The Effects of Product Information and Social Influence Motivation on Intention to Downlod Mobile APP Games－The mediating role of Consumption Value

• Main Authors: Ji Ya-Pei, 紀雅珮
• Other Authors: Yu Chao-Chuan
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/efa5h2

碩士 === 東吳大學 === 企業管理學系 === 102 === Smartphone is a growing trend in recent years, smartphone can perform numerous functions and operations which includ games through downloading applications (Apps). As business opportunities can be expected, many firms have devote to develop apps, creating the formation of intense competition. Many apps have no one shows any interest in, only a few become popular apps to obtain huge profits. Therefore, the firms must to know the answers of “what influences consumers to choose a app games?” In this study, considering app to be a kind of digital good, and considering the download behavior of use of App games to be a consumer choice. Under the premise, this study constructed a theoretical model based on the features of app stores and the social characteristic of app games, and used consumption value as the mediating role. This study collected 307 samples by questionnaire survey. The analysis by SmartPLS showed that product reviews, product introduct, and social visibility respectively have a significant impact for emotional value; product introduct and social visibility respectively have a significant impact for social value; emotional value and social value have a significant impact for download intention.