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博碩士論文 etd-0621115-012806 詳細資訊
Title page for etd-0621115-012806
論文名稱
Title
使用推敲可能性模式探討不同來源可信度對App下載行為之影響
Exploring the impacts of different sources credibility on App downloading behavior: An ELM perspective
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
94
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-06-25
繳交日期
Date of Submission
2015-07-29
關鍵字
Keywords
App、行動、下載、來源可信度、推敲可能性模式
Download, Mobile, Source credibility, App, Elaboration likelihood model
統計
Statistics
本論文已被瀏覽 5860 次,被下載 137
The thesis/dissertation has been browsed 5860 times, has been downloaded 137 times.
中文摘要
隨著智慧型手機的蓬勃發展,人們開始在日常生活中運用「App」。當人們需要下載特定類型的App時,App的開發者將會提供他們包含App功能介紹以及相關統計資料的下載參考頁面。因此,有許多的外圍線索呈現在下載頁面,提供智慧型手機用戶下載依據並企圖說服他們進行下載動作。本研究的目的係欲了解是否介紹頁面的外圍線索可以說服人們下載這個App。在這個研究裡,我們使用ELM理論來解釋說服之行為。
本研究的結果包含:(1) 公司名氣、下載數以及朋友會對於App整體的可信度有正向影響。 (2) App整體可信度會對於下載態度以及認知有用性有正向影響。 (3) 當App要收費時,App整體可信度會對於下載態度有著更大的影響。
本研究的貢獻在於了解三個外圍線索對於App整體可信度有著正向影響。App整體可信度對於下載態度有著正向影響。本研究提供App開發者一些建議以提升他們的商業競爭力。
Abstract
With the increasing of using smart phone, people began to use “App” in their daily life. While they need to download a specific type of App, the developer of the App will provide them an introductory page which describes the functionality of the App and contains statistical data. Besides, function of “your friend who has downloaded this App” is introduced to smart phone users. Therefore, many peripheral cues are listed in the page nowadays to persuade people to download. The purpose of this study is to understand whether peripheral cues in the introductory page can persuade people to download this App. In our study, we used ELM-based theory to explain the behavior of persuading.
The results of this study include: (1) Reputation of corporation, number of downloading and friend would influence the App credibility. (2) App credibility would influence the attitude toward downloading and perceived usefulness. (3) App credibility would have more impact on attitude toward downloading while the App is free to download.
The contribution of this study is to understand three peripheral cues would influence App credibility. App credibility would influence attitude toward downloading. This study provides advices to App developers to promote their strategies of business.
目次 Table of Contents
論文審定書 i
中文摘要 ii
Abstract iii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Motivation 4
1.3 Research Purpose 7
Chapter 2 Literature Review 9
2.1 Elaboration Likelihood Model (ELM) 9
2.2 Argument Quality 17
2.3.1 Reputation of corporation 20
2.3.2 Crowd 21
2.3.3 Friend 22
Chapter 3 Research Model and Hypothesis 24
3.1 Research Model 24
3.2 Research Hypotheses 26
3.2.1 Peripheral Route 26
3.3 Operational Definition 33
3.4 Questionnaire Design 34
Chapter 4 Research Method 40
4.1 Experiment Design 40
4.2 Scenario Design 43
4.3 Pilot Test and Pretest 48
4.4 Incentives 48
4.5 Data Collection 49
Chapter 5 Data Analysis and Discussion 50
5.1 Manipulation Check 50
5.2 Demographic Statistics 51
5.3 Measurement Validation 55
5.3.1 Reliability and validity 55
5.3.2 Common method variance 58
5.4 Structural Model 60
5.5 Discussion 65
Chapter 6 Conclusions 67
6.1 Summary and Implication 67
6.2 Limitation 69
6.3 Future Research 69
Reference 71
Appendix 76
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