行動應用程式的持續使用行為之研究

The Research of Mobile Application Adoption and Continuous Usage

隨著資訊時代興起，行動裝置成為生活必需品，而行動應用程式的種類也急速增加，然而，行動應用程式與傳統的資訊系統採用有著本質上的差異。傳統資訊科技採用以企業為主，相對理性且採用後不易捨棄，而行動應用程式的採用以個人為主，易受情緒影響，而且捨棄容易。基於以上兩點差異，本文根據Thüring and Mahlke(2007)提出的CUE模型，同時考慮工具性與非工具性的價值，透過情緒體驗為中介影響消費者持續使用行為的習慣。本研究以Nike+為研究背景，透過問卷調查後，實證的結果：(1)工具性價值感知與非工具性價值感知皆對情緒體驗有正向顯著影響。(2)情感體驗對工具性價值與使用習慣有中介效果。(3)情感體驗對非工具價值與使用習慣無中介效果。

People cannot live without mobile devices in Digital Age. Because mobile devices are omnipresent, mobile applications increase dramatically. However, comparing with traditional information technologies (IT) with mobile applications (App), there are two differences. First, the adopters of the IT are enterprises, and the adopters of the App are persons. So App’s adopters are relatively emotional. Second, abandoning an App has lower cost than abandoning an IT. According to these two reasons, our research refers to user experience model purposed by Thüring and Mahlke (2007) to take emotional and continuing usage habit into account, and using Nike + as research background. Our research issued questionnaires to validate the hypotheses. The empirical results are following: (1) The value of perception of instrumental qualities and non-instrumental qualities have positive effect on emotional experience. (2) The emotional experience mediate the value of perception of instrumental qualities to habit. (3)There are no mediation between the values of perception of non-instrumental qualities to habit.