手机应用程式服务使用态度及再购意愿研究--以苹果公司的AppStore为例.doc

手機應用程式服務使用態度及再購意願研究--以蘋果公司的App Store為例 Why Do People Use Application Service--The Case of Apple’s App Store？ 何苔麗Tai-Li Ho 中華財務金融系副教授 Department of Finance, China University of Science and Technology 徐慧霞Huei-Hsia Hsu 中華系副教授 Department of International Business, China University of Science and Technology shevy.hsu@Department of Finance, China University of Science and Technology hsiao.kou@ 摘要本研究科技接受模型（TAM），認知面情感面經相關文獻之理論探討，建立研究假設，並以有為問卷填答的對象，經由實證分析，本研究之發現如下：，。。關鍵詞：、、知覺、、、Since 2008, Apples application store applications wrote an amazing record for one hundred million downloads and create huge business opportunities for mobile application services. Apples App Stores have become the worlds largest mobile application platform and are the most successful role models for current mobile application stores. Based on Technology Acceptance Model, this research explores perceived usefulness, perceived ease of use and perceived price on customer recognition as well as perceived playfulness on emotional side. For those application service like Apple’s App Stores, this research uses questionnaires to investigate consumers’ usage attitude and repurchase intention. The structural equation modeling (SEM) technique will be managed to confirm the proposed model. The results are expected to provide solid recommendations to related vendors for App Store and programmers. Key words: perceived ease of use、perceived usefulness、perceived playfulness、perceived price、usage attitude、repurchase intention 壹、研究動機7月30萬種下載次數已一百過去的研究均證實對消費者而言，價格是影響消費者行為的重要因素 (Huang , Lee and Ho,2004) ，知覺價格是消費者最直接的心理感受，也是價值評估和決定是否購買的重要依據 (Voss, Parasuraman and Grewal,1998)。知覺價格文獻探討與假說2010/02/01）。2010年全球第二大應用程式商GetJar委託進行的獨立研究，預測下載應用程式至手機的費用將大躍進，2009年僅略超出70億美元，2012年將飆升至近500億美元（2010/03/17）。Gartner亦預測2013年全球應用程式商店下載次數將達到216億次，免費下載程式比例將由2010年的82%上漲到87%（2010/01/18），程式開發者將願意提供更多的免費下載軟體，並透過內置廣告的方式，將獲利模式由向使用者收費轉為廣告收入。ABI Research公布的最新報告顯示，至2016年，包括手機和平板電腦的應用程式下載量將達到440億次，下載來源為蘋果電腦的App Store以及Google的Android Market，兩大平