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研究生:羅浩哲
研究生(外文):Hao-Che Lo
論文名稱:探討 APP 特性與價格策略對下載意願之滿意度研究
論文名稱(外文):Explore the App Quality and Price Strategy Effect on Download Intention and Satisfacation
指導教授:粟四維粟四維引用關係
指導教授(外文):Wesley Shu
學位類別:碩士
校院名稱:國立中央大學
系所名稱:資訊管理學系
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:2014
畢業學年度:102
語文別:中文
論文頁數:106
中文關鍵詞:樂趣性易用性便利性技術性控制性有用性左數效果滿意度意願
外文關鍵詞:PlayfulnessEase of useConvenienceTechnicalityControlUsefulnessLeft-Digit effectSatisfacationIntention
相關次數:
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行動化的時代來臨,智慧型手機的普及率越來越高,手機不再只是以往的語音通話、簡訊傳遞之工具,使用者可依自身需求下載不同類型的 APP,並且在不受地點拘束的情況下,APP 的使用已經融入了智慧型手機擁有者生活中的一部分,使用者可以隨時隨地使用 APP,這當中帶來的龐大收益價值也使得許多公司開始投入 APP 開發這個市場。然而市面上的 APP 數量相當多,使用者是如何選擇 APP以及如何讓使用者滿意該 APP 呢?
因此本研究將研究不同的 APP 類型下,樂趣性、易用性、便利性、技術性、控制性與有用性這些特性是否會影響使用者滿意度,以及使用者在下載 APP 時,是否能透過左數效果的價格策略來提高其下載意願。
The mobile generation is coming. The penetration of smartphone is becoming highter, and the mobile phone is not only using in the voice call and delivers message. Users can download different type of App whatever they need. The App is a part of life with the smartphone users because of the App can use in anywhere. Users can use App in whatever time they want. It also brings the huge income, and it leads many companies to develop the App. But the Apps in the market are a very large numbers. How the users choose App? How to satisfy the users?

The reaserch will find whether the playfulness, ease of use, convenience, technicality, control, usefulness influence user’s satisfacation in different type of App,
and find whether the Left-Digit effect can improve user’s download intention.
目錄
論文摘要 i
Abstract ii
誌謝辭 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 APP 特性 5
第二節 價格策略 8
第三節 滿意度 10
第四節 意願 11
第三章 研究方法 12
第一節 研究架構 12
第二節 類別選擇 13
第三節 研究假說 13
第四節 變數的衡量與定義 18
第五節 資料分析方法與工具 26
第四章 資料分析 28
第一節 前測問卷分析 28
第二節 樣本結構分析 34
第三節 信度分析 40
第四節 結構方程式模型分析 43
第五章 結論 59
第一節 研究發現與結論 59
第二節 研究貢獻 63
第三節 研究限制 65
第四節 未來研究發展建議 66
第六章 參考文獻 67
附錄一 前測問卷 70
附錄二 正式問卷 72
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