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探討App的內外部線索及產品類型對下載意願的影響 = Effects o...

國立高雄大學資訊管理學系碩士班

探討App的內外部線索及產品類型對下載意願的影響 = Effects of the internal/external cues and product types on customer's willingness to download App

Record Type:	Language materials, printed : monographic
Paralel Title:	Effects of the internal/external cues and product types on customer's willingness to download App
Author:	施喬心,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2014[民103]
Description:	77葉圖,表 : 30公分;
Subject:	手機App
Subject:	Mobile App
Online resource:	https://hdl.handle.net/11296/6f9pxz
Notes:	108年10月31日公開
Notes:	參考書目：葉38-42
Summary:	隨著行動裝置的普及，App已經成為生活中重要的工具，而因App的市場競爭十分激烈，因此如何有效吸引使用者的關注，已然成為一項非常重要的課題。本研究旨在探討影響消費者下載App的因素，除了探討內外部線索之外，也針對不同類別的App了解其影響下載的因素是否有所差異。根據訊號理論為基礎，本研究將App的線索分為外部線索(平均評分、評論數量)以及內部線索(產品描述之資訊品質)。不同於過去研究只探討單一線索對下載意圖的影響，本研究希望探討三個線索的直接效果與交互作用對下載意圖之影響。另外，App類別對上述三個線索與下載意圖間關係的調節效果，亦是本研究探討的重點。本研究採用實驗設計，以曾經有下載App經驗的使用者為研究對象，透過網路發放問卷，扣除無效樣本後，有效樣本為614份。資料分析結果可透過以下三點進行描述。首先，App的平均評分、評論數量皆顯著正向影響下載意圖，且平均評分與評論數量之交互作用亦呈現顯著影響的效果。次之，App描述內容之資訊品質、平均評分與App描述內容之資訊品質之交互作用皆未對下載意圖產生顯著影響。最後，產品類別的調節效果皆未達顯著水準，表示前述有關於平均評分、評論數量及內容之資訊品質的影響效果，均不會因為產品類別而有所不同。 With the popularity of the mobile devices, a variety of Apps have become important tools in life. However, due to the intense competition, how to attract consumer's attention is a pretty important issue for App developers. The purpose of this study is to investigate the effects of the internal cues, external cues and product types on customer's willingness to download App. Based on the signal theory, the cues of Apps are classified into external (average customer rating score、reviews quantity) and internal cues (description quality). Different from prior studies that focus on the effect of one cue, this study intends to investigate the direct effects and interaction effects of three cues on intention to download. Besides, the moderating effects of product type (utilitarian and hedonic) on the relationship between three cues and intention to download are also investigated in this study. This study adopts laboratory experiment to collect data from App users, through the internet questionnaires. After deleting invalid questionnaires, 614 valid responses were employed to test the research model. The results of data analysis can be summarized in three points follows. First, App's average rating score and reviews quantity significantly lead to download intention. The interaction effect of average rating score and reviews quantity is also significant. Second, the effects of App's description quality and the interaction between average rating score and description quality on intention to download cannot be significantly supported. Finally, the moderating effects of product type were not significant.

探討App的內外部線索及產品類型對下載意願的影響 = Effects of the internal/external cues and product types on customer's willingness to download App
施, 喬心

探討App的內外部線索及產品類型對下載意願的影響 = Effects of the internal/external cues and product types on customer's willingness to download App / 施喬心撰 - [高雄市] : 撰者, 2014[民103]. - 77葉 ; 圖,表 ; 30公分.
108年10月31日公開參考書目：葉38-42.
手機AppMobile App

探討App的內外部線索及產品類型對下載意願的影響 = Effects of the internal/external cues and product types on customer's willingness to download App
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330 $a 隨著行動裝置的普及，App已經成為生活中重要的工具，而因App的市場競爭十分激烈，因此如何有效吸引使用者的關注，已然成為一項非常重要的課題。本研究旨在探討影響消費者下載App的因素，除了探討內外部線索之外，也針對不同類別的App了解其影響下載的因素是否有所差異。根據訊號理論為基礎，本研究將App的線索分為外部線索(平均評分、評論數量)以及內部線索(產品描述之資訊品質)。不同於過去研究只探討單一線索對下載意圖的影響，本研究希望探討三個線索的直接效果與交互作用對下載意圖之影響。另外，App類別對上述三個線索與下載意圖間關係的調節效果，亦是本研究探討的重點。本研究採用實驗設計，以曾經有下載App經驗的使用者為研究對象，透過網路發放問卷，扣除無效樣本後，有效樣本為614份。資料分析結果可透過以下三點進行描述。首先，App的平均評分、評論數量皆顯著正向影響下載意圖，且平均評分與評論數量之交互作用亦呈現顯著影響的效果。次之，App描述內容之資訊品質、平均評分與App描述內容之資訊品質之交互作用皆未對下載意圖產生顯著影響。最後，產品類別的調節效果皆未達顯著水準，表示前述有關於平均評分、評論數量及內容之資訊品質的影響效果，均不會因為產品類別而有所不同。 With the popularity of the mobile devices, a variety of Apps have become important tools in life. However, due to the intense competition, how to attract consumer's attention is a pretty important issue for App developers. The purpose of this study is to investigate the effects of the internal cues, external cues and product types on customer's willingness to download App. Based on the signal theory, the cues of Apps are classified into external (average customer rating score、reviews quantity) and internal cues (description quality). Different from prior studies that focus on the effect of one cue, this study intends to investigate the direct effects and interaction effects of three cues on intention to download. Besides, the moderating effects of product type (utilitarian and hedonic) on the relationship between three cues and intention to download are also investigated in this study. This study adopts laboratory experiment to collect data from App users, through the internet questionnaires. After deleting invalid questionnaires, 614 valid responses were employed to test the research model. The results of data analysis can be summarized in three points follows. First, App's average rating score and reviews quantity significantly lead to download intention. The interaction effect of average rating score and reviews quantity is also significant. Second, the effects of App's description quality and the interaction between average rating score and description quality on intention to download cannot be significantly supported. Finally, the moderating effects of product type were not significant.
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