臺灣博碩士論文加值系統

隨著智慧型裝置的普及，大眾對於健康促進的生活型態也越來越重視，透過APP帶給使用者不同以往的價值主張，看準未來穿戴型裝置能有更多元的發展，因此必須暸解到健康促進APP發展趨勢以及獲利模式。本研究從行動應用商店App Store選定2016/10/1至10/5共五天暢銷排行榜，收集前50名共83個健康與健身類型APP為研究對象，分別對應用領域、上架時間、開發者分析、開發技術、價格分析進行分析，並以Johnson(2010)四方格商業模式理論探討獲利模式，共歸納出5種獲利模式：付費下載模式、免費增值模式、內部廣告模式、訂閱模式、內部購買（商品）模式，進一步將各應用領域之前兩名APP輔以質化說明，最後本研究結果歸納出以下三點：
一、健康促進APP服務功能多元化，朝向健康社群平台發展，根據分析結果以睡眠紓壓及運動教學兩類型為主，顯示使用者對於這兩類的健康型態最為重視。
二、健康促進APP發展類型趨於穩定，應用領域多為生理層面，觀察健康促進APPs上架時間可以看出，2013年後開發之APP登上暢銷排行榜數量有減少的趨勢，以生理方面為主，對於心理層面健康促進較少。
三、健康促進APP獲利模式多元化，考量不同應用領域及使用者特性，睡眠紓壓、運動教學、輔助工具、女性生理類型以付費下載模式為主、追蹤紀錄、心臟保健則以免費增值模式為主。

The lifestyle of people has been influenced by well-developed smart devices. Health promotion has different way to deliver to people with various APP. In comparison with smartphone and tablet, predicting wearable devices are going to more and more mature. Consequently, the topic of development trend and business model for health promotion APP is necessary.
This study collected 83 APP in health and fitness category from App Store. They are top 50 grossing APP from October 1st to 5th. The inductive method was first adopted to analysis the trends via application fields, what time did they upload, what kind of developers, what technique did they use and what business model did they design. Based on the four-box business model proposed by Johnson (2010), this thesis analyzed their business models and then came up with five profit models. Finally, this thesis selected top two of each application field to explore their customer value proposition and key partner particularly.
The results of this research revealed three findings. (1) The functionalities of health promotion APP were abundant and towards the social platform. (2) The development of health promotion APP became steady and were almost applied to physiology. (3) The profit models of health promotion APP depended on its application field.

摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VII
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 3
1.4 本文架構 3
第二章 文獻探討 4
2.1 健康與健康促進 4
2.1.1 健康 4
2.1.2 健康促進 6
2.2 商業模式 10
2.2.1 商業模式定義 10
2.2.2 商業模式組成要素及意涵 12
2.2.3 APP獲利模式 13
第三章 研究方法 16
3.1研究流程 16
3.2研究設計 17
3.3研究對象 18
第四章 研究結果分析 21
4.1 健康促進APP趨勢分析 21
4.2 健康促進APP獲利模式分析 30
4.3 管理實務應用 37
第五章 研究結論與建議 39
5.1研究結果與建議 39
5.2研究貢獻 40
5.3研究限制 41
5.4未來研究議題建議 42
參考文獻 43
附錄一、本研究之健康與健身APP列表 45

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中文部分
1.劉瑜鈞(2010)，國小教育人員工作狂對健康促進生活型態及生活品質關係之研究。國立嘉義大學教育行政與政策發展研究所學位論文。
2.李蘭(1991)，健康行為的概念與研究．中華衛誌，10(5)，199-207。
3.鍾采霏(2013)，智慧型手機應用程式之商業模式分析。國立政治大學商管專業學院碩士學位論文。
網路資料
1.Gartner(2016), Gartner Says Worldwide Smartphone Sales to Slow in 2016
2.App Annie (2014), Mobile App Advertising and Monetization Trends 2012-2017
書籍資料
1.張蓓貞(2015)，健康促進理論與實務（第三版），新北：新文京開發出版股份有限公司。
2.張李淑女(2016)，健康與生活概論。
3.司徒達賢(2005)，策略管理新論－觀念架構與分析方法，台北：致勝文化。
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