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題名 影響使用者行動 App 內購買意願之因素
Factors Affecting User`s Intention to Purchase Within Mobile Applications
作者 洪梓凱
Hung, Tzu Kai
貢獻者 梁定澎
Liang, Ting Peng
洪梓凱
Hung, Tzu Kai
關鍵詞 知覺價值
App 內購買
互補性
口碑
購買意圖
Perceived Value
Purchase Intention
Complementarity
Word-of-Mouth
In-App Purchase
日期 2015
上傳時間 2-Sep-2015 11:30:16 (UTC+8)
摘要 App 內購買(In-App Purchase, IAP)已成為現今App 營收的主要模式，而過
     去針對此一現象的研究大多集中於遊戲類的App，較少針對其他類型App(工
     具、資訊、社交)進行探討。
     本研究先利用文獻歸納的方式，整理出可能影響使用者App 內購買的因
     素，再透過深度訪談法，針對曾經進行過App 內購買的使用者進行訪問，歸納
     出App 使用動機、販售商品與App 的互補性與口碑情緒三個因素會影響使用者
     對商品的知覺價值與購買意圖，並依此建構本研究的研究模型，並進行實驗設
     計。在實驗中，本研究挑出四種不同類型的App，並以高低互補性、正面口碑
     的有無為操弄變項，搭配App 使用動機來搜集資料並進行分析。
     研究結果發現：(1) 部分App 使用動機會對知覺價值與購買意圖有顯著影響。
     (2) App 與商品的互補性對於知覺價值與購買意圖皆有顯著影響。(3) 口碑對於
     商品的知覺價值有顯著影響，但是對於購買意圖沒有顯著影響。顯示IAP 商品
     是否能與App 有效整合，為App 帶來更多的價值，才是影響使用者購買意圖的
     最大因素。
In-App purchase(IAP) has become the main revenue model in App market.
     Previous studies on this issue are mostly focused on game Apps, and rarely explored
     other types of Apps such as productivity tools, information or social networking tools.
     In this study, we use literature analysis and in-depth interviews to find factors that
     may affect users’ in-app purchase intention. User motivation, product complementarity,
     and word-of-mouth are found to affect users’ perceived value and in-app purchase
     intention. We developed a theoretical model and designed an experiment to test the
     model. In the experiment, we chose four different types of Apps, designed with different
     levels of complementarity and different sentiment of word-of-mouth (user comments)
     as the treatment.
     The results indicated that: (1) Certain motivations significantly affected the
     perceived value and purchase intention of IAP products. (2) Complementarity between
     IAP products and the App significantly affected the perceived value and purchase
     intentions of IAP product. (3) word-of-mouth significantly affected perceived value but
     not affecting the purchase intention of IAP products.
參考文獻 1. 王旭民. 參考價格建構方式, 脈絡線索對消費者價格認知的影響, 中央大學企研所未出版之碩士論文. 1995.
     2. 王嵩音. (2007). 網路使用之態度, 動機與影響. 資訊社會研究, (12), 57-85.
     3. 甘美玲. "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." 成功大學高階管理碩士在職專班 (EMBA) 學位論文 (2006): 1-99.
     4. 翁瑞敏. (2013). 免費增值商業模式之付費因素-以手機APP 遊戲為例. 東海大學企業管理學系學位論文, 1-75.
     5. 張廷宇. (2012). 軟體內購買 (In-App Purchases) 是衝動行為嗎?. 中央大學資訊管理學系學位論文, 1-55.
     6. 黃鈺婷. 影響虛擬道具購買意圖之因素研究─ 以免費線上遊戲為例. 2013.
     7. 黃麗霞. 贈品促銷型式對消費者的知覺價值與購買意願之影響. 2002. PhD Thesis.
     8. 楊子輝. "目標一致性與目標互補性對整合性產品知覺價值之影響-以手機為例." 成功大學電信管理研究所學位論文 (2011): 1-80.
     9. 劉仲矩, & 阮薏樺. (2014). 智慧型行動裝置 App 應用程式使用者知覺價值與滿意度關聯之研究: 使用動機為干擾效果. 輔仁管理評論, 21(1), 87-109.
     10. 蔡珮, & 陳世敏. (1994). 電子佈告欄使用行為與社會臨場感研究-以台大計中 BBS 站為例 (Doctoral dissertation).
     11. 蕭銘鈞, & 周倩. (1997). 台灣大學生網路使用行為, 使用動機, 滿足程度與網路成癮現象之初探 (Doctoral dissertation).
     英文文獻
     1. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 54(1), 27-41.
     2. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
     3. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of marketing Research, 4(3), 291-295.
     4. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
     5. Chatterjee P., Hoffman D. L., Novak T. P. (2003), Modeling the clickstream: Implications for web-based advertising efforts. Marketing Sci., 22(4):520–541 Abstract
     6. Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477-491.
     7. Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
     8. Deci, Edward L., et al. (1991), "Motivation and education: The self-determination perspective." Educational psychologist, 26(3-4): 325-346.
     9. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 28(3), 307-319.
     10. Dowling, M., Lechner, C., & Thielmann, B. (1998). Convergence–Innovation and change of market structures between television and online services. Electronic Markets, 8(4), 31-35.
     11. Efron, B. (1979). Bootstrap methods: another look at the jackknife. The annals of Statistics, 7(1), 1-26.
     12. Fairfield, J. (2005). Virtual property. Boston University Law Review, 85(35), 1047.
     13. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
     14. Gelb, B. D., & Sundaram, S. (2002). Adapting to “word of mouse”. Business Horizons, 45(4), 21-25.
     15. Gelb, B., & Johnson, M. (1994). Word-of-mouth communication: causes and consequences. Journal of Health Care Marketing, 15(3), 54-58.
     16. Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545-560.
     17. Guo, Y., & Barnes, S. (2011). Purchase behavior in virtual worlds: An empirical investigation in Second Life. Information & Management, 48(7), 303-312.
     18. 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.
     19. Harlam, B. A., Krishna, A., Lehmann, D. R., & Mela, C. (1995). Impact of bundle type, price framing and familiarity on purchase intention for the bundle. journal of Business Research, 33(1), 57-66.
     20. Hui, T. K., & Wan, D. (2007). Factors affecting Internet shopping behaviour in Singapore: gender and educational issues. International Journal of Consumer Studies, 31(3), 310-316.
     21. Kaye, B. K. (1998). Uses and gratifications of the World Wide Web: From couch potato to Web potato. Atlantic Journal of Communication, 6(1), 21-40.
     22. 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.
     23. 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.
     24. Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
     25. Lehdonvirta, V. (2009). Virtual item sales as a revenue model: identifying attributes that drive purchase decisions. Electronic Commerce Research, 9(1-2), 97-113.
     26. Leung, L., & Wei, R. (2000). More than just talk on the move: Uses and gratifications of the cellular phone. Journalism & Mass Communication Quarterly, 77(2), 308-320.
     27. Lim, D., Lee, H., Yoo, J., & Zo, H. (2013). Free to Paid: Purchase and Dropout Behavior of Mobile Application Users. In PACIS (p. 133).
     28. Liu, C. Z., Au, Y. A., & Choi, H. S. (2012). An empirical study of the freemium strategy for mobile apps: Evidence from the google play market, ICIS.
     29. Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality, 1, 209-232.
     30. Nambisan, S. (2002). Complementary product integration by high-technology new ventures: The role of initial technology strategy. Management Science, 48(3), 382-398.
     31. Nunnally, J. (1978). Psychometric methods. New York: McGraw.
     32. Park, B. W., & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), 2178-2185.
     33. Raghubir, P., & Corfman, K. (1999). When do price promotions affect pretrial brand evaluations?. Journal of Marketing Research, 36(2), 211-222.
     34. Sengupta, S. (1998). Some approaches to complementary product strategy. Journal of Product Innovation Management, 15(4), 352-367.
     35. Sinha, I., & Smith, M. F. (2000). Consumers' perceptions of promotional framing of price. Psychology & Marketing, 17(3), 257-275.
     36. Spiliotopoulos, T., & Oakley, I. (2013, April). Understanding motivations for Facebook use: Usage metrics, network structure, and privacy. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 3287-3296). ACM.
     37. Stott, K. & Walker, A. (1995), Teams, Teamwork & Teambuilding: The manager's Complete Guide to Teams in Organizations, New York: Prentice Hall.
     38. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
     39. Telser, L. G. (1979). A theory of monopoly of complementary goods. Journal of Business, 52(2), 211-230.
     40. Teo, T. S., Lim, V. K., & Lai, R. Y. (1999). Intrinsic and extrinsic motivation in Internet usage. Omega, 27(1), 25-37.
     41. Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 24(3), 258-270.
     42. Wortzel, L. (1979). Multivariate analysis. Upper saddle river, NJ: Prentice Hall.
     43. Yee, N. (2006). Motivations for play in online games. CyberPsychology & behavior, 9(6), 772-775.
     44. 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.
描述 碩士
國立政治大學
資訊管理研究所
102356026
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1023560261
資料類型 thesis
dc.contributor.advisor 梁定澎zh_TW
dc.contributor.advisor Liang, Ting Pengen_US
dc.contributor.author (Authors) 洪梓凱zh_TW
dc.contributor.author (Authors) Hung, Tzu Kaien_US
dc.creator (作者) 洪梓凱zh_TW
dc.creator (作者) Hung, Tzu Kaien_US
dc.date (日期) 2015en_US
dc.date.accessioned 2-Sep-2015 11:30:16 (UTC+8)-
dc.date.available 2-Sep-2015 11:30:16 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2015 11:30:16 (UTC+8)-
dc.identifier (Other Identifiers) G1023560261en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/78142-
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) 102356026zh_TW
dc.description.abstract (摘要) App 內購買(In-App Purchase, IAP)已成為現今App 營收的主要模式，而過
     去針對此一現象的研究大多集中於遊戲類的App，較少針對其他類型App(工
     具、資訊、社交)進行探討。
     本研究先利用文獻歸納的方式，整理出可能影響使用者App 內購買的因
     素，再透過深度訪談法，針對曾經進行過App 內購買的使用者進行訪問，歸納
     出App 使用動機、販售商品與App 的互補性與口碑情緒三個因素會影響使用者
     對商品的知覺價值與購買意圖，並依此建構本研究的研究模型，並進行實驗設
     計。在實驗中，本研究挑出四種不同類型的App，並以高低互補性、正面口碑
     的有無為操弄變項，搭配App 使用動機來搜集資料並進行分析。
     研究結果發現：(1) 部分App 使用動機會對知覺價值與購買意圖有顯著影響。
     (2) App 與商品的互補性對於知覺價值與購買意圖皆有顯著影響。(3) 口碑對於
     商品的知覺價值有顯著影響，但是對於購買意圖沒有顯著影響。顯示IAP 商品
     是否能與App 有效整合，為App 帶來更多的價值，才是影響使用者購買意圖的
     最大因素。		zh_TW
dc.description.abstract (摘要) In-App purchase(IAP) has become the main revenue model in App market.
     Previous studies on this issue are mostly focused on game Apps, and rarely explored
     other types of Apps such as productivity tools, information or social networking tools.
     In this study, we use literature analysis and in-depth interviews to find factors that
     may affect users’ in-app purchase intention. User motivation, product complementarity,
     and word-of-mouth are found to affect users’ perceived value and in-app purchase
     intention. We developed a theoretical model and designed an experiment to test the
     model. In the experiment, we chose four different types of Apps, designed with different
     levels of complementarity and different sentiment of word-of-mouth (user comments)
     as the treatment.
     The results indicated that: (1) Certain motivations significantly affected the
     perceived value and purchase intention of IAP products. (2) Complementarity between
     IAP products and the App significantly affected the perceived value and purchase
     intentions of IAP product. (3) word-of-mouth significantly affected perceived value but
     not affecting the purchase intention of IAP products.		en_US
dc.description.tableofcontents 第一章 緒論 1
     一、 研究背景與動機 1
     二、 研究目的與研究問題 4
     三、 研究流程 5
     第二章 文獻探討 6
     一、 App與App內購買 6
     二、 App使用動機 10
     三、 商品互補性理論 11
     四、 口碑 13
     五、 知覺價值與消費價值 13
     六、 購買意圖 19
     第三章 研究方法 20
     一、 質性訪談 20
     二、 研究架構與假說 22
     三、 變數操作性定義 24
     四、 研究設計 31
     第四章 研究分析與結果 36
     一、 敘述性統計分析 36
     二、 信度與效度分析 38
     三、 互補性分析 41
     四、 結構模式分析 42
     第五章 結論與建議 58
     一、 研究結論 58
     二、 研究貢獻 61
     三、 研究限制 62
     四、 未來研究方向 63
     參考文獻 65
     中文文獻 65
     英文文獻 66
     附錄：正式問卷 70		zh_TW
dc.format.extent 2584207 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1023560261en_US
dc.subject (關鍵詞) 知覺價值zh_TW
dc.subject (關鍵詞) App 內購買zh_TW
dc.subject (關鍵詞) 互補性zh_TW
dc.subject (關鍵詞) 口碑zh_TW
dc.subject (關鍵詞) 購買意圖zh_TW
dc.subject (關鍵詞) Perceived Valueen_US
dc.subject (關鍵詞) Purchase Intentionen_US
dc.subject (關鍵詞) Complementarityen_US
dc.subject (關鍵詞) Word-of-Mouthen_US
dc.subject (關鍵詞) In-App Purchaseen_US
dc.title (題名) 影響使用者行動 App 內購買意願之因素zh_TW
dc.title (題名) Factors Affecting User`s Intention to Purchase Within Mobile Applicationsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. 王旭民. 參考價格建構方式, 脈絡線索對消費者價格認知的影響, 中央大學企研所未出版之碩士論文. 1995.
     2. 王嵩音. (2007). 網路使用之態度, 動機與影響. 資訊社會研究, (12), 57-85.
     3. 甘美玲. "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." 成功大學高階管理碩士在職專班 (EMBA) 學位論文 (2006): 1-99.
     4. 翁瑞敏. (2013). 免費增值商業模式之付費因素-以手機APP 遊戲為例. 東海大學企業管理學系學位論文, 1-75.
     5. 張廷宇. (2012). 軟體內購買 (In-App Purchases) 是衝動行為嗎?. 中央大學資訊管理學系學位論文, 1-55.
     6. 黃鈺婷. 影響虛擬道具購買意圖之因素研究─ 以免費線上遊戲為例. 2013.
     7. 黃麗霞. 贈品促銷型式對消費者的知覺價值與購買意願之影響. 2002. PhD Thesis.
     8. 楊子輝. "目標一致性與目標互補性對整合性產品知覺價值之影響-以手機為例." 成功大學電信管理研究所學位論文 (2011): 1-80.
     9. 劉仲矩, & 阮薏樺. (2014). 智慧型行動裝置 App 應用程式使用者知覺價值與滿意度關聯之研究: 使用動機為干擾效果. 輔仁管理評論, 21(1), 87-109.
     10. 蔡珮, & 陳世敏. (1994). 電子佈告欄使用行為與社會臨場感研究-以台大計中 BBS 站為例 (Doctoral dissertation).
     11. 蕭銘鈞, & 周倩. (1997). 台灣大學生網路使用行為, 使用動機, 滿足程度與網路成癮現象之初探 (Doctoral dissertation).
     英文文獻
     1. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 54(1), 27-41.
     2. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
     3. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of marketing Research, 4(3), 291-295.
     4. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
     5. Chatterjee P., Hoffman D. L., Novak T. P. (2003), Modeling the clickstream: Implications for web-based advertising efforts. Marketing Sci., 22(4):520–541 Abstract
     6. Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477-491.
     7. Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75.
     8. Deci, Edward L., et al. (1991), "Motivation and education: The self-determination perspective." Educational psychologist, 26(3-4): 325-346.
     9. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 28(3), 307-319.
     10. Dowling, M., Lechner, C., & Thielmann, B. (1998). Convergence–Innovation and change of market structures between television and online services. Electronic Markets, 8(4), 31-35.
     11. Efron, B. (1979). Bootstrap methods: another look at the jackknife. The annals of Statistics, 7(1), 1-26.
     12. Fairfield, J. (2005). Virtual property. Boston University Law Review, 85(35), 1047.
     13. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
     14. Gelb, B. D., & Sundaram, S. (2002). Adapting to “word of mouse”. Business Horizons, 45(4), 21-25.
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