台北市消費者對免費行動遊戲中商城道具之知覺價值、知覺風險、知覺品質與知覺犧牲對再消費意願之研究

Abstract

截至2013年，作業系統平台Android手機市佔率已達79%，遠遠高於ios作業系統。相較於Apple APP Store，Android Market大多採取免付費下載，廠商如何在一片軟體免費下載的風潮下，為公司獲取利潤，讓業者甚為苦惱。因此如何因應潮流並掌握消費者特性與需求是未來發展的重點。 本研究以台北市消費者為調查對象，以人口統計變數、消費動機變數、資訊來源變數、免費行動遊戲商城道具產品屬性變數作為投入變數，藉由干擾知覺系列變數包含知覺價值、知覺品質、知覺犧牲與知覺風險，探討其對消費者再消費意願的影響關係。本研究採用網路問卷調查法，共回收607份有效問卷，並使用敘述性統計、因素分析、信度分析、卡方檢定、雪費檢定、變異數分析與迴歸分析等統計方法對樣本資料進行分析。 根據本研究結果顯示，免費行動遊戲商城道具消費者在人口統計變數對消費動機變數、資訊來源變數、產品屬性、知覺價值、知覺品質、知覺犧牲與知覺風險評估準則，皆有顯著差異。當消費者對免費行動遊戲商城道具之知覺價值與知覺品質越佳，則對其再消費意願越高，而知覺風險與知覺犧牲越高，則其再消費意願越低。

Android continues to dominate the global smartphone market, nearly 79% smartphone market share in 2013. . Compared to the Apple APP Store, Android Market mostly takes a free download. Software vendors are very distressed in how to making a lot of money under the wave of free downloads. Therefore, how to respond to the trend and grasp the characteristics and needs of consumers are the key points of future development. The research use internet questionnaire survey method to understand customers who have purchased free app games and digital props in Taipei City as primary studying group. Moreover, the research used demographic variables, purchasing motive variables, sources of information variables, product attributes variables of free app game and digital props as input variable, then used perceived value, perceived risk, perceived quality and perceived sacrifice as moderator to observe whether their will affect consumer repurchase intention. 607 valid questionnaires were collected from consumers in Taipei City. All data were analyzed by the main statistical methods which are Descriptive Analysis, factor analysis, Reliability Analysis, ANOVA analysis, Chi-Square test, Scheffe’s Test and Regression Analysis. The results show that demographic variables have significant differences from purchasing motive variables, sources of information, product attributes, perceived value, perceived risk, perceived quality and perceived sacrifice. Moreover, perceived value and perceived quality have positive relationship to customer repurchase intention. Therefore, perceived risk and perceived sacrifice have negative to customer repurchase intention.