以創新擴散理論探討消費者對App之轉換意圖-以導航App為例

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湯志凱(Chih-Kai Tang) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

以創新擴散理論探討消費者對App之轉換意圖-以導航App為例

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摘要(中)

近年來，隨著智慧型手機、平板電腦市佔率的提升，帶動App產業的快速成長，而各家軟體開發商也極盡所能地研發出各種型態的App，以滿足消費者日常生活中的需求。但這樣的熱潮與趨勢，也慢慢地使相關產業結構與消費者的使用行為產生變化，消費者開始願意利用符合既有產品功能的App去取代原產品。因此，本研究以此為研究方向，並根據過去文獻基礎，以「創新擴散模式」、「轉換成本」及「既有產品滿意度」建立起一般化之架構，去探討當前App市場中的消費者，願意從既有產品轉換成使用擁有相當功能的App之影響因素。研究中也採取目前較廣為討論的導航App為研究案例，以進行實證研究。
本研究主旨在研究消費者之轉換意圖，而抽樣對象需對新舊產品皆有使用經驗較為合適，故配合導航App案例，以使用過車用衛星導航與導航App者為研究調查對象。經問卷設計與數據分析，其結果顯示消費者在面對創新的App時，其所知覺到創新特徵中的「相容性」、「知覺易用性」、「可試用性」及「可觀察性」皆可透過對App的偏好態度，進而正向影響到消費者在新舊產品上的轉換意圖；而「既有產品的滿意度」也會負向影響消費者願意轉換使用創新App的意圖。因此，根據研究結論顯示，在行動應用程式市場的快速增長上，App開發商所帶來的市場拉力，與既有產品廠商所產生的市場推力，將促使消費者在新舊科技產品上的轉換，而開發商與既有產品廠商的相關行銷、產品策略，未來也將是影響消費者進行轉換決策的重要關鍵。

摘要(英)

Recently, the high market share of the smart phone and tablet PC makes the mobile application (App) industry growing rapidly. Base on this trend, App developers try to develop various applications to meet the consumer demand in their life. But it also gradually makes the industrial structure and consumer behavior to change. Consumers start to replace original products by the applications, because of same functions between the original product and App. For this reason, in this study we try to build a common framework including “Diffusion of Innovation Theory”, “Switching costs” and “Satisfaction of original products” by the past literatures. And we want to find the reasons which make consumers transfer their purchase intention form original products to applications. Besides, we prove the hypothesis in the research framework using the popular case in the navigation application.
In this study, we need to collected samples that have experience between the original product and App and we get a result in data analysis finally. In the result, “Compatibility”, “Complexity”, “Trialability” and “Observability” exhibits significant influence on “Attitude in App” and “Switching intention”. And “Satisfaction in original product” exhibits negative significant influence on “Switching intention”. So we make a comment that consumers would transfer their purchase intention by these reasons along with the rapid growth of application market. Base on the comment in this study, how to make a marketing strategy and decision is very important for App developers and companies of the original product in the future.

關鍵字(中)

★ 創新擴散理論
★ 轉換成本
★ 轉換意圖
★ App
★ 車用衛星導航
★ 導航App

關鍵字(英)

★ Diffusion of Innovation Theory
★ Switching Costs
★ Switching Intention
★ App
★ Navigation System
★ Navigation Application

論文目次

中文摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 V
表目錄 VI
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究範圍與對象 4
第四節研究流程 5
第二章文獻回顧 6
第一節創新擴散理論 6
第二節轉換成本 9
第三節滿意度 13
第四節轉換意圖 16
第三章研究方法 18
第一節研究架構 18
第二節研究假設 20
第三節變數之操作型定義與衡量方法 23
第四節問卷設計與說明 28
第五節研究分析方法 29
第四章研究結果分析 32
第一節問卷回收與敘述性統計 32
第二節信效度檢定 40
第三節結構方程模式分析 47
第五章結論與建議 53
第一節研究結論 53
第二節管理意涵 56
第三節研究限制 58
第四節未來研究建議 59
參考文獻 60
附錄一：正式問卷 67

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指導教授

張東生(Dong-Shang Chang‏)

審核日期

2013-6-25

推文