品牌APP設計美感對多通路行為意圖之影響

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廖淯庭(Yu-Ting Liao) 查詢紙本館藏

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資訊管理學系

論文名稱

品牌APP設計美感對多通路行為意圖之影響

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摘要(中)

如今隨著行動商務的蓬勃發展，行動裝置上APP的設計美感扮演著重要的角色。各品牌傾向去開發他們獨有的品牌APP到全球的線上APP商店，這樣的現象讓品牌不再只是傳統的提供商品服務，甚至開發相關的品牌APP去滿足他們的顧客群，並透過這樣的媒介去影響顧客的後續行為，像是再次惠顧、再購意圖、推薦他人…等等。
本研究問卷蒐集採用網路方式，並收集1113份有效樣本進行相關統計分析。資料分析方法採用部分最小平方法 (Partial least squares, PLS)，以驗證構面之關係及模型配適度。結果發現，表現美感對愉快、興奮、主導情感有正向關聯，互動美感對愉快、興奮、主導情感有正向關聯，情感和認知反應對行為意圖有正向關聯。
本研究架構為APP的購物環境下，APP的設計美感與情感反應之關聯。提供電子商務管理者了解多通路購物環境下，消費者的購物行為，且以更全面性的角度評估設計美感對情感、認知反應的影響，藉由帶給消費者優質興奮、主導情感反應和商店服務品質，進而提升顧客再購率與忠誠度；並探討設計美感與行為意圖關聯性，來了解消費者在多重通路中的使用行為與行為意圖產生的正面效益。

摘要(英)

With the rapid development of mobile commerce, design aesthetics on mobile device APPs play an important role. The brands tend to develop their unique brand of APPs to global online APPs store, so that the brand is not only just the traditional provision of goods and services, but related to the development of brand APP to meet their customer needs, and through such media to influence the subsequent behaviors of customers, like repurchase intention, recommendation to others... and so more.
The questionnaire of study data using internet method are collected from 1113 respondents. Using partial least squares (PLS) to analyze the data and validate the relationship of model and the fit. The results show that expressive aesthetics have positive influences on pleasure, arousal, dominance. Interactive aesthetics have positive influences on pleasure, arousal, dominance.
Under APPs shopping environment, the relationship between design aesthetic and emotional responses are investigated by the previous studies. Providing e-commerce managers to understand the multi-channel shopping environment on consumer shopping behaviors, and a more comprehensive assessment of the impact on aesthetic affective and cognitive reactions by bringing consumers pleasure, arousal, dominance and shop’s service quality. It enhances customer repurchase rate and loyalty, and the design aesthetics are related with behavior intentions, to understand how to affect consumer’s behavior invention in multi-channel.

關鍵字(中)

★ 古典美感
★ 表現美感
★ 互動美感
★ 情感反應
★ 商店服務品質
★ 行為意圖

關鍵字(英)

★ classical aesthetics
★ expressive aesthetics
★ interactive aesthetics
★ affective
★ shop′s service quality
★ purchase intention

論文目次

第一章、緒論 1
1-1 研究背景 1
1-2 研究動機與目的 2
1-3 研究流程 5
第二章、文獻探討 6
2-1 多通路的行為意圖 6
2-2 品牌APP的設計美感 7
2-3 情感和認知 8
2-4 研究假說 10
第三章、研究方法 17
3-1 研究模型 17
3-2 研究設計 17
3-3 問卷設計 18
3-4 項目衡量詳述 18
3-5 前測資料分析 22
3-6 資料分析方法 22
第四章、資料分析 25
4-1 敘述性統計 25
4-2 共同方法變異檢測 27
4-3 衡量模式 28
4-4 結構模式 37
第五章、結論與建議 44
5-1 研究結果 44
5-2 管理意涵 46
參考文獻 49
附錄一、問卷 55

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指導教授

謝依靜(Yi-jing Hsieh)

審核日期

2016-7-12

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