App遊戲持續使用意圖之探討

由於通訊科技的快速發展與普及，行動裝置已逐漸普及，尤其是手機與平板電腦，消費者更是透過行動裝置進行娛樂與消費。消費者透過線上商店下載App遊戲，然而許多App遊戲在消費者使用一次過後便被靜置或是移除。遊戲本研究將以資訊系統接收後使用模式為基礎並融入體驗價值的觀點，探討消費者在行動裝置上遊玩App遊戲後影響其持續使用App遊戲的因素，並進一步探討美感、趣味性、消費者投資報酬及服務優越性如何影響持續使用的行為。本研究採取實證研究的方式探究，研究結果顯示，認知有用性、滿意度與體驗價值對App遊戲的持續使用意圖皆有顯著的正向影響。同時，本研究更進一步發現，體驗價值中以美感對App遊戲的滿意度與持續使用意圖影響最甚。即提升消費者對App遊戲的滿意度以及提升遊戲畫面的圖形、圖像美感的品質，可有效提升消費者對App遊戲的持續使用行為。

關鍵字

資訊系統接收後使用模式；科技接受模式；期望確認理論；體驗價值；行動裝置

並列摘要

Because of the rapid progress and popularization of communication technology, the mobile devices, especially cellphones and tablet computers, are becoming more and more common. Moreover, customers even use the mobile devices to do shopping and amuse themselves. Consumers download App games through the online shops; however, many App games are removed or put aside after the first use. Based on Expectation-Confirmation Model and the view of Experiential Value , the study is aimed at investigating the effects to influence comsumers’ Continuance Intention of App games after their playing App games on the mobile devices, and futhermore to explore the effects of Aesthetics, Playfulness, Customer Return on Investment, and Service Excellence on their persistent use of App games. This study applied the empirical research method. The findings of the study show that Perceived Usefulness, Sactisfaction and Experiential Value have positive effects on Continuance Intention of App games. At the same time, the further finding shows that Aesthetics has the greatest effects on Sactisfaction and Continuance Intention of App games of Experiential Value. That is, customers’ Continuance Intention of App games can be enhanced efficiently by improving their Satisfaction of App games, the images of the games, and the qualities and the prettiness of the images.