- 學位論文
APP知覺價值與APP購買意願之關係研究-以使用動機為干擾變數
The Relationship between APP Perceived Value and APP Purchase Intention: The Moderating Effect of Users' Motivation
摘要
摘要 本研究主要探討以知覺價值是否對於App使用者其下載意願與購買意願有影響，以及知覺價值是否因為使用動機與合理繳費意願影響使用者下載意願與購買意願。 研究結果顯示: (1)App使用者在知覺價值中的價格功能性對購買意願有顯著正向的影響；(2)消費者在使用App應用程式時感受到情感價值所獲得之效用，為其下載App應用程式最注重的意願因素；(3)消費者使用App應用程式時知覺價值品質功能性及使用動機資訊性會因為使用動機干擾而影響到消費者對於App的購買意願；(4)消費者使用App應用程式時知覺價值品質功能性及合理繳費意願，會因為合理繳費意願干擾而影響到消費者對於App的購買意願；(5)消費者使用App應用程式時，是否具有便利性及是否可以掌握最新流行資訊，為影響其購買App應用程式之意願因素；(6)消費者使用App應用程式對於合理繳費有多高的意願，是會影響消費者是否去購買使用App應用程式的意願因素。 關鍵字:知覺價值、使用動機、購買意願、下載意願、合理繳費意願
並列摘要
Abstract The purpose of this thesis is to investigate whether the perceived value will affect the willingness of App users’ download and purchase intention, and whether the perceived value because the use of motivation and willingness to pay reasonable willingness to influence users to download and purchase intention. This research shows: (1) App users’perceived value of the functional price has significant positive impact on purchase intention. (2) Consumers feel the utility of sentimental value obtained when using App which is the most attention of its factors when download App. (3) When using App, consumers’ perceived value of quality and information of function due to users’ motive interference affecting the intention of purchase App. (4) As using App, perceived value of functional value price and reasonable willingness to pay, the willingness of consumers’ purchase intention will be affected by the interference of reasonable pay willingness. (5) The convenience and whether it can grasp the latest trends while consumers use App, is the factor to affect their purchase intention. (6) How high of the willingness to pay as consumers use App, how much it will affect the willingness factors when consumers buy and use App. Keywords: Perceived Value, Users’ Motivation, Purchase Intention, Download Intention, Willingness to pay