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研究生:林瑜芬
研究生(外文):Yu-Fen Lin
論文名稱:行動應用軟體下載使用意圖之研究
論文名稱(外文):The Study on Using Intentions for Mobile Applications
指導教授:彭國芳彭國芳引用關係
指導教授(外文):Kuo-Fang Peng
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:112
中文關鍵詞:行動應用軟體(APP)理性行為理論(TRA)知覺價值人際影響網路口碑
外文關鍵詞:Mobile Applications (APP)Theory of Reasoned Action (TRA)Perceived ValueInterpersonal influenceElectronic Word-of-Mouth (e-WOM)
相關次數:
  • 被引用被引用:2
  • 點閱點閱:886
  • 評分評分:
  • 下載下載:29
  • 收藏至我的研究室書目清單書目收藏:5
行動通訊的科技進步迅速,加上無線網路涵蓋範圍越來越廣泛,消費者開始仰賴網際網路所提供的便利,間接促使行動裝置的熱銷,各家業者也順勢推出不同系統的行動應用軟體下載平台,App Store在短短四年就成功的締造250億次行動應用軟體的下載奇蹟,由此可見行動應用軟體的市場潛力與商機無限。
但在各家業者的行動應用軟體市集上,行動應用軟體的種類與數量繁多,不管是個人或企業設計的行動應用軟體,都想受到消費者的青睞,消費者如何從眾多的行動應用軟體選擇下載使用,是本研究主要想探討的問題。
本研究是以理性行為理論(Theory of Reasoned Action,TRA)為基礎,探討可能導致消費者下載使用行動應用軟體(APP)意圖的可能因素。我們透過文獻回顧後整理出:軟體設計技術因子、知覺價值、人際影響、外部影響、網路口碑等諸多可能影響消費者態度與主觀規範之關鍵因素,並整合理性行為理論建構出研究模型,以探討對行動應用軟體下載使用意圖之影響路徑關係,以滾雪球方式對網路問卷與紙本問卷同時進行便利樣本之徵集與施測,經PLS路徑分析檢定後發現:軟體設計技術因子之影像特性對態度的影響未能顯著,其餘本研究之前因外生變數體系、態度、主觀規範對意圖之關係均獲得支持。本研究之學術、管理意涵與建議亦在文末有所討論。
With the progress of communication technology and wireless network device. App Store has succeeded in creating 25 billion mobile applications downloaded for last 4 years. We can clearly find out the market potential and value of mobile application.
There are many types of mobile applications in the marketplace. The main purpose of this research is to discuss how consumers select mobile applications which they are willing to purchase in the market.
Based on the Theory of Reasoned Action (Theory of Reasoned Action,TRA), this study aims to explore antecedents of attitude and subjective norm toward using intentions for mobile applications (APP). Through reviewing the literature, we developed a research model incorporating software design factors, perceived value, interpersonal influences, external factors, and e-WOM as the antecedents of TRA. After collecting empirical observations through WEB and conventional questionnaires, we employed the PLS path analysis to test the proposed research path model. The results indicated that: Some exogenous antecedent variables are significant and the path between subjective norm and attitude is evidenced as well , subjective norm and attitude between using intention the path as well, however surprisingly, image characteristics does not effectively lead to using intention. Implications and suggestions are finally discussed.

目錄
中文摘要 I
Abstract II
目錄 III
表目錄 VI
圖目錄 VIII
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究目的 6
1.4 研究流程 7
第二章 文獻探討 9
2.1 加值服務與行動裝置(Value-Added Services and Mobile Devices) 9
2.1.1 加值服務定義與現況(Value Added Services : Definition and Status) 9
2.1.2 行動裝置(Mobile Devices) 13
2.2 智慧型行動裝置(Smart Mobile Device) 15
2.3 行動裝置應用軟體(Mobile Applications) 17
2.4 軟體種類(The type of Mobile Applications) 18
2.5 軟體下載之平台系統(Platform for Mobile Applications Download) 21
2.6 理性行為理論( Theory of Reasoned Action) 23
2.6.1 理性行為理論之考量項目 24
2.6.2 TRA理論之相關研究 25
2.6.3 TRA理論衍生之模型理論的相關研究 26
第三章 研究方法 27
3.1 研究假說發展 27
3.2 研究架構 33
3.3 問卷設計變數衡量 34
3.3.1 軟體設計技術因子 34
3.3.2 知覺價值 38
3.3.3 人際影響 40
3.3.4 外部影響 41
3.3.5 網路口碑 41
3.3.6 態度 42
3.3.7 主觀規範 43
3.3.8 使用意圖 43
3.4 問卷設計 44
3.5 量表測試 45
3.6 抽樣設計 45
3.7 資料分析方法 46
第四章 資料分析 48
4.1 問卷回收與樣本結構 48
4.2 信度與效度分析 55
4.3 區別效度 59
4.4 假說檢定 60
4.4.1 影像特性、通訊特性、吸引力特性構面與組成變數間之影響 60
4.4.2 態度、主觀規範構面與組成變數間之假說檢定 64
4.4.3 下載使用意圖、態度、主觀規範與組成變數間之假說檢定 66
4.4.4 假說檢定結果 67
4.5 探索性分析 69
第五章 結論與建議 74
5.1 研究發現與討論 74
5.2 學術意涵 76
5.3 管理意涵 77
5.4 研究限制 79
5.5 未來研究方向 80
5.6 結語 81
參考文獻 83
附錄一紙本問卷 93
附錄二線上問卷 98


表目錄
表2-1:國內外加值服務的相關研究文獻 10
表2-2:近期相關行動應用軟體的研究整理 18
表2-3:常見的行動應用軟體分類表 20
表2-4:常見的行動應用軟體平台 21
表2-5:行動應用軟體市集平台與業者 22
表3-1:研究假說匯整表 34
表3-2:圖像之操作型定義與衡量題項 35
表3-3:場景之操作型定義與衡量題項 35
表3-4:速度之操作型定義與衡量題項 36
表3-5:無障礙之操作型定義與衡量題項 36
表3-6:聲音之操作型定義與衡量題項 37
表3-7:設定目標之操作型定義與衡量題項 37
表3-8:選項之操作型定義與衡量題項 38
表3-9:情感價值之操作型定義與衡量題項 39
表3-10:社會價值之操作型定義與衡量題項 39
表3-11:功能性價值(價格)之操作型定義與衡量題項 40
表3-12:功能性價值(品質)之操作型定義與衡量題項 40
表3-13:人際影響之操作型定義與衡量題項 41
表3-14:外部影響之操作型定義與衡量題項 41
表3-15:網路口碑之操作型定義與衡量題項 42
表3-16:態度之操作型定義與衡量題項 42
表3-17:主觀規範之操作型定義與衡量題項 43
表3-18:使用意圖之操作型定義與衡量題項 43
表4-1:問卷之衡量情境與有效問卷數 49
表4-2:性別之敘述統計表 50
表4-3:年齡之敘述統計表 50
表4-4:教育程度之敘述統計表 51
表4-5:職業之敘述統計表 51
表4-6:平均月收入之敘述統計表 52
表4-7:最主要下載APP平台之敘述統計表 52
表4-8:擁有可下載APP的行動裝置之敘述統計表 53
表4-9:是否曾使用過APP之敘述統計表 53
表4-10:是否曾付費下載APP之敘述統計表 54
表4-11:下載免費APP次數之敘述統計表 54
表4-12:下載付費APP次數之敘述統計表 54
表4-13:收斂效度分析 56
表4-14:區別效度分析 59
表4-15:影像特性(一階) 與組成變數間影響之統計分析 60
表4-16:通訊特性(一階) 與組成變數間影響之統計分析 61
表4-17:吸引力特性(一階) 與組成變數間影響之統計分析 62
表4-18:知覺價值(一階)成變數間影響之統計分析 63
表4-19:態度與影像特性、通訊特性、吸引力特性、知覺價值之統計分析 64
表4-20:主觀規範與人際影響、外部影響、網路口碑之統計分析 65
表4-21:下載使用意圖 66
表4-22:研究假說檢定結果 67
表4-23:遊戲類與影音應用類分組之t值檢定結果 69
表4-24:遊戲類與健康健身類分組之t值檢定結果 70
表4-25:遊戲類與社群通訊類分組之t值檢定結果 70
表4-26:影音應用類與健康健身類分組之t值檢定結果 71
表4-27:影音應用類與社群通訊類分組之t值檢定結果 71
表4-28:健康健身類與社群通訊類分組之t值檢定結果 72
表5-1:研究假說檢定結果 74

圖目錄
圖1-1:3G與2G傳輸速度的比較 2
圖1-2:對於不同的無線技術之移動性與傳輸速度比較 3
圖1-3:研究流程圖 8
圖2-1:各平台免費與付費行動應用軟體的增幅與統計 19
圖2-2:各大行動平台的程式語言與設備規格 21
圖2-3:理性行為理論 23
圖3-1:本研究架構圖 33
圖4-1:影像特性與其組成變數假說之路徑系數 61
圖4-2:通訊特性與其組成變數假說之路徑系數 61
圖4-3:吸引力特性與其組成變數假說之路徑系數 62
圖4-4:知覺價值與其組成變數假說之路徑系數 63
圖4-5:態度與其組成變數假說之路徑系數 64
圖4-6:主觀規範與其組成變數假說之路徑系數 65
圖4-7:下載意圖與其組成變數假說之路徑系數 66
圖4-8:整體結構模型以SmartPLS2.0分析結果 68
圖4-9:t-statistics計算式 69
附錄圖-1:線上問卷擷取畫面(以KKBOX情境為例) 98


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