使用APP的知覺價值對黏著度之影響：以參考群體互動作為中介變項

The effect of perceived value on stickiness in using APP:The interactive of reference group as a mediator.

陳儀庭(Yi-Ting Chen)

指導教授 ： 陳恩航

國立臺北商業大學/管理學群/資訊與決策科學研究所/碩士(2016年)

摘要

智慧型手機已成為不可或缺的配備，行動應用程式（下稱APP）的需求隨之增加。本研究欲探討影響APP黏著度是否與知覺價值（包含知覺有用、知覺易用、知覺有趣、知覺價格之構面）產生關聯，並以參考群體（朋友、家人）互動作為中介變項建立研究架構。同時，進一步調查知覺價值與黏著度之相關性是否因APP內購類型及內購金額產生差異。
本研究以一年內具備APP內實際購買經驗之消費者為調查對象，採隨機抽樣方式在網路與實體進行問卷調查，有效問卷306份。統計分析方法採SPSS統計軟體進行信效度、迴歸分析等。
本研究提出六項假設，實證結果如下：（一）知覺價值對參考群體互動具有顯著地正向影響；（二）參考群體互動對APP黏著度具有顯著地正向影響；（三）知覺價值對APP黏著度具有顯著地正向影響；（四）參考群體互動在知覺價值與APP黏著度間有中介效果；（五）APP內購類型及內購金額在知覺價值對APP黏著度上不具有顯著地調解作用。
根據研究結果我們發現：使用者的感受會影響參考群體間的互動行為，進而影響使用者的黏著行為。另外，APP在內容有趣性及易用性方面，相較於價格讓消費者更黏著於APP的使用。因此，APP開發商應加強APP與家人、朋友間的話題性，如群組互動、遊戲內競賽功能等，以提升參考群體間的互動行為。此外，APP開發商應盡可能地提高使用者對APP的整體價值感，尤其是能讓使用者容易操作且輕鬆、有趣的APP，較易吸引使用者持續使用。

關鍵字

APP黏著度 ； 知覺價值 ； 參考群體互動 ； APP內購買

並列摘要

Nowadays, it’s necessary for people to have a smart phone. The demand of mobile APPs has greatly increased. This study is made to discuss whether there has influence between stickiness in using APP and perceived value (include in perceived usefulness, perceived ease of use, perceived playfulness, perceived price). In addition, the interactive of reference group (e.g. friends and family members) is adopted as a mediator. In the meantime, this study also investigates whether the effect of perceived value and stickiness will cause any differences in different in-APP purchase types and price.
The target respondents of this study are smart phone user who has the experience of in-APP purchase within one year. Questionnaire method was adopted in this study. We got 360 effective responses by taking the random sampling method. In addition, we analyzed the validity and regression by using SPSS software.
The data analysis results could be summarized as follow: 1. Perceived value had positive significantly influence on reference group. 2. Reference group had positive significantly influence on stickiness. 3. Perceived value had positive significantly influence on stickiness. 4. Reference group had the intervening effect between perceived value and stickiness in using APP. 5. Different in-APP purchase types and price had no significantly effects on modulating stickiness in using APP.
According to the results of this research, we conclude that the perceived value has influence on interaction of reference groups and stickiness in further. Besides, APP users focus more on whether the APP is interesting and approachable rather than cheaper or not when choosing APP. As a result, APP developer should try to enhance the interaction function, such as produce competitive games, so that it will help user make up the conversation topic with their friends and family. In addition, APP developer should enhance perceived value of APP, especially user-friendly and interesting APP.

並列關鍵字

Stickiness ； Perceived Value ； Reference Group ； In-APP purchase

參考文獻

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