行動應用軟體付費下載之因素研究

Payment Factors for Mobile Applications

黃姿婷(Tzu-Ting Huang)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

為能掌握使用者在行動應用軟體付費下載的因素，進而取得市場先機。本研究以消費者觀點，首先探討知覺犠牲、知覺品質及知覺風險對知覺價值的影響。其次，研究知覺風險以知覺價值為中介變數對消費者付費下載意願的影響。接著則討論口碑在知覺風險及知覺價值對購買意願的調節效果。最後藉由探討行動應用軟體的不同產品類型及使用型態在各影響因素的差異。希望提供本研究結果給激烈競爭的行動應用軟體開發商，在產品開發與行銷策略經營發展時的參考依據。
本研究以網路問卷的便利抽樣方式進行問卷調查，透過人際網絡及於各知名網站，以新增網路問卷連結的方式，邀請曾下載行動應用軟體的使用者回填問卷。問卷發放期間為3月26日至4月16日，總共回收299份有效問卷。根據研究目的，使用 SPSS 17.0進行統計分析，其方法包括了信度、效度、迴歸及變異數分析等，藉以探討各因素之間的影響及差異。
研究結果發現：1. 使用者在行動應用軟體的知覺品質及知覺犠牲皆正向影響知覺價值。說明使用者的過程體驗存在話題性或經驗分享的附加價值。2. 知覺風險對知覺價值及購買意願，無顯著影響。顯示下載試用體驗的商業模式、擬真之產品說明介面及討論區資訊透通程度讓使用者的知覺風險已不存在。3. 不同的軟體類型，在知覺品質、知覺犠牲、知覺價值及購買意願無顯著差異。顯示市場上行動應用軟體付費下載的模式及使用操作介面設計，大多已達使用者普遍滿意的水準。4. 每日使用超過5小時以上的高黏著使用者，對知覺品質、知覺犠牲及知覺價值則顯著大於每日使用未滿30分鐘的使用者。5. 知覺價值會正向影響購買意願。每日使用超過5小時以上的高黏著使用者影響更為顯著。6. 口碑在心理風險較高的社交型產品類型會具較明顯的調節效果。
依據本研究結果，綜合建議行動應用軟體開發商可透過以下策略提昇使用者購買意願：1. 增加互動行銷或體驗行銷之話題性。2. 針對社交型及遊戲型行動應用軟體加強口碑行銷。3. 重視高黏著使用者之購買力。

關鍵字

知覺犠牲 ； 知覺品質 ； 知覺風險 ； 知覺價值 ； 購買意願 ； 口碑

並列摘要

In order to gain market opportunities, it is necessary to understand the payment factors for mobile applications. First, the study analyzes how perceived sacrificing, perceived quality and perceived risk affect perceived value. Secondly, perceived value serves as an intermediary variable to confirm the effects between perceived risk and purchase intention. Then the study of the effects of word of mouth on perceived risk and perceived value to purchase intention. Lastly, the comparisons of the differences of product types and user patterns in each dimension. I expect to offer my study results to highly competitive mobile applications software developer, product development and marketing strategy for business development reference.
In this study, an Internet questionnaire was used to conduct a survey through the link on network and at each well-known site, invited users had downloaded the mobile applications backfill questionnaire. A total of 299 questionnaires were successfully collected from March 26 through April 16. For research purposes, the analytical software SPSS 17.0 was used to examine the reliability, validity, regression and ANOVA values of the impact on the different factors.
The results showed that: (1) perceived quality and perceived sacrificing are positive effects on perceived value. User experience serves as a positive reinforcement for the value of the topic and experience to share. (2) The perceived risk and perceived value on intention of purchase had no significant effect. Users no longer have perceived risk, because of the trial model and the verisimilitude of the interface and forum information. (3) Different types of apps in the perceived quality, perceived sacrificing, perceived value and purchase intention was no significant difference. This result showed that most users are satisfied with the trial model and interface design of apps on the market. (4) The high adhesion of users who spend more than five hours on a daily basis is significantly greater than users who spend under 30 minutes in perceived quality, perceived sacrificed and perceived value. (5) perceived value will positively influence purchase intention, especially from the high adhesion users who use apps for more than five hours daily. (6) Social type apps of word of mouth effect are significantly greater than others.
According to this study, suggested that the mobile applications software developer can use the following strategies to enhance the user purchase intention: (1)An interactive marketing or experiential marketing topics. (2)Enhance word of mouth marketing for social or game type apps. (3) Emphasis on high adhesion users' purchasing power.

並列關鍵字

perceived sacrificing ； perceived quality ； perceived risk ； perceived value ； purchase intention ； word of mouth

參考文獻

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