隨著智慧型手機和平板電腦等行動裝置的普及，消費者對行動應用程式(Application，以下簡稱App)的需求也水漲船高。調研機構Gartner針對App下載數量調查資料顯示：2012年全球智慧型手機用戶下載App數量，比2011年成長近2倍。智慧型行動裝置使用者最愛的App類型，第一名是遊戲類，社交App第二。全球智慧型手機市場佔有率快速成長，帶動App蓬勃發展。整合科技接受模式(Unified Theory of Acceptance and Use of Technology, UTAUT)理論整合並改進以往的科技接受模式，經過實證後，UTAUT對使用者的行為意向和使用行為的解釋力比其他八種更高。過去研究價格和產品涉入影響使用者的行為意向和使用行為等研究，大多分別探討，本研究使用UTAUT為理論架構，進一步擴充UTAUT理論模型，增加「價格」構面和「產品涉入」變數探討消費者對付費App的購買意向。以問卷調查法方式進行發放和回收，再以相關分析工具進行資料分析。分析研究結果發現，使用者使用行動遊戲App，其「績效預期」、「社會影響」對使用者使用遊戲App的「行為意向」有顯著影響；「努力預期」對使用者使用遊戲App的「行為意向」無顯著影響；「促成條件」、「價格」對使用者使用遊戲App的「購買意願」有顯著影響。
With the popularity of mobile devices such as smart phone, tablet, and others, consumers’ need for application (abbreviated as App in the following) also rocketed. The research data about App downloading amount of a technology research institute called Gartner indicated that the App amount that worldwide smart phone users downloaded was nearly the double of 2011’s amount. Smart phone users’ favorite App was game App and the second place was social networking App. The market share of global smart phone grew rapidly, and therefore the development of App also was rising and flourishing. Unified Theory of Acceptance and Use of Technology (UTAUT) had integrated and improved the past technology acceptance models, and UTAUT was proved to have stronger significant influence on users’ behavior intention and using behavior than the other 8 types. Most past researches about the influence of price and involvement on users’ behavior intention and using behavior didn’t include price and involvement simultaneously, and hence the researcher of this study used UTAUT as the theoretical basis and further expanded the model of UTAUT - to increase “price” dimension and “involvement” variable to investigate consumers’ purchasing intention of paid App. The researcher issued and retrieved questionnaires by the method of questionnaire survey and then used related analyzing tools to conduct data analysis. The results showed that as users used game App their “performance expectancy” and “social influence” had significant influences on their “behavior intention” of using game App; “effort expectancy” had no significant influence on the “behavior intention” of using game App; “facilitating conditions” and “price” had significant influences on their “purchasing intention” of using game App.
