1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

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 11:22:37 (UTC+8)
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。

本研究結論為：
1. 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。
2. 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
3. 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。

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
拓墣產業研究所(主編)(2004)，遊戲產業白皮書，台灣:拓墣科技。
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。
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。
葛樹人(1996)，心理測驗學，第三版，台北：桂冠。
二、英文部分
Anderson, 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.
Android apps are too expensive. (2012, February). Canalys Newsroom. Retrieved from http://www.canalys.com/newsroom/android-apps-are-too-expensive
Bagozzi, R., & Yi, Y. (1988) . On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2), 191-225.
Banduea, A. (1982). Self-Efficacy Mechanism in Human Agency. American Psychologist, 37(2), 122-147.
Bandura, A. (1986). Social Foundations of Thought and Action. Englewood Cliffs, NJ: Prentice-Hall.
Banduea, A.(1991). Social cognitive theory of self-regulation. Organizational Behavior and Human Decision Process, 50, 248-287.
Bettman, J. R. (1979). An Information Processing Theory of Consumer Choice. Reading, MA: Addison-Wesley.
Burkhardt, M. E., & Brass, D. J. (1990). Changing patterns or patterns of change: The effects of a change in technology on social network structure and power. Administrative Science Quarterly, 35, 104-127.
Butz, H. E., & Goodstein, L. D. (1996). Measuring customer value: gaining the strategic advantage. Organizational Dynamics, 24, 63-77.
Chen, Y., Shang, R., & Lin. A. (2008). The intention to download music files in a P2P environment: Consumption value, fashion, and ethical decision perspectives. Electronic Commerce Research and Applications, 7(4), 411-422.
Compeau, D.R., & Higgins, C.A. (1995). Computer self-efficacy: Development of a measure and initial test, MIS Quarterly, 19, 189-211.
Cooper, D. R., & Schindler, P. S. (2006). Business research methods (9th ed.). New
York, NY : McGraw-Hill.
Day, Georges S. (1990). Market Driven Strategy: Processes for Creating Value. New
York : Free Press.
Dodds, W. B., Kent B. M. & Dhruv,G. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18, 39-50.
Gale, B. T. (1994). Managing Customer Value. New York: Free Press.
Gartner Says Worldwide Mobile Application Store Revenue Forecast to Surpass $15
Billion in 2011. (2011, January). Gartner Newsroom. Retrieved from
http://www.gartner.com/it/page.jsp?id=1529214
Gartner Says Free Apps Will Account for Nearly 90 Percent of Total Mobile App
Store Downloads in 2012. (2012, September). Gartner Newsroom. Retrieved
from http://www.gartner.com/it/page.jsp?id=2153215
Gist, M., Schwoerer, C., & Rosen, B. (1989). Effects of alternative training methods on self-efficacy and performance in computer software training. Journal of Applied Psychology, 74(6), 884-891.
Google Play hits 25 billion downloads. (2012, September). Official Android Blog.
Retrieved from http://officialandroid.blogspot.tw/2012/09/google-play-hits-25-billion-downloads.html
Hair, J. F., Anderson, R. E. Tatham, R. L., & Black, W. C. (1992). Multivariate data analysis with readings. New York, NY: Macmillan.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). New Jersey : Prentice-Hall.
Hill, T., Smith, N. D., & Mann, M. F. (1987). Role of efficacy expectations in predicting the decision to use advanced technologies: The case of computers. Journal of Applied Psychology, 72, 307-313.
Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), 92-101.
Hollbrook. (1994). The Nature of customer value: An Axiology of Services in the Consumption Experience. In R. T. Rust & R. L. Oliver (Eds.), Service Quality: New Directions in Theory and Practice. Thousand Oaks, CA: Sage Publications, (pp. 21-71).
Holbrook M. B. & Schindler, R.M. (1996). Market Segmentation Based on Age and Attitude Toward The Past: Concepts, Methods, and Findings Concerning Nostalgic Influences on Customer Tastes, Journal of Business Research, 37(1), 27-39.
Holbrook, M. B. (1999). Introduction to Consumer Value, Consumer Value: A Framework for Analysis and Research. In M. B. Holbrook (Ed.), Routledge, London, (pp. 1-28).
Holzer, A. & Ondrus, J. (2011). Mobile application market: A developer’s perspective. Telematics and Informatics, 28(1), 22-31.
Hu, L.-T., and Bentler, P.M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives”, Structural Equation Modeling: A Multidisciplinary Journal, 6(1), pp. 1-55.
Kim, H., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), 228-234.
Lai, A. W. (1995). Consumer values, product benefits and customer value: A consumption behavior approach. In F. R. Kardes & M. Sujan (Eds.), Advances in consumer research (Vol. 22, pp. 381-388).
Levine, T. (1997). Commitment to learning: Effects of computer experience, confidence and attitudes. Journal of Research on Computing in Education, 16(1), 83-105.
Lu, S., & Su. Y. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442-458.
Monroe, K. B. (1990). Pricing: Making profitable decisions. New York, NY: McGraw-Hill.
Marakas, M. M., Yi, M. Y., & Johnson, R. D. (1998). The multilevel and multifaceted character of computer self-efficacy: Toward clarification of the construct and an intergrative framework of research. Information Systems Research, 9(2), 126-163.
Murphy, C. A., Coover, D., & Owen, S. V. (1989). Development and validation of the computer self-efficacy scale. Educational and Psychological Measurement, 49, 893-899.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions authors. Journal of Marketing Research, 17(4), 460-469.
Park, B. W. & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), 2178-2185
Peter, J. P. & Olson, J. C. (1993). Consumer Behavior and Marketing Strategy. Homewood, IL: Irwin.
Plowman, S., & Goode, S. (2009). Factors affecting the intention to download music: quality perceptions and downloading intensity. Journal of Computer Information Systems, 49(4), 84-97.
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.
Sheth, J. N., Newman, B. I.., & Gross, B. L. (1991). Consumption Values and Market Choices: Theory and Applications. Cincinnati, OH: Southwestern Publishing.
Sweeney, J. C., & Soutar, G. N. (2001) . Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77 (2), 203-220.
Torkzadch, G., & Koufteros, X. (1994). Factorial validity of a computer self-efficacy scale and the impact of computer training. Educational and Psychological Measurement, 54(3), 813-821.
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.
Webster, J., & Martocchio, J. J. (1993). Turning work into play: Implications for microcomputer software training. Journal of Management, 19, 127-146.
Williams, P. and Soutar, G. N. (2000). Dimensions of Customer Value and the Tourism Experience: An Exploratory Study. ANZMAC 2000, Queensland, Australia. pp. 1415-1421.
Woodruff, R. B. (1997). Customer Value: The Next Source for Competitive
Advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A
Means-End Model and Synthesis of Evidence. 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
dc.contributor.advisor 管郁君zh_TW
dc.contributor.author (Authors) 吳至倫zh_TW
dc.creator (作者) 吳至倫zh_TW
dc.date (日期) 2013en_US
dc.date.accessioned 27-Jul-2015 11:22:37 (UTC+8)-
dc.date.available 27-Jul-2015 11:22:37 (UTC+8)-
dc.date.issued (上傳時間) 27-Jul-2015 11:22:37 (UTC+8)-
dc.identifier (Other Identifiers) G0100356040en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76865-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 100356040zh_TW
dc.description.abstract (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。

本研究結論為：
1. 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。
2. 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
3. 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。

關鍵字：消費價值、App下載意圖、自我效能		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 4
第二章 文獻探討 6
第一節 行動應用程式與行動應用程式商店 6
第二節 消費價值 9
第三節 自我效能 17
第三章 研究方法 21
第一節 研究架構與假說 21
第二節 變數定義與操作化 24
第三節 研究設計 25
第四節 資料分析方法 26
第五節 前測問卷分析 28
第四章 資料分析 33
第一節 問卷回收情況及樣本資料分析 33
第二節 問卷量表檢測 37
第三節 結構方程模式分析 46
第四節 假說驗證結果 50
第五章 結論與建議 53
第一節　研究結論 53
第二節　研究限制 55
第三節　後續研究方向 55		zh_TW
dc.format.extent 1510588 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100356040en_US
dc.subject (關鍵詞) 消費價值zh_TW
dc.subject (關鍵詞) App下載意圖zh_TW
dc.subject (關鍵詞) 自我效能zh_TW
dc.title (題名) 以消費價值觀點探討App下載意圖zh_TW
dc.title (題名) Investigating App Download Intention : A Consumption Value Perspectiveen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部分
拓墣產業研究所(主編)(2004)，遊戲產業白皮書，台灣:拓墣科技。
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。
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。
葛樹人(1996)，心理測驗學，第三版，台北：桂冠。
二、英文部分
Anderson, 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.
Android apps are too expensive. (2012, February). Canalys Newsroom. Retrieved from http://www.canalys.com/newsroom/android-apps-are-too-expensive
Bagozzi, R., & Yi, Y. (1988) . On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2), 191-225.
Banduea, A. (1982). Self-Efficacy Mechanism in Human Agency. American Psychologist, 37(2), 122-147.
Bandura, A. (1986). Social Foundations of Thought and Action. Englewood Cliffs, NJ: Prentice-Hall.
Banduea, A.(1991). Social cognitive theory of self-regulation. Organizational Behavior and Human Decision Process, 50, 248-287.
Bettman, J. R. (1979). An Information Processing Theory of Consumer Choice. Reading, MA: Addison-Wesley.
Burkhardt, M. E., & Brass, D. J. (1990). Changing patterns or patterns of change: The effects of a change in technology on social network structure and power. Administrative Science Quarterly, 35, 104-127.
Butz, H. E., & Goodstein, L. D. (1996). Measuring customer value: gaining the strategic advantage. Organizational Dynamics, 24, 63-77.
Chen, Y., Shang, R., & Lin. A. (2008). The intention to download music files in a P2P environment: Consumption value, fashion, and ethical decision perspectives. Electronic Commerce Research and Applications, 7(4), 411-422.
Compeau, D.R., & Higgins, C.A. (1995). Computer self-efficacy: Development of a measure and initial test, MIS Quarterly, 19, 189-211.
Cooper, D. R., & Schindler, P. S. (2006). Business research methods (9th ed.). New
York, NY : McGraw-Hill.
Day, Georges S. (1990). Market Driven Strategy: Processes for Creating Value. New
York : Free Press.
Dodds, W. B., Kent B. M. & Dhruv,G. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18, 39-50.
Gale, B. T. (1994). Managing Customer Value. New York: Free Press.
Gartner Says Worldwide Mobile Application Store Revenue Forecast to Surpass $15
Billion in 2011. (2011, January). Gartner Newsroom. Retrieved from
http://www.gartner.com/it/page.jsp?id=1529214
Gartner Says Free Apps Will Account for Nearly 90 Percent of Total Mobile App
Store Downloads in 2012. (2012, September). Gartner Newsroom. Retrieved
from http://www.gartner.com/it/page.jsp?id=2153215
Gist, M., Schwoerer, C., & Rosen, B. (1989). Effects of alternative training methods on self-efficacy and performance in computer software training. Journal of Applied Psychology, 74(6), 884-891.
Google Play hits 25 billion downloads. (2012, September). Official Android Blog.
Retrieved from http://officialandroid.blogspot.tw/2012/09/google-play-hits-25-billion-downloads.html
Hair, J. F., Anderson, R. E. Tatham, R. L., & Black, W. C. (1992). Multivariate data analysis with readings. New York, NY: Macmillan.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). New Jersey : Prentice-Hall.
Hill, T., Smith, N. D., & Mann, M. F. (1987). Role of efficacy expectations in predicting the decision to use advanced technologies: The case of computers. Journal of Applied Psychology, 72, 307-313.
Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), 92-101.
Hollbrook. (1994). The Nature of customer value: An Axiology of Services in the Consumption Experience. In R. T. Rust & R. L. Oliver (Eds.), Service Quality: New Directions in Theory and Practice. Thousand Oaks, CA: Sage Publications, (pp. 21-71).
Holbrook M. B. & Schindler, R.M. (1996). Market Segmentation Based on Age and Attitude Toward The Past: Concepts, Methods, and Findings Concerning Nostalgic Influences on Customer Tastes, Journal of Business Research, 37(1), 27-39.
Holbrook, M. B. (1999). Introduction to Consumer Value, Consumer Value: A Framework for Analysis and Research. In M. B. Holbrook (Ed.), Routledge, London, (pp. 1-28).
Holzer, A. & Ondrus, J. (2011). Mobile application market: A developer’s perspective. Telematics and Informatics, 28(1), 22-31.
Hu, L.-T., and Bentler, P.M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives”, Structural Equation Modeling: A Multidisciplinary Journal, 6(1), pp. 1-55.
Kim, H., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), 228-234.
Lai, A. W. (1995). Consumer values, product benefits and customer value: A consumption behavior approach. In F. R. Kardes & M. Sujan (Eds.), Advances in consumer research (Vol. 22, pp. 381-388).
Levine, T. (1997). Commitment to learning: Effects of computer experience, confidence and attitudes. Journal of Research on Computing in Education, 16(1), 83-105.
Lu, S., & Su. Y. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442-458.
Monroe, K. B. (1990). Pricing: Making profitable decisions. New York, NY: McGraw-Hill.
Marakas, M. M., Yi, M. Y., & Johnson, R. D. (1998). The multilevel and multifaceted character of computer self-efficacy: Toward clarification of the construct and an intergrative framework of research. Information Systems Research, 9(2), 126-163.
Murphy, C. A., Coover, D., & Owen, S. V. (1989). Development and validation of the computer self-efficacy scale. Educational and Psychological Measurement, 49, 893-899.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions authors. Journal of Marketing Research, 17(4), 460-469.
Park, B. W. & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), 2178-2185
Peter, J. P. & Olson, J. C. (1993). Consumer Behavior and Marketing Strategy. Homewood, IL: Irwin.
Plowman, S., & Goode, S. (2009). Factors affecting the intention to download music: quality perceptions and downloading intensity. Journal of Computer Information Systems, 49(4), 84-97.
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.
Sheth, J. N., Newman, B. I.., & Gross, B. L. (1991). Consumption Values and Market Choices: Theory and Applications. Cincinnati, OH: Southwestern Publishing.
Sweeney, J. C., & Soutar, G. N. (2001) . Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77 (2), 203-220.
Torkzadch, G., & Koufteros, X. (1994). Factorial validity of a computer self-efficacy scale and the impact of computer training. Educational and Psychological Measurement, 54(3), 813-821.
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.
Webster, J., & Martocchio, J. J. (1993). Turning work into play: Implications for microcomputer software training. Journal of Management, 19, 127-146.
Williams, P. and Soutar, G. N. (2000). Dimensions of Customer Value and the Tourism Experience: An Exploratory Study. ANZMAC 2000, Queensland, Australia. pp. 1415-1421.
Woodruff, R. B. (1997). Customer Value: The Next Source for Competitive
Advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A
Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.		zh_TW