從使用價值觀點，了解消費者於行動應用程式情境下之忠誠度

Understanding Consumer Loyalty in the Mobile Application Context: A Value-in-Use Perspective

王秀育(Hsiu-Yu Wang)

指導教授 ： 廖則竣

國立中正大學/管理學院/資訊管理學系/博士(2013年)

摘要

現今，行動應用程式(以下簡稱 App)已呈現爆炸性的成長，也正改變著人們的日常生活以及行動通信業的生態。App已普遍被視為是在行動科技領域中一個重大且不可逆的現象，也在資訊科技的研究中引起許多的關注。App的創新與快速擴散，使得研究者們積極地探索影響消費者使用決策的影響因素。本研究的目的在探討消費者對App 使用滿意度與忠誠度之決定因素，以期更了解消費者使用App的前因、後果間的關係。本研究以多維度的認知價值與轉換成本建構一個研究模型，其中功利價值與享樂價值建構為ㄧ反射式二階(reflective second-order)的價值結構，並以消費價值理論中的消費價值呈現之。本研究採用問卷調查法蒐集 556 位App使用者之樣本資料，以結構方程模式(Structural Equation Modeling, SEM)之部分最小平方法(Partial Least Squares, PLS)來檢定研究假說。研究結果發現，情境價值與使用價值對消費者滿意度有顯著的影響，接著影響其忠誠度。本研究結果發現，消費者認知之使用價值受情境價值的正面影響；而態度忠誠對消費者滿意度與行為忠誠間的關係則具有中介的作用，另外，本研究亦發現，轉換成本對滿意度與行為忠程以及態度忠誠與行為忠誠間的關係，有顯著的調節效果。本研究模式能提供更為豐富、完整的知識，從使用價值的觀點，以了解消費者對使用行動應用程式的價值認知、情感反應、行為意圖與實際行為，相信對於學術界與實務界將有所貢獻與參考價值

關鍵字

享樂價值 ； 情境價值 ； 使用中價值 ； 行動應用程式商店 ； 行動應用程式 ； 功利價值 ； 消費價值

並列摘要

Mobile applications (apps) have undergone explosive growth and are changing people's everyday life and the ecology of the mobile industry. Apps have been commonly regarded as a significant and irreversible phenomenon in the mobile sector and received a great deal of attention among the IS research community recently. The innovation and proliferation of apps has made it imperative for researchers to explore the factors of how they affect consumers' decision-making. This study aims to investigate determinants of satisfaction and loyalty decisions in the use of mobile applications. A research model was designed to identify the multi-dimensions of perceived value with switching costs, and investigate their influences on satisfaction and loyalty. Structural equation modeling was employed to test the hypotheses. In the research model, utilitarian value and hedonic values are proposed as reflective second-order constructs formed by the value dimensions of the theory of consumption values. Data collected from 556 mobile app users provides strong support for the research model. The results indicate that both context value (conditional value) and in-use value (utilitarian and hedonic value) have significant influences on consumer satisfaction, and, then, on loyalty. Also the results show interrelationship between context value and in-use value. Moreover, attitudinal loyalty mediates the satisfaction effect on behavioral loyalty. Switching costs play a moderator role to significantly change the relationship between attitudinal loyalty and behavioral loyalty, and increase the effect of satisfaction on behavioral loyalty. The research model can provide a richer understanding of consumers' cognition, affection, behavioral intention or behavior in mobile app use and contribute to both research and practice.

並列關鍵字

Consumption Values ； Utilitarian Value ； Hedonic Value ； Context Value ； Value-in-Use ； App Store ； Mobile Application

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