網路口碑對線上應用程式的購買意圖之影響-以Apple App Store為例

The Influence of eWOM on purchase Intention of Online Applications: An Empirical Study of Apple App Store

殷健翔(Chien-hsiang Yin)

指導教授 ： 謝依靜

國立中央大學/管理學院/資訊管理學系/博士(2011年)

摘要

隨著行動裝置的快速成長，消費者透過行動裝置購買應用軟體的情形也越來越普及。然而，在目前全球的線上軟體商店的龍頭—蘋果電腦的App Sotre裡，有成千上萬的軟體可供消費者下載和購買。擁有很多的選擇對消費者不一定是好事情，消費者有可能因此不知道哪個商品或服務才是他們想要的。消費者為了更了解他們想要的商品或服務，通常會採用其他人的意見做為決策制定的來源，也就是所謂的口碑。在網路的環境中，將口碑數位化為網路口碑。而網路口碑的形式有很多種，像是論壇、部落格、官方評論系統和電子郵件。

本研究主要在探索官方評論系統（評分人數、平均評分、評論）和購買意圖的關係，並且以蘋果電腦的評論系統為研究的對象。此外，本篇研究還採用應用軟體的類別作為調節變數，來驗證是否官方評論系統會因為不同的應用軟體類別，導致消費者對應用軟體的評估有所差異。本研究的主要結果有：第一，評分人數只有在消費者購買娛樂性的應用軟體時，才會跟軟體評估有相關性。第二，不論消費者在購買娛樂性或是實用性的應用軟體時，平均評分都會影響消費者的軟體評估。而且，在購買實用性產品的時候，消費者受到平均評分的影響會更嚴重。第三：不論消費者在購買娛樂性或是實用性的應用軟體時，評論都會影響消費者的軟體評估。最後，本研究提供給軟體開發者一些管理實務上的建議。

關鍵字

實用性 ； 娛樂性 ； 購買意圖 ； 網路口碑 ； Apple App Store

並列摘要

Along with rapid growth of mobile devices, the phenomenon of consumers’ purchasing apps in online app store becomes more popular. There’re, however, thousands upon thousands of apps for downloading or buying in Apple App Store which is the biggest app store in the world. Having lots of choices is sometimes not a good thing for consumers because they may beset by that they don’t know which product or service is the one they really want. In order to get more familiar with the product or services which are really in need, people usually refer to others’ opinions as resources while making purchase decision, which is so-called word-of-mouth (WOM). Within online environment, it digitizes these personal opinions to electronic form which we call it electronic WOM (eWOM). There are many types of eWOM, such as online forum, blog, official review system, and email.

This research is focusing on examining the relationship between review system (Number of Ratings, Average Ratings, and Reviews) in Apple App Store and purchase intention; moreover, this research adopts types of apps (hedonic and utilitarian) as moderator to validate whether consumers’ evaluations are different due to moderating effect. The results of this research provide three contributions. First, the Number of Ratings has impact on consumers’ evaluation when consumers are buying hedonic apps. Second, consumers’ evaluation is influenced by Average Rating. Moreover, the influence is more critical when consumers are buying utilitarian apps than hedonic apps. Third, Reviews has influence on consumers’ evaluation when consumers are buying both hedonic and utilitarian apps. Finally, this research suggests some implications for application developers.

並列關鍵字

Utilitarian ； Hedonic ； Apple App Store ； Purchase Intention ； eWOM

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