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系統識別號 U0002-1707201421044200
中文論文名稱 行動APP對使用者購買意願影響之研究
英文論文名稱 The Influence on Purchasing Intentions of the Mobile APP User
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 102
學期 2
出版年 103
研究生中文姓名 陳士錚
研究生英文姓名 Shyh-Jeng Chen
學號 701610288
學位類別 碩士
語文別 英文
口試日期 2014-05-31
論文頁數 39頁
口試委員 指導教授-李月華
委員-徐世同
委員-楊立人
中文關鍵字 購買慾望  行動APP 
英文關鍵字 Purchasing Intentions  Mobile APP 
學科別分類
中文摘要 因應快速的網路與智慧手機的崛起,行動行銷越來越受歡迎。網路上的口碑,能有效的降低購買者的不確定性。此論文將專注於餐廳搜尋軟體的使用者經驗,論文中展示行動行銷行為的信任度對於使用在地折價卷有正面的影響,但對於閱讀行動 APP 餐廳評論者並無影響。
英文摘要 With the rapid growth of internet and smartphone user, mobile commerce has gained its popularity, all kinds of mobile marketing emerged. Reviewing on the internet comments before actual purchasing becomes indispensable. Accordingly, electronic Word of mouth (e-WOM) can effectively reduce the feeling of uncertainty and perception of risk and can promptly influence consumers’ purchasing decision. Hence, how mobile APP usage will affect purchasing intention is the aim of this study.

This research subject focuses on “Restaurant Locator” APP user experience. Respondent is difficult to obtain since APP is widely offer to smartphone users. Snowball Sampling will be used in this survey to locate smartphone user who is also a “Restaurant Locator” APP. According to research structure, auto notification of LBS (Local Base Service) discount information, and APP mobile - Word of mouth are measurement variables. Six variables includes frequent update of internet sharing platform for dinning experience, interactivity, self-disclosure of the message deliver, marketing intent of message receiver, trustworthy, and purchasing intention.

The study findings the increase of purchasing intention when customer dining in restaurant and using mobile devise research of restaurant review. Research shows that trustworthiness of data exchange in mobile business can influence in positive way of purchasing intention. The trustworthiness of mobile APP social platform will influence the willing of using LBS discount message, but will not affect the usage of using mobile phone APP’s Restaurant Review.
論文目次 Tables of Content III
List of Tables V
List of Figures VI
1. Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purpose 4
2. Literature Review 6
2.1 SoLoMo Uses and Purchase Intent 6
2.2 Information Reliability and Consumer Usage 8
2.3 Influence Factor of Social Media Platform Trustworthiness 11
3. Research Method 15
3.1 Research Design 17
3.2 Variable Definition and the Measurement 17
3.3 The Questionnaire 19
4. Empirical Results 20
4.1 Participant’s Profiles 20
4.2 Scale Validity and Reliability 20
4.3 Hypothesis Testing 23
5. Conclusion and Discussion 27
5.1 Conclusion 27
5.2 Managerial Implications 28
5.3 Research Limitation 29
5.4 Future Research Discussion 30
6. Reference 31
6.1 Chinese Reference 31
6.2 English Reference 32
7. Appendix 37



List of Tables

Table 1 Operation Variable Definition and the Measurement Items 17
Table 2 Exploratory Factor Analysis 21
Table 3 Result of Factor Analysis 23
Table 4 Correlation Coefficients and Average Extracted Variance Square Root 23
Table 5-1 Results of Purchase Intent Analysis 25
Table 5-2 Results of Trustworthiness Analysis 26
Table 5-3 Path Analysis Results 26


List of Figures

Figure 1 Research Framework 14
Figure 2-1 Rating, Comment and Photo of Restaurant Locator APP 16
Figure 2-2 Restaurant Locator APP 16
Figure 3 CFA Results 22
Figure 4 Structure Model 24

參考文獻 6.1 Chinese Reference
Cheng, Kai-yuan (2006). An Exploratory Research Comparing the Differences of Online Word-of-Mouth Communication Media. National Taiwan University of Science and Technology Business Administration master thesis, Taiwan, Taipei.
Cheng, Pai-ya (2007). Rethinking Narcissism in Present Age- a Study of Make-up Displaying Blogs. National Chung Cheng University Institute of Telecommunications master thesis, Taiwan, Chiayi.
Chih, Wen-Hai and Hsu, Li-Chun (2013). Determinants of Membership Websites’ Stickiness Intentions: An Empirical Study of Fashion Guide Website. Journal of e-Business, 15(2), 265-294.
Chin, Chia-Mei (2008). The Study of Internet Forum Message and Consumers’ Purchase Intention-A Case of UrCosme. National Taiwan University of Science and Technology Business Administration Department master thesis, Taiwan, Taipei.
Chen, Yi-Fen (2010). The Influence of e-WOM on Consumer Purchase Intention with Prospect Theory. Journal of e-Business, 12(3), 527-546.
Chen, Yi-Fen, Ni, Chia-Hsiung and Hsiao, Teng-Tai (2011). Effects of the Travel Website Design Quality, Design Characteristics, and Shopping Value on Online Consumer Purchase Intention. Journal of e-Business, 13(3), 673-696.
IX Survey online market research (2007). Trend of Bloger’s management and satisfaction survey. 2012/12/15. http://www.insightxplorer.com/specialtopic/self_blog200710.html
Jheng, Cin-Hong (2010). The Influence of Attitude and Trust on Consumers’ Acceptance on Location-Based Services: An Explorative Study in Taiwan Market. National Chung Hsing University Business Administration master thesis, Taiwan, Taichung.
Lin, Shung-Hsien (2010). Investigating the Effect of Cause-Related Marketing Messages on Buying Decisions: A Perspective of Consumers and Heuristics. National Kaohsiung First University of Science and Technology Marketing and Distribution Management department master thesis, Taiwan, Kaohsiung.
Lin, Yi-Chun (2009). The research on product placement of cosmetic blog. National Chengchi University Dissemination Management department master thesis, Taiwan, Taipei.
Shen, Gui Mei (2007) Blog usage survey: personal blog has become a wide spread new trend. 2012/11/30, http://www.pollster.com.tw/report/20070720/index.htm.
Shih, Fang-shan (2004). The Determinants of Consumer Impulsive Buying Behavior. Nanhua University Dissemination Management department master thesis, Taiwan, Chiayi.
Yang, Chen-Yi (2009). The Information Adoption of Blog Word-of-Mouth: An Empirical Research of Cosmetic Blog. National Taiwan Normal University Public Media Department master thesis, Taiwan, Taipei.
Yeh, Kai-Lin (2010). Analysis of factors affecting cosmetic blog credibility. National Chengchi University. Taiwan, Taipei.

6.2 English Reference
Ayeh, J. K., Au, N., and Law, R. (2013). Predicting the intention to use consumer-generated media for travel planning. Tourism Management, 35, 132-143.
Balter, D., and Butman, J. (2005). Grapevine: The new art of word-of-mouth marketing. New York: Penguin Group.
Bauer, H. H., Barnes, S. J., Reichardt, T., and Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of electronic commerce research, 6(3), 181-192.
Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., and Varan, D. (2011). The effectiveness of branded mobile phone Apps. Journal of Interactive Marketing, 25, 191-200.
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