停止使用Gamification App 之實證研究

An Empirical Study of Discontinuance Usage of Gamification App

劉育慈(YU-TZU LIU)

指導教授 ： 黃正魁

國立中正大學/管理學院/企業管理學系/碩士(2016年)

摘要

在管理資訊系統(Management Information Systems)研究的文獻中，過往的文獻較缺乏後期採用(Post-adoption)階段的探討，尤其是在最後停止使用(Discontinuance Usage)的階段。然而，此階段對公司而言極為重要，因為公司投入了大量的資金，去建構執行資訊系統(Information Systems)，然而當資訊系統被終止使用時，就無法得到預期的利益與結果。即使有研究在探討這個議題，但他們大多是以組織層次(Organization Level)的角度來探究，原因是，此類資訊系統的終止，並不是由個人自由意願所能決定，而是受到群體或組織壓力所影響。然而，有一種類型的資訊系統，可以跳脫這種群體或組織壓力的概念，也就是，個人使用者可以自由的停止去使用，這類資訊系統稱作遊戲化App (Gamification App)。因此，本研究提出了一個實證性研究(Empirical Study)，來瞭解為何使用者試圖停止使用遊戲化App 的因素。由於遊戲化App 提供的服務，有許多類型的運用主題，我們僅針對最普及使用的運動型App 為研究議題。本研究利用結構方程模型(Structural Equation Modeling)，分析210份有效問卷樣本。結果顯示，我們所提出的研究模型，具有52.8%的解釋變異，此發現對於學術及實務上，針對停止採用運動型遊戲化App 意圖的研究，提供了有趣的寓意。

關鍵字：停止使用、後期採用研究、個人層次、遊戲化App、運動

並列摘要

There are limited investigations to elaborate the examination of post-adoption phases in the information system life cycle. In particular, the final phase, termination, has received little attention and been ignored always. This phase, however, is especially of importance because enterprises pay the enormous money to the implementation of information systems yet do not enjoy the fruits of its benefit as information systems have been ended. Even though there are studies to concern this issue, most of them are focused on the organization level because an information system terminated does not attribute to users to be willing to stop themselves but a group or organization to be itself. In other words, the pressure of discontinuance use should not be stemming from the inside of users but from the outside. However, one type of information system, called gamification app, escapes from the concept of the stress from group or organization; that is, users are able to be free to determine whether they end to use a gamification app or not based on the organizational level. Hence, this study proposes an empirical study to explore the factors with respect to why users attempt to quit the gamification app. Since there are various topics on gamification services, we only pinpoint one popular topic, exercise, to be as the research subject. The investigation involving 210 usable subjects was conducted to evaluate the model by using structural equation modeling. The result demonstrates that our proposed model explains 52.8% of the variance. The findings have interesting implications with respect to discontinuance usage of the exercise gamification app, both for researchers and practitioners.
Keywords: Discontinuance Usage; Post-Adoption Study; Individual level; Gamification App; Exercise

並列關鍵字

Discontinuance Usage ； Post-Adoption Study

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