| Summary: | 碩士 === 國立政治大學 === 傳播學院碩士在職專班 === 101 === Progress of mobile communications technology, smart phone have entered the field of new media. New APP (mobile application) frequently introduced.
Different consumers use a different attitude to the APP, and how its intention to accept the APP, user behavior, user characteristics of consumers will have an impact on receiving attitude, intention and behavior of the APP.
This study analyzes the "Happy Go Card Mobile" APP consumer demographic variables used to explore consumers' Happy Go Card Mobile "APP achieved technology acceptance model, perceived value and customer satisfaction, customer loyalty, by each facet quantitative measurements to construct launched the "Happy Go card mobile" APP obtained by the use of specific results. In addition to questionnaires, the study also conducted two interviews with APP for store development industry expert interviews were conducted with consumers interviews, proposed a "Happy Go Card Mobile" APP functional enhancement and improvement suggestions.
In this study, 573 valid questionnaires, using descriptive statistics, factor analysis, Pearson correlation analysis, questionnaire reliability analysis, T test and regression analysis, statistical analysis of data obtained for hypothesis testing.
In this study, 573 valid questionnaires, this study adopts reliability analysis, descriptive statistics, T test, factor analysis, one-way ANOVA test, correlation analysis and regression analysis, performed statistical interpretation of data,
Get hypothesis testing.
The research results are as follows:
1 A significant relationship exists between technology acceptance model,and perceived value.
2 A significant relationship exists between technology acceptance model and user’s satisfaction .
3 A significant relationship exists between technology acceptance model and user’s loyalty.
4 A significant relationship exists between perceived value and user’s Satisfaction
5 A significant relationship exists between perceived value and user loyalty.
6 A significant relationship exists between user satisfaction and user loyalty.
7 Demographic variables of gender， there are significant differences on the perceived value.
8 Demographic variables of different ages, there are significant differences on technology acceptance model, perceived value, user satisfaction ,user loyalty .
9 Demographic variables of different marital status, there are significant differences in user satisfaction.
10 Demographic variables of the different educational levels, there are significant differences on the perceived value.
11 Demographic variables of different residential areas，there are significant differences on technology acceptance model 、 perceived value.
12 Demographic variables in different occupational categories ，there are significant differences on technology acceptance model, perceived value, user satisfaction ,user loyalty .
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