行動應用服務使用者黏著度行為之研究

Towards an Understanding of the User Stickiness to Use Mobile Application Services

林京螢(Ching-Ying Lin)

指導教授 ： 吳雅鈴

淡江大學/商管學院/資訊管理學系碩士班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.00065

摘要

隨著行動應用服務的持續發展下，使用者能透過自身需求與喜愛來立即性地選擇與使用各種類型的服務。然而，過去對行動應用服務之研究大多著重於技術方面，且少研究去了解使用者對行動應用服務的使用行為。此外，就智慧型手機應用程式的服務而言，讓使用者增加對該服務黏著度並持續使用是此產業成功的關鍵。因此，本研究的目的是根據使用滿足理論來探討使用者對智慧型手機應用程式的使用黏著程度。
其中，本研究蒐集行動應用服務經驗者的使用意見，總共收集到401份的有效樣本，並採用量化的方式及結構方程模型（SEM）的分析方式，其分析結果大力地支持本研究模型。本研究結果表明科技因素（熟悉度）與外部因素（感知網絡規模、感知互補性與感知兼容性）均會影響社交滿足。再者，除了感知網絡規模外，所有的影響因素（包括：熟悉度、使用創新性、使用挫折感、感知互補性與感知兼容性）均影響使用上的滿足。最後，使用者的社交滿足與使用滿足對其黏著度都有顯著地影響力。本研究結果可提供給開發人員和管理人員，以幫助他們開發出更有效的行動應用程式以合乎使用者的需求。

關鍵字

行動應用服務 ； 使用創新性 ； 網路外部性 ； 使用滿足理論 ； 黏著度

並列摘要

With the continuous development of mobile application services, each user can choose what multiple services they want to use. However, most past studies focused on the technical views and few studies have explored the use behavior on mobile application services. In addition, the user stickiness is critical for the success of Smartphone applications to increase users’ continuance usage. The purpose of this study is to examine the antecedents of consumer stickiness toward Smartphone applications based on the uses and gratifications theory. We adopted empirical study to analyze the survey data using structural equation modeling (SEM). Data collected from 401 users of mobile application services provide strong support for the research model. The results show that a technological dimension (familiarity) and external dimensions (perceived network size, perceived compatibility, and perceived complementarity) influence sociability gratifications. Moreover, except for perceived network size, almost all factors (familiarity, use innovativeness, frustration with technology, perceived compatibility, and perceived complementarity) influence gratification opportunities. Furthermore, both sociability gratifications and gratification opportunities have significant effects on stickiness. Several important managerial implications are expected to be provided for managers and marketers to help make powerful mobile applications for effective mobile communications.

並列關鍵字

Mobile Application Services ； Use innovativeness ； Network externality ； Uses and gratifications theory ； Stickiness

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