探討影響持續使用行動推播App因素之研究

隨著推播技術(Push Technology)的發展，行動應用程式服務提供者常應用該技術將資訊推播給用戶，主動提供資訊增加App的使用率，而對於通知的內容與相關性上略顯不足，造成推播通知的資訊太多且無益，造成使用者反感導致移除App或關閉推播通知。因此，透過文獻彙整提出研究模式，以探討影響持續使用行動推播App之因素。本研究以進行線上問卷方式進行資料樣本蒐集，將問卷網址張貼於社群網站Facebook、台大批踢踢實業坊(PTT)與Mobile01論壇等問卷版，最後成功收回有效問卷264份。資料分析採結構化方程模式，並以SmartPLS 2.0作為主要統計分析工具。研究結果顯示，個人化、主動性、視覺設計、資訊設計、資訊品質對於知覺有用性有顯著影響，資訊品質、接觸頻率與持續時間對於滿意度有顯著影響，僅視覺設計、資訊設計對於滿意度沒有顯著影響，再透過知覺有用性與滿意度對持續使用有著顯著的影響。因此本研究結果，可提供給行動推播App業者來參考，妥善應用推播技術帶來的益處，增進行動推播App的發展及提供使用者更好的使用品質。

關鍵字

資訊品質；設計品質；主動性；個人化；行動應用程式；推播技術；關係接觸程度

並列摘要

With the development of the Push Technology, application service provider usually apply this technology to push information to users, and also this actively offer can increase the utilization rate. However, they are more frequent push notifications that are not correlated with the context of notification will caused users to uninstall or close the push notifications with a lot of bad feeling. This study proposal is a study model be focused on push notifications and discussed the factors of continuance intention. This research is sampling from on-line survey, posted on Facebook, PTT and Mobile01 to successfully collected 264 valid questionnaires finally. The tool of statistics analysis, SmartPLS 2.0, is applied to examine the Structural Equation Model. We found that personalization, autonomy, visual design, information design and information quality have the significantly positive influences on perceived usefulness, frequency and duration have the significantly positive influences on satisfaction, visual design, and information design have not the significantly positive influences on satisfaction, perceived usefulness and satisfaction have the significantly positive influences on continued intention. According to the study, it can provided to application service provider for reference and have benefit for using the Push Technology can improve the App development and provide the user better using quality.

並列關鍵字

Information Quality ； Design Quality ； Autonomy ； Personalization ； App ； Push Technology ； Relational Contact

參考文獻

黃銘峰(民102)。上班族手機應用程式持續使用之研究。中原大學資訊管理研究所碩士論文，未出版，桃園市。

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探討影響持續使用行動推播App因素之研究

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