| 摘要: | 本研究是探討消費者於智慧型手機應用軟體偏好分析之研究，即消費者在使用智慧型手機應用軟體(application programs;簡稱APP)時的行為模式及使用接受意願，同時納入整合科技接受模型(unified theory of acceptance and use of technology;簡稱UTAUT)的部分理論基礎來作為研究架構，找出消費者受到何種關鍵因素影響進而來使用相關APP應用軟體，以達到未來APP相關產業設計研發之參考依據。
本研究設計是採用問卷調查方式，總共回收有效問卷118份。透過統計研究資料顯示：(1)消費者基本資料構面對其使用接受意願不具影響。(2)消費者基本資料構面對其APP使用行為因素是具有影響。(3)消費者APP使用行為因素對其使用接受意願是部分具有影響。(4)功能導向構面對消費者使用接受意願是具有影響。(5)價格導向構面對消費者使用接受意願則不具影響。(6)操作簡易性構面對消費者使用接受意願是具有影響。(7)娛樂導向構面對消費者使用接受意願是具有影響。(8)社會影響構面對消費者使用接受意願是具有影響。
This study was to explore consumer preferences for smartphone application software (application programs, APP) analysis research; it is to explore the consumers’ behavioral pattern and APP usage behavior.
This paper uses parts of the structure theories from the UTAUT (unified theory of acceptance and use of technology, UTAUT) to find the key factors affecting consumers APP usage behavior. Hopefully, findings of the research can be referenced by R&D of APP related industries in the future.
The study has 118 samples of valid questionnaires on the survey. Through the statistical analysis, it shows: (1) Consumers’ personal information does not affect the willingness to use the APP. (2) Consumers’ personal information does affect why or how they use the specific APP. (3) APP usage behavior does affect the consumers’ usage of the APP. (4) The function in the APP does affect the consumers’ willingness to use it and way of use. (5) The APP’s price does not affect the consumers’ willingness to buy and use it. (6) The APP’s ease of use does affect the consumers’ willingness to use it. (7) The APP’s entertainment component does affect the consumers’ willingness to use it. (8) The APP’s level of social influence does affect the consumers’ willingness to use it. |
