The effect of perceived value on stickiness in using APP:The interactive of reference group as a mediator.

• Main Authors: Yi-Ting Chen, 陳儀庭
• Other Authors: An-Hang Chen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/cydmfn

碩士 === 國立臺北商業大學 === 資訊與決策科學研究所 === 104 === Nowadays, it’s necessary for people to have a smart phone. The demand of mobile APPs has greatly increased. This study is made to discuss whether there has influence between stickiness in using APP and perceived value (include in perceived usefulness, perceived ease of use, perceived playfulness, perceived price). In addition, the interactive of reference group (e.g. friends and family members) is adopted as a mediator. In the meantime, this study also investigates whether the effect of perceived value and stickiness will cause any differences in different in-APP purchase types and price. The target respondents of this study are smart phone user who has the experience of in-APP purchase within one year. Questionnaire method was adopted in this study. We got 360 effective responses by taking the random sampling method. In addition, we analyzed the validity and regression by using SPSS software. The data analysis results could be summarized as follow: 1. Perceived value had positive significantly influence on reference group. 2. Reference group had positive significantly influence on stickiness. 3. Perceived value had positive significantly influence on stickiness. 4. Reference group had the intervening effect between perceived value and stickiness in using APP. 5. Different in-APP purchase types and price had no significantly effects on modulating stickiness in using APP. According to the results of this research, we conclude that the perceived value has influence on interaction of reference groups and stickiness in further. Besides, APP users focus more on whether the APP is interesting and approachable rather than cheaper or not when choosing APP. As a result, APP developer should try to enhance the interaction function, such as produce competitive games, so that it will help user make up the conversation topic with their friends and family. In addition, APP developer should enhance perceived value of APP, especially user-friendly and interesting APP.