現今智慧型行動裝置的普及，使得應用程式市場逐漸蓬勃發展。零售業者開始思考如何創造消費者的行動體驗。其中，零售業應用程式使用者在使用後會產生不同的使用行為。加上使用者會因為不同的人格特質與知覺互動性而對於應用程式有差異性的認知與使用行為。因此，本研究目的主要探討零售業應用程式使用者的期望落差是否會影響使用行為與企業聲譽。
本研究參考使用與滿足理論與期望確認理論，選取使用內外動機、期望落差、使用行為、企業聲譽、人格特質與知覺互動性等變數建立研究模式。以使用過零售業應用程式使用者為主要研究對象，透過問卷調查以蒐集初級資料，回收有效問卷共計520份。本研究以敘述性統計與迴歸分析等研究方法驗證各變數間的主效果、中介與干擾效果。研究結果顯示，使用內外動機會直接影響使用行為和企業聲譽。而期望落差會對社會影響與使用行為、企業聲譽間產生影響。此外，使用者的人格特質不會影響使用內外動機與期望落差之間的關係。使用者的知覺互動性程度亦不會對期望落差與使用行為、企業聲譽之間產生影響。
依照前述結果，顯示使用者會因為外在因素而產生使用動機，並認為零售業應用程式內容無法滿足其需求；而由於使用者對多數應用程式的涉入不深，因此知覺互動性並不會影響期望落差與使用行為。故建議應用程式產業協助零售通路企業釐清其核心價值，並整合裝置內容與實體通路的產品或服務；零售通路企業在建置應用程式時能夠設計貼近使用者的互動介面。建議後續研究者可透過訪談應用程式企業與開發者等質性研究方法，進一步深入瞭解企業在開發應用程式的實際想法與目的，或藉由使用者訪談得知其具體的使用行為與感受。

By the popularization of intelligent mobile devices, the application market is graduately growing. Retail company start to create the mobile experience for consumers. Thus, users will have different use behavior after using retail industry applications. Within different personal characteristics and perceived interactivity, Users will have different cognition and behavior. Therefore, the purpose of the study will explore the influence of users’ expectation gap on use behavior and corporation reputation.
The study is based on the model of use & gratification theory and expectation confirmation theory. Use motive, expectation gap, use behavior, corporation reputation, personal charateristics, and perceived interactivity are selected to form the research model. The samples of 520 collected through questionnaire survey. The study takes the regression analysis to test the mediator effect and moderator effect. The result showed the use motive will directly influence use behavior and corporate reputation; the expectation gap will influence between use behavior and corporate reputation; users’ personal characteristics will not influence between use motive and expectation gap; users’ perceived interactivity will not influence between expectation gap, use behavior and corporate reputation.
Based on the result, the function of retail industry applications cannot meet the need of user effecting by social influence; perceived interactivity will not influence between expectation gap and use behavior because users don’t involve in most applications. The suggestions are as followed: application industry should assist retail companies to clarify the core value of developing applications and combine the application content and physical products; the future study can interview applicant developers and users to realize the coporate thinking and concrete use behavioral.

論文審定書......i
誌謝...............ii
摘要..............iii
Abstract........iv
目錄..............v
圖次............vii
表次.............iv
第一章 緒論...1
第一節 研究背景與動機........1
第二節 研究目的 .................4
第三節 研究流程 .................4
第四節 研究範圍與限制........5
第二章 文獻探討 ..................7
第一節 零售業應用程式現況..7
第二節 媒體使用與滿足理論..9
第三節 期望確認理論...........12
第四節 零售業應用程式使用者使用行為模型....18
第三章 研究設計 .................26
第一節 研究架構 .................26
第二節 研究模式 .................27
第三節 研究方法 .................37
第四章 實證分析 .................46
第一節 樣本結構敘述與變數基本分析..............46
第二節 驗證「使用內外動機」、「使用行為」、「企業聲譽之影響」...56
第三節 驗證「期望落差」之中介效果.........58
第四節 驗證「人格特質」之干擾效果..............62
第五節 驗證「知覺互動性」之干擾效果...........65
第五章 結論與建議..............71
第一節 結論........................71
第二節 建議........................78
第三節 管理意涵 .................81

參考文獻............................82
附錄－消費者使用零售業應用程式行為之研究問卷 ...90

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