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系統識別號 U0026-1906201323270900
論文名稱(中文) 以服務品質觀點與慣性探討Apps使用者之持續使用意圖-以功能性Apps為例
論文名稱(英文) Assessing the Effects of Service Quality and Habit on the Consumers' Continuance Intention of Mobile Services: An Example of Functional Apps
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 101
學期 2
出版年 102
研究生(中文) 陳雯瑩
研究生(英文) Wen-Ying CHEN
學號 R76001045
學位類別 碩士
語文別 中文
論文頁數 102頁
口試委員 指導教授-王維聰
口試委員-陳正忠
口試委員-林彣珊
中文關鍵字 服務品質  慣性  持續使用意圖 
英文關鍵字 service quality  habit  continued usage intention 
學科別分類
中文摘要 近年來由於行動商務時代的來臨,使得原先只是溝通工具的手機,其功能不斷擴充,隨著近幾年智慧型手機的流行,許多人也逐漸以智慧型手機取代傳統手機,而手機本身的功能也不斷的擴充,智慧型手機已逐漸走入現代人的生活,而APP對於手機用戶的影響也日益增加,根據蘋果所公布的數據顯示,其行動應用市集App store中的全球下載量已超過250億次,並且仍在持續快速的成長中,顯示未來APP市場的無窮潛力。而Gartner也指出在2012年APP下載數量比2011年成長一倍,達456億次,在如此競爭的市場環境下,APP開發商之著重重點已從如何讓使用者下載APP,轉變成如何保有APP使用者對於APP之持續使用意圖。然而行動服務的消費特性,使其對於使用者而言,轉換成本很低,取得也相當容易,如何在行動服務市場維持使用者的持續使用被視為一大挑戰。但使用者的手機桌面空間有限,即使是免費下載的Mobile APP,消費者仍然會因其提供之服務是否真正符合自身需求再考慮是否下載,因此對於APP開發商而言,除了要吸引新顧客外,也要設法留住舊有顧客,過去文獻也指出開發新顧客的成本遠大於留住舊有顧客之成本,因此若能找出影響APP使用者持續使用之關鍵因素,不但可節省其開發成本,更可帶來更多利潤。
因此本研究以行動服務品質結合慣性,探討功能性APP使用者之持續使用意圖,並針對使用過功能性APP的使用者進行問卷調查,共收集302份有效問卷,並以結構方程模式中的部分最小平方法來進行驗證。研究結果顯示,服務品質中的環境品質與滿意度會直接影響慣性進而影響持續使用意圖,雖然互動品質與結果品質對於慣性沒有顯著影響,但其互動品質、環境品質與結果品質仍會直接影響使用者滿意度進而正向影響持續使用意圖。期望本研究之研究結果能彌補過去文獻之不足,並提供APP供應商在留住舊有使用者方面的實務上依據。
英文摘要 In recent years, due to the rapid development of m-commerce, people now use smart phones instead of traditional cell phones because of the big increase in functions of smart phones. Because the use of mobile Apps has become a trend for completing work and life tasks using mobile phones, their effect has been far reaching. Research conducted by an App store revealed that the download number of the mobile services market had already exceeded twenty-five billion, and indicated that it is still rising. Also, research by Gartner also indicated that mobile Apps download numbers in 2012 were double those of 2011. In such a competitive market, App developers are not only focusing on users' download numbers but also are focusing on discovering methods by which to maintain continued usage. However, the low switching cost characteristic of mobile services is viewed as a challenge regarding maintaining continued usage intention. Before consumers download Apps, they still consider the usefulness and quality of the App itself as well as their smart phones' desktop space even when downloading is free of charge. The majority of previous studies on this topic have indicated that the cost of developing new customers is much higher than keeping the old customers, so it saves Apps developers development costs and raises profits if they can determine the key factors related to continued usage intention. This study explores the effect of service quality and habit on customer satisfaction, which in turn affects continued usage intention of mobile services.
Based on survey data collected from 302 functional Apps users in Taiwan, this study validated the proposed theoretical model using a structural equation modeling technique. The results show that all three dimensions of service quality (interaction quality, environment quality and outcome quality) have significant and positive effects on customer satisfaction while only one dimension of service quality (environment quality) has a significant and positive effect on habit. Continued usage intention is determined by customer satisfaction and habit. The contributions of this study include not only the elimination of the theoretical gaps in prior studies, but it also offers insightful managerial implications for functional Apps developers.
論文目次 摘要 III
Abstract IV
致謝 VI
目錄 VII
表目錄 IX
圖目錄 XI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與限制 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 行動商務 6
第二節 慣性 8
第三節 服務品質觀點 12
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假說 25
第三節 問卷設計 29
第四節 資料分析 36
第五節 資料分析方法 43
第四章 資料分析 46
第一節 敘述性統計分析 46
第二節 信度分析 59
第三節 相關分析 63
第四節 衡量模型 64
第五節 結構模型 68
第五章 結論與建議 72
第一節 研究發現與結論 72
第二節 研究貢獻 76
第三節 研究限制與未來研究方向 79
參考文獻 81
附錄一 前測問卷 90
附錄二 正式問卷 97
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