從外部和內部驅動力理解人們對於健康應用程式的轉換意圖

Understanding People's Switching Intentions of Health Apps from Exterior and Interior Drivers

為了協助人們記錄自己的運動行為，和改善自己身體的健康情況，手機上所安裝或搭載的健康應用程式，是普遍會使用到的一種手機應用程式。然而，人們可能會因為一些潛在的原因而放棄或轉換健康應用程式。為了解哪些因素會影響人們轉換使用中的健康應用程式，本研究以人口遷移中的推力－拉力－維繫理論(Push-Pull-Mooring Model, PPM)為思考的基礎，提出外部驅動力與內部驅動力兩面因素的研究模式，試圖理解為何人們會考慮轉換目前使用的健康應用程式。本研究認為外部驅動力包括：替代品的吸引力、社會影響和不滿意現有應用；內部驅動力則包括：轉換成本和習慣。為驗證本研究模式是否具有解釋力，本研究共收集了218筆的有效問卷，並運用結構方程模式分析資料。研究分析結果顯示，我們的研究模式具有57%的變異解釋力。

Health apps are one important type of apps that are designed to assist users with recording their health-related behaviors and giving advice to improve their physical condition. However, health apps users typically face a potential dilemma of keeping on using current apps or switching to others. This study conducts an empirical investigation and proposes an exterior-interior factor model based on Push-Pull-Mooring (PPM) model to figure out why users want to switch from the current health app to another new one. Specifically, positive drivers (exterior power) and negative drivers (interior power) are proposed in the research model to investigate switching intentions for health apps. The former includes attractive alternatives, social influence, and dissatisfaction with the current health app; the latter includes procedural switching costs and habits. To explore the determinants, this study conducts a survey and collects 218 qualified responses to serve as our research samples. We then exploit structural equation modeling (SEM) to analyze these samples. The result reveals that our research model explains 57% of the variance.