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研究生:陳姿婷
研究生(外文):CHEN, TZU-TING
論文名稱:想要功能更強大嗎?以個人特質探討消費者從免費App轉移至應用程式內購買之意願
論文名稱(外文):Do you want to enhance the APP’s function? Exploring consumers’ intention from free App to in app purchase based on individual characteristics.
指導教授:江季芸
指導教授(外文):CHIANG, CHI-YUN
口試委員:謝佳宏黃恆獎
口試委員(外文):HSIEH, CHIA-HUNGHUANG, HENG-CHIANG
口試日期:2017-05-26
學位類別:碩士
校院名稱:銘傳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:85
中文關鍵詞:應用程式內購買手機成癮社會性比較極大化程度
外文關鍵詞:In app purchaseMobile phone addictionSocial comparisonMaximization Tendency
相關次數:
  • 被引用被引用:0
  • 點閱點閱:171
  • 評分評分:
  • 下載下載:52
  • 收藏至我的研究室書目清單書目收藏:1
隨著智慧型手機的普及,涵蓋的功能越來越多元,廠商紛紛開發設計專門給手機使用的App軟體因應而生。App軟體通常免費下載,並且提供應用程式內購買的服務,期望消費者可以根據自己需要的功能進行付費。鑑於如此,本研究試圖了解哪些來自個人上的因素,針對手機成癮、社會性比較、極大化程度者三個變數為基礎,探討影響消費者進行應用程式內購買的意願。問卷抽樣方面,本研究共取得335份有效問卷,藉由統計分析與驗證後,本研究結果發現,手機成癮中的社會關係成癮、社會性比較中的攀比成性皆會正向影響應用程式內購買之意願。而本研究以上述實證結果,提供數個兼具理論與實務意涵的行銷策略,以滿足不同個人特質的消費者之需求,並可作為相關業者營運策略之參考,獲得更大的效益。
As the smart phones have gained popularity and provide various functions, software companies begin to design a lot of APPs (mobile application) for smart phone users. Software companies usually offer free APPs for users, and also provide in app purchase service for users to select additional functions. This study, therefore, attempts to explore consumers’ intention from free App to in app purchase services through examining the individual characteristics of mobile phone addiction, social comparison, and maximization tendency. This study conducted an empirical survey and collected 335 valid questionnaires. The statistical results show that the social relationship addiction factor of mobile phone addiction as well as the high comparison tendency factor of social comparison could positively affect consumers’ in app purchase service intention. Finally, this study provides some marketing strategies based on the empirical results for software companies to design Apps to satisfy various customer needs.

目 錄 I
圖 目 錄 III
表 目 錄 IV
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 4
1.4研究流程 5
第二章 文獻探討 6
2.1免費-付費加值模式 6
2.1.1應用程式內購買 8
2.2網路成癮與手機成癮 13
2.3社會性比較 20
2.4極大化程度 (極大化者與滿意者) 22
2.5購買意願-應用程式內購買意願 23
第三章 研究方法 25
3.1研究架構 25
3.2研究假說 25
3.3操作化定義與衡量題目 27
3.3.1手機成癮 27
3.3.2社會性比較 28
3.3.3極大化程度 29
3.3.4應用程式內購買意願 30
3.4研究範圍和對象 31
3.5資料分析方法 31
第四章 資料分析 33
4.1 敘述性統計分析 33
4.1.1 基本資料分析 33
4.1.2 各衡量題項之平均數與標準差 35
4.2 因素分析 39
4.2.1手機成癮 40
4.2.2社會性比較 41
4.2.3極大化程度 42
4.2.4應用程式內購買意願 43
4.3假說驗證 46
4.3.1手機成癮對應用程式內購買意願之迴歸分析 46
4.3.2社會性比較對應用程式內購買意願之迴歸分析 47
4.3.3極大化程度對應用程式內購買意願之迴歸分析 48
4.3.4假說驗證結果整理 49
第五章 結論與建議 50
5.1 研究結論 50
5.1.1手機應用程式使用狀況之調查結果 50
5.1.2手機成癮對應用程式內購買意願之影響 51
5.1.3社會性比較對應用程式內購買意願之影響 51
5.1.4極大化程度對應用程式內購買意願之影響 52
5.2研究貢獻 53
5.3實務建議 53
5.4研究限制 55
5.5未來建議 56
參考文獻 57
附錄一 前測問卷 67
附錄二 前測問卷 68
附錄三 正式問卷 69
附錄四 正式問卷 73


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