免費-付費加值模型之探討:沉浸理論與行為理論之應用

The Analysis of Freemium Model: Application of Flow Theory and Theory of Planed Behavior

王奎元(Kuei-Yuan Wang)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201600651

摘要

隨著電子商務的發展，免費-付費加值模型是目前在軟體及應用程式市場中相當受廠商歡迎，而成為一個相當重要的商業模式。但在免費-付費加值的模型下，可以接受免費功能的消費者可能一直使用免費功能而不購買付費功能，因此，本研究便想了解消費者使用免費版本後，在歷經什麼樣的過程才會產生付費意願。
在過去的文獻中，可發現免費版本使用行為到付費意願的過程為學術上的缺口。基此，本研究利用計畫行為理論的相關理論來探討免費版本之使用行為，並利用沉浸體驗及期待情感來研究免費到付費的過程。同時，也將利用這過程來研究過去文獻較未探討的正面口碑影響因素、免費及付費過去行為之影響。本研究的樣本以網路問卷之形式進行收集，共回收288份有效問卷，並以SmartPLS作為研究分析工具，探討免費到付費過程之間的連結關係。
研究結果發現：（1）在免費版本使用行為影響因素中，結合科技接受模型與計畫行為理論為一個適合了解免費服務使用行為之模型。（2）在免費版本使用行為到付費意願之過程中，免費服務使用行為對付費服務期待情感的影響並不顯著，但付費服務負面期待情感對於付費意願的影響為顯著；免費服務使用行為及付費服務正面期待情感雖然對免費服務沉靜體驗的影響為顯著，但免費服務沉浸體驗對於付費意願的影響卻不顯著。（3）在口碑之影響因素中，免費服務沉浸體驗與購買付費服務意向會顯著影響正面口碑。（4）在免費及付費過去行為之影響中，過去行為應分別針對免費及付費服務的過去行為來探討免費-付費加值模型。

關鍵字

免費-加值模型 ； 科技接受模型 ； 計畫行為理論 ； 目標導向行為模型 ； 沉浸體驗 ； 正向口碑

並列摘要

Since the recent development of e-commerce, the freemium model currently has become a popular and important business model in the market of software and application. However, in the freemium model, the customers who can accept the feature of free versions are likely to continue using free versions without purchasing premium versions. Therefore, this study aims to discover what kind of process will lead to the occurrence of purchasing intention after the customer using free versions.
The process from using free versions to purchasing intention has a gap in the past researches. Therefore, this study applies the Theory of Planed Behavior to explore the behavior of free versions and use flow experience and anticipated emotions to analyze the process. Meanwhile, this study also exploits it to study the factors of positive WOM, free and premium past behavior’s influences. Total 288 of valid sample were collected from Web questionnaire, and the data was analyzed by SmartPLS.
The results of analysis indicate that combined TAM and TPB is an effective model to understand the usage behavior of free version. In the process from using free version to purchasing intention, the usage behavior of free version has no significant influences on anticipated emotions of premium, while negative anticipated emotion of premium is positively associated with purchasing intention. On the other hand, the usage behavior of free version is positively associated with flow experience of free version, but flow experience of free version has no significant influences on purchasing intention. Moreover, flow experience of free version and purchasing intention are positively associated with positive WOM. Last, the past behavior should discuss with free and premium in the research of freemium respectively.

並列關鍵字

Freemium ； TAM ； TPB ； MGB ； Flow ； Positive WOM

參考文獻

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