行動應用程式的持續使用行為之研究;The Study of Continuing Use of App

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Title:	行動應用程式的持續使用行為之研究;The Study of Continuing Use of App
Authors:	詹智超;Jan, Chih-Chao
Contributors:	企業管理學系
Keywords:	行動應用程式;持續使用行為;使用者行為;情緒;Application;Continuing Use;User Behavior;Emotion
Date:	2017-07-10
Issue Date:	2017-10-27 13:13:34 (UTC+8)
Publisher:	國立中央大學
Abstract:	隨著資訊科技的興起，行動裝置成為了生活的必需品，而行動應用程式在這樣的趨勢之下更是扮演非常了重要的角色，行動應用程式與以往企業組織所使用的大型IT，本質上有所差異，而使用產品的目的也與過去組織為了獲利或提升效率的目標性導向明顯不同，另外過去以理性的方式來研究人的使用行為，其中並無情緒牽涉其中，但是因為人在使用產品的過程中會產生情緒，情緒會影響使用者行為。使用者最終持續使用的行為，並非只有由經過思考所產生的持續使用意圖所組成，還有隨著使用產品的熟悉度會逐漸產生未經過思考的習慣，兩者結合才能更加完整的解釋使用者的持續使用行為。而本研究也將行動應用程式分類成效用型和快樂型，根據Thüring（2007）提出的CUE模型，假設不同種類的App會經由情緒體驗來影響消費者持續使用行為的前因，包含持續使用意圖與習慣。透過問卷發送的方式來驗證本研究的假說，有效問卷總計138份，在模型驗證的部分，本研究使用SPSS 22來進行敘述性統計的分析，且以SmartPLS 3.0來分析模型路徑之間的顯著性，在加以比較不同種類的App之間路徑是否有差異性，研究結果顯示:（1）效用型App與快樂型App的工具性價值感知與非工具性價值感知皆對情緒體驗有正向顯著影響。（2）使用效用型App與快樂型App之情緒體驗對持續使用意圖和習慣有中介效果存在。（3）效用型App與快樂型App在路徑分析上並無顯著的差異。 ;Mobile devices become necessity with the advance of science and technology in recent years. Therefore, the apps are getting more and more important. Differing from traditional purpose-oriented information technology, people use apps not for specific purpose. There are various differences in nature between them. Previous continuing IT usage studies focused more on rational evaluations instead of non-rational factors. This study propose that the process of continuing IT use is not only decided by rational reaction, but also accompanied with emotional experience, which influence on antecedents of continuous usage . We think antecedents of continuing IT use consist of cognitive intention and unconscious behavior like habit. According to component of user experience model purposed by Thüring(2007), this study used two types of apps to examine how emotional experience affect on intention of continued usage and habit. By issuing questionnaires to validate hypotheses of this paper, 138 effective responses were collected. Descriptive and path analysis were analyzed by SPSS 22.0 and SmartPLS 3.0. Significant results imply that (1) Using utilitarian and hedonic mobile app, the value of perception of instrumental qualities and non-instrumental qualities have positive effect on emotional experience. (2) The emotional experience of using utilitarian and hedonic mobile app mediate the value of perception of instrumental qualities and the value of perception of non-instrumental qualities to continuous using intention and habit. (3)There are no significant differences between using utilitarian and hedonic mobile app to affect the antecedents of process of continuing IT use.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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