本研究利用「問卷調查法」來蒐集資料，總計回收有效樣本共197份，並且透過SPSS及Amos進行資料分析，以檢驗研究假說。研究結果發現，重複性購買態度、描述性規範以及沉浸經驗對於使用軟體內購買的重複性購買意圖有正向的直接影響，且重複性購買態度對於重複性購買意圖的影響力為最高。 ;Along with the rapid growth of smart phones, smart phones have gradually replaced feature phones in the mobile market. Mobile phone’s application (app) also gradually receive public attention. Global number of smart phones′ apps, app downloads, and revenue are increasing every year. In 2015, global apps have been downloaded about 111.2 billion. In 2016, global apps are about $51 billion in gross revenue across all app stores. With the growth of app′s market, many research have reported that the app revenue model has gradually transformed from "one-time purchases" to "in-app purchases". Of all app categories, Games are the most profitable. One study used "Theory of Planned Behavior" as a conceptual framework and "Flow Theory" as a point cut to explain user′s in-app purchases behavior in Games apps. This study attempts to further discuss repurchase intention.
In this study, data was collected from 197 valid respondents through web-based questionnaires. SPSS and AMOS were employed as data analysis tools to test hypotheses. Result revealed that repurchase attitude, descriptive norms, and flow experience has a directly positive effect on repurchase intention in in-app purchases, and repurchase attitude is the highest influence.
