Title page for etd-0727114-121518


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URN etd-0727114-121518
Author Yuan-yu Huang
Author's Email Address No Public.
Statistics This thesis had been viewed 5349 times. Download 305 times.
Department Communications Management
Year 2013
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Comments does matter – Exploring the motivation of eWOM Comments in mobile software store
Date of Defense 2014-07-01
Page Count 100
Keyword
  • App Store
  • App
  • Product Property
  • Motivation to Comment
  • Pricing
  • Gender
  • eWOM
  • Abstract The mobile device boom in recent years brings more attentions to the App store and electronic word of mouth (eWOM). Using mobile phone to browse information and download Apps has become the modern consumers’ habit. However, there're millions of Apps in the App store, and the competition is intensified; these data show the WOM comments have an essential impact on the App downloading. When looking back, the eWOM researches barely discuss the motivation of giving comments, and it also lacks of relative literatures on the App products. This study aims to analyze the two primary characteristics of an App, Type (game/application tool) and Pricing (free/paid), as well as the influence of gender on the motivation of giving comment; by referring to the previous literatures and taking the App store features into consideration, it selects 5 types of motivations. During the analysis, social exchange theory and social identity theory are adopted to explain the eWOM behavior in App stores, which expects to promote the domestic App store’s comment counts through learning the consumers' eWOM behaviors. The research utilizes 2x2 tests method; prior to the investigation, the suitable subject Apps are selected via pre-tests. The App’s types and prices to be tested are designed in 4 different questionnaires by the narrative situation and released in popular social networks (i.e. Facebook and BBS). Moreover, with the population variables of gender in the questionnaires, it controls the gender distribution and prevent ratio imbalance. The tested samples are people who have experiences in using mobile devices. The research results show that Game Apps reviewers have higher motivations of releasing emotions and financial incentives. The free Apps raise the motivation of releasing emotions, while the paid Apps increase the motivation of financial incentive. Furthermore, female users are easier to be affected by releasing emotions and motivation of the others. The three motivations of concerning of the others, perception of belonging and releasing emotions have positively influences on the willing to giving comments.
    Advisory Committee
  • Jack, Chihyuan Wang - chair
  • Hsuan-Yi Chou - co-chair
  • Shao-Jung Wang - advisor
  • Files
  • etd-0727114-121518.pdf
  • Indicate in-campus at 3 year and off-campus access at 3 year.
    Date of Submission 2014-08-27

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