隨著近年來的科技日新月異以及行動通訊技術3G及4G網路的快速發展,使行動裝置的普及化,幾乎每個人有一台行動裝置不論是手機還是平板電腦,由於行動裝置使用者快速增加,使用行動APP愈加蓬勃發展,不僅類別增多,內容亦趨多元化;而隨著該市場的擴大,行動APP獲得使用者的日益重視。 本研究是以使用者角度來探討行動APP的成功因素,透過整理過去相關文獻後,使用知覺價值對使用者進行衡量,探討知覺價值對滿意度、滿意度對持續使用意圖及口碑傳播意願的影響。本研究架構是參考過去文獻的架構修改與延伸,加入滿意度、持續使用意圖與口碑傳播意願之構面,以持有行動裝置並使用行動APP的行動裝置用戶為研究對象,並以問卷調查法收集研究資料,發放問卷310份,無效問卷2份,回收率為99%。以SPSS 20.0與SmartPLS 3.0等統計軟體針對回收之有效樣本進行敘述性統計分析及與假設檢定。結果顯示知覺價值之績效/品質價值、情感價值、金錢/價格價值對於滿意度有正向影響,而滿意度對於持續使用意圖與口碑傳意願亦有正向影響。
With the evolution of technology and the rapid development of mobile communication technology, the popularity of mobile devices has continued to rise. A large number of mobile device users lead the growth of the market of mobile applications. This study aims to discover the important factors of mobile applications. Specially, the relationships among perceived value, users’ satisfaction, continuance intentions, and the intention of word-of-mouth communication for mobile applications were discussed. The research model, adapted from previous studies, consisted of four constructs including perceived value, satisfaction, continuance intention and intention of word-of-mouth communication. Research data were collected from the users’ perspectives of mobile applications via online survey. Hypotheses were tested using the Partial Least Squares (PLS) with the SmartPLS 3.0 software on collected data, collected from 308 valid questionnaires. After data analysis, research results show that performance/quality value, emotional value, value-for-money have significant positive effects on satisfaction, and satisfaction also has a significant positive effect on continuance intention and intention of word-of-mouth communication.