消費者購買行動裝置應用軟體為研究-以Apple產品為例

Abstract

由於無線網路如WiFi、3G的普及，加上行動科技的日新月異，消費者對於智慧型手機、平板電腦等行動裝置的接受度已大大提升。行動裝置能夠蓬勃發展，搭配使用的各項應用軟體(applications)功不可沒，各種應用軟體研發單位也如雨後春筍般成立，形成未來一股強勁的新趨勢。然而怎樣的應用軟體能夠在同類型的軟體中脫穎而出，什麼樣的特質能夠吸引消費者花錢購買，便是這些軟體公司需要仔細研討的地方。 本研究針對蘋果公司可連結網際網路之行動裝置使用者為研究對象，為了探討使用者在眾多應用軟體中的購買行為，會受到那些因素影響，使用科技接受模型(TAM)為基礎，搭配知覺風險以及從眾行為兩個依變數，探討消費者購買行動裝置應用軟體時，是否會受到知覺有用性、知覺易用性、知覺風險以及從眾行為的影響。最後依照研究結果，將會影響消費者購買行為的變數進行學術以及實務探討。

Due to the popularity of wireless network such as Wifi and 3G, as well as the fast growing of mobile device technology, the acceptances of those new technology by customers are increased dramatically. The booming of those mobile devices is caused by the variety of applications; therefore, a large number of software companies has being established one after another. Mobile device application is becoming a potential tendency in the future. However, how can the application stand out above the rest, and which type of application can attract customers and make them willing to purchase, are the questions those companies need to concern. In this research, we focus on the users who use Apple devices that are capable of accessing internet. In order to investigate what kind of factors might affect the users choosing app in app store, our research structure is based on TAM, and add two dependent variables ,perceived risk and herd behavior, to discuss whether the consumers are impacted on perceived ease of use, perceived usefulness, perceptive risk or herd behavior during purchasing behavior. According to the results, we will research into the effective factors by academic studies and examples.