免費APP生命週期與策略體驗模組相互關係之研究

A Study of Interrelationship On Free Application Product Life Cycle And Schmitt Modules.

徐雅文(Ya-Wen Hsu)

指導教授 ： 陳玉鈴

淡江大學/文學院/大眾傳播學系碩士班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.01135

摘要

本研究所探討的APP生命週期，是指APP進入市場(下載到使用者手機)到使用APP的過程。並透過Schmitt「策略體驗模組」(Strategic Experiential Modules, SEMs)中五項體驗構面，建構APP的產品使用構面，並檢視體驗構面能否預測APP生命週期，進而分析體驗與生命週期之間相互關係，最後得到五個APP類別生命週期之曲線。
1. 通訊類別APP：使用頻率最高，生命週期曲線在成長期過後會呈現穩定，是「穩定成熟型」曲線，若加上關聯體驗的影響，曲線會穩定上升。
2. 社群類型APP：使用頻率次高，與通訊類別的使用情形類似，亦是「穩定成熟型」曲線，若加上關聯體驗的影響，曲線會穩定上升。
3. 即時資訊類型APP：使用頻率高，但使用時間短，使用者通常不需要開啟APP就能獲得即時資訊。生命週期曲線在成長期過後會呈現穩定，是「穩定成熟型」曲線，但是會比通訊及社群類型的曲線低。同樣的若加上關聯體驗的影響後，曲線就會穩定上升。
4. 導覽類型APP：有需求才使用，生命週期曲線隨著使用與否而起伏，是「循環一半再循環型」的曲線，若加上感官體驗及關聯體驗的作用，則是會影響曲線起伏的幅度。
5. 遊戲類別APP：使用者行為分布極端，一是頻繁使用者，生命週期曲線呈現「穩定成熟型」；另一是較少使用者，由於不一定每日開啟，且開啟後的使用時間短，曲線會隨著使用與否而起伏，是「循環一半再循環」的曲線走勢。

關鍵字

APP ； 策略體驗模組 ； 生命週期

並列摘要

APP Product Life Cycle, the subject discussed by this study, refers to the course of APP commercialization (downloaded to users’ mobile phones) for people’s use. This study attempted to construct APP product usage dimensions based on the five experiential dimensions contained in Strategic Experiential Modules (SEMs) and to verify if the five experiential dimensions were capable of predicting APP Product Life Cycle, and thus analyzed the relationship between experiences and APP Product Life Cycle. Finally, this study acquired five curves representing different APP Product Life Cycles.

1. APP for communication: featured bythe highest frequency of use. APP Product Life Cycle appears steady after its growth period, and has a “stable and matured” curve. With the influence imposed by the related experiences, the curve rises steadily.

2. APP for community: noted for thesecond highest frequency of use. People use APP for community in the same way as people use APP for communication. APP Product Life Cycle has a “stable and matured” curve. With the influence imposed by the related experiences, the curve rises steadily.

3. APP for real-time information: featured byhigh frequency of use and short service time. Generally, users may acquire real-time information without activating APP. APP Product Life Cycle appears steady after its growth period, and has a “stable and matured” curve, which is lower than the curve of APP for communication and the curve of APP for community. Similarly, with the influence imposed by the related experiences, the curve rises steadily.

4. APP for navigation: people use it only when they have to. APP Product Life Cycle rises and falls, depending on whether people use it. APP Product Life Cycle has a “circulated half and circulated again” curve. The curve’s fluctuation range is influenced by the sensory experience and by the related experience.

5. APP for games: users’ behaviors are distributed extremely. Some people use it frequently; thus, APP Product Life Cycle has a “stable and matured” curve. Others rarely use it and do not activate it everyday. When they activate it, they use it for a short time. The curve rises and falls, depending on whether people use it or not. Thus, APP Product Life Cycle has a “circulated half and circulated again” curve.

並列關鍵字

App ； Strategic Experiential Modules ； ProductLifeCycle

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