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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/72134


    Title: 遊戲使用者之軟體內購買重複購買意圖研究
    Authors: 陳亭安;Chen,Ting-An
    Contributors: 資訊管理學系
    Keywords: 軟體內購買;重複性購買;沉浸經驗;計畫行為理論
    Date: 2016-07-14
    Issue Date: 2016-10-13 14:27:40 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 隨著智慧型手機的發展,智慧型手機 (smart phone) 逐漸取代功能性手機 (feature phone) 的地位,手機軟體 (App) 也逐漸受到大家注意。全球智慧型手機App數量、App下載量及收益每年不斷攀升,全球App下載量在2015年時已經有1112億個,2016年全球App的毛利更高達510億美元。然而隨著App市場日益壯大,許多研究指出,App的獲利模式逐漸從一次性購買轉變為軟體內購買 (In-App Purchase, IAP),且大多數獲利的都是遊戲類型App。有研究利用計畫行為理論 (Theory of Planned Behavior, TPB) 作為研究的架構,以沉浸理論 (Flow Theory) 作為切入點,探討使用者在遊戲類型App的IAP行為,本研究想進一步研究重複性購買的意圖。

    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.
    Appears in Collections:[資訊管理研究所] 博碩士論文

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