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研究生:劉為侖
研究生(外文):Wei-Lun Liu
論文名稱:使用者持續購買遊戲APP加值服務行為之研究
論文名稱(外文):User’s Continuous Purchase Intention in Value-added Service of APP Game
指導教授:皮世明皮世明引用關係
指導教授(外文):Shih-Ming Pi
學位類別:碩士
校院名稱:中原大學
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
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:72
中文關鍵詞:UTAUT2、應用程式內消費、遊戲類型App、行為意圖
外文關鍵詞:UTAUT2In-App PurchaseApp GamesBehavioral Intentions
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近年來遊戲App開發者開始轉以應用程式內購買(In-App Purchases)的方式讓使用者為應用程式內容付費,本研究針對有在遊戲類型App中消費過的玩家進行調查,透過整合性科技接受模型2 (Unified Theory of Acceptance and Use of Technology 2, UTAUT2)來設計問卷,並將問卷分成基本資料(年齡、性別、使用經驗)、績效預期、努力預期、社會影響、促成條件、享樂動機、價格價值以及習慣等八個部份進行分析,來了解使用者在遊戲App中的持續購買意圖,並幫助遊戲開發商制訂完善的商業模式,使消費者持續的玩遊戲並於App中進行消費。本研究以問卷調查法的方式蒐集了383份有效樣本,最後以IBM SPSS Amos統計軟體進行分析,來探討有關使用者於遊戲App中持續購買加值服務的意圖等相關因素。本研究結果發現,本研究列出巴哈姆特遊戲排行榜上前十一名當中,最受受訪者喜愛的遊戲類型前三名皆為遊戲操作上較為簡單的益智類遊戲,且大多數受訪者認為加值服務的有用程度以及消費流程的簡易程度,不影響其消費的意願。而在購買物品時,大多數的女生比男生更需要他人的幫助。

In the recent years, APP developers start to focus on the In-APP Purchases which makes users pay for more content in the application. This study aims at the players who had paid in the game type application to investigate through the Unified Theory of Acceptance and Use of Technology 2(UTAUT2) designing the questionnaire. This study plans the questionnaire into eight parts to analyze, which are Basic Information, Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value, and Habit to understand the intension of continued purchase in the game type application. In the meantime, it will help the game developers to formulate a consummate business model, making consumers keep playing games so that they will keep purchasing. This study bases on Questionnaire Survey collecting 383 valid questionnaires, and then using IBM SPSS Amos to analyze the users’ intension and the related factors of continued purchase in the game type applications. The results of this study discover that the top three games are puzzle type which is easy to start. And the most respondents consider that the usefulness of the In-APP Purchase and the ease of the purchase process will not affect the intension of consumption. And while purchasing, most females need more helps than males.

目錄
摘要 I
Abstract II
目錄 III
圖目錄 V
表目錄 VI
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第三節 研究流程 5
第貳章 文獻探討 6
第一節 遊戲App 6
第二節 APP商業模式 8
第三節 UTAUT2 11
第参章 研究方法 20
第一節 研究模型 20
第二節 研究假說 21
第三節 研究變數操作型定義 26
第四節 研究對象與問卷設計 27
第肆章 資料分析 34
第一節 樣本基本資料分析 34
第二節 信度效度分析 44
第三節 結構方程式模式分析 46
第四節 干擾變數分析 49
第伍章 結論與建議 52
第一節 研究結果與討論 52
第二節 研究貢獻 53
第三節 研究限制與未來研究方向 54
參考文獻 56
附錄 63


圖目錄
圖 1- 1 消費者最常下載的App及付費型App 2
圖 1- 2 研究流程圖 5
圖 2- 1 2014年遊戲類型排行榜 8
圖 2- 2 科技接受模型 12
圖 2- 3 整合性科技接受模型 13
圖3- 1 研究模型 20
圖4- 1 遊戲特性重視與實際感受散布圖 39
圖4- 2本研究結構模型路徑分析圖 47


表目錄
表1- 1 2012-2017年免費App下載百分比 3
表2- 1 UTAUT2相關研究 15
表3- 1 本研究個變數操作型定義 26
表3- 2 績效預期之衡量問項 30
表3- 3 努力預期之衡量問項 31
表3- 4 社會影響之衡量問項 31
表3- 5 促成條件之衡量問項 32
表3- 6 享樂動機之衡量問項 32
表3- 7 價格價值之衡量問項 32
表3- 8習慣之衡量問項 33
表3- 9行為意圖之衡量問項 33
表3- 10 實際使用之衡量問項 33
表4- 1 樣本個人資料分析表 36
表4- 2樣本分群個人資料分析表 37
表4- 3 手機遊戲使用經歷 38
表4- 4 遊戲特性感受與重視程度表 39
表4-5 遊戲資訊或取與玩遊戲主因表 40
表4-6 手機遊戲App使用狀況表 41
表4-7 構面敘述性統計資料 42
表4-8 構面分群敘述性統計資料 43
表4-9測量模型估計結果 44
表4-10 Pearson相關係數分析表 45
表4-11 整體模型配適指標檢定表 46
表4-12 研究模型構面路徑分析係數表 48
表4-13 性別干擾係數分析表 49
表4-14 年齡干擾係數分析表 50
表4-15 收入干擾係數分析表 51



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