remarkable influence on purchase intention. If the company wants to increase consumer's purchase intention, we suggest that make more experience of free software to consumers, so that they can get a good usage experience and feel more efficiency of their life, furthermore, improving software function can make consumer feel higher value, finally, making the interface more friendly, could help increase
consumer's purchase intention.

摘要 I
Abstract II
誌謝 III
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 軟體商店 6
第二節 採用行為相關理論 18
第三節 知覺品質與知覺價值 33
第四節 購買意願 41
第五節 人口統計變數 43
第三章 研究方法 44
第一節 研究架構與研究假設 44
第二節 研究構面及其操作性定義 46
第三節 問卷設計 48
第四節 資料蒐集 51
第四章 研究結果 54
第一節 敘述性統計 54
第二節 信度與效度分析 57
第五章 結論與建議 66
第一節 研究結論 66
第二節 研究影響 69
第三節 研究限制 70
參考文獻 71
附錄 80

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