影響民眾下載廣告型行動應用程式意願研究

A Study of Factors that Influence Users to Download Advertising App

楊美雪(Mei-Hsueh Yang) ； 陳盈如(Yin-Ju Chen)

《中國廣告學刊》 20期 (2015/03) Pp. 30-53

摘要

廣告型行動應用程式已漸成企業與消費者間重要連結，吸引民眾下載廣告型App也是許多企業的目標。目前國內鮮少以廣告型行動應用程式的下載意願做為研究方向，本研究以整合型科技接受模式為基礎，參考相關文獻，以問卷調查法，於網路發放問卷。共回收有效問卷561份，經多元迴歸分析結果顯示，績效預期、易用預期、知覺控制、知覺有趣、知覺風險均能顯著正向影響民眾下載廣告型行動應用程式的意願。干擾變項方面，性別可顯著干擾知覺控制與知覺有趣，使用經驗可顯著干擾績效預期，使用時間可顯著干擾知覺風險，常使用類型可顯著干擾績效預期與易用預期。最後，本研究藉由結果，以功能及行銷兩面向提出建議，供相關領域參考。

關鍵字

下載意願 ； 整合型科技接受模式 ； 廣告型行動應用程式

並列摘要

Advertising app has been gradually becoming a bridge between businesses and consumers. There are more and more companies wanting to attract more people to download their advertising app. Therefore, this paper aims at understanding the factors that influence public to download advertising app. This study is based on the unified theory of acceptance and use of technology (UTAUT), and integrates perceived playfulness and perceived risk into research framework. Studies have shown that social influence factor of UTAUT do not affect the intention of using app; therefore, this study removes this factor in the research framework. The results show that performance expectancy, effort expectancy, facilitating conditions, perceived playfulness and perceived risk positively impact on download intention. Also, gender significantly moderates the effect of facilitating conditions and perceived playfulness on download intention, experience significantly moderates the effect of performance expectancy. Time significantly moderates the effect of perceived risk. Finally, type significantly moderates the effect of performance expectancy and effort expectancy.

並列關鍵字

download intention ； UTAUT ； advertising app

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