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https://ah.lib.nccu.edu.tw/handle/140.119/76865| 題名: | 以消費價值觀點探討App下載意圖 Investigating App Download Intention : A Consumption Value Perspective |
作者: | 吳至倫 | 貢獻者: | 管郁君 吳至倫 |
關鍵詞: | 消費價值 App下載意圖 自我效能 |
日期: | 2013 | 上傳時間: | 27-Jul-2015 | 摘要: | 行動裝置App產業蘊含龐大商機，目前已吸引許多廠商與個人開發者加入，市場上App的數量與被下載次數也以驚人速度成長。如今全球行動應用程式商店的總下載次數已超過600億次，根據市調研究公司Gartner預估，2016年將會有3100億次的App總下載次數，而其中下載免費App的比例將提升為93%。免費App仍然提供開發者許多獲利模式，例如應用程式內購買 (In-App Purchase) 和廣告，因此，對App開發者而言，獲利的首要條件是消費者必須先下載App。本研究以消費價值觀點來探討消費者下載App的價值與App下載意圖間的關係。本研究預期能了解消費者對於下載App的價值需求，因此可以提供App開發者實用的參考資訊。\n\n 本研究結論為：\n1. 消費價值中的品質性價值和探知性價值會顯著正向影響消費者下載App意圖。\n2. 消費價值中的經濟性價值、情感性價值和社會性價值對於消費者下載App意圖無顯著影響\n3. 行動裝置自我效能對消費價值與下載意圖間的關係無顯著干擾效果。\n\n關鍵字：消費價值、App下載意圖、自我效能 | 參考文獻: | 一、中文部分\n拓墣產業研究所(主編)(2004)，遊戲產業白皮書，台灣:拓墣科技。\n陳均輔(2012)，臺灣民眾行動裝置應用程式使用行為與偏好，資策會MIC。\n陳寬裕、王正華(2010)，論文統計分析實務：SPSS與AMOS的運用，台北:五南。\n葛樹人(1996)，心理測驗學，第三版，台北：桂冠。\n二、英文部分\nAnderson, J. C., Jain, D. C., & Chintagunta, P. K. (1992). Customer value assessment in business markets: A state-of-practice study. Journal of Business to Business Marketing, 1(1), 3-29.\nAndroid apps are too expensive. (2012, February). Canalys Newsroom. 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Journal of Marketing, 52(3), 2-22. | 描述: | 碩士 國立政治大學 資訊管理研究所 100356040 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0100356040 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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