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題名 App類型與消費者價值對App內購之影響: 沈浸狀態之觀點
The Effect of App Category and Consumer Value on In-App Purchase: through the Lens of Flow Status作者 林子洋
Lam, Galahad Rico貢獻者 管郁君
Huang, Eu Genia
林子洋
Lam, Galahad Rico關鍵詞 App內購買
消費者價值
沈浸狀態
行動商務
In-App purchase
Consumption Value
Flow status
M-commerce日期 2016 上傳時間 9-Aug-2016 10:46:14 (UTC+8) 摘要 由於近年來智慧型手機的普及，開啟行動應用程式(App)這個全新產業的康莊大道，隨著智慧型手機使用人數的增加，App的下載量更是逐年突破，越來越多人依賴手機內的App處理公務、修改照片、遊玩遊戲，使手機宛如行動辦公室、相機、遊戲機的結合體，App遂成為現代人生活中不可或缺的一部分。隨著越來越多程式開發商轉而投向App的開發，消費者購買一個App只消0.99美元至3.99美元的價格，不若以往電腦軟體動輒40美金的價格，如何透過App有效獲利是許多程式開發商苦思的地方。近年興起一種新型態的商業模式，稱為「程式內購買(In-App Purchase)」，即免費下載該App，免費體驗，若需進階的服務再付費購買即可。本研究欲探討有哪些原因會影響消費者進行程式內購買，且是否會因為App類型的不同而有所改變，並探討在沉浸狀態下，是否會影響消費者的購買意圖與購買行為。過去探討程式內購買的文獻多著重於遊戲類，隨著越來越多消費者不再購買筆記型電腦，漸漸轉至購買行動裝置，作為隨身多功能遊樂機，除了遊戲類的App外，本研究欲更進一步探求其他App類別對於消費者購買意圖，是否同樣具備吸引力。本研究先利用文獻歸納的方式，整理出可能影響使用者程式內購買的因素，再使用設計問卷的方式去調查使用族群的購買意圖以及購買意圖到購買行為之間是否會受到沉浸狀態的影響，透過結構方程模型驗證假說。研究結果發現，娛樂類之App，分別是金錢性價值與情感性價值有顯著性，有趣的是使用者並非會陷入沈浸狀態而進行App內購行為。網絡類的App在情感性價值與社會性價值有顯著性，且沉浸狀態會調節消費者由App內購買意圖昇華為App內購買行為。
According to the great popularity of smart phones, App industry has already become very important in nowadays society. People rely on Apps to maintain their daily works. Depending on more and more software developers swift to provide smart phone application, how to build an effective business model on App come to a top priority. As a consequence, “In-App purchase” is a thriving business model in recent year. It offers Free-App-download, but further payment for premium content, virtual goods, and subscriptions. This research proposes a view on the effect of App category and consumer value on in-App purchase. Moreover, assuming that costumers would encounter flow status before doing in-App purchase. To evidence the result, this research organizing former researchers’ paper to design a scale to measure how customer value affect in-App purchase intention and placing flow status as a moderator. After analyzing the scale result by PLS model, it concludes that monetary value and emotional value will positively affect in-App purchase intention in the Entertainment category. On the other hand, emotional value and social value will positively affect in-App purchase intention in Networking category. Meanwhile, flow status takes a positive effect in Networking category, but not in the Entertainment category.參考文獻 中文文獻洪梓凱.(2015). 影響使用者行動App 內購買意願之因素。國立政治大學資訊管理學系碩士論文，未出版，台北。吳至倫.(2013). 以消費價值觀點探討App下載意圖。國立政治大學資訊管理學系碩士論文，未出版，台北。英文文獻Bala, R. & Carr, S. (2009). Pricing software upgrades: The role of product improvement and user costs. Production and Operations Management, 18(5), pp. 560-580.Csikszentmihalyi, M. (1977). Beyond Boredom and Anxiety, SanFrancisco: Jossey-Bass.Csikszentmihalyi, M., & LeFevre, J. (1989). Optimal experience in work and leisure.Journal of personality and social psychology,56(5), 815.Distimo,”How the most Successful Apps Monetize Globally” Distimo, February 2014(available online at http://www.slideshare.net/levshapiro/distimo-average-revenue-per-download-feb-2014).Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations.Journal of marketing research, 307-319.Efron, B. (1979). Bootstrap methods: another look at the jackknife. The annals of Statistics, 1-26.Fairfield, J. (2005). Virtual property.Boston University Law Review,85, 1047.Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.Ghani, J. A., & Deshpande, S. P. (1994). Task characteristics and the experience of optimal flow in human—computer interaction.The Journal of psychology,128(4), 381-391.Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers` evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences. Total quality management, 11(4-6), 509-514.Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.Hairs, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. Englewood Cliffs, NJ: Prentice Hall.Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 50-68.Hoffman, D. L., Novak, T. P., & Chatterjee, P. (1995). Commercial scenarios for the web: opportunities and challenges.Journal of Computer‐Mediated Communication,1(3), 0-0.Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience.Service quality: New directions in theory and practice,21, 21-71.Holbrook, M. B. (1999).Consumer value: a framework for analysis and research. Psychology Press.Hui, K. L. & Tam, K. Y. (2002). Software functionality: A game theoretic analysis. Journal of Management Information Systems, 19(1), pp. 151-184.Kim, H. W., Gupta, S., & Koh, J. (2011a). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), 228-234.Kim, H. W., Lee, H. L., & Son, J. E. (2011b, July). An exploratory study on the determinants of smartphone app purchase. In The 11th International DSI and the 16th APDSI Joint Meeting, Taipei, Taiwan.LeFevre, J. (1988). Flow and the quality of experience during work and leisure. (pp. 307-318),New York, NY, US: Cambridge University Press.Lehdonvirta, V. (2009). Virtual item sales as a revenue model: identifying attributes that drive purchase decisions. Electronic Commerce Research, 9(1-2), 97-113.Massimini, Fausto and Massimo (1988). "The Systematic Assessment of Flow in Daily Experience." In Csikszentmihalyi M. and Csikszentmihalyi I. (Eds.), Optimal Experience: Psychological Studies of Flow in Consciousness (pp. 288-306), New York: Cambridge University Press.Nunnally, J. (1978). Psychometric methods. New York: McGraw.Ono, A., Nakamura, A., Okuno, A., & Sumikawa, M. (2012). Consumer Motivations in Browsing Online Stores with Mobile Devices. International Journal of Electronic Commerce, 16(4), 153-178.Park, B. W., & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), 2178-2185.Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the academy of marketing science, 28(1), 168-174.Privette, G., & Bundrick, C. M. (1987). Measurement of experience: Construct and content validity of the experience questionnaire.Perceptual and motor skills,65(1), 315-332.Raghunathan, S. (2000). Software editions: An application of segmentation theory to the packaged software market. Journal of Management Information Systems, 17(1), pp. 87-113.Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values.Journal of business research,22(2), 159-170.Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.Thompson, J.(2008). Free online games, open source software and library technical roles, what do they have in common?. Profesional de la Informacion, 17(6), pp. 679-680.Turel, O., Serenko, A., & Bontis, N. (2010). User acceptance of hedonic digital artifacts: A theory of consumption values perspective.Information & Management,47(1), 53-59.Veblen, T. (1899). The theory ofthe leisure class.New York: The New American Library.Webster, J., Trevino, L. K., & Ryan, L. (1994). The dimensionality and correlates of flow in human-computer interactions.Computers in human behavior,9(4), 411-426.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 52(3), 2-22.網路文獻2015 資策會MIC報告：2015年全球行動遊戲市場逾150億美元http://www.iii.org.tw/m/ICT-more.aspx?id=591擷取日期:201511142014資策會報告 : 智慧型行動裝置普及率近7成 市場即將飽和！資策會FIND：行動族群半年增加逾100萬人、全臺滑世代破1,432萬http://www.iii.org.tw/m/News-more.aspx?id=1475擷取日期:201511142016 有物報告 : 以小搏大：人數不到 200 的芬蘭手遊公司如何奪下全球獲利第一https://yowureport.com/29555/擷取日期:201606132014 Distimo : ”How the most Successful Apps Monetize Globally”http://www.slideshare.net/levshapiro/distimo-average-revenue-per-download-feb-2014).擷取日期:201512162011 Gartner Newsroom: Gartner says worldwide mobile application store revenue forecast to surpass $15 billion in 2011http://www.gartner.com/it/page.jsp?id=1529214擷取日期:201512162016 Newzoo : ” CLASH ROYALE REVENUES TOP $80 MILLION IN FIRST MONTH MAKING IT WORLD’S TOP GROSSING GAME” https://newzoo.com/insights/articles/clash-royale-revenues-top-80-million-in-first-month-making-it-worlds-top-grossing-game/)擷取日期:20160613 描述 碩士
國立政治大學
資訊管理學系
103356030資料來源 http://thesis.lib.nccu.edu.tw/record/#G1033560301 資料類型 thesis dc.contributor.advisor 管郁君 zh_TW dc.contributor.advisor Huang, Eu Genia en_US dc.contributor.author (Authors) 林子洋 zh_TW dc.contributor.author (Authors) Lam, Galahad Rico en_US dc.creator (作者) 林子洋 zh_TW dc.creator (作者) Lam, Galahad Rico en_US dc.date (日期) 2016 en_US dc.date.accessioned 9-Aug-2016 10:46:14 (UTC+8) - dc.date.available 9-Aug-2016 10:46:14 (UTC+8) - dc.date.issued (上傳時間) 9-Aug-2016 10:46:14 (UTC+8) - dc.identifier (Other Identifiers) G1033560301 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99774 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 103356030 zh_TW dc.description.abstract (摘要) 由於近年來智慧型手機的普及，開啟行動應用程式(App)這個全新產業的康莊大道，隨著智慧型手機使用人數的增加，App的下載量更是逐年突破，越來越多人依賴手機內的App處理公務、修改照片、遊玩遊戲，使手機宛如行動辦公室、相機、遊戲機的結合體，App遂成為現代人生活中不可或缺的一部分。隨著越來越多程式開發商轉而投向App的開發，消費者購買一個App只消0.99美元至3.99美元的價格，不若以往電腦軟體動輒40美金的價格，如何透過App有效獲利是許多程式開發商苦思的地方。近年興起一種新型態的商業模式，稱為「程式內購買(In-App Purchase)」，即免費下載該App，免費體驗，若需進階的服務再付費購買即可。本研究欲探討有哪些原因會影響消費者進行程式內購買，且是否會因為App類型的不同而有所改變，並探討在沉浸狀態下，是否會影響消費者的購買意圖與購買行為。過去探討程式內購買的文獻多著重於遊戲類，隨著越來越多消費者不再購買筆記型電腦，漸漸轉至購買行動裝置，作為隨身多功能遊樂機，除了遊戲類的App外，本研究欲更進一步探求其他App類別對於消費者購買意圖，是否同樣具備吸引力。本研究先利用文獻歸納的方式，整理出可能影響使用者程式內購買的因素，再使用設計問卷的方式去調查使用族群的購買意圖以及購買意圖到購買行為之間是否會受到沉浸狀態的影響，透過結構方程模型驗證假說。研究結果發現，娛樂類之App，分別是金錢性價值與情感性價值有顯著性，有趣的是使用者並非會陷入沈浸狀態而進行App內購行為。網絡類的App在情感性價值與社會性價值有顯著性，且沉浸狀態會調節消費者由App內購買意圖昇華為App內購買行為。 zh_TW dc.description.abstract (摘要) According to the great popularity of smart phones, App industry has already become very important in nowadays society. People rely on Apps to maintain their daily works. Depending on more and more software developers swift to provide smart phone application, how to build an effective business model on App come to a top priority. As a consequence, “In-App purchase” is a thriving business model in recent year. It offers Free-App-download, but further payment for premium content, virtual goods, and subscriptions. This research proposes a view on the effect of App category and consumer value on in-App purchase. Moreover, assuming that costumers would encounter flow status before doing in-App purchase. To evidence the result, this research organizing former researchers’ paper to design a scale to measure how customer value affect in-App purchase intention and placing flow status as a moderator. After analyzing the scale result by PLS model, it concludes that monetary value and emotional value will positively affect in-App purchase intention in the Entertainment category. On the other hand, emotional value and social value will positively affect in-App purchase intention in Networking category. Meanwhile, flow status takes a positive effect in Networking category, but not in the Entertainment category. en_US dc.description.tableofcontents 目錄 i表目錄 iii圖目錄 iv第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 4第二章 文獻探討 5第一節 行動程式(App)類型 5第二節 消費價值理論 7第三節 App內購之購買意圖 9第四節 沈浸狀態理論 12第三章 研究方法 14第一節 研究架構 14第二節 研究假說 16第三節 操作型定義 17第四節 研究設計 19第五節 前測問卷分析 20第四章 資料分析 28第一節 問卷回收情況 28第二節 測量模式分析 29第三節 結構模式分析 39第四節 假說驗證 42第五章 結論與建議 44第一節 結論與管理意涵 44第二節 研究限制與未來研究方向 47參考文獻 48中文文獻 48英文文獻 48網路文獻 52附錄一 研究問卷 52 zh_TW dc.format.extent 1296548 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1033560301 en_US dc.subject (關鍵詞) App內購買 zh_TW dc.subject (關鍵詞) 消費者價值 zh_TW dc.subject (關鍵詞) 沈浸狀態 zh_TW dc.subject (關鍵詞) 行動商務 zh_TW dc.subject (關鍵詞) In-App purchase en_US dc.subject (關鍵詞) Consumption Value en_US dc.subject (關鍵詞) Flow status en_US dc.subject (關鍵詞) M-commerce en_US dc.title (題名) App類型與消費者價值對App內購之影響: 沈浸狀態之觀點 zh_TW dc.title (題名) The Effect of App Category and Consumer Value on In-App Purchase: through the Lens of Flow Status en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻洪梓凱.(2015). 影響使用者行動App 內購買意願之因素。國立政治大學資訊管理學系碩士論文，未出版，台北。吳至倫.(2013). 以消費價值觀點探討App下載意圖。國立政治大學資訊管理學系碩士論文，未出版，台北。英文文獻Bala, R. & Carr, S. (2009). Pricing software upgrades: The role of product improvement and user costs. Production and Operations Management, 18(5), pp. 560-580.Csikszentmihalyi, M. (1977). Beyond Boredom and Anxiety, SanFrancisco: Jossey-Bass.Csikszentmihalyi, M., & LeFevre, J. (1989). Optimal experience in work and leisure.Journal of personality and social psychology,56(5), 815.Distimo,”How the most Successful Apps Monetize Globally” Distimo, February 2014(available online at http://www.slideshare.net/levshapiro/distimo-average-revenue-per-download-feb-2014).Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations.Journal of marketing research, 307-319.Efron, B. (1979). Bootstrap methods: another look at the jackknife. The annals of Statistics, 1-26.Fairfield, J. (2005). Virtual property.Boston University Law Review,85, 1047.Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.Ghani, J. A., & Deshpande, S. P. (1994). Task characteristics and the experience of optimal flow in human—computer interaction.The Journal of psychology,128(4), 381-391.Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers` evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences. Total quality management, 11(4-6), 509-514.Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.Hairs, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. Englewood Cliffs, NJ: Prentice Hall.Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 50-68.Hoffman, D. L., Novak, T. P., & Chatterjee, P. (1995). Commercial scenarios for the web: opportunities and challenges.Journal of Computer‐Mediated Communication,1(3), 0-0.Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience.Service quality: New directions in theory and practice,21, 21-71.Holbrook, M. B. (1999).Consumer value: a framework for analysis and research. Psychology Press.Hui, K. L. & Tam, K. Y. (2002). Software functionality: A game theoretic analysis. Journal of Management Information Systems, 19(1), pp. 151-184.Kim, H. W., Gupta, S., & Koh, J. (2011a). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), 228-234.Kim, H. W., Lee, H. L., & Son, J. E. (2011b, July). An exploratory study on the determinants of smartphone app purchase. In The 11th International DSI and the 16th APDSI Joint Meeting, Taipei, Taiwan.LeFevre, J. (1988). Flow and the quality of experience during work and leisure. (pp. 307-318),New York, NY, US: Cambridge University Press.Lehdonvirta, V. (2009). Virtual item sales as a revenue model: identifying attributes that drive purchase decisions. Electronic Commerce Research, 9(1-2), 97-113.Massimini, Fausto and Massimo (1988). "The Systematic Assessment of Flow in Daily Experience." In Csikszentmihalyi M. and Csikszentmihalyi I. (Eds.), Optimal Experience: Psychological Studies of Flow in Consciousness (pp. 288-306), New York: Cambridge University Press.Nunnally, J. (1978). Psychometric methods. New York: McGraw.Ono, A., Nakamura, A., Okuno, A., & Sumikawa, M. (2012). Consumer Motivations in Browsing Online Stores with Mobile Devices. International Journal of Electronic Commerce, 16(4), 153-178.Park, B. W., & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), 2178-2185.Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the academy of marketing science, 28(1), 168-174.Privette, G., & Bundrick, C. M. (1987). Measurement of experience: Construct and content validity of the experience questionnaire.Perceptual and motor skills,65(1), 315-332.Raghunathan, S. (2000). Software editions: An application of segmentation theory to the packaged software market. Journal of Management Information Systems, 17(1), pp. 87-113.Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values.Journal of business research,22(2), 159-170.Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.Thompson, J.(2008). Free online games, open source software and library technical roles, what do they have in common?. Profesional de la Informacion, 17(6), pp. 679-680.Turel, O., Serenko, A., & Bontis, N. (2010). User acceptance of hedonic digital artifacts: A theory of consumption values perspective.Information & Management,47(1), 53-59.Veblen, T. (1899). The theory ofthe leisure class.New York: The New American Library.Webster, J., Trevino, L. K., & Ryan, L. (1994). The dimensionality and correlates of flow in human-computer interactions.Computers in human behavior,9(4), 411-426.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. 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