近年行動設備熱潮引起軟體商店與電子口碑行銷(eWOM)受到重視，使用手機上網瀏覽資訊及下載App更成為現代消費者習性，然而軟體商店中App數量逾百萬，市場競爭激烈，數據則說明了口碑評論對於App下載量具舉足輕重地位。反觀過去eWOM研究卻少有探討軟體商店評論動機，軟體商品文獻更是相對缺乏。本研究目的意欲分析兩種App重要特質:類型(遊戲/應用工具)與價格(免費/付費)，以及性別對個體評論動機之影響，評論動機整合過去相關文獻並考慮軟體商店特性，共挑選出五種類型動機。分析過程中使用社會交換理論與社會認同理論解釋軟體商店中的eWOM行為，期望透過對消費者eWOM行為的了解，提升國內軟體商店評論數量。研究方法為2X2實驗法，正式調查前先經由前測挑選出符合研究目的之App，而實驗操弄App類型與價格，經由情境敘述方式共設計四組不同問卷於熱門社群(臉書及BBS)上發放，並透過問卷上人口變數的性別題項掌控四組問卷中的男女比例不致失衡，樣本則為具備行動設備使用經驗者。研究結果發現遊戲App提升評論者較高的宣洩情緒與經濟獎勵動機。免費App提升宣洩情緒動機，付費App則提升經濟獎勵動機。此外女性評論者易受宣洩情緒與關心其他顧客動機影響，而關心其他顧客、歸屬感、宣洩情緒三項動機則正向影響評論行為意願。

The mobile device boom in recent years brings more attentions to the App store and electronic word of mouth (eWOM). Using mobile phone to browse information and download Apps has become the modern consumers’ habit. However, there're millions of Apps in the App store, and the competition is intensified; these data show the WOM comments have an essential impact on the App downloading. When looking back, the eWOM researches barely discuss the motivation of giving comments, and it also lacks of relative literatures on the App products. This study aims to analyze the two primary characteristics of an App, Type (game/application tool) and Pricing (free/paid), as well as the influence of gender on the motivation of giving comment; by referring to the previous literatures and taking the App store features into consideration, it selects 5 types of motivations. During the analysis, social exchange theory and social identity theory are adopted to explain the eWOM behavior in App stores, which expects to promote the domestic App store’s comment counts through learning the consumers' eWOM behaviors. The research utilizes 2x2 tests method; prior to the investigation, the suitable subject Apps are selected via pre-tests. The App’s types and prices to be tested are designed in 4 different questionnaires by the narrative situation and released in popular social networks (i.e. Facebook and BBS). Moreover, with the population variables of gender in the questionnaires, it controls the gender distribution and prevent ratio imbalance. The tested samples are people who have experiences in using mobile devices. The research results show that Game Apps reviewers have higher motivations of releasing emotions and financial incentives. The free Apps raise the motivation of releasing emotions, while the paid Apps increase the motivation of financial incentive. Furthermore, female users are easier to be affected by releasing emotions and motivation of the others. The three motivations of concerning of the others, perception of belonging and releasing emotions have positively influences on the willing to giving comments.

第一章 緒論........................................................................................................1
第一節 研究背景................................................................................................1
第二節 研究目的與問題....................................................................................8
第二章 文獻探討..............................................................................................10
第一節 電子口碑行銷......................................................................................10
第二節 eWOM評論動機.................................................................................15
第三節 社會交換理論......................................................................................27
第四節 社會認同理論......................................................................................30
第五節 App分類與商品屬性..........................................................................32
第六節 App價格與評論動機..........................................................................39
第七節 性別與評論動機..................................................................................41
第三章 研究方法..............................................................................................44
第一節 研究架構..............................................................................................44
第二節 研究工具..............................................................................................45
第三節 實驗設計..............................................................................................46
第四節 變項操作型定義與測量工具..............................................................52
第五節 資料分析法..........................................................................................54
第四章 資料分析..............................................................................................55
第一節 敘述性統計分析..................................................................................55
第二節 正式問卷信效度..................................................................................58
第三節 假說推導統計分析..............................................................................62
第五章 結論與建議..........................................................................................69
第一節 研究結論..............................................................................................69
第二節 研究貢獻意涵......................................................................................74
第三節 研究限制與未來建議..........................................................................77
參考文獻......................................................................................................................80
中文文獻..............................................................................................................80
英文文獻..............................................................................................................81
網路資料..............................................................................................................85
附錄..............................................................................................................................87

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