博碩士論文 etd-1004115-204101 詳細資訊


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姓名 蘇鈺婷(Yu-Ting Su) 電子郵件信箱 E-mail 資料不公開
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 104學年第1學期
論文名稱(中) 應用程式內購買意圖之研究-以通訊軟體LINE為例
論文名稱(英) A Study on In-App Purchase Intention of Emotion Stickers for Messaging Software- The Case of LINE
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    紙本論文:2 年後公開 (2017-11-04 公開)

    電子論文:使用者自訂權限:校內 2 年後、校外 3 年後公開

    論文語文/頁數 中文/81
    統計 本論文已被瀏覽 5388 次,被下載 230 次
    摘要(中) 隨著智慧型手機及行動網路的普及,人們高度依賴社交通訊App與親友連絡,社交通訊App也成為聯繫他人、維持互動的重要工具之一。其中,通訊軟體LINE在台灣即佔有73%的使用人數,能創造如此高的使用率,其原因莫過於其提供多樣化的「貼圖」豐富了溝通交流。貼圖強大的情緒張力以及幽默感,賦予使用者一種自我形象,因此在與他人的對話中使用貼圖也成為新興的溝通方式,更成功創造前所未有的貼圖經濟效應。因此,本研究欲探討,為何在每個人都有免費貼圖可使用的情況下,仍讓許多使用者願意以付費方式再購入其他種類貼圖,並分析其中有哪些因素會影響消費者的購買行為。
    本研究以消費價值理論中的知覺價值,與使用貼圖後的滿意度作為基礎架構,並加入社群溝通過程中重要參考群體的影響、個人創新性的人格特質以及價格意識做為干擾效果,探討對消費者購買意圖的影響。利用「問卷調查法」進行研究資料的蒐集,總計回收有效樣本數達到352份,並且透過SPSS和PLS進行資料分析,用以檢驗研究假說。而研究結果發現:(1)在對於LINE貼圖購買意圖中,知覺價值、滿意度、參考群體與個人創新性皆會顯著影響購買意圖,價格意識則負向影響購買意圖。(2) 干擾變數參考群體、個人創新性、價格意識皆會有干擾效果存在,但在對知覺價值到購買意圖的干擾效果中,僅有部份顯著干擾效果。
    摘要(英) With the popularity of mobile devices and the Internet, most of people rely on social communication app to communicate with each other like their family or friend. It becomes an important app tool to contact with each other. There are 73% people using LINE as a social communicate tool in Taiwan. One of reason for its success is the variety of emotion sticker to rich the communication. The emotion sticker provides strongly emotion and humor that giving the self-image to user, so it becomes a new communication way to use emotion sticker when chatting with others. The situation creates a successful business model. Base on these, this study attempts to look into why those who already owned free emotion stickers still keep on buying new emotion stickers. Moreover, looking into which factor will influence user’s purchase intention.
    In this study, perceived value of theTheory of Consumption Values, (TVC) and satisfaction of Expectation-Confirmation Theory, (ECT) is used as the foundation, with the moderator of reference group, personal innovativeness, and price consciousness to look into user’s purchase intention. Data was collected from 352 informants through a web-based questionnaire distributed through relevant discussion groups. SPSS and PLS were employed as data analysis tools. The result shows that: (1) Perceived value, satisfaction, reference group, personal innovativeness positive influence purchase intention. (2) The moderator of reference group, personal innovativeness, price consciousness effectively moderate purchasing intention for LINE stickers, but just has part of effectively moderation between perceived value and purchase intention.
    關鍵字(中)
  • LINE貼圖
  • 購買意圖
  • 價格意識
  • 個人創新性
  • 參考群體
  • 滿意度
  • 知覺價值
  • 關鍵字(英)
  • purchase intention
  • price consciousness
  • reference group
  • personal innovativeness
  • satisfaction
  • perceived value
  • LINE sticker
  • 論文目次 第一章 緒論 1
    1.1 研究背景 1
    1.2 研究動機 4
    1.3 研究目的 5
    1.4研究流程 6
    第二章 文獻探討 7
    2.1 知覺價值 7
    2.2 滿意度 9
    2.3 參考群體 11
    2.4 個人創新性 13
    2.5 價格意識 14
    2.6 購買意圖 15
    第三章 研究方法 16
    3.1 研究架構與假說 16
    3.2 操作型定義之衡量 21
    3.3 研究設計 27
    第四章資料分析 28
    4.1 樣本描述性統計分析 28
    4.2 問卷量表之信效度檢驗 32
    4.3 假說檢定 38
    4.4 干擾效果 40
    4.5小結 45
    第五章結論 47
    5.1 研究結果 47
    5.2 學術意涵 53
    5.3 實務意涵 54
    5.4 研究限制與未來建議 55
    參考文獻 57
    附錄一:問卷 66
    附錄二:PLS 71
    附錄三:Bootstrap 72
    參考文獻 一、網站資源:
    1. App Annie調查數據:https://www.appannie.com/
    2. IDC:https://www.idc.com/
    3. LINE官方數據:http://linecorp.com/zh-hant/pr/news/en/2015/997
    4. NAVER財報(2014):http://www.navercorp.com/en/ir/annualReport.nhn
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    林隆儀、許慶珍(2007)”參考群體與消費態度在消費動機對購買意圖影響的干擾效果—以老年消費者購買保健食品為例”, 行銷評論,4(4)p421~448
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    口試委員
  • 林信惠 - 召集委員
  • 黃莉婷 - 委員
  • 楊淯程 - 指導教授
  • 口試日期 2015-07-14 繳交日期 2015-11-04

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