第五章 結論與建議
5.4 未來展望
(1) 針對不同的 App 應用程式種類進行探討
由於時間的關係,本研究只針對整體 App 應用程式的使用者進行探討,未 來希望能分別針對行動社交類、通訊類、交通運輸類、遊戲類等分類進行研究;
由於在臺灣社交類與通訊類的應用程式具有較多數的使用者,未來可以針對各種 類型的應用程式,提出更多不同的理論模式來進行相互比較與探討。
(2) 加入更多不同因素與看法發展更堅實的理論模式
本研究只針對智慧型行動裝置手機對於 App 應用程式的持續使用動機與 黏著行為的影響因素進行探討,所以希望未來能加入更多可能會影響其他行動裝 置使用者的因素進行探討,建構出更完善的研究模式來詮釋現今不斷改變的行動 網路環境。
(3) 可針對不同國家的文化進行 App 應用程式的研究
根據本研究的結果推論,在臺灣的主流的應用程式以社交類與通訊類為主。
未來研究可以加入其他國家的文化因素來探討對於行動裝置的持續使用動機與 其黏著行為,進而瞭解他國與臺灣的行動裝置使用者之差異,發展出更具有代表 性的理論與實證結果。
參考文獻
中文部份
[01] 尤意然(2013)。行動社群的知覺價值與行為意圖之關係探討-以臺灣大專學 生之智慧型手機用戶為例。臺東大學資訊管理研究所碩士論文。
[02] 呂建政(2003)。世代休閒教育的精神。上課講義。
[03] 辛莉萍(2010)。以網路社群使用者的知覺價值探討持續使用行為意向:以 Facebook為例。中華大學資訊管理研究所碩士論文。
[04] 林東泰著(1999)。《大眾傳播理論》。臺北:師大書苑。
[05] 林偉盛(2013)。透過智慧型手機使用社群網站與人際關係滿意度之關聯性研 究。國立臺灣藝術大學廣播電視學系碩士班碩士學位論文。
[06] 金信慧(2013)。青少年數位原民智慧型手機使用行為與群我關係之研究。國 立臺北教育大學教育傳播與科技研究所碩士論文。
[07] 柯彥均(2010)。以價值創造觀點及使用與滿足理論探討行動廣告模式之研究。
世新大學資訊管理學系碩士學位論文。
[08] 洪櫻純(2005)。專題:博物館與時間觀。博物館與休閒規劃:閒暇時間與自 由感。博物館學季刊19(3)。
[09] 孫文秀(2004)。由雜誌轉換成電子報形式之使用與滿足研究-以「技術尖兵」
為例。世新大學傳播研究所碩士論文。
[10] 翁秀琪(1996)。《大眾傳播理論與實證》。臺北:三民。
[11] 財團法人資訊工業策進會,網址:http://www.iii.org.tw/。
[12] 莊慶達、胡興華、邱文彥、高松根、何立德、碧菡(2009)。海洋觀光休閒之 理論與應用。臺北市:五南。
[13] 郭馨棻(2013)。結合行動與社交-從智慧型手機看年輕世代社交溝通的轉變。
國立政治大學新聞學系碩士論文。
[14] 陳仕恆(2011)。網站美感設計、資訊品質對網路商店顧客忠誠度之影響研究。
長庚大學資訊管理研究所碩士論文。
[15] 陳明德(2010)。微網誌之資訊品質、信任、涉入程度對口碑傳播之影響-Plurk 使用者之實證研究。明志科技大學工業工程與管理研究所碩士論文。
[16] 游捷閔(2012)。行動裝置使用者對於社群網站的持續使用意圖與黏著度影響 因素之研究-以Facebook為例。臺東大學資訊管理研究所碩士論文。
[17] 黃亮瑜(2012)。智慧型手機對工作與生活影響之探索性研究。國立中正大學 企業管理研究所碩士論文。
[18] 葉政勳(2013)。以行動裝置和社群網路特性探討行動裝置使用者對於微網誌 之持續使用意圖。臺東大學資訊管理研究所碩士論文。
[19] 劉育東(1996)。建築的涵意:認識建築、體驗建築並瞭解建築設計。臺北:
胡氏。
[20] 蔡淑琴(2012)。臺南市國中生手機使用行為與人際關係及親子互動之相關研 究。國立臺南大學教育學系科技發展與傳播碩士班碩士論文。
[21] 鄭健雄(1997)。休閒的哲學理念內涵暨分類休閒遊憩行為(中華民國戶外遊 憩學會主編)。頁:243~264。臺北:田園城市。
[22] 蘇伯方(2004)。即時傳訊軟體採用模式之研究。國立中山大學傳播管理研究 所碩士論文。
英文部分
[01] Aarts, H., Verplanken, B. and van Knippenberg, A., “Predicting Behavior from Actions in the Past: Repeated Decision Making or a Matter of Habit?,” Journal of Applied Social Psychology, 28(15), 1998, pp.1355-1374.
[02] Allison, N. C., Bagozzi, R. P., and Warshaw, P. R., “Extrinsic and intrinsic motivation to use computers in the workplace,” Journal of Applied Social
Psychology, 22(14), 1999, pp.1111-1132.
[03] Babin, Barry J., William R. Darden and Mitch Griffin(1994), “Work and/or Fun:
Measuring Hedonic and Utilitarin Shopping Value”, Journal of Consumer Research, Vol.20(March), pp.644-656.
[04] Baldi, S. and Thaung, H. P.-P. (2002). The entertaining way to m-commerce:
Japan’s approach to the mobile internet - A model for Europe? Electronic Markets, 12(1), pp.6-13.
[05] Barua, A., Chellappa, R., and Whinston, A. B. (1995). Creating a Collaboratory in Cyberspace: Theoretical Foundation and an Implementation. Journal of Organizational Computing, 5(4), pp.417-442.
[06] Bauer, R.(1964). The Obstinate Audience: the Influence Process from the Point of View of Social Communication American Psychologist, 19, pp.319-328.
[07] Boase, J. (2008). Personal networks and the personal communication system:
Using multiple media to connect. Information, Communication & Society, 11(4) pp.490-508.
[08] Bollen, K. A, and Stine, R. A. (1992). Bootstrapping goodness-of-fit measures in structural equation models. Sociological Methods and Research, 21, pp.205-229.
[09] Bruner, G. C. and Kumar, A., “Explaining consumer acceptance of handheld internet devices,” Journal of Business Research, 58(5), 2005, pp.553-558.
[10] Burgoon, J. K., Bonitoa, J.A., Bengtsson,B, Cederberg , C, Lundeberget, M., Allspach, L. (2000). Interactivity in human-computer interaction: A study of credibility, understanding, and influence. Computers in Human Behavior, 16(6) , pp.553-574.
[11] Chin, W. W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), pp.7-16.
[12] Clarke, I. (2001). Emergine value propositions for M-Commerce. Journal of
[13] Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), pp.1111-1132.
[14] Davis, F.D. (1989). “Perceived usefulness, perceived ease of use, and user acceptance of information technology”, MIS Quarterly, 13(3), pp.319–340.
[15] DeLone, W. H. and McLean, E. R. (2003), “The Delone and Mclean model of information systems success: A ten-year update,” Journal of Management Information Systems, 19(4), pp.9-30.
[16] Ducoffe, R. H. (1996), “Advertising Value and Advertising on the Web.”
Journal of Advertising Research, Sep./Oct.
[17] Efraim, T., and David, K. (2002). Introduction to e-commerce. New Jersey:
Prentice Hall.
[18] Fenne, V., Michael, F., Steehoudera, R. G., Hendrixb, J. W. C. and Van, G. P.
(2010), “From expert-driven to user-oriented communication of infection control guidelines,” International Journal of Human-Computer Studies, 68(6), pp.328-343.
[19] Fornell, C. R. and Larcker, F. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, pp.39-51.
[20] Forrester Research,網址:http://www.forrester.com/home/。
[21] Gefen, D., “TAM or Just Plain Habit: A Look at Experienced Online Shoppers,”
Journal of Organizational and End User Computing (JOEUC), 15(3), July 2003, pp.1-13.
[22] Heeter, C.(1989). Implications of new interactive technologies for conceptualizing communication. In J.L. Salvaggio and J. Bryant (Eds.) Media use in the information age, pp.217-236.
[23] Hirschman, E. C. and Holbrook, M. B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3), pp.92-101.
[24] Hoffman, D. L., and Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations, Journal of Marketing, 60(3), pp.50-68.
[25] Hong, S.J., Thong, J. and Tam, K.Y., “Understanding continued information technology usage behavior: a comparison of three models in the context of mobile internet,” Decision Support Systems (42), 2006, pp.1819-1834.
[26] Hsu, C. L. and Lu, H. P. (2005). Comsumer behavior in online game communicies : A motivational factor perspective. Computers in Human Behavior, 23(3), pp.1642-1659.
[27] Huh, Y. U., Keller, F. R., Redman, T. C. and Watkins, A. R. (1990), “Data Quality,” Information and Software Technology, 32(8), pp.559-565.
[28] Hull, C., Principles of behavior. New York: Applenton Century-Crofts Inc., 1943.
[29] Katz, E., Blumler, J. G. and Gurevitch, M.(1974). Utilization of Mass Communication by the Individual: An Overview. In J. G. Blumler and E. Katz (eds.), The Uses of Mass Communications:Current Perspective on Gratifications Research.
[30] Keen, P. G. W. and Mackintosh, R., The Freedom Economy: Gaining the M-Commerce Edge in the Era of the Wireless Internet, Osborne/McGraw-Hill, 2001.
[31] Li, H., Cheng, K. and Russell, M.G. (1999), “The impact of perceived channel utilities, shopping orientations and demographics on the consumer’s online buying behavior,” Journal of Computer-Mediated Communication, 5(2), pp.1-23.
[32] Liao, C., Palvia, P. and Lin, H. N., “The Roles of Habit and Web Site Quality in E-commerce,” International Journal of Information Management, 26(6), 2006,
pp.469-483.
[33] Limayem, M., Hirt, S.G., and Cheung, C.M.K., “How Habit Limits the Predictive Power of Intention: The Case of Information Systems Continuance,”
MIS Quarterly, 31(4), 2007, pp.705-737.
[34] Lin, J. C., “Online stickiness: Its antecedents and effect on purchasing intention,”
Behaviour & Information Technology, 26(6), 2007, pp.507-516.
[35] Maciag, G. A., “Web portals usher in, drive away business”, National Underwrite, 104(50), 2000, pp.19.
[36] Moon, J. W. and Kim, Y. G., “Extending the TAM for a World-Wide-Web context,” Information & Management, 38(4), 2001, pp.217-230.
[37] Morris, M. and Ogan, C. (1996). The internet as mass audience. Journal of Communication. 46(1), pp.39-50.
[38] Müller-Veerse, F. (1999). Mobile Commerce Report, Durlacher Research Ltd., http://www.durlacher.com/downloads/mcomreport.pdf.
[39] Nelson, R.R., Todd, P. A. and Wixom, B.H. (2005), “Antecedents of information and system quality: An empirical examination within the context of data warehousing,” Journal of Management Information Systems, 21(4), pp.199-235.
[40] Nunnally, J.C., (1978). Psychometric Theory, New York: McGraw-Hill.
[41] Oksman, V. & Rautiainen, P. (2002) Perhaps it is a body part. How the mobile phone became an organic part of the everyday lives of children and adolescents.
In J.Katz (ed.), Machines That Become Us, pp.293–308.
[42] Ouellette, J. A., and Wood, W., “Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior,”
Psychological Bulletin, 124(1), July 1998, pp.54-74.
[43] Ouellette, J. A., and Wood, W., “Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior,”
Psychological Bulletin, 124(1), July 1998, pp.54-74.
[44] Palmgreen, P., Wenner, L. A., & Rosengren, K. E. (1985). Uses and Gratifications Research: The Past Ten Years. In K. E. Rosengren, L. A. Wenner,
& P. Palmgreen (Eds.), Media Gratifications Research: Current Perspectives, pp.
11-37. Beverly Hills: Sage.
[45] Park, C. (2006). Hedonic and Utilitarian Values of Mobile Internet in Korea.
Internation journal of Mobile Communications, 4(5), pp.497-508.
[46] Prykop, C. and Heitmann, M. (2006). Designing Mobile Brand Communities Concept and Empirical Illustration. Journal of Organizational Computing and Electronic Commerce, 16(3&4), pp.301-323.
[47] Pura, M. (2005). Linking Perceived Value and Loyalty in Location-Based Mobile Services. Managing Service Quality, 15(6), pp.509-538.
[48] Rafaeli, S., (1988). Interactivity: From new Media to Communication. In Hawkins, R. P., Wiemann, J. M. and Pingree, S. (Eds.), Advancing Communication Science: Merging Mass and Interpersonal Processes, pp.110-134, CA: Sage.
[49] Riadh, L. (2010), “Developing e-service quality scales: A literature review,”
Journal of Retailing and Consumer Services, 17(6), pp.464-477.
[50] Safko, L., and Brake, D. K., The Social Media Bible: Tactics, Tools and Strategies for Business Success., New Jersey: John Wiley & Sons., 2009.
[51] Selnow, G. W. (1988). Using Interactive Computer to Communicate Scientific Information. American Behavioral Scientist, 32, pp.124-135.
[52] Shivers, J. S. 1981. Leisure and Recreation Concepts: A Critical Analysis.
Boston: Allyn & Bacon, Inc.
[53] Siau, K., Lim, E. P., and Shen, Z. (2001). Mobile commerce: promises, challenges, and research agenda. Journal of Database Management, 12(3),
pp.4-13.
[54] Straub, D., Boudreau, M-C., and Gefen, D. (2004). Validation guidelines for IS positivist research. Communications of the Association for Information Systems, 13, pp.380-427.
[55] Sue, Y. C., Byounggu, C. and Heeseok, L. (2006), “Categorizing commercial products for customer oriented online retailing,” Computers & Industrial Engineering, 51(1), pp.90-101.
[56] Sweeney, J. C. and Soutar, G. N. (2001). Consumer Perceived Value: The Development of A Multiple Item Scale. Journal of Retailing, 77(2), pp.203-220.
[57] Sweetser, P. and Wyeth, P. (2005). Game Flow: a model for evaluating player enjoyment in game. Computers in Entertainment, 3(3), pp.7-16.
[58] Trocchia, P. J. and Janda, S. (2003), “How do consumers evaluate internet retail quality?” Journal of Services Marketing, 17(3), pp.243-253.
[59] Tsalgatidou, A. and Pitoura, E. (2001). Business Model and Transactions in Mobile Electronic Commerce: Requirements and Properties. Computer Networks, 37(2), pp.221-236.
[60] Turban, E. and Gehrke, D. (2000), “Determinants of e-commerce web site,”
Human Systems Management, 19(2), pp.111-120.
[61] Varlander, S. (2007), “Online information quality in experiential consumption:
An exploratory study,” Journal of Retailing and Consumer Services, 14(5), pp.328-338.
[62] Venkatesh, V. and Davis, F. D., “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies,” Management Science, 46(2), 2000, pp186-204.
[63] Wang, L. C., Baker, J., Wagner, J. A., and Wakefield K. (2007). Can a Retail Web Site Be Social? Journal of Marketing, 71(3), pp.143-157.
[64] Weibull, L. (1985). Structural factors in gratifications research . In K. E.
Rosengren. L.A. Wenner and P. Palmgreen (Eds.), Media gratifications research:
Current perspectives, CA, USA, pp.123–147.
[65] Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), pp.139-153.
[66] Wu, J. H., Wang, S. C. and Tsai, H. H. (2010). Fall in love with on-line game.
Computers in Human Behavior, 26(3), pp.1271–1295.
[67] Wu, Y., Wang, Z., Chang, K. and Xu, Y. (2010). Why people stick to play social network site based entertainment applications: desigh factors and flow theory perspective. National University of Singapore.
[68] Zmud, R. W., Lind, M. R., and Young, F. W. (1990). An Attribute Space for Organizational Communication Channels. Informaton Systems Research, 1(4), pp.440-457.
[69] Zott, C., Amit, R., and Donlevy, J., “Strategies for Value Creation in E-Commerce: Best Practice in Europe,” European Management Journal, 18(5), 2000, pp463-475.
附錄一 本研究問卷
親愛的行動裝置使用者,您好:
本研究的主要目的是為了探討「行動裝置使用者對於 App 應用程式(如:LINE、
Facebook、神魔之塔、轉乘通 Free、雙鐵時刻表等)的持續使用動機與黏著行為之影 響關係」 ,希望能藉由此問卷來深入瞭解,在現今智慧型行動裝置與相關無線網路設 備如此發達的環境,行動裝置使用者對 App 應用程式的使用情形。為使收集的實證 結果能有良好的可信度,懇請您依照個人的實際使用情況作答。本問卷所收集的問卷 資料,僅供本研究的學術分析應用,不會供做其他用途,您的填答記錄也不會個別被 揭露,所以請安心作答。非常感謝您能撥冗協助本問卷的填答。
敬祝 身體健康
國立臺東大學 資訊管理研究所 尤万宜、陳宜檉 謹啟 第一部分:個人基本資料與使用行為
1. 您的電子郵件信箱:________________________________
(用於通知抽獎活動的得獎者)
2. 性別:□男生、□女生。
2. 年齡:□18 歲(含)以下、□19-29 歲、□30-39 歲、□40-49 歲、□50 歲以上。
3. 教育程度:□國中(含)以下、□高中/職、□專科/大學、□研究所以上。
4. 職業:
□軍公教、□工商業、□高科技產業、□學生、□服務業、□金融業、□家管、
□其他:_______________________。
5. 個人平均收入:
□15,000 元以下、□15,001 元~30,000 元、□30,001 元~45,000 元、□45,001 元~60,000 元、
□60,001 元以上。
6. 請問您是否有個人的行動裝置(智慧型手機、平板電腦等): □是、□否。
7. 請問您個人最主要使用的智慧手機作業系統(OS)為:
□Google 的 Android、□iPhone 的 iOS、□其他:_______________________。
8. 請問您是否有使用 App 應用程式(如:LINE、Facebook、P&D/神魔之塔、雙鐵時刻
□LINE、□Facebook、□Plurk、□Puzzle & Dragons、□神魔之塔、□轉乘通 Free、
□雙鐵時刻表、□地圖/導航、□其他:_______________________。
(3)休閒特性
(3)資訊品質
(3)個人化
五、持續使用動機
2. 就算有其他的方式可以選擇(如:電腦模擬器BlueStacks),我仍然會選擇藉 由行動裝置來使用 App 應用程式。