APP創新特性認知對體驗價值之影響- 以使用者創新特質為干擾變項

Impacts of Perceived Characteristics of APP Innovations on Experiential Values-The Moderating effect of Users’ Innovativeness

張育甄(Yu-Chen Chang)

指導教授 ： 周中理

朝陽科技大學/管理學院/企業管理系/碩士(2014年)

摘要

科技的進步使得智慧型手機的使用已成為一種風潮，APP軟體的下載與運用更成為消費者得知重要資訊的新興媒介，透過行動裝置及其功能，使用者可以下載各種不同創新的APP程式來替生活增添樂趣與增進便利性。近年來，大眾健康意識抬頭，使用者更運用「健康與瘦身」APP來替自己的健康與生活把關。本研究主要目地在探討APP的使用者對APP創新特性認知對體驗價值之影響，並以使用者創新特質作為干擾變項。
本研究以「健康與瘦身」APP為研究對象。本研究正式調查受訪者包括兩個部分，一為朝陽大學之學生具健康與瘦身APP使用之經驗者，另一為透過網路問卷方式取得非學生族群，同樣具健康與瘦身APP使用之經驗者。資料分析方法包括:樣本結構分析、敘述性統計分析、信度與效度分析、探索性因素分析、t檢定、變異數分析、相關分析與迴歸分析。
主要研究結果包括使用者對「健康與瘦身」APP的易使用與可觀察性認知、相對優勢性認知、商品想像力認知、常見採用與可試用性認知、相容性認知等會顯著正向影響使用者在不同類型的體驗價值感受。而不同的使用者創新特質會正向或負向干擾部份「健康與瘦身」APP的創新特性認知對體驗價值的影響關係。本研究結論可提供健康與瘦身APP業者設計與行銷策略之參考。

關鍵字

使用者創新特質 ； 體驗價值 ； APP創新特性認知 ； 「健康與瘦身」APP

並列摘要

The development of mobile technology has made smart phone came into fashion. The APPs have become a new emerging media for consumers to experience innovative mobile applications. The mobile device and its function enable users to download various innovative APPs to make life interesting and convenient. Additionally, following the rise of health consciousness among publics, more and more users download the APP “Health and Slimming” to manage their health and life. The study aims to explore the influences of APP user’s perception of innovation characteristics of APPs on their experiential values, and adopts the user’s innovativeness as a moderating variable.
The study selects the APP “Health and Slimming” as its research subject. The survey respondents involve two groups: the first group includes students from Chaoyang University of Technology who have experiences in using the health and slimming APPs and the other groups are non-students with using the health and slimming APPs. The data analysis methods include sample structure analysis, descriptive statistical analysis, reliability and validity analysis, exploratory factor analysis, t-test, variance analysis, correlation analysis and hierarchical regression analysis.
The major results of study include the APP users’ perception of APP innovation characteristics such as usability, observability, relative advantages, product imagination, visibility and trialability, and compatibility, which will have positive impact on users’ experiential values. However, different users’ innovationness may moderate positively or negatively the influences of users’ perceived innovation characteristics of APP on their experiential values. The conclusions in the study can provide references to APP developers for planning the new product development strategy of the health and slimming APPs.

並列關鍵字

Innovativeness ； experiential value ； perceived characteristics of innovation ； Health and Slimming APP

參考文獻

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