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系統識別號 U0002-0207201419033700
中文論文名稱 行動應用服務使用者黏著度行為之研究
英文論文名稱 Towards an Understanding of the User Stickiness to Use Mobile Application Services
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士班
系所名稱(英) Department of Information Management
學年度 102
學期 2
出版年 103
研究生中文姓名 林京螢
研究生英文姓名 Ching-Ying Lin
學號 601630527
學位類別 碩士
語文別 中文
口試日期 2014-06-21
論文頁數 59頁
口試委員 指導教授-吳雅鈴
委員-詹前隆
委員-劉艾華
中文關鍵字 行動應用服務  使用創新性  網路外部性  使用滿足理論  黏著度 
英文關鍵字 Mobile Application Services  Use innovativeness  Network externality  Uses and gratifications theory  Stickiness 
學科別分類
中文摘要 隨著行動應用服務的持續發展下,使用者能透過自身需求與喜愛來立即性地選擇與使用各種類型的服務。然而,過去對行動應用服務之研究大多著重於技術方面,且少研究去了解使用者對行動應用服務的使用行為。此外,就智慧型手機應用程式的服務而言,讓使用者增加對該服務黏著度並持續使用是此產業成功的關鍵。因此,本研究的目的是根據使用滿足理論來探討使用者對智慧型手機應用程式的使用黏著程度。
其中,本研究蒐集行動應用服務經驗者的使用意見,總共收集到401份的有效樣本,並採用量化的方式及結構方程模型(SEM)的分析方式,其分析結果大力地支持本研究模型。本研究結果表明科技因素(熟悉度)與外部因素(感知網絡規模、感知互補性與感知兼容性)均會影響社交滿足。再者,除了感知網絡規模外,所有的影響因素(包括:熟悉度、使用創新性、使用挫折感、感知互補性與感知兼容性)均影響使用上的滿足。最後,使用者的社交滿足與使用滿足對其黏著度都有顯著地影響力。本研究結果可提供給開發人員和管理人員,以幫助他們開發出更有效的行動應用程式以合乎使用者的需求。
英文摘要 With the continuous development of mobile application services, each user can choose what multiple services they want to use. However, most past studies focused on the technical views and few studies have explored the use behavior on mobile application services. In addition, the user stickiness is critical for the success of Smartphone applications to increase users’ continuance usage. The purpose of this study is to examine the antecedents of consumer stickiness toward Smartphone applications based on the uses and gratifications theory. We adopted empirical study to analyze the survey data using structural equation modeling (SEM). Data collected from 401 users of mobile application services provide strong support for the research model. The results show that a technological dimension (familiarity) and external dimensions (perceived network size, perceived compatibility, and perceived complementarity) influence sociability gratifications. Moreover, except for perceived network size, almost all factors (familiarity, use innovativeness, frustration with technology, perceived compatibility, and perceived complementarity) influence gratification opportunities. Furthermore, both sociability gratifications and gratification opportunities have significant effects on stickiness. Several important managerial implications are expected to be provided for managers and marketers to help make powerful mobile applications for effective mobile communications.
論文目次 目錄
壹、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
貳、 文獻探討 5
2.1 科技因素-熟悉度 5
2.2 個人因素-使用創新性與使用挫折感 6
2.3 外部因素-網路外部性 7
2.4 使用滿足理論 9
2.5 黏著度 10
2.6 控制變數 11
參、 研究方法 13
3.1 研究模式 13
3.2 研究假說 14
3.3 研究設計 19
3.4 研究構面操作型定義 25
肆、 資料分析與結果 26
4.1 資料分析 26
4.2 問卷受訪者資料 27
4.3 模式與假說驗證 29
伍、 研究結論與建議 34
5.1 研究結果與討論 34
5.2 理論貢獻 39
5.3 實務貢獻 40
5.4 研究限制與未來發展 41
參考文獻 43
附錄 研究問卷 54

表目錄
表3.1 各研究構面之參考文獻 21
表3.2 熟悉度構面衡量問項 22
表3.3 使用創新性構面衡量問項 22
表3.4 使用挫折感構面衡量問項 22
表3.5 網路外部性構面衡量問項 23
表3.6 使用滿足理論構面衡量問項 24
表3.7 黏著度構面衡量問項 24
表3.8 本研究構面操作型定義 25
表4.1 受訪者一般性統計資料 (N = 401) 28
表4.2 構面之描述性統計量 29
表4.3 PLS驗證性因素分析與各指標交叉負荷量值 30
表4.4 各構面間之相關係數與AVE的平方根值 31
表4.5 本研究假說與驗證結果 33

圖目錄
圖1.1 研究流程 4
圖3.1 行動應用服務使用黏著度模式 13
圖4.1 SEM研究效果模式 32
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