| Summary: | 碩士 === 南台科技大學 === 資訊管理系 === 102 === According to the rapidly growth of the smart phone and mobile network technology, the life way of the most people have been changed. Considering the enhancement of mobile device hardware, the optimization of mobile network connection speed and the integration of cloud system technology, industries are anxiously developing their own mobile application (App). As the ubiquity of App, it becomes the most popular marketing platform of new products. To make the marketing and promotion successful, most of the general marking activities, such like digital marketing and E-commerce, are trying to promote by developing App. The motivation of this study is analyzing the impact of perceived usefulness and perceived ease-of-use of App to customer purchase intention. In our variable setting, the download intention is the mediator of this experiment.
Our study discovery:
1. The impact of App perceived usefulness to customer purchase intention isn’t significant.
2. The impact of App perceived ease-of-use to customer purchase intention is significant.
3. The impact of considering both App perceived usefulness and perceived ease-of-use to customer purchase intention is significant.
The App perceived ease-of-use shows a mediator effect to product purchase intention.
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