Chapter V. Discussion
5.1.1 Summary of Results
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Chapter V. Discussion
5.1 Discussion
The prevailing state of smart handsets also stimulates the development of App industry. Among all profit models of Apps, in- App purchasing is becoming the favorable one. This study strives to understand the causes that would influence users’ behavior when deciding to purchase in-App products.
5.1.1 Summary of Results
The result of current study shows that social network effects have an impact on users’ perceived playfulness and personal involvement. Social network has effect on both perceived playfulness and personal involvement;
however, it influences perceived playfulness more than it does on personal involvement.
We also found that personal involvement and perceived playfulness have an impact on attitude toward in- App purchases. Personal involvement is the strongest predictor of attitude toward in-App purchase. Both perceived playfulness and personal involvement plays a role in influencing the attitude, but personal involvement plays a more important role than perceived playfulness. Surprisingly, social network effects do not have a direct impact on attitude toward in-App purchases. The reason could be that people nowadays have higher ego consciousness and the information is more transparent than before as a consequence of the prevailing the internet.
Also, attitude toward in-App purchases have an impact on intention to purchase in- App product. This hypothesis is supported just as it is in technology acceptance model (TAM).
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Figure 18 shows the model indicates by the result of the study. Social network effects do not have a direct impact on attitude toward in-App purchasing, therefore, personal involvement and perceived playfulness become the mediators between social network effects and attitude toward in-App purchasing.
Figure 18: Model indicated by Research Result 5.1.2 Contribution and Key Insights
The primary contribution of this study is that we found social network effects do not have a direct impact on attitude toward in-App purchases which is very different from the research outcome of our previous study, viz in A Research into the Diffusion Effects of Free-Trial to Mobile Applications (2013). The result of afore mentioned shows, social network effects greatly affect users’ attitude toward download and trial.
According to Rogers (1983), the diffusion of an innovation is directly affected by social networks, seems like it might not be true anymore owing to the fact that people nowadays have higher ego consciousness and that they can reach information about the innovation more easily than before.
Whenever people come across information regarding an in- App product, they will try to understand it more before they make decision to purchase it. This behavior indicates that when making decision to purchase in-APP products,
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people’s mind are following the “central route” defined in elaboration likelihood model (ELM).
5.2 Research Limitations
This research is limited to communication Apps which is the category LIN E represents, in order to have a wider understanding of in-app purchasing, a wider variety of users would be more appropriate. However, users’ behavior across different categories of Apps might be different which will make this research too complicated to conduct in this short period of time.
Furthermore, since the research samples are collected mainly on campus, the participants are mainly at age of 21 to 30 and most of them are students. This might lead to generalized validity problem which means the study outcome might not be able to stand for users of all age but limited to users that match the condition of the study.
5.3 Conclusion
In conclusion, this study was conducted to examine factors influencing behavioral intention in purchasing in-App products. Our research model and hypothesis were based on Innovation Diffusion Theory, Extended Technology Acceptance Model, and Elaboration Likelihood Model. We surveyed LINE users, mostly aged 21 to 30, and found support for five of six hypotheses. The result of this study confirmed the important roles of attitude, perceived playfulness and personal involvement in predicting behavioral intention, and pointed out that social network effects have no direct impact on intention to purchase in-App products.
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5.4 Future Research and Suggestions
Future research can try to discuss the value created directly from APP developers, and try to analyze APPs in different categories. As mentioned in research limitation, owing to time limited, we narrowed down the scope of the study.
The scope of the study only covered users’ view toward the product within Apps includes in the category of communication, but neglected the part regarding the interactions between users and App developers. The value created during the interactions which is the part that can be discussed using value creation cycle (Yu, 2012) is also noteworthy.
Furthermore, users might have different thinking when it co mes to different category of Apps. Apps from different category might have different characteristics. This study focus on communication Apps, and took LIN E as an example. The characteristics pointed out in this study focused are mainly of the category.
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Appendix I. Questionnaire of the Study
您好，
我是姜國輝老師碩士二年級的學生，目前正在進行我的畢業論文。我的論文以 LINE 使用者為例研究於應用程式內購買的行為模式，麻煩大家幫我填寫問卷 了！本問卷分為五個部分，感謝您的填答！祝您 事事順心！
研究生 黃詩貽上
第一部份：請問您使用 LINE 的情形
1. 請問您是 LINE 的使用者嗎？*
○是 ○否
2. 請問您聊天時是否有使用貼圖的習慣？*
○是 ○否
3. 請問您有沒有玩 LINE 系列的遊戲？* (若沒有請跳過第 4 題)
○是 ○否
4. 請問您有玩以下哪些遊戲？(可複選)
○LINE 跑跑薑餅人
○LINE Rangers
○LINE Pokopang
○LINE POP
○LINE Bubble!
○LINE HIDDEN CATCH
○LINE 飛龍騎士
○其它:
5. 我曾經購買貼圖。*
○是 ○否
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6. 我曾經以信用卡消費購買遊戲道具(即應用程式內購買)。*
○是 ○否
第二部分：假設您正再使用 LINE
假設您正再使用 LINE 貼圖聊天、或是玩 LINE 遊戲，請您回想使用的情 境，並回答以下問題。請選擇一個行為，並以此情境回答整份問卷。
7. 我正在…
○使用 LINE 聊天
○玩 LINE 遊戲
8. 使用 LINE 貼圖聊天或是玩 LINE 遊戲時，我很容易忽略時間。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意
9. 使用 LINE 貼圖聊天或是玩 LINE 遊戲時，我會專注於其中忽略其他事物。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意
10. 使用 LINE 貼圖聊天或是玩 LINE 遊戲時，我會忘記我有其他事情要做。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意
11. 使用 LINE 貼圖聊天或是玩 LINE 遊戲時，我會忘記我原先在做什麼。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意
12. 我覺得使用 LINE 貼圖聊天或是玩 LINE 遊戲很開心。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意
13. 我覺得使用 LINE 貼圖聊天或是玩 LINE 遊戲很有趣。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意
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第三部分：假設您要購買 LINE 的貼圖或是遊戲道具/代幣
請您根據前一頁所選擇的經驗 (即使用貼圖聊天/玩 LINE 遊戲) 回想最近 (欲)購買的經驗，並回答以下問題。接下來的問題將會以 A 商品來簡稱貼 圖或是遊戲道具。若您先前選取的行為是使用貼圖聊天，您購買的 A 商 品即為貼圖；若您先前選取的行為是玩 LINE 遊戲，則您購買的 A 商品為 遊戲道具(或遊戲代幣)。
14. 當購買 A 商品時，我傾向於參考朋友意見。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 15. 當購買 A 商品時，我傾向於參考網路上的評論。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意
16. 當購買 A 商品時，我傾向於參考該品項的排名、評分、或等級。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意
17. 當購買 A 商品時，我通常會參考該品項的官方介紹。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意
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18. 當購買 A 商品時，該品項的廣告會吸引我讓我更想購買。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意
第四部分：請問您對購買貼圖、道具(遊戲代幣)的印象、態度 請您回想前一次(欲)購買 A 商品的態度、感覺來回答以下問題。
19. 我覺得 A 商品是跟我得生活相關。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 20. 我覺得 A 商品對我意義重大。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 21. 我覺得 A 商品是有價值地。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 22. 我覺得 A 商品是有效益地。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 23. 我覺得 A 商品是有用處地。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 24. 我覺得 A 商品是吸引人地。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 25. 我覺得購買 A 商品是有必要地。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 26. 我覺得購買 A 商品是令人興奮地。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 27. 我覺得購買 A 商品是個好主意。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 28. 我喜歡購買 A 商品。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意
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第五部分：請問您購買貼圖、遊戲道具(遊戲代幣)的能力 29. 我有足夠的金錢來購買 A 商品。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 30. 我擁有 A 商品產品特性等知識。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 31. 我知道如何購買 A 商品。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 32. 我會想要購買 A 商品。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意 33. 我經常購買 A 商品。
非常不同意 ○1 ○2 ○3 ○4 ○5 ○6 ○7 非常同意