Mobile Application Software Continuing Use Behavior Investigate - Based on the Decomposed Theory of Planned Behavior

• Main Authors: LIANG,JEN-CHIEH, 梁仁杰
• Other Authors: 葉俊雄
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/75948501012460178069

碩士 === 開南大學 === 資訊管理學系 === 100 === As the communication technology advances, smart phones and flat-panel computers are gaining more popular. They reduce the limitations by time and space, and therefore change the life style of human beings. Vendors of these products, in general, use their proprietary operating systems and platforms for downloading application software. The tremendous amount of downloads shows the big business opportunity for software developers. However, what are the key factors users consider for their choice of applications. This thesis is to investigate the usage trend of mobile application software. Our research focuses on the users of mobile applications. We will analyze the following characteristics of using mobile applications: use attitude, subjective norm, perceived behavioral control by the behavioral Intention, and continuing use behavior. Our approach is to undergo a survey of mobile applications. The questionnaire can be taken online or on paper from some universities in Taipei and Taoyuan in Taiwan. The results of this study mainly revealed that: (1) Use attitude positively affected behavioral intention; (2) Subjective norm positively affected behavioral intention; (3) Perceived behavioral control positively affected behavioral intention; (4) Perceived behavioral control positively affected continuing use behavior; and (5) Behavioral intention positively affected continuing use behavior. Based on the analysis, the thesis provides some suggestions to the vendors of mobile application software, and the reference of the future research on the similar subject.