虛擬社群應用程式使用意願與從眾行為之關係 -以智慧型行動裝置平台為例

A Study of the Effects of Conformity on Consumers’ Willingness to Use Mobile Apps

蘇朝輝(Chao-Hui Su)

指導教授 ： 游曉貞

國立臺中科技大學/設計學院/多媒體設計系碩士班/碩士(2013年)

https://doi.org/10.6826/NUTC.2013.00114

摘要

在智慧型行動裝置的持有比率越來越高的今日，人們使用手機應用程式(APP)的頻率也隨之昇高。以手機的虛擬社群應用程式作為人際互動渠道的趨勢也逐漸形成。而其中影響使用者意願的因素有那些?未來開發者該著重哪些功能?都是本研究探討的重點。本研究將「從眾行為」裡的理論架構，並利用線上問卷調查的方式，來探索消費者的工作/情境特性(Task/Situation Characteristics)、個人特性(Personal Characteristics)、品牌特性(Brand Characteristics)、群體特性(Group Characteristics)，與其智慧型行動裝置平台選擇與使用經驗的關聯，以理解這些因素與虛擬社群應用程式使用意願的關係。問卷調查歷時一個月，共收集有效問卷197份，填答者年齡以20歲至49歲佔96.5%最多，男女比例為53.8：46.2。從問卷結果統計發現消費者的個人特性、工作情境特性和群體特性，對於使用意願有顯著的影響；在智慧行動裝置考量因素(來源數量、免費、市佔率)對使用意願有顯著的影響，而使用經驗行為裡的APP使用意願與每天使用時間有顯著的關聯。

關鍵字

虛擬社群 ； 從眾行為 ； 應用程式 ； 使用經驗 ； 使用意願

並列摘要

Owing to technological advancements and the increasing globule device holding rate today, the frequency of mobile application (APP) use has also increased. In particular, virtual community applications as interpersonal interactive channels have become prevalent. This study aimed to identify factors associated with consumers’ willingness to use mobile applications. The theory of consumer conformity proposed by Lascu and Zinkhan(1999) were adopted, and a online questionnaire was designed to explore the connections among the consumers' task situation characteristics, personal characteristics, and brand characteristics, group characteristics, as well as smart mobile device platform choices and experiences of use. From these, the relationship between the factors and the willingness to use virtual community applications were determined. The questionnaire survey was conducted within a one-month period, and a total of 197 valid responses to the survey were collected. A majority of the respondents (96.5%) are in the age group 20-49. 53.8% of respondents are male, 46.2% are female. The results show that personal characteristics, task/situation characteristics, and group characteristics had a significant impact on consumers’ willingness of using mobile apps; the consideration factors for smart mobile device use include: quantity of sources, free of charge, market share, also had a significant impact on the willingness of using mobile apps, while the willingness to use in experience behavior had a significant impact on daily usage time.

並列關鍵字

Virtual Community ； Conformity ； Mobile APP ； User Experience ； Willingness to use

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