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研究生:林欣儀
研究生(外文):Shin-Yi Lin
論文名稱:App Store行動應用程式之屬性如何影響其市場表現
論文名稱(外文):How do the attributes of apps in the App store affect their market performance?
指導教授:佘健源佘健源引用關係
指導教授(外文):Chien - Yuan Sher
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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:68
中文關鍵詞:羅吉斯迴歸全球排名國家進榜年齡分級開發商現有產品數量行動應用程式開發商策略
外文關鍵詞:product volume of developerslogistic regression modelage-ratedtop 25 rankingGlobal rankApple’s App Store
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本篇論文的研究對象為蘋果公司的行動應用程式,以開發商的角度為出發點,探討開發商的策略及應用程式屬性對於其與市場表現的因果關係。在過去的研究中,學者皆以開發平台提供的前百大排行榜作為研究,因此,本研究將以先前學者的研究為基礎,擴大樣本至整體資料庫作抽樣實證,並加入以前學者無探討的變數 – 年齡分級與開發商現有產品數量作研究。
  透過分層隨機抽樣的方式,從蘋果應用程式商店中將各類別依比例抽出共3,012個觀察值,並以羅吉斯迴歸作為主要的分析方式,探究能進入全球前300,000名和能夠在任一國家進入該國榜單前25名之應用程式的關鍵特性。
  本研究結果顯示可呼應過去學者的研究及產業的現象,發現名字長度越長、擁有星級評等、總評論數越高、容量越大以及有在持續進行更新的應用程式,越容易在全球市場與App程式可通用的國家中,增加進入排行榜的機會。除此之外,也發現在所有的年齡分級制度中,相對於Rated 17+,年齡分級Rated 4+和Rated 9+顯著較不容易進入排行榜。開發商的現有產品數量對於在全球市場的佈局,應用程式能否進到全球前300,000名是顯著負面影響;而針對國家進榜的佈局,開發商的現有產品數量對於能否在該國市場佔有一席之地,結果卻是不顯著。
  相信此研究結果對於應用程式開發商能提供相當程度上的管理意涵,提供其實務面的建議,幫助開發商了解應用程式的關鍵屬性,以妥善運用其擁有的資源來增加其登上排行榜的機會。
The purpose of this paper is to discuss the relationship between the attributes of mobile applications and their performance. In the past, scholars usually used the top 100 lists in App store to analyze the relationship between attributes of t mobile applications and ranking lists. Our study was based on previous researches and expanded the research scope to the overall database. We also added new variables into our research, such as age-rated and the product volume of developers.
  By using a stratified random sampling approach, we selected 3,012 samples from Apple ‘s App Store database and used logistic regression model to analyze the relationship between app-specific attributes and global rank/the top 25 ranking.
The results of this study show that the length of application names, star ratings, the total number of reviews and size of apps will significantly affect the performance of mobile applications. In addition, we also found that in all age grading, relative to the Rated 17 +, App Rated 4 + and Rated 9 + are less likely to enter the ranking list. The product volume of developers has significantly negative impact on crossing the world''s top 300,000 while it has no impact on crossing the top 25 in any country.
  The practical implications of the paper are to help developers understand the key attributes of mobile applications so they can properly use their resources and get know-how about how to get in the ranking list.
誌 謝 i
論文摘要 ii
Abstract iii
表次 vi
圖次 vii
1. 緒論 1
1.1 研究背景與動機 2
1.2 研究目的 4
1.3 研究問題 5
2. 文獻回顧 6
2.1 登上排行榜的意義 - 對需求的影響 6
2.2 公開排名資料與銷售額的關係 8
2.3 與應用程式公開排名相關的因素 9
2.4 開發商策略 - 娛樂產業年齡分級制度 10
2.5 開發商策略 - 開發商現有產品數量 13
3. 研究方法 18
3.1 研究對象 18
3.2 資料來源 19
3.3 資料蒐集與過程 20
3.4 研究變數 24
3.5 分析工具 33
4. 研究結果 36
4.1 敘述統計及樣本概況 36
4.2 分析結果 47
5. 結論與建議 52
5.1 研究結論 52
5.2 研究限制、建議與未來方向 53
參考文獻 55
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