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研究生:王奕涵
論文名稱:以行動APP促銷產品效果之探討
論文名稱(外文):A Study of the Effect of Mobile App Adoption on Sales Promotion
指導教授:蕭至惠蕭至惠引用關係徐淑如徐淑如引用關係
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:行銷與運籌研究所
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
畢業學年度:100
語文別:中文
中文關鍵詞:行動應用軟體贈品促銷科技接受模型主產品購買意願
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隨著行動科技的普及化,促使行動應用軟體(APP)的蓬勃發展,亦吸引企業的注意,將產品行銷概念延伸至行動APP上。針對品牌廠商以行動APP作為產品促銷工具的效果,本研究就贈品促銷的觀點,結合科技接受模型理論,探討APP特性、使用者知覺有用性、知覺易用性、知覺趣味性對APP採用意願與主產品購買意願之影響。
本研究採取虛擬情境實驗法,依據APP提供方式(免費與自償)與主產品互補程度分為四個實驗情境組,藉由網路問卷共取得176份樣本。實驗結果顯示,不論APP與主產品是否有關,受測者對APP的採用意願因免費顯著高於付費,當採取付費方式時,與主產品互補性高之APP有較高的下載意願。而知覺有用性、知覺趣味性正向影響對APP的採用意願,進而影響對主產品的購買意願。

第一章 緒論…. 1
第二章 文獻探討 4
第一節 贈品促銷 4
第二節 行動應用軟體 6
第三節 科技接受模型理論 8
第三章 研究方法 11
第一節 研究模型 11
第二節 研究假說 11
第三節 操作型定義 15
第四節 研究設計 18
第四章 資料分析 24
第一節 樣本資料分析 24
第二節 各變項之平均數與標準差 26
第三節 PLS模型分析 28
第五章 結論與建議 36
第一節 研究結果與討論 36
第二節 研究限制與建議 38
參考文獻 40
附錄一 正式問卷 50
附錄二 PLS測量模型結果 54

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