奢侈品牌專屬APP對消費者品牌態度之影響

過去研究手機APP對消費者之影響的文獻中，多以科技接受模式(TAM)中的有用性、易用性知覺來探討APP對消費者之影響，如胡少武(2012)、李倩儀(2014)、李振主(2014)等人，但並沒有針對奢侈品牌APP對消費者知覺性的研究，故本研究以科技接受模式為架構，來探討奢侈品牌專屬APP與台灣地區的奢侈品消費者關係，並深入暸解APP功能對品牌態度的影響，最後以不同的個人特性是否會在知覺性與品牌態度之間造成差異性進行分析。透過問卷調查與資料分析，發現結果如下：（1）消費者對奢侈品牌APP的有用性知覺會對品牌態度產生正向影響。（2）有無使用過奢侈品牌APP的消費者會對APP的有用性知覺與品牌態度有顯著影響。

關鍵字

奢侈品；行動應用程式；科技接受模式；品牌態度

並列摘要

In terms of the effects of mobile APP on consumers, many studies use Perceived Usefulness and Perceived Ease of Use in Technology Acceptance Model (TAM) to explore the impacts of mobile APP on consumers, such as researches by Hu (2012), Li (2014), and Li Jen Ju (2014). However, past studies have left out the effects of luxury branded mobile App on consumer’s perception. Therefore, based on TAM, this exploratory study aims to understand the relationship between luxury branded mobile APP and consumers of luxuries in Taiwan. In making this analysis, the study sheds light on the influences of functions of luxury branded mobile APP on consumer’s brand attitude. Eventually, this study analyzes whether or not consumers’ respective personal characteristics can cause difference between perceived quality and brand attitude. Through the questionnaires and data analysis, the result of the study summarized as follows. 1.Perceived Usefulness of luxury branded APP has a positive impact on the consumer’s brand attitude 2.Whether or not consumers have used luxury branded apps has significant difference on Perceived Usefulness of luxury branded APP and brand attitude.