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    Title: 以轉換成本探討持續使用意願之研究—以生產力應用程式Notion為例
    Exploring Continuance Intention through Switching Costs: A Case Study of the Productivity Application Notion
    Authors: 顏子娉
    Yen, Tzu-Ping
    Contributors: 白佩玉
    Pai, Pei-Yu
    顏子娉
    Yen, Tzu-Ping
    Keywords: 轉換成本
    持續使用意願
    生產力應用程式
    Notion
    替代品吸引力
    Switching Costs
    Continuance Intention
    Productivity Application
    Notion
    Alternative Attractiveness
    Date: 2024
    Issue Date: 2024-09-04 14:11:02 (UTC+8)
    Abstract: 本研究旨在探討轉換成本如何影響使用者對於生產力應用程式 Notion 的持續使用意願，並採用 Burnham et al. (2003) 的轉換成本理論框架，將轉換成本分為程序成本、財務成本和關係成本，並結合替代品吸引力進行綜合分析。本研究採用深度訪談中的半結構式訪談，對 Notion 重度用戶進行一對一訪談，經分析和整理得出以下結論：
    (1) 程序成本是構成用戶轉換成本的主要因素，這些成本包括用戶熟悉功能的學習成本，其中 Notion 資料庫（Database）是最需要投入時間學習的功能之一。此外，使用後需要定期優化 Notion 的版面和功能，也增加了學習成本。損失關鍵功能和資料搬遷所帶來的經濟風險成本，也是形成程序成本的關鍵要因。
    (2) 由於 Notion 採用免費增值模式，財務成本對用戶的影響並不顯著。
    (3) 關係成本則在需要強制性使用應用程式的組織團隊中尤為明顯。
    (4) 替代產品的吸引力顯著影響用戶的持續使用意願。系統性能是促使用戶轉向替代品的主要原因，包含系統性能和使用體驗。而功能更強大、效能更佳的替代品對 Notion 使用者的持續使用意願構成了挑戰。
    根據研究結果，本論文亦提出應用程式開發商開發和營運生產力應用程式的實務建議。首先，應降低學習成本，提供更直觀的教學資源，以幫助新用戶更快上手。其次，建立口碑，透過用戶反饋和社群互動，持續提升產品的名聲和信任度。此外，確保資料轉換之兼容也至關重要，提供簡便且可靠的資料匯出和匯入功能，減少用戶遷移資料的困難；並根據用戶需求，不斷改進現有功能、開發新功能和提升使用體驗，以保持產品競爭力。最後，可以針對重要功能和團隊情境設計付費方案，特別是針對企業和團隊用戶設計專屬的付費方案，提升團隊協作效率。上述實務建議旨在優化使用者體驗，減少用戶流失並提升企業的市場競爭力。
    This study aims to explore the impact of switching costs on the continuance intention of users of the productivity application Notion. The study adopts Burnham et al. (2003) switching cost framework, which categorizes switching costs into procedural, financial, and relational costs, and integrates the attractiveness of alternatives for a comprehensive analysis. Semi-structured in-depth interviews were conducted with nine heavy users of Notion to derive the following conclusions:
    Procedural costs are the primary factors constituting user switching costs. These costs include the learning costs associated with familiarizing users with various functions, among which the Notion database (Database) is one of the most time-consuming features to learn. Additionally, the need for regular optimization of Notion’s layout and functions after initial use also increases the learning costs. Economic risk costs arising from the loss of critical features and difficulties in data migration are also key contributors to procedural costs.
    Due to Notion’s freemium model, financial costs have a negligible impact on users.
    Relational costs are particularly evident in organizational teams that mandate the use of the application.
    The attractiveness of alternative products significantly influences users' continuance intention. System performance, including system efficiency and user experience, is the main reason prompting users to switch to alternatives. More powerful and better-performing alternatives pose a challenge to the continuance intention of Notion users.
    Based on the research findings, this paper also provides practical recommendations for application developers in developing and operating productivity applications. Firstly, learning costs should be reduced by offering more intuitive instructional resources and user guides to help new users get started more quickly. Secondly, building a good reputation through user feedback and community interaction is essential for continuously enhancing the product’s reputation and

    trustworthiness. Additionally, ensuring compatibility for data migration is crucial; developers should provide simple and reliable data export and import functions to reduce the difficulty of data migration for users. Continuous development of features and enhancement of user experience is necessary; existing functions should be improved, and new ones should be developed according to user needs to maintain the product’s competitiveness. Lastly, designing paid plans for critical features and team scenarios, especially tailored plans for enterprise and team users, can improve team collaboration efficiency. These practical recommendations aim to optimize the user experience, reduce user churn, and enhance market competitiveness.
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    二、英文文獻
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    三、網路文獻
    Statista（2024）App - Revenue By Segment Worldwide from 2020 to 2025. https://www-statista-com.proxyone.lib.nccu.edu.tw:8443/outlook/dmo/app/worldwide 搜尋日期：2024 年 5 月 21 日。
    Statista（2024） Productivity App - Revenue Worldwide from 2020 to 2025.
    https://www-statista-com.proxyone.lib.nccu.edu.tw:8443/outlook/dmo/app/productivity/worldwide 搜尋日期：2024 年 5 月 21 日。
    Statista（2024）Productivity App - Download Worldwide from 2020 to 2025.
    https://www-statista-com.proxyone.lib.nccu.edu.tw:8443/outlook/dmo/app/productivity/worldwide 搜尋日期：2024 年 5 月 21 日。
    Nicola K Smith.（2015）, “Are productivity apps more hype than help? “ BBC News. https://www.bbc.com/news/business-34506590 搜尋日期：2024 年 5 月 21 日。
    We are social & KEPIOS（2024）,《Digital 2024: TAIWAN》, We are social&KEPIOS. https://datareportal.com/reports/digital-2024-taiwan 搜尋日期：2024 年 5 月 21 日。
    Notion 官方網站（2024）, https://www.notion.so/ 搜尋日期：2024 年 5 月 21 日。
    Kenrick Cai.（2024）, “$10 Billion Productivity Startup Notion Wants To Build Your AI Everything App “ Forbes. https://www.forbes.com/sites/kenrickcai/2024/04/11/10-billion-productivity-startup-notion-wants-to-build-your-ai-everything-app/?sh=4a2f2d2c6607 搜尋日期：2024 年 5 月 21 日。
    Readwise 官方網站（2024）, https://readwise.io/ 搜尋日期：2024 年 5 月 21 日。
    Maryanne Brown Caughey（2023）, “How Notion Hires“ https://www.notion.so/blog/how-notion-hires 搜尋日期：2024 年 5 月 21 日。
    Bullet（2024）, “The History of Notion: Everything from launch to now.“ https://bullet.so/blog/history-of-notion-everything-from-users-funding-and-more/ 搜尋日期：2024 年 5 月 21 日。
    CNBC（2023）, “Disruptor 50 2023-Notion.“ https://www.cnbc.com/2023/05/09/notion-disruptor-50.html 搜尋日期：2024 年 5 月 21 日。
    David Jeans & Alex Konrad（2020）, “Buzzy Work App Notion Hits $2 Billion Valuation In New Raise.“ https://www.forbes.com/sites/davidjeans/2020/04/01/buzzy-work-app-notion-hits-2-billion-valuation/?sh=20af489478ec 搜尋日期：2024 年 5 月 21 日。
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    111363063
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111363063
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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