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系統識別號 U0026-0407201314025300
論文名稱(中文) 產品創新程度與價格對行動應用程式採用意願之影響
論文名稱(英文) The Effect of Product Newness and Price on Adoption Intention of Mobile Applications
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 101
學期 2
出版年 102
研究生(中文) 林昭汝
研究生(英文) Chao-Ju Lin
學號 R66994050
學位類別 碩士
語文別 英文
論文頁數 72頁
口試委員 指導教授-蔡東峻
口試委員-賴孟寬
口試委員-樓永堅
中文關鍵字 產品創新程度  價格  知覺產品性能  知覺產品可用性  知覺價值  採用意願 
英文關鍵字 Product newness  Perceived product capability  Perceived product usability  Perceived value  Adoption intention 
學科別分類
中文摘要 隨著電信通訊科技的發展與智慧型手機的普及,行動應用程式的採用人數逐年成長,行動應用程式開發商為滿足消費需求之增加,而推出多元化的行動應用程式服務。為了在競爭激烈的市場中贏得消費者的下載數量與競爭優勢,開發商必須持續更新舊有行動應用程式,或推出創新產品供消費者選擇,是故應用程式的產品創新程度對消費者採用之影響是一值得探討的議題。
又在行動應用程式市場中,產品可分為免費下載與付費下載兩種,一般而言,付費產品可提供較高的品質,然免費產品產生較低的金錢成本,是故行動應用程式價格對消費者採用意願之影響亦為本研究探討的議題。
本研究回顧文獻後,透過消費者知覺產品性能、知覺產品可用性、與知覺金錢犧牲建構一個利益與成本相抵的價值導向架構,探討產品創新程度與價格對消費者知覺價值的效果,並進一步探討知覺價值對採用意願的影響。
本研究採2(創新程度:高/低) x 2(價格:免費/付費)的實驗設計,針對消費者採用前的知覺進行衡量。本研究所獲得的重要結論如下:
1.相較於低創新程度產品,消費者對於高創新程度產品有較高知覺產品性能、較低知覺產品可用性。
2.相較於免費產品,消費者對於付費產品有較高知覺產品性能。
3.相較於免費產品,消費者對付費產品有較高金錢犧牲。
4.知覺產品性能、知覺產品可用性對知覺價值有正向影響。金錢犧牲對知覺價值有負向影響。金錢犧牲對知覺價值影響最大。
5.知覺價值對消費者採用意願有正向影響。
英文摘要 With the development of telecommunication technology and the prevalence of smart phones, the number of mobile application (app) users grows every year. In order to meet the increasing consumer demand, mobile app developers launch a wide range of mobile application services. To keep competency and consumer downloads, developers must continue to update the old mobile apps, or launch innovative products. Therefore, the effect of product newness of mobile applications on consumer evaluation is a topic worth exploring.
Also, in the mobile app market, the products can be divided into free downloads and paid downloads. In general, paid products provide higher quality, while free products produce lower monetary costs. And thus in this study, we investigate the effect of price on consumer perception for the actual occurrence of the price for mobile applications consumers' benefit and cost.
We conduct a 2 x 2 experimental design with two levels of product newness and two categories of price. The findings of the research are as follows:
1.Consumers have higher perceived capability and lower perceived usability for products with higher degree of newness.
2.Consumers have higher perceived capability for paid products than free products.
3.Price significantly affects monetary sacrifice.
4.Monetary sacrifice has positive influence on perceived value. Perceived product capability, and usability have positive influence on perceived value. Among three variables, consumers put highest weight on monetary sacrifice.
5.Perceived value has positive influence on adoption intention.
論文目次 Chapter 1 Introduction................................. 1
1.1 Backgrounds.................................... 1
1.2 Motivation..................................... 2
1.3 Objectives..................................... 4
Chapter 2 Literature Review............................ 6
2.1 Mobile Application Market.......................... 6
2.1.1 Mobile Applications.............................. 6
2.1.2 Mobile Application Market Mechanism.............. 7
2.2 Product Newness.................................... 9
2.3 Perceived Product Capability and Perceived Product Usability.............................................. 11
2.4 Price Effect....................................... 13
2.4.1 Informational Effect of Price.................... 14
2.4.2 Sacrifice Effect of Price........................ 15
2.5 Value-based Adoption Model and Adoption Intention.. 16
Chapter 3 Methodology.................................. 19
3.1 Research Framework and Hypothesis.................. 19
3.2 Research Design.................................... 21
3.2.1 Experimental Design.............................. 21
3.2.2 Procedure........................................ 22
3.2.2 Subjects........................................ 22
3.3 Measurement........................................ 23
3.4 Data Analysis...................................... 27
3.5 Pretest............................................ 28

Chapter 4 Results..................................... 31
4.1 Sample Characteristics............................. 31
4.2 Manipulation Check................................. 32
4.3 Reliability Analysis............................... 34
4.4 Hypothesis Testing................................. 37
4.4.1 The Influence of Product Newness and Price on Perceived Product Capability........................... 37
4.4.2 The Influence of Product Newness and Price on Perceived Product Usability............................ 40
4.4.3 The Influence of Price on Perceived Monetary Sacrifice.............................................. 42
4.4.4 The Influence of Perceived Product Capability, Usability and Monetary Sacrifice on Perceived Value.... 42
4.4.5 The Influence of Perceived Value on Adoption Intention.............................................. 44
4.4.6 The Summary of Hypothesis Testing................ 44
Chapter 5 Conclusions and Suggestions.................. 46
5.1 Research Conclusions............................... 46
5.2 Theoretical Implications........................... 48
5.3 Managerial Implication............................. 49
5.4 Limitations and Future Research.................... 50
References............................................. 53
Appendix A - Pretest Questionnaire..................... 59
Appendix B -Questionnaire of Experiment................ 69

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