- 學位論文
不同文化消費者對於行動應用程式使用 意願及黏著度之影響分析
Understanding Cultural Differences on Consumer Usage Intention and Mobile Application Stickiness
摘要
本研究主要探討在東西方相異文化消費者群體中以知覺有用性、知覺易用性、 知覺表達性、知覺愉悅性、知覺獨特性、知覺風險、相對優勢等知覺因素對於行 動應用程式對使用意願及黏著度之影響。 本研究採用問卷設計並於網路及實體 上發放問卷來收集相關樣本。 在收集 909 份包含台灣、中國大陸、香港、馬來 西亞、美國、加拿大、德國、法國、英國、西班牙、南非等相關樣本後以結構方 程模型(SEM)來驗證相關假設。研究結果顯示在知覺有用性、知覺易用性、知覺 愉悅性、知覺獨特性、相對優勢中確實對於行動應用程式之使用意願及黏著度有 正向顯著影響，對於知覺風險則呈現負向影響，此外在知覺表達性上對於東方消 費者影響不顯著但對於西方消費者則有負向顯著影響之差異。 在文化比較上則 發現東方消費者於知覺有用性、知覺易用性對於行動應用程式之使用意願平均評 價較高，西方消費者於知覺表達性、知覺愉悅性、知覺獨特性、知覺風險、相對 優勢對於行動應用程式之使用意願平均評價較高並且西方消費者對於其所選擇 之行動應用程式黏著度較高。 本研究結論於有意在行動應用程式上用以商業行 銷之公司提供區隔市場及針對目標消費者設計專屬，因地制宜或差異化其產品來 增加下載量、使用意願及黏著度來提升產品市占率之相關策略參考以取得長久商 業之成功。
並列摘要
This study investigates the differences between two different cultural consumer groups’ (Eastern and Western) preference of perceived values (usefulness, ease of use, expressiveness, enjoyment, uniqueness, risk, and relative advantage) and their influence on both usage intention and mobile application stickiness. An online survey is used to sample 909 mobile application consumers in 11 different countries, including the Eastern region: Taiwan, China, Hong Kong, and Malaysia; and the Western region: the United States of America, Canada, Germany, France, the United Kingdom, Spain, and South Africa. Structural equation modeling (SEM) is applied to examine the hypotheses within its theoretical framework. Analytical results indicate that usefulness, ease of use, enjoyment, uniqueness, and relative advantage have a positive influence, while risk has a negative influence, on consumer’s usage intention and mobile application stickiness. Perceived expressiveness has an insignificant influence in Eastern consumers, but a negatively significant influence in Western consumers. The results also demonstrated that statistically significant cultural differences exist, in that Eastern consumers have an increased preference for perceived usefulness and ease of use, and Western consumers have an increased preference for perceived expressiveness, enjoyment, uniqueness, risk, and relative advantage for mobile applications’ usage intention. Western consumers’ stickiness is also more highly influenced by usage intention. The conclusion provides a market segmentation strategy, targeting specific consumers to design exclusive, localized product differentiation. This projected increase in downloaded volume, usage intention, and stickiness will enhance market share to achieve long-term business success.