以科技接受模式探討智慧型手機使用者對手機應用程式(App)之付費意願¬—以Google Play商店為例

Using the Technology Acceptance Model to Explore the Willingness to Pay for Smartphone Users in Mobile Application (App)－ The Case of Google Play App store

李振主(Chen-Chu Li)

指導教授 ： 吳傳春

義守大學/電機資訊學院/資訊管理學系/碩士(2014年)

https://doi.org/10.6343/ISU.2014.00219

摘要

現在是一個網際網路的世界，隨著無線網路的普及，智慧型手機已經成為時下流行的科技產品。IDC美國市場研究公司在2013年手機市佔率比較表指出，目前智慧型手機的作業系統中，Android的系統在市佔率中穩坐市場龍頭，占了所有的73%。而使用者的表現，加上了現今的行動商務盛行，讓行動應用商城漸漸的開始實用。在如此競爭的市場，App開發商若能了解使用者的需求，方能設計出能夠被使用者所青睞的App應用程式，進一步來提高使用者的付費意願。
本研究以科技接受模式為基礎，並以Google Play商城為例，藉由問卷調查，試圖探討工作關聯、社會影響兩外部變數，及知覺易用性、知覺有用性、購買意圖對使用者付費意願之影響，最後再與分析結果進行整合，分析結果發現：(1)工作關聯與知覺有用性有正向顯著之影響(2)社會影響與知覺有用性有正向顯著之影響(3)知覺易用性與知覺有用性有正向顯著之影響(4)知覺有用性與購買意圖有正向顯著之影響(5)知覺易用性與購買意圖有正向顯著之影響(6)購買意圖與付費意願有正向顯著之影響。藉由研究結果，本研究希望給予未來App開發商、研究學者獲取相關學術文獻及數據參考。

關鍵字

行動應用商城 ； 科技接受模式 ； 付費意願

並列摘要

With the growing usage of wireless network, we have entered an era dominated by internet, and smart phones have become the leading products of our modern technology. In 2013, the results from IDC Smartphone Subscriber Market Share indicated that Android was the most accepted operating system in the market with a leading percentage of 73%. With the popularity of app stores, mobile application marketplace has become increasing accepted based on users’ preferences. In such a competitive environment, if the App inventors can understand and cater to the needs of their users, they will be able to create Apps that are specifically designed for their customers, thus increase their willingness to pay. This research utilizes the technology acceptance model as a foundation and Google Play as an example. Through surveys, we attempt to explore the correlation between job relevance, social influence, external variables, perceived usefulness, perceived ease of use, and purchase Intention. Our results suggest that: (1)Job relevance causes significant influence on perceived usefulness.(2) Social influence causes significant influence on perceived usefulness.(3)Perceived ease of use causes significant influence on perceived usefulness.(4)Perceived usefulness causes significant influence on purchase Intention.(5)Perceived ease of use causes significant influence on purchase Intention.(6)Purchase Intention causes significant influence on willingness to pay. This research will provide relevant data and reference to App inventors and researchers though our results.

並列關鍵字

mobile application marketplace ； technology acceptance model ； Google Play ； willingness to pay

參考文獻

中文部份

IDC Taiwan(2013)。IDC（國際數據資訊）研究顯示：2013年第四季蘋果iPhone登台，推昇台灣智慧型手機數量再創新高。

台灣網路資訊中心。2013年台灣無線網路使用調查報告。新北市：典通股份有限公司。

吳怡馨(2007)。以科技接受度探討部落格於學習使用意向之研究。國立屏東教育科技研究所碩士學位論文。

吳俊育(2010)。從文化層面探討修正後科技接受模式影響數位學習之研究。逢甲大學科技管理研究所碩士論文。