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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 09:07:57 (UTC+8)
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。
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中文文獻部分
甘美玲(2006),知覺價格、知覺品質、知覺價值對購買意願之關係研究-以消費者購買數位內容產品為實證,國立成功大學管理學院高階管理碩士在職專班(EMBA)碩士論文。
沈孝思(2006),品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以保健食品為例,國立成功大學高階管理碩士在職專班碩士論文。
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林小玲(2005),讀者訂閱付費電子報動機與影響決策因素之研究,南華大學出版事業管理研究所碩士論文。
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施翠娟(2004),知覺品質、品牌聯想對品牌權益因素之研究--以新聞網站為例,銘傳大學傳播管理研究所碩士論文。
施金橐(2009),網路電視產業行銷策略、知覺品質對顧客滿意度關係之研究-以中華電信多媒體隨選視訊消費者為例,國立彰化師範大學工業教育與技術學系碩士論文。
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網路文獻部分
Sogi!手機王(2010年12月),手機王2010年智慧型手機市場回顧,2011/4/4取自:http://www.sogi.com.tw/newforum/article_list.aspx?OsId=1&Topic_id=6149609。
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蘇文彬(2011),Gartner:2010全球手機出貨16億支,Android穩居第二大智慧型平台,2011/9/27取自:http://www.ithome.com.tw/itadm/article.php?c=65868。
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
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) 2011en_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) G0098453013en_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) 98453013zh_TW
dc.description (描述) 100zh_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 5
Abstract 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/#G0098453013en_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Appzh_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) thesisen
dc.relation.reference (參考文獻) 英文文獻部分zh_TW
dc.relation.reference (參考文獻) Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brandname. NY: The free press.zh_TW
dc.relation.reference (參考文獻) Aaker, D. A. (1995) “Building strong brands” Brandweek. New York: Oct 2,zh_TW
dc.relation.reference (參考文獻) Vol. 36, Iss. 37; p. 28-32zh_TW
dc.relation.reference (參考文獻) Anderson, Eugene W. and Mary W. Sullivan(1993),“The Antecedents andzh_TW
dc.relation.reference (參考文獻) Consequences of Customer Satisfaction for Firms,”Marketing Science, 12(2),zh_TW
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dc.relation.reference (參考文獻) Babakus, E., C. Bienstock, and J. Scotter,(2004), Linking Perceived Quality and Customer Satisfaction to Store Traffic and Revenue Growth, Decision Sciences, 35 : 713-737.zh_TW
dc.relation.reference (參考文獻) Bailey, J. E. & Pearson, S. W.(1983). Development of a Tool for Measuring and Analyzing Computer User Satisfaction, Management Science, 29(5), 530-545.zh_TW
dc.relation.reference (參考文獻) Belch, George E. and Michael A. Belch (1999), Advertising and Promotion: Anzh_TW
dc.relation.reference (參考文獻) Integrated Marketing Communications Perspective, NY: McGraw-Hill Companies,zh_TW
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