消費者使用命理APP行為意向因素之研究

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Cultural & Creative Enterprise Management) > Item 987654321/29660

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Title:	消費者使用命理APP行為意向因素之研究
Other Titles:	Explore the Factors of Behavior Intention to Use Numerology Apps
Authors:	林子雄 LIN, TZU-HSIUNG
Contributors:	文化創意事業管理學系黃昱凱;洪林伯 HUANG, YU-KAI;HUNG, LIN-BAO
Keywords:	命理APP;行動商務;科技接受模型;計畫行為理論;行為意向 Numerology APP;Mobile Commerce;Technology Acceptance Model;Theory of Planned Behavior;Behavioral Intention
Date:	2023
Issue Date:	2023-11-09 10:04:21 (UTC+8)
Abstract:	本研究旨在探討消費者使用命理APP的行為意向因素，並採用科技接受模型和結構方程模型進行分析。研究採用問卷調查法進行資料蒐集，並以便利抽樣方式選取對象，共計蒐集到202份有效問卷。研究結果顯示，科技接受模型中的「有用性」和「易用性」對消費者使用命理APP的態度具有顯著影響，其中「有用性」的影響更為顯著；而消費者的使用態度對使用行為具有正向預測力。此外，結構方程模型分析顯示，消費者的使用行為對於命理APP的滿意度具有正向預測力，而滿意度則對再次使用行為和推薦行為具有正向預測力。綜合上述研究結果，建議命理APP開發者應注重提高APP的有用性和易用性，以增加消費者的使用意願。同時，也應重視消費者的使用體驗，以提高消費者的滿意度和忠誠度。本研究結果可供命理APP相關產業在產品設計和市場營銷上參考，進而提升產業競爭力。　　This study investigates the factors influencing consumers' behavioral intentions to use Numerology APP and analyzes them using the Technology Acceptance Model and Structural Equation Model. The study used a questionnaire survey to collect data, select objects through convenience sampling, and obtain 202 valid responses. The results show that the “usefulness” and “ease of use” factors in the Technology Acceptance Model have a significant impact on consumers' attitudes toward using the Numerology APP, with “usefulness” having a more substantial effect. Furthermore, consumers' attitudes positively predict their usage behavior. Additionally, the Structural Equation Model analysis indicates that consumer usage behavior positively predicts satisfaction with the Numerology APP, which, in turn, positively predicts re-use and recommendation behavior. Based on these results, this study recommends that Numerology APP developers focus on improving its usefulness and ease of use to increase consumers' willingness to use it. Additionally, developers should prioritize enhancing consumer experience to improve satisfaction and loyalty. The findings of this study can serve as a reference for Numerology APP-related industries in product design and marketing, ultimately enhancing industrial competitiveness.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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