Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/52710
題名: 智慧型手機新聞類APP之滿意度與購買意願研究-以《蘋果日報》為例
The research of satisfaction and purchase intention in news App of smartphone-A case study of “Apple Diary”
作者: 林宏曄
貢獻者: 祝鳳岡
林宏曄
關鍵詞: 知覺品質
知覺價值
滿意度
購買意願
智慧型手機App
日期: 2011
上傳時間: 17-Apr-2012
摘要: 網際網路的出現,改變閱聽人接觸傳統媒體的習慣,廣告量逐年下滑使台灣報業面臨經營困境,加上近年來智慧型手機、平板電腦等行動載具的盛行,對台灣報業而言,既是危機也是轉機。目前已有許多報業相繼推出智慧型手機新聞應用程式,希望以新的經營型態,觸及更多閱聽人,同時拓展更多廣告收入來源。\n\n 本研究以《蘋果日報》App為例,探討使用者對該產品的知覺品質、知覺價值與滿意度、購買意願的關係。研究結果如下:加強《蘋果日報》App知覺品質的「保證與信賴」、「便利與可靠」構面以提升《蘋果日報》App的知覺價值;加強《蘋果日報》App知覺品質的「保證與信賴」、「便利與可靠」以提升《蘋果日報》App的滿意度;加強《蘋果日報》App知覺品質的「保證與信賴」、知覺價值的「貨幣與非貨幣價值」及滿意度的「產品滿意度」構面以提升《蘋果日報》App的購買意願。\n\n 此外,使用者對《蘋果日報》App的新聞分類、新聞內容跟版面設計的滿意程度較高;對個人化服務、社群分享服務、網路系統品質的滿意程度較低。目前《蘋果日報》App暫不宜採取定價策略,建議《蘋果日報》App繼續加強產品品質,包括提供更多個人化服務、添加新聞評論功能、即時新聞更新速度須更快、關鍵字查詢、新聞資料庫的建立、媒體平台間的交叉使用(多螢一雲)等,讓使用者了解「付費版」跟「免費版」的差異是什麼,以提升未來使用者的購買意願。
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描述: 碩士
國立政治大學
廣播電視學研究所
98453013
100
資料來源: http://thesis.lib.nccu.edu.tw/record/#G0098453013
資料類型: thesis
Appears in Collections:學位論文

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