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研究生:楊彥甫
研究生(外文):Yen-Fu Yang
論文名稱:消費者使用遊戲類行動應用程式(App)之行為研究 – 影響因素、購買機率、市場佔有率、以及預估App Store與Google Play之市場相互掠奪程度
論文名稱(外文):Customers’ Purchase Behavior of Game App. - Influencing Factors, Purchase Probability , and Market Share Sales Cannibalization
指導教授:蘇柏全蘇柏全引用關係
指導教授(外文):Bo-Chiuan Su
學位類別:碩士
校院名稱:國立東華大學
系所名稱:資訊管理碩士學位學程
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
論文頁數:144
中文關鍵詞:行動商務科技接受模式(TAM)行動應用程式(App)產品屬性環境變數
外文關鍵詞:Mobile CommerceTechnology Acceptance ModelGame AppProduct AttributesEnvironmental Variables
相關次數:
  • 被引用被引用:63
  • 點閱點閱:8621
  • 評分評分:
  • 下載下載:2410
  • 收藏至我的研究室書目清單書目收藏:7
因智慧型手機與平板電腦等行動裝置(Mobile Devices)大量普及化,行動商務近年來以飛快速度發展,而行動應用程式商城(App Store)更是焦點所在;其中遊戲類App是最多消費者使用及下載的類別。哪些影響因素會影響消費者使用下載遊戲類APP ? 如何計算使用下載遊戲類App的機率? 並進而推估市場佔有率,以及預測App Store與Google Play市場佔有率之相互掠奪程度,則是學界及業界亟待解答的研究問題。本研究發展出羅吉斯迴歸(Logistic Regression)模型,並經由紙本問卷於學生與上班族發放、以及台灣最大電子佈告欄(BBS)與社群網站,針對曾下載過遊戲App的使用者進行問卷調查,共回收有效樣本627份。研究結果顯示26.8%的消費者曾使用「付費」的遊戲App,而產品屬性中的價格、風險、相對優勢、環境變數中的人際影響、以及知覺有用性與知覺易用性顯著影響消費者是否購買或下載遊戲App;此外,知覺易用性也會顯著影響知覺有用性,以上研究結果不論是在總回收有效樣本、紙本學生樣本、紙本上班族樣本、電子佈告欄與社群網站中,結果皆是相同的,並未因不同的管道回收問卷而有所差異。而對價格重視的消費者會選擇免費下載的機率是對價格不重視的消費者的1.98倍;而對人際影響重視的消費者會選擇下載的機率是對人際影響不重視的消費者2.62倍; 對「知覺易用性」重視的消費者,其會使用遊戲App的機率是對「知覺易用性」不重視的消費者的 3.4 倍;近三個月有下載過遊戲App的消費者,其會使用遊戲App的機率是近三個月沒下載遊戲App者的 42.77 倍。研究並預估Google Play遊戲App的最終市場佔有率為57.1%, App Store 則為42.9%,但App Store對Google Play的掠奪程度約42.9%。本研究並提出學術及實務上的管理意涵。
The mobile commerce goes fast recently; the mobile application store (App Store) is a business focus. While the game App is the one which mostly customers choose to buy or freely download. Which factors affect consumer to buy or freely download game App, how to calculate the probability, and how to predict the market share are the research questions of our studies? This study develops logistic regression models. Through the Internet questionnaire on the PPT BBS and paper questionnaires to student and works, this study reports data collected from 627 respondents. The results show that the product attributes, price, risk, comparative advantage, the environment variable of interpersonal influence, perceived usefulness, and perceived ease of use significantly influence consumers to choose game App. Additionally, the perceived ease of use significantly affects the perceived usefulness. This study will accordingly estimates the purchase probability and predict the market share sales canniblization.
誌謝 I
摘要 II
Abstract III
目錄 IV
圖目錄 VI
表目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第三節 研究架構 2
第四節 研究流程 3
第二章 文獻探討 5
第一節 行動商務 (Mobile Commerce) 5
第二節 行動應用商城 (Mobile Application Marketplaces) 7
第三節 科技接受模式 (Technology Acceptance Model) 9
第四節 消費者行為 (Consumer Behavior) 11
第五節 移動式裝置 (Mobile Devices) 與作業系統 13
第六節 產品屬性 (Product Attributes) 16
第七節 環境變數 (Environmental Variables) 20
第八節 羅吉斯迴歸模式 (Logistic Regression) 22
第三章 研究設計與方法 29
第一節 概念性架構與假說 29
第二節 研究設計 33
第三節 研究變項操作型定義 35
第四節 資料分析方法 42
第四章 資料分析與研究結果 47
第一節 基本敘述統計分析 47
第二節 因素分析 60
第三節 相關分析 67
第四節 簡單線性迴歸 73
第五節 羅吉斯迴歸分析 74
第七節 實證結果 114
第八節 研究假說之驗證 114
第五章 預估App Store與Google Play市場佔有率之相互掠奪程度 117
第一節 應用MNLM估計通路間的銷售掠奪 118
第二節 應用NMNLM估計通路間的銷售掠奪 120
第三節 發展效用函數 122
第四節 模型分析 123
第六章 結論與建議 125
第一節 研究結論 126
第二節 研究貢獻與管理意涵 131
第三節 研究限制與後續建議 133
參考文獻 135
附錄 141
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三、 網站部分
68、 資策會(2011)十大科技風潮http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=240&type1=2
69、 資策會(2011)臺灣行動應用軟體市場發展最新概況http://www.find.org.tw/find/home.aspx?page=many&id=286
70、 IDC (2011) More Mobile Internet Users Than Wireline Users in the U.S. by 2015 http://www.idc.com/getdoc.jsp?containerId=prUS23028711
71、 IDC (2011) Predicts 2012 Will Be the Year of Mobile and Cloud Platform Wars as IT Vendors Vie for Leadership While the Industry Redefines Itself http://www.idc.com/getdoc.jsp?containerId=prUS23177411
72、 IDC (2011) Smartphone Market Hits All-Time Quarterly High Due To Seasonal Strength and Wider Variety of Offerings http://www.idc.com/getdoc.jsp?containerId=prUS23299912
73、 Nielsen (2011) Smartphone Market Share http://blog.nielsen.com/nielsenwire/online_mobile/u-s-smartphone-market-whos-the-most-wanted/
74、 Nielsen (2011) Tablet Ownership and Usage http://blog.nielsen.com/nielsenwire/?p=27570
75、 Xylogic (2011) The Top 25 iPhone and Android App Publishers http://www.xyologic.com/blog/the-top-25-iphone-and-android-app-publishers-in-2011-iphone-is-for-games-android-is-for-apps/
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