過去有文獻探討到品牌app應該要具有什麼特性才能提升消費者持續使用的意願，也有文獻指出當消費者使用品牌app後，可以提高消費者的品牌態度，但在品牌app特性、消費者的持續使用的意願與品牌態度之間的關係並沒有完整探討。或許有些品牌app特性可以提升消費者持續使用的意願，但不能有效提高品牌態度，所產生的效益可能不甚明顯，且台灣消費者行為與其他國家並不一定相同。因此本研究以知覺有用性、知覺易用性與知覺娛樂性探討當品牌app具有上述特性時是否會提高台灣消費者持續使用的意願，而此意願是否會為企業帶來效益，同時檢驗消費者持續使用的意願是否會在(a)知覺有用性、(b)知覺易用性、(c)知覺娛樂性與品牌態度間產生中介效果。研究結果顯示：(1)當品牌app具有知覺有用性、知覺易用性、知覺娛樂性會提高消費者持續使用的意願；(2)當消費者具有持續使用品牌app的意願時會提高對企業的品牌態度；(3)消費者持續使用品牌app的意願會在(a)知覺有用性、(b)知覺易用性、(c)知覺娛樂性與品牌態度間產生中介效果。

While some literatures indicated what characteristics branded apps should have to increase consumers’ intention to use branded apps continually ,and some literatures indicated that when consumers use branded apps,it helps to increase their brand attitude.There were few researches discussing the relationship between the characteristics of branded apps, the intention to use the branded apps continually,and brand attitude,Maybe some branded app characteristics can increase consumers’ intention to use the branded apps continually,but they can’t enhance their brand attitude.Moreover the behavior of consumers in Taiwan are different from other countries,so the characteristics of branded apps the literatures proposed are not necessarily applicable in Taiwan.Therefore,this paper examines how perceived usefulness、perceived ease of use and perceived enjoyment influence the consumers’ intention to use branded apps continually in Taiwan,and how this intention influence the enterprise.Moreover, this paper examines whether the intention to use branded apps continually will result in mediating effect between (a)perceived usefulness、(b) perceived ease of use、(c) perceived enjoyment and brand attitude.The result shows that (1) perceived usefulness, perceived ease of use,and perceived enjoyment will increase consumers’ intention to use branded apps continually.(2) Consumers who have intention to use the branded apps continually will increase their brand attitude. (3) the intention to use branded apps continually will result in mediating effect between (a)perceived usefulness、(b) perceived ease of use、(c) perceived enjoyment and brand attitude.

論文審定書 ------------------------------------------------------------------------i
中文摘要 ---------------------------------------------------------------------------ii
Abstract ---------------------------------------------------------------------------iii
目錄 --------------------------------------------------------------------------------iv
表目錄 -----------------------------------------------------------------------------vi
圖目錄-----------------------------------------------------------------------------vii
第一章 緒論-----------------------------------------------------------------------1
第一節 研究背景-----------------------------------------------------------------1
第二節 研究動機與目的-------------------------------------------------------2
第三節 研究流程-----------------------------------------------------------------3
第二章 文獻探討與研究假設-------------------------------------------------5
第一節 品牌APP ----------------------------------------------------------------5
第二節 科技接受模式-----------------------------------------------------------6
第三節 知覺娛樂性-------------------------------------------------------------11
第四節 品牌態度 -------------------------------------------------------------- 13
第五節 行為意圖與品牌態度------------------------------------------------13
第六節 知覺有用性、知覺易用性、知覺娛樂性與品牌態度------14
第七節 行為意圖的中介效果 -----------------------------------------------15
第三章 研究方法 ---------------------------------------------------------------17
第一節 研究架構 ---------------------------------------------------------------17
第二節 樣本與抽樣方法 -----------------------------------------------------17
第三節 問卷設計與研究變數之操作性定義 ---------------------------17
第四節 資料分析與統計方法 -----------------------------------------------20
第四章 研究結果與分析-------------------------------------------------------22
第一節 樣本資料分析 ---------------------------------------------------------22
第二節 因素分析 ----------------------------------------------------------------24
第三節 相關分析 ----------------------------------------------------------------25
第四節 迴歸分析 ----------------------------------------------------------------27
第五章 討論 ----------------------------------------------------------------------37
第一節 研究結果討論 ---------------------------------------------------------37
第二節 理論貢獻 ----------------------------------------------------------------39
第二節 管理意涵----------------------------------------------------------------39
第三節 研究限制與未來研究方向 ----------------------------------------41
參考文獻 --------------------------------------------------------------------------42
附錄-問卷 -------------------------------------------------------------------------46

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網站部分
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