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研究生:吳至倫
論文名稱:以消費價值觀點探討App下載意圖
論文名稱(外文):Investigating App Download Intention : A Consumption Value Perspective
指導教授:管郁君管郁君引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
畢業學年度:101
語文別:中文
論文頁數:67
中文關鍵詞:消費價值App下載意圖自我效能
相關次數:
  • 被引用被引用:6
  • 點閱點閱:120
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
行動裝置App產業蘊含龐大商機,目前已吸引許多廠商與個人開發者加入,市場上App的數量與被下載次數也以驚人速度成長。如今全球行動應用程式商店的總下載次數已超過600億次,根據市調研究公司Gartner預估,2016年將會有3100億次的App總下載次數,而其中下載免費App的比例將提升為93%。免費App仍然提供開發者許多獲利模式,例如應用程式內購買 (In-App Purchase) 和廣告,因此,對App開發者而言,獲利的首要條件是消費者必須先下載App。本研究以消費價值觀點來探討消費者下載App的價值與App下載意圖間的關係。本研究預期能了解消費者對於下載App的價值需求,因此可以提供App開發者實用的參考資訊。

本研究結論為:
1. 消費價值中的品質性價值和探知性價值會顯著正向影響消費者下載App意圖。
2. 消費價值中的經濟性價值、情感性價值和社會性價值對於消費者下載App意圖無顯著影響
3. 行動裝置自我效能對消費價值與下載意圖間的關係無顯著干擾效果。

關鍵字:消費價值、App下載意圖、自我效能

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 4
第二章 文獻探討 6
第一節 行動應用程式與行動應用程式商店 6
第二節 消費價值 9
第三節 自我效能 17
第三章 研究方法 21
第一節 研究架構與假說 21
第二節 變數定義與操作化 24
第三節 研究設計 25
第四節 資料分析方法 26
第五節 前測問卷分析 28
第四章 資料分析 33
第一節 問卷回收情況及樣本資料分析 33
第二節 問卷量表檢測 37
第三節 結構方程模式分析 46
第四節 假說驗證結果 50
第五章 結論與建議 53
第一節 研究結論 53
第二節 研究限制 55
第三節 後續研究方向 55


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