APP下載的瀏覽過程也是一種消費者決策的過程,更是應用軟體商店與消費者的溝通平台。APP的icon,它不只代表APP的品牌,更可以在消費者都還未認識此APP時吸引住消費者的目光,多一層跟消費者行銷APP的機會。本研究欲瞭解(1)消費者在瀏覽眾多APP Icon至決定下載之決策要素;(2)吸引消費者目光之APP Icon及視覺符號;(3)消費者決定下載APP Icon及視覺符號。(4)APP Icon視覺符號的溝通內容。 本研究結果發現:(1)「特定喜好嘗新型」族群有特定喜好的遊戲類別,決定下載是以沒玩過的遊戲為首要條件、而「廣泛資訊搜尋評估型」族群會留意App Icon看起來是沒玩過的、重視外來資訊,決定下載會評估所有要素、「遊戲內容吸引型」族群則會留意App Icon看起來像是喜歡的遊戲,決定下載也是以看起來是自己喜歡的遊戲為首要條件。(2)吸引目光之視覺符號類別以「圖形-肖像性符號(P-Ic)」此類別符號為最為吸引受測者目光、其次是「圖形-指標性符號(P-In)、「符號-指標性符號(S-In)」。(3)決定下載之視覺符號類別,以「圖形-指標性符號(P-In)」此類別符號決定下載次數為最為多、其次是「圖形-肖像性符號(P-Ic)」、「符號-指標性符號(S-In)」。(4)「特定喜好嘗新型」溝通內容以遊戲玩法、遊戲類型為最多、「廣泛資訊搜尋評估型」溝通內容針對不同的App Icon,所回答的溝通內容比例有所不同、「遊戲內容吸引型」在決定下載時較易聯結個人經驗進行決策。
App downloading not only is the application store and consumer communication platform, but also is a consumer decision-making process. And the new application how to stand out in numerous APP sea? App icons represent the App’s brand, and when consumers have yet to recognize this App before attracted the attention. More than opportunities to sell your App to consumers. The research purposes including four parts, (1)to understand consumers’ downloading decision factor when thy browse many App Icons to download, (2) to understand what App Icons and symbols could catch consumers’ eyes, (3) to understand what App Icons and symbols could make consumers’ downloading decision, and (4) to understand when consumers are downloading the Apps, what can they read and communicate from those App Icons.