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| Title: | App類型與消費者價值對App內購之影響: 沈浸狀態之觀點
The Effect of App Category and Consumer Value on In-App Purchase: through the Lens of Flow Status |
| Authors: | 林子洋
Lam, Galahad Rico |
| Contributors: | 管郁君
Huang, Eu Genia
林子洋
Lam, Galahad Rico |
| Keywords: | App內購買
消費者價值
沈浸狀態
行動商務
In-App purchase
Consumption Value
Flow status
M-commerce |
| Date: | 2016 |
| Issue Date: | 2016-08-09 10:46:14 (UTC+8) |
| Abstract: | 由於近年來智慧型手機的普及，開啟行動應用程式(App)這個全新產業的康莊大道，隨著智慧型手機使用人數的增加，App的下載量更是逐年突破，越來越多人依賴手機內的App處理公務、修改照片、遊玩遊戲，使手機宛如行動辦公室、相機、遊戲機的結合體，App遂成為現代人生活中不可或缺的一部分。隨著越來越多程式開發商轉而投向App的開發，消費者購買一個App只消0.99美元至3.99美元的價格，不若以往電腦軟體動輒40美金的價格，如何透過App有效獲利是許多程式開發商苦思的地方。近年興起一種新型態的商業模式，稱為「程式內購買(In-App Purchase)」，即免費下載該App，免費體驗，若需進階的服務再付費購買即可。本研究欲探討有哪些原因會影響消費者進行程式內購買，且是否會因為App類型的不同而有所改變，並探討在沉浸狀態下，是否會影響消費者的購買意圖與購買行為。過去探討程式內購買的文獻多著重於遊戲類，隨著越來越多消費者不再購買筆記型電腦，漸漸轉至購買行動裝置，作為隨身多功能遊樂機，除了遊戲類的App外，本研究欲更進一步探求其他App類別對於消費者購買意圖，是否同樣具備吸引力。本研究先利用文獻歸納的方式，整理出可能影響使用者程式內購買的因素，再使用設計問卷的方式去調查使用族群的購買意圖以及購買意圖到購買行為之間是否會受到沉浸狀態的影響，透過結構方程模型驗證假說。研究結果發現，娛樂類之App，分別是金錢性價值與情感性價值有顯著性，有趣的是使用者並非會陷入沈浸狀態而進行App內購行為。網絡類的App在情感性價值與社會性價值有顯著性，且沉浸狀態會調節消費者由App內購買意圖昇華為App內購買行為。
According to the great popularity of smart phones, App industry has already become very important in nowadays society. People rely on Apps to maintain their daily works. Depending on more and more software developers swift to provide smart phone application, how to build an effective business model on App come to a top priority. As a consequence, “In-App purchase” is a thriving business model in recent year. It offers Free-App-download, but further payment for premium content, virtual goods, and subscriptions. This research proposes a view on the effect of App category and consumer value on in-App purchase. Moreover, assuming that costumers would encounter flow status before doing in-App purchase. To evidence the result, this research organizing former researchers’ paper to design a scale to measure how customer value affect in-App purchase intention and placing flow status as a moderator. After analyzing the scale result by PLS model, it concludes that monetary value and emotional value will positively affect in-App purchase intention in the Entertainment category. On the other hand, emotional value and social value will positively affect in-App purchase intention in Networking category. Meanwhile, flow status takes a positive effect in Networking category, but not in the Entertainment category. |
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網路文獻
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2014 Distimo : ”How the most Successful Apps Monetize Globally”
http://www.slideshare.net/levshapiro/distimo-average-revenue-per-download-feb-2014).
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2011 Gartner Newsroom: Gartner says worldwide mobile application store revenue forecast to surpass $15 billion in 2011
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| Description: | 碩士
國立政治大學
資訊管理學系
103356030 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1033560301 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
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