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題名 以心理帳戶理論與消費者價值理論探討行動應用程式消費之因素
Why do people spend on mobile apps? An interpretation based on Mental Accounting Theory and Consumption Value Theory
作者 陳曉恩
Chen, Hsiao-En
貢獻者 管郁君
Eugenia Huang
陳曉恩
Chen, Hsiao-En
關鍵詞 行動應用程式
行動應用程式購買
行動應用程式內購
消費者價值理論
心理帳戶理論
沈浸理論
Mobile Apps
App purchase
Customer value
Mental accounting theory
Flow theory
日期 2018
上傳時間 3-Jul-2018 17:25:50 (UTC+8)
摘要 行動應用程式發展蓬勃以及智慧型裝置普及性讓行動應用程式的市場變得更加競爭，因此對於行動應用程式的公司、行銷、工程師來說，專注於有效的市場溝通變得極為重要。 本研究旨在了解主要影響使用者決定花錢在應用程式上的因素為何。 本研究架構使用心理帳戶理論建構研究架構的基礎來調查消費者產生消費意圖的過程，除此之外，我們加入沈浸理論來調節意圖與實際購買之間的關係。本研究採用量化實證研究來驗證模型，並收集了729份有效問卷。研究結果顯示，在購買決策過程中的效用評估是刺激使用者產生消費意圖的關鍵，再者，對於購買應用程式和在行動應用程式內購的意圖並無顯著的差異性。最後，不同程度的沈浸程度可能會因為使用者對現階段的滿足，因此減少實際購買的可能性。本研究對行動應用程式的相關購買的研究對現在行動商務有一定的貢獻，期待透過本研究可以增加對行動應用程式相關花費的認識與了解。
The development of mobile applications (apps) has increased significantly as smart devices have become widely available. With the app market expected to become increasingly competitive, it is crucial for app marketers to focus on effective marketing communications. This study aims to identify the key factors that influence mobile device users’ decisions to spend money on apps.

Our study builds on mental accounting theory to formulate a fundamental framework and to investigate the process by which spending intentions are formed. We further introduce ‘flow’ as a moderator to help us better discern the explanatory power of actual purchases. Quantitative confirmatory investigations with a large-sample survey and logistics regressions are carried out in this study.

The findings indicate that utility assessment (or the assessment of a product’s monetary worth in the purchase decision-making process) is extremely important for affecting spending intention. In addition, our research model and results indicate that app spending intention and in-app spending intention are formed in similar ways. Last but not least, we find that the level of flow state affects the likelihood of actual purchase, which helps to explain the necessity for app companies to update functions or to launch various new services if they hope to keep attracting consumers.

This study contributes to the understanding of app purchasing, which is an important aspect of mobile commerce. We consider that the study’s findings can increase our knowledge and conceptualisation of app purchases.
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Donthu, N., & arcia, A. (1999). The internet shopper. Journal of advertising research, Vol. 39, No. 3, pp. 52-52.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, Vol. 49, No. 10, pp. 1407-1424.
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Market/1014877 (accessed 16 October 2017).
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Kim, H.W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, Vol .48, No. 6, pp. 228-234.
Kim, H.W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust? Electronic Commerce Research and Applications, Vol. 11, No. 3, pp. 241-252.
Kim, H.W., Kankanhalli, A., & Lee, H.L. (2016). Investigating decision factors in mobile application purchase: A mixed-methods approach. Information & Management, Vol .53, No. 6, pp. 727-739.
Keith, M.J., Babb Jr, J.S., Furner, C.P., & Abdullat, A. (2011). The role of mobile self-efficacy in the adoption of location-based applications: An iPhone experiment. In System Sciences (HICSS), 2011 44th Hawaii International Conference on, IEEE, pp. 1-10.
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描述 碩士
國立政治大學
資訊管理學系
105356004
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1053560041
資料類型 thesis
dc.contributor.advisor 管郁君zh_TW
dc.contributor.advisor Eugenia Huangen_US
dc.contributor.author (Authors) 陳曉恩zh_TW
dc.contributor.author (Authors) Chen, Hsiao-Enen_US
dc.creator (作者) 陳曉恩zh_TW
dc.creator (作者) Chen, Hsiao-Enen_US
dc.date (日期) 2018en_US
dc.date.accessioned 3-Jul-2018 17:25:50 (UTC+8)-
dc.date.available 3-Jul-2018 17:25:50 (UTC+8)-
dc.date.issued (上傳時間) 3-Jul-2018 17:25:50 (UTC+8)-
dc.identifier (Other Identifiers) G1053560041en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118234-
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) 105356004zh_TW
dc.description.abstract (摘要) 行動應用程式發展蓬勃以及智慧型裝置普及性讓行動應用程式的市場變得更加競爭，因此對於行動應用程式的公司、行銷、工程師來說，專注於有效的市場溝通變得極為重要。 本研究旨在了解主要影響使用者決定花錢在應用程式上的因素為何。 本研究架構使用心理帳戶理論建構研究架構的基礎來調查消費者產生消費意圖的過程，除此之外，我們加入沈浸理論來調節意圖與實際購買之間的關係。本研究採用量化實證研究來驗證模型，並收集了729份有效問卷。研究結果顯示，在購買決策過程中的效用評估是刺激使用者產生消費意圖的關鍵，再者，對於購買應用程式和在行動應用程式內購的意圖並無顯著的差異性。最後，不同程度的沈浸程度可能會因為使用者對現階段的滿足，因此減少實際購買的可能性。本研究對行動應用程式的相關購買的研究對現在行動商務有一定的貢獻，期待透過本研究可以增加對行動應用程式相關花費的認識與了解。zh_TW
dc.description.abstract (摘要) The development of mobile applications (apps) has increased significantly as smart devices have become widely available. With the app market expected to become increasingly competitive, it is crucial for app marketers to focus on effective marketing communications. This study aims to identify the key factors that influence mobile device users’ decisions to spend money on apps.

Our study builds on mental accounting theory to formulate a fundamental framework and to investigate the process by which spending intentions are formed. We further introduce ‘flow’ as a moderator to help us better discern the explanatory power of actual purchases. Quantitative confirmatory investigations with a large-sample survey and logistics regressions are carried out in this study.

The findings indicate that utility assessment (or the assessment of a product’s monetary worth in the purchase decision-making process) is extremely important for affecting spending intention. In addition, our research model and results indicate that app spending intention and in-app spending intention are formed in similar ways. Last but not least, we find that the level of flow state affects the likelihood of actual purchase, which helps to explain the necessity for app companies to update functions or to launch various new services if they hope to keep attracting consumers.

This study contributes to the understanding of app purchasing, which is an important aspect of mobile commerce. We consider that the study’s findings can increase our knowledge and conceptualisation of app purchases.		en_US
dc.description.tableofcontents 1. Introduction 6
1.1 Background and motivation 6
1.2 Research objective and research question 8
2. Literature Review 10
2.1 Digital usage habit 10
2.2 Mobile app investigation 11
2.3 Theory of consumption value 14
2.4 Mental accounting theory 18
2.5 Flow theory 24
3. Methodology 27
3.1 Research model 27
3.2 Hypotheses 27
3.3 Operational definition 34
3.4 Research design 41
3.5 Pre-testing 43
3.6 Modification after pre-testing 46
4. Data Analysis 48
4.1 Data collection 48
4.2 Sample structure analysis 49
4.3 Reliability and validity tests 52
4.4 Measurement model analysis 55
4.5 Structural model analysis 58
4.6 Hypothesis testing results 68
4.7 Discussion 75
5. Conclusion and Suggestions 79
5.1 Conclusions from the study 79
5.2 Implications of research results 80
5.3 Research limitations 81
5.4 Future research 82
References 83
Appendix 89		zh_TW
dc.format.extent 2689216 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1053560041en_US
dc.subject (關鍵詞) 行動應用程式zh_TW
dc.subject (關鍵詞) 行動應用程式購買zh_TW
dc.subject (關鍵詞) 行動應用程式內購zh_TW
dc.subject (關鍵詞) 消費者價值理論zh_TW
dc.subject (關鍵詞) 心理帳戶理論zh_TW
dc.subject (關鍵詞) 沈浸理論zh_TW
dc.subject (關鍵詞) Mobile Appsen_US
dc.subject (關鍵詞) App purchaseen_US
dc.subject (關鍵詞) Customer valueen_US
dc.subject (關鍵詞) Mental accounting theoryen_US
dc.subject (關鍵詞) Flow theoryen_US
dc.title (題名) 以心理帳戶理論與消費者價值理論探討行動應用程式消費之因素zh_TW
dc.title (題名) Why do people spend on mobile apps? An interpretation based on Mental Accounting Theory and Consumption Value Theoryen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Al-Jabri, I. M., & Sohail, M. S. (2012). Mobile banking adoption: Application of diffusion of innovation theory. Journal of Electronic Commerce Research, Vol. 13, No. 4, pp. 379-391.
Ajzen, I. (2012). The theory of planned behavior”, in van Lange, P.A.M., Kruglanski, A.W. and Higgins, E.T. (Eds). Handbook of Theories of Social Psychology, Vol. 1, Sage, London, pp. 438-459.
Bonk, C. J., & Kim, K. J. (2006). The future of online teaching and learning in higher education: The survey says. EDUCAUSE Quarterly Magazine, Vol. 29, No. 4, pp. 22-30.
Business2community (2017), ‘The 2017 Mobile App Market: Statistics, Trends, and Analysis’, available at https://www.business2community.com/mobile-apps/2017-mobile-app-market-statistics-trends-analysis-01750346#iqxI1RkIxAkGXSpD.97 (accessed 8 October 2017).
Bagozzi, R.P. (1992). The self-regulation of attitudes, intentions, and behavior. Social Psychology Quarterly, Vol. 55 No. 2, pp. 178-204.
Chong, A.Y.L., Chan, F.T., & Ooi, K.B. (2012). Predicting consumer decisions to adopt mobile commerce: Cross country empirical examination between China and Malaysia. Decision Support Systems, Vol. 53, No. 1, pp. 34-43.
Csikszentmihalyi, M. (1975). Play and intrinsic rewards. Journal of humanistic psychology, Vol. 15, No. 3, pp. 41-63.
Csikszentmihalyi, M., & LeFevre, J. (1989). Optimal experience in work and leisure. Journal of personality and social psychology, Vol. 56, No. 5, pp. 815.
Csikszentmihalyi, M. (1990). Flow: The psychology of optimal performance.
Csikszentmihalyi, M. (1996). Flow and the psychology of discovery and invention. New York: Harper Collins.
Csikszentmihalyi, M. (2000). Beyond boredom and anxiety. Jossey-Bass.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, Vol. 43, No. 3, pp. 345-354.
Chen, H., Wigand, R. T. and Nilan, M. S. (2000). Exploring Web Users’ Optimal Flow Experiences, Information Technology & People, Vol. 13, No. 4, pp. 263-283.
Donthu, N., & arcia, A. (1999). The internet shopper. Journal of advertising research, Vol. 39, No. 3, pp. 52-52.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, Vol. 49, No. 10, pp. 1407-1424.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers` product evaluations. Journal of marketing research, pp. 307-319.
eMarketer (2016), ‘Mobile Taiwan: A Look at a Highly Mobile Market’, available at
https://www.emarketer.com/Article/Mobile-Taiwan-Look-Highly-Mobile-
Market/1014877 (accessed 16 October 2017).
Efron, B. (1979). Computers and the theory of statistics: thinking the unthinkable. SIAM review, Vol. 21, No. 4, pp. 460-480.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, pp. 39-50.
Fishbein, M. and Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA.
Gartner (2017), ‘Gartner Says Worldwide Sales of Smartphones Grew 9 Percent in First Quarter of 2017’, available at https://www.gartner.com/newsroom/id/3725117 (accessed 15 October 2017).
Gartner (2016), ‘Gartner Mobile App Survey Reveals 24 Percent More Spending on In-App Transactions Than on Upfront App Payments’, available at https://www.gartner.com/newsroom/id/3331117 (accessed 9 April 2018).
Gartner (2011), ‘Gartner Customer 360 Summit 2011’, available athttps://www.gartner.com/imagesrv/summits/docs/na/customer-360/C360_2011_brochure_FINAL
.pdf (accessed 19 October 2017).
Ghani, J.A., Supnick, R., & Rooney, P. (1991). The Experience of Flow in Computer-mediated and in Face-to-face Groups. ICIS, Vol. 91, pp. 229-237.
Grinblatt, M., & Han, B. (2005). Prospect theory, mental accounting, and momentum. Journal of financial economics, Vol. 78, No.2, pp. 311-339.
Hyman, H.H. (1942). The psychology of status. Archives of Psychology, Columbia University.

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, Vol. 21, pp. 21-71.
Hoelter, J. W. (1983). The analysis of covariance structures: Goodness-of-fit indices. Sociological Methods & Research, Vol. 11, No. 3, pp. 325-344.
Kim, H.W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, Vol .48, No. 6, pp. 228-234.
Kim, H.W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust? Electronic Commerce Research and Applications, Vol. 11, No. 3, pp. 241-252.
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.MIS.001.2018.A05-