近年來掀起一股消費者對智慧型手機和平板電腦等智慧行動裝置的熱潮從而也帶動應用程式商店下載軟體的需求。本研究主要針對下載行動應用程式的消費族群進行問卷調查，以計畫行為理論為基礎來探討消費者使用行為意向，並藉由態度、主觀規範與知覺行為控制之再解構，深入分析影響行動應用程式消費族群的前置因素，依此並提出線上應用程式之行銷策略建議。 本研究採取網路問卷為調查方式，以智慧型手機以及平板電腦使用者為調查對象，回收388份問卷，有效問卷320份（回收率82.47%），本研究以結構方程式進行資料分析。研究結果顯示，模型的測量模式具有良好的信效度，在結構模式方面則發現(1) 對於態度構面，知覺有用性以及知覺娛樂性皆呈現正向顯著影響，而相容性則呈現不顯著；(2) 對於主觀規範構面，人際影響以及網路口碑亦呈現正向顯著影響；(3) 在知覺行為控制構面，資源助益條件呈現正向顯著影響，而自我效能並未呈現顯著的結果；(4) 態度、主觀規範以及知覺行為控制構面亦皆對消費者使用行動應用程式之行為意圖有顯著正向影響。In recent years, the demands for mobile devices, such as smart phones and tablets, have risen up and also generated the substantial interest among consumers for downloading the mobile phone applications (“apps”). This study conducted a questionnaire survey for the consumer groups who have ever downloaded the apps. According the theory of planned behavior, we investigated the apps behavioral intention of consumers in this stusy. This study also examined the antecedents which influence the apps consumer groups by decomposing attitude, subjective norm and perceived behavior control construts, and provided marketing strategy recommendations for apps stores. This study collects 388 samples in total by using internet questionnaire method. Analysis upon 320 usable responses using structural equation modelling reveals that the measurement model has good reliability and validity. The empirical results of structual model showed that (1) for Attitude construct, both Perceived Usefulness and Perceived Playfulness have significantly positive effect, but Compatibility have no significant impact; (2) for Subjective Norm construct, Interpersonal Influence and eWOM also have significantly positive effect; (3) for Perceived Behavior Control construct, Resource Facilitating Condition has significantly positive effect, but Self-Efficacy does not show a significant result; (4) Attitude, Subjective Norm and Perceived Behavior Control have a positive relationship with the Behavioral Intention of using apps.
