臺灣博碩士論文加值系統

科技的進步使得智慧型手機的使用已成為一種風潮，APP軟體的下載與運用更成為消費者得知重要資訊的新興媒介，透過行動裝置及其功能，使用者可以下載各種不同創新的APP程式來替生活增添樂趣與增進便利性。近年來，大眾健康意識抬頭，使用者更運用「健康與瘦身」APP來替自己的健康與生活把關。本研究主要目地在探討APP的使用者對APP創新特性認知對體驗價值之影響，並以使用者創新特質作為干擾變項。
本研究以「健康與瘦身」APP為研究對象。本研究正式調查受訪者包括兩個部分，一為朝陽大學之學生具健康與瘦身APP使用之經驗者，另一為透過網路問卷方式取得非學生族群，同樣具健康與瘦身APP使用之經驗者。資料分析方法包括:樣本結構分析、敘述性統計分析、信度與效度分析、探索性因素分析、t檢定、變異數分析、相關分析與迴歸分析。
主要研究結果包括使用者對「健康與瘦身」APP的易使用與可觀察性認知、相對優勢性認知、商品想像力認知、常見採用與可試用性認知、相容性認知等會顯著正向影響使用者在不同類型的體驗價值感受。而不同的使用者創新特質會正向或負向干擾部份「健康與瘦身」APP的創新特性認知對體驗價值的影響關係。本研究結論可提供健康與瘦身APP業者設計與行銷策略之參考。

The development of mobile technology has made smart phone came into fashion. The APPs have become a new emerging media for consumers to experience innovative mobile applications. The mobile device and its function enable users to download various innovative APPs to make life interesting and convenient. Additionally, following the rise of health consciousness among publics, more and more users download the APP “Health and Slimming” to manage their health and life. The study aims to explore the influences of APP user’s perception of innovation characteristics of APPs on their experiential values, and adopts the user’s innovativeness as a moderating variable.
The study selects the APP “Health and Slimming” as its research subject. The survey respondents involve two groups: the first group includes students from Chaoyang University of Technology who have experiences in using the health and slimming APPs and the other groups are non-students with using the health and slimming APPs. The data analysis methods include sample structure analysis, descriptive statistical analysis, reliability and validity analysis, exploratory factor analysis, t-test, variance analysis, correlation analysis and hierarchical regression analysis.
The major results of study include the APP users’ perception of APP innovation characteristics such as usability, observability, relative advantages, product imagination, visibility and trialability, and compatibility, which will have positive impact on users’ experiential values. However, different users’ innovationness may moderate positively or negatively the influences of users’ perceived innovation characteristics of APP on their experiential values. The conclusions in the study can provide references to APP developers for planning the new product development strategy of the health and slimming APPs.


 

摘要........................................................................................................................................Ⅱ
Abstract............................................................................................................................... III
致謝............................................................................................................................... ...... IV
目錄........................................................................................................................................V
表目錄..................................................................................................................................VII
圖目錄............................................................................................................................... .. IX
第一章 緒論...........................................................................................................................1
第一節 研究背景與動機.......................................................................................................1
第二節 研究目的...................................................................................................................4
第三節 研究流程...................................................................................................................5
第二章 文獻探討...................................................................................................................6
第一節 商品創新特性認知...................................................................................................6
第二節 體驗價值..................................................................................................................14
第三節 使用者創新特質......................................................................................................21
第三章 研究方法.................................................................................................................26
第一節 研究架構..................................................................................................................26
第二節 研究假說..................................................................................................................27
第三節 研究變項之定義與衡量題項設計..........................................................................31
第四節 問卷設計..................................................................................................................37
第五節 資料分析方法..........................................................................................................40
第六節 預測問卷分析..........................................................................................................42
第四章 資料分析與討論.....................................................................................................43
第一節 樣本基本資料分析..................................................................................................44
第二節 信度與效度分析......................................................................................................50
第三節 探索性因素分析......................................................................................................54
第四節 敘述性統計分析......................................................................................................65
第五節 t檢定與變異數分析...............................................................................................73
第六節 相關分析................................................................................................................103
第七節 階層迴歸分析........................................................................................................108
第五章 結論與建議...........................................................................................................137
第一節 研究結論................................................................................................................137
第二節 管理與實務意涵....................................................................................................145
第三節 研究限制與未來研究建議....................................................................................147
參考文獻.............................................................................................................................149
附錄 正式問卷.................................................................................................................. 157

表3-3-1APP創新特性認知量表.............................................................................................32
表3-3-2體驗價值量表...................................................................................................34
表3-3-3使用者創新特質量表..............................................................................................36
表3-4-1學生族群問卷基本資料設計.........................................................................................38
表3-4-2非學生族群問卷基本資料設計.......................................................................................39
表3-6-1APP創新特性認知、體驗價值、使用者創新特質之信度分析表.................................................................42
表4-1-1問卷發放與回收概況..............................................................................................43
表4-1-1 體驗情境資料分析表.............................................................................................45
表4-1-2 學生族群問卷人口統計資料分析表...................................................................................47
表4-1-3非學生族群問卷人口統計資料分析表..................................................................................48
表4-2-1APP創新特性認知量表正式調查信度分析...............................................................................51
表4-2-2體驗價值量表正式信度調查分析.....................................................................................52
表4-2-3使用者創新特質量表正式信度調查分析................................................................................53
表4-3-1APP創新特性認知變項之KMO值與BARTLETT球形檢定表....................................................................55
表4-3-2APP創新特性認知變項之探索性因素分析表.............................................................................56
表4-3-3體驗價值變項之KMO值與BARTLETT球形檢定表..........................................................................59
表4-3-4體驗價值變項之探索性因素分析表..................................................................................60
表4-3-5使用者創新特質變項之KMO值與BARTLETT球形檢定表.....................................................................62
表4-3-5使用者創新特質變項之探索性因素分析表..............................................................................63
表4-4-1APP創新特性認知之敘述性統計分析表................................................................................67
表4-4-2體驗價值敘述性統計分析表........................................................................................70
表4-4-3使用者創新特質敘述性統計分析表...................................................................................72
表4-6-2學生族群「使用頻率」之變異數分析表................................................................................77
表4-6-3學生族群「使用時間」之變異數分析表................................................................................80
表4-6-4學生族群之「年級」之變異數分析表..................................................................................82
表4-6-5學生族群之「學院」之變異數分析表..................................................................................85
表4-6-6學生族群之「居住地」之變異數分析表................................................................................87
表4-6-7學生族群之「零用金」之變異數分析表................................................................................89
表4-6-8非學生族群之「性別」特徵之T檢定..................................................................................91
表4-6-9非學生族群之「年齡」特徵之T檢定表.................................................................................92
表4-6-10非學生族群之「教育程度」特徵之T檢定表.............................................................................93
表4-6-11非學生族群「使用頻率」之變異數分析表..............................................................................95
表4-6-12非學生族群「使用時間」之變異數分析表..............................................................................98
表4-6-13非學生族群「居住地」之變異數分析表................................................................................99
表4-6-14非學生族群「職業」之變異數分析表................................................................................100
表4-6-15非學生族群「所得」之變異數分析表................................................................................102
表4-7-1相關係數強度表................................................................................................103
表4-7-2相關分析表...................................................................................................106
表4-8-2階層迴歸分析表-以視覺吸引與娛樂體驗價值構面為依變項..................................................................114
表4-8-3階層迴歸分析表-以逃避現實與享受體驗價值構面為依變項..................................................................121
表4-8-4階層迴歸分析表-便利體驗價值構面為依變項............................................................................129
表4-8-5階層迴歸分析表-以經濟價格體驗價值構面為依變項.......................................................................135
表5-1-1假說驗證結果..................................................................................................137
表5-1-2三個變項間關係之研究假說驗證結果表................................................................................140

圖1-3-1研究流程圖.....................................................................................................5
圖2-1-1創新採用者之分類................................................................................................13
圖2-2-1體驗價值類型...................................................................................................17
圖2-2-2體驗價值衡量構面................................................................................................19
圖3-1-1概念性架構圖...................................................................................................26
圖4-8-1修改後概念性研究架構............................................................................................108

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