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系統識別號 U0026-2406201301542800
論文名稱(中文) 行動應用程式商店的衝動性下載行為之研究 - 以中國和台灣使用者為例
論文名稱(英文) Impulse Download in the Mobile App Marketplace - A Survey of China and Taiwan Users
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 101
學期 2
出版年 102
研究生(中文) 陳珮泰
研究生(英文) Pei-Tai Chen
學號 ra7991233
學位類別 碩士
語文別 英文
論文頁數 72頁
口試委員 召集委員-張紹基
口試委員-鄭至甫
指導教授-偉耶倫
中文關鍵字 行動應用程式商店  衝動性下載  行動應用程式  刺激–內在感受–反應  網站特性 
英文關鍵字 Application marketplace  Impulse download  Mobile apps  S-O-R paradigm  Website characteristics 
學科別分類
中文摘要 自從行動應用程式商店的出現以來,行動應用程式的下載數量持續呈現爆炸性的成長。使用者藉由此平台得到全面性的整合服務,從軟體購買、安裝、更新到技術支援均可在行動程用程式商店上完成。如今,行動應用程式商店的商業模式成為數位內容市場的主要推手並且大幅改變軟體消費模式。
以往的學術研究和市場研調機構認為衝動性購買在消費者購買行為中佔有很大的比重。比如在電子商務網站中,近40%的消費是衝動性購買的結果。這項研究將從終端使用者的角度探討衝動性下載在行動應用程式商店中所扮演的角色。探索行動應用程式商店中會刺激使用者下載的元素,了解什麼可能會導致消費者迅速作出下載行動應用程式的衝動決定,並找出驅動下載數量的主要因素。
我們的研究結果表明正面情緒在行動應用程式商店的衝動性下載過程中扮演關鍵角色。行動應用程式商店中的商業資訊和設計元素對使用者的正面情緒有正向影響,然後喚起衝動的慾望進而產生衝動性下載行為。此外,一個令人驚訝的結果發現在行動應用程式商店上的非商業資訊(例如使用者的評分以及評論)沒有顯著影響消費者的衝動決定。
英文摘要 Mobile apps have an incredible achievement in download numbers since the invention of the application marketplace like Apple’s App Store in recent years. The application marketplace business model is boosting the digital content market and changing the mode of software consumption today.
Previous studies and research organizations suggest impulse buying takes a weighty proportion in consumer buying behavior, like almost 40 percent of purchases on e-commerce websites are the result of impulse buying. This study will investigate the role of impulse download on the application marketplace from end users’ perspectives. The scope will cover both free and paid-for mobile apps. We explore stimuli on the application marketplace end users would engage. Understanding what to lead consumers a quick decision to download mobile apps and figuring out the major factor that drives download hits.
The result indicates that positive affect of an individual’s emotion plays the key role in the context of impulse download on the application marketplace. Commercial information and visual pleasure on the application influence an individual’s positive affect and then rouse a downloading urge to make impulse downloads. Moreover, a surprising founding shows that non-commercial information like user’s ratings and comments on the application marketplace does not influence consumer’s impulse decision.
論文目次 摘要 I
ABSTRACT II
AKNOWLEGEDMENT III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 4
1.3 Research Objective. 7
1.4 Research Process. 8
CHAPTER TWO LITERATURE REVIEW 10
2.1 Stimulus-Organism-Response Paradigm. 10
2.2 Impulse Buying. 11
2.2.1 Positive Affect and Buying Impulse. 13
2.2.2 Impulse Buying Tendency. 15
2.2.3 Stimulus of Impulse Buying. 16
2.3 Online Store Characteristics as Environmental Stimuli. 17
2.3.1 Information Search. 19
2.3.2 Pleasure Cues. 23
2.3.3 Business Transaction. 23
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26
3.1 Research Structure and Hypotheses. 26
3.2 Construct Measurement. 27
3.2.1 Commercial Information Cues. 28
3.2.2 Word-of-Mouth as Non-Commercial Information Cues. 28
3.2.3 Pleasure Cues. 29
3.2.4 Positive Affect. 29
3.2.5 Downloading Urge. 30
3.2.6 Impulse Download. 30
3.2.7 Impulse Buying Tendency. 31
3.2.8 Ease of Download. 32
3.3 Questionnaire Design. 32
3.4 Sample Plan. 34
3.5 Data Analysis Method. 34
3.5.1 Descriptive Statistic Analysis. 34
3.5.2 Purification and Reliability of the Measurement Variable. 35
3.5.3 Pearson Correlation Analysis. 36
3.5.4 Structure Equation Model (SEM). 36
CHAPTER FOUR DATA ANALYASIS 37
4.1 Sampling Analysis. 37
4.2 Descriptive Statistical Analysis. 39
4.2.1 Descriptive Statistics in Commercial Information Cues. 39
4.2.2 Descriptive Statistics in Word-of-Mouth. 40
4.2.3 Descriptive Statistics in Pleasure Cues. 41
4.2.4 Descriptive Statistics in Positive Affect. 41
4.2.5 Descriptive Statistics in Downloading Urge. 42
4.2.6 Descriptive Statistics in Impulse Download – Free Apps. 42
4.2.7 Descriptive Statistics in Impulse Download – Paid-for App. 43
4.2.8 Descriptive Statistics in Impulse Buying Tendency. 43
4.2.9 Descriptive Statistics in Ease of Download. 44
4.3 Reliability Analysis. 44
4.4 Confirmatory Factor Analysis and Validity Test. 46
4.5 Correlation Analysis. 50
4.6 Difference Analysis. 54
4.7 Hypotheses Test. 55
4.7.1 Direct Effects. 56
4.7.2 Mediating Effects. 58
4.7.3 Moderating Effects. 59
CHAPTER FIVE CONCLUTIONS AND SUGGESTIONS 62
5.1 Research Conclusions. 62
5.1.1 Implications of Hypotheses. 62
5.1.2 Practical Implications. 64
5.2 Research Limitations and Further Research Suggestions. 65
5.3 Research Contributions. 66
REFERENCES 68
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