| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.author (Authors) | 林宏曄 | zh_TW |
| dc.creator (作者) | 林宏曄 | zh_TW |
| dc.date (日期) | 2011 | en_US |
| dc.date.accessioned | 17-Apr-2012 09:07:57 (UTC+8) | - |
| dc.date.available | 17-Apr-2012 09:07:57 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Apr-2012 09:07:57 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0098453013 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/52710 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣播電視學研究所 | zh_TW |
| dc.description (描述) | 98453013 | zh_TW |
| dc.description (描述) | 100 | zh_TW |
| dc.description.abstract (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。 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。 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。 | zh_TW |
| dc.description.tableofcontents | 表目錄 2圖目錄 4中文摘要 5Abstract 6第一章 緒論 7第一節 研究背景與動機 7第二節 研究目的 11第三節 研究對象及範圍 12第四節 論文架構與研究流程 13第二章 文獻探討 15第一節 知覺品質 15第二節 知覺價值 23第三節 滿意度 30第四節 購買意願 35第三章 研究方法 39第一節 研究架構 39第二節 研究假設 41第三節 研究設計 45第四節 資料收集與分析方法 51第四章 研究結果 55第一節 樣本分析 55第二節 描述性統計分析 59第三節 因素分析與信度檢定 63第四節 皮爾森積差相關分析 73第五節 迴歸分析 77第六節 差異性分析 90第七節 假設驗證 98第八節 質性分析結果（行銷策略建議） 100第五章 結論與建議 106第一節 研究結論與建議 106第二節 研究貢獻與限制 115第六章 參考資料 117附錄一 正式問卷 126附錄二 訪談內容 132 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098453013 | en_US |
| dc.subject (關鍵詞) | 知覺品質 | zh_TW |
| dc.subject (關鍵詞) | 知覺價值 | zh_TW |
| dc.subject (關鍵詞) | 滿意度 | zh_TW |
| dc.subject (關鍵詞) | 購買意願 | zh_TW |
| dc.subject (關鍵詞) | 智慧型手機App | zh_TW |
| dc.title (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 | zh_TW |
| dc.title (題名) | The research of satisfaction and purchase intention in news App of smartphone-A case study of “Apple Diary” | en_US |
| dc.type (資料類型) | thesis | en |
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