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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/119328


    Title: 使用者於行動裝置應用程式之購票行為研究—以表演工作坊App為例
    A Study of User Ticket-Booking Behavior via Mobile App: An Example of Performance Workshop
    Authors: 曹紘瑋
    Tsao, Hung-Wei
    Contributors: 白佩玉
    Bai, Pei-Yu
    曹紘瑋
    Tsao, Hung-Wei
    Keywords: 嘗試理論
    行動應用程式
    科技接受模型
    藝文售票
    購票行為
    Date: 2018
    Issue Date: 2018-08-10 11:14:30 (UTC+8)
    Abstract: 隨著寬頻網路的發展,智慧型手機和平板電腦等行動裝置的普及率提高,讓越來越多網路服務可以藉由行動裝置透過行動應用程式(Mobile Applications,以下簡稱App)為人們提供服務。由於目前使用行動應用程式作為銷售管道的藝文團體不再少數,讓行動應用程式可以提供消費者一個新的管道銷售票券。由於藝文表演相對於一般商品與其他一般電子商務的產品不同,過去關於行動應用程式的消費者研究可能較不適用於此領域。是否可以更深入了解消費者心理後針對行動應用程式優化,藉此銷售藝文產品提供更好的互動關係,是本研究選題的最大動機。
    本研究以國內著名劇團《表演工作坊》為對象,了解《表演工作坊》之工作人員及潛在消費者對利用App購票的使用行為,探討藝文產業消費者的使用習慣與看法。
    本研究之主架構係以Bagozzi & Warshaw(1990)的嘗試理論並加入Davis(1986)在科技接受模型之外部因素對使用者行為的影響,探討使用者在操作行動購票程式的嘗試行為,且透過質化訪談的方式歸納出可能影響嘗試行為的潛在因素進行分析,透過質化與量化的交互驗證。本研究透過質化訪談歸納出五項科技行為的正向因素,其中發現「品牌適當性」、「語言精準度」、「內容相關性」與「輸入可用性」等四項均對於「對嘗試的態度」有正向之影響;依嘗試理論之假設,探討「對嘗試的態度」、「過去嘗試的頻率」與「對嘗試的主觀規範」對於嘗試意圖之影響,此三項構念對於嘗試意圖均有顯著的影響;再依照嘗試理論設定,探討「過去嘗試的頻率」、「最近的嘗試行為」與「對嘗試的主觀規範」對於嘗試行為之影響,得到「最近的嘗試行為」與「對嘗試的主觀規範」對於嘗試行為具有正向的影響。
    Reference: 中文文獻
    1.內政部統計處(2018)。人口數。網址來源:https://www.moi.gov.tw/stat/chart.aspx
    2.劉柏廷(2006)。科技接受模式,結合計劃行為理論與科技接受模式,科技接受與使用統一理論之實證分析與比較:以台北市停車收費採用PDA為例。國立交通大學運輸科技與管理學系碩士論文。
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    6.黃品茲(2011)。應用計劃行為理論探討彰化地區高職學生不道德學習行為意向之研究。國立彰化師範大學商業教育學系碩士論文,未出版,彰化縣。
    孫培真、周至宏(2011)。教師嘗試使用先進資訊科技創新教學之研究。中山管理評論,19:2期,頁423-465
    朱碧靜(2013)。科技接受模型 Technology Acceptance Model, TAM。圖書館學7.與資訊科學大辭典。取自網址:http://terms.naer.edu.tw/detail/1678678/
    葉盈君(2012)。淺談計畫行為理論。國家教育研究院電子報,網址來源:https://epaper.naer.edu.tw/index.php?edm_no=51&content_no=1421
    8.文化部(2018)。2017年文化創意產業年報。取自網址:http://cci.culture.tw/cht/index.php?code=list&ids=20

    英文文獻
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    103363055
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1033630551
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.MBA.063.2018.F08
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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