| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 100 === In order to gain market opportunities, it is necessary to understand the payment factors for mobile applications. First, the study analyzes how perceived sacrificing, perceived quality and perceived risk affect perceived value. Secondly, perceived value serves as an intermediary variable to confirm the effects between perceived risk and purchase intention. Then the study of the effects of word of mouth on perceived risk and perceived value to purchase intention. Lastly, the comparisons of the differences of product types and user patterns in each dimension. I expect to offer my study results to highly competitive mobile applications software developer, product development and marketing strategy for business development reference.
In this study, an Internet questionnaire was used to conduct a survey through the link on network and at each well-known site, invited users had downloaded the mobile applications backfill questionnaire. A total of 299 questionnaires were successfully collected from March 26 through April 16. For research purposes, the analytical software SPSS 17.0 was used to examine the reliability, validity, regression and ANOVA values of the impact on the different factors.
The results showed that: (1) perceived quality and perceived sacrificing are positive effects on perceived value. User experience serves as a positive reinforcement for the value of the topic and experience to share. (2) The perceived risk and perceived value on intention of purchase had no significant effect. Users no longer have perceived risk, because of the trial model and the verisimilitude of the interface and forum information. (3) Different types of apps in the perceived quality, perceived sacrificing, perceived value and purchase intention was no significant difference. This result showed that most users are satisfied with the trial model and interface design of apps on the market. (4) The high adhesion of users who spend more than five hours on a daily basis is significantly greater than users who spend under 30 minutes in perceived quality, perceived sacrificed and perceived value. (5) perceived value will positively influence purchase intention, especially from the high adhesion users who use apps for more than five hours daily. (6) Social type apps of word of mouth effect are significantly greater than others.
According to this study, suggested that the mobile applications software developer can use the following strategies to enhance the user purchase intention: (1)An interactive marketing or experiential marketing topics. (2)Enhance word of mouth marketing for social or game type apps. (3) Emphasis on high adhesion users' purchasing power.
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