使用動機因素、知覺價值與品牌偏好關係之研究-以手機品牌apps為例

Abstract

Along with technical development and the popularity of smart phones, mobile marketing has become the important issues which the brand concern. Many brand owners expect that launched their own branded apps can convey more information and services for users, and bring extra revenue into their business. Consumer Acceptance of Technology (CAT) integrates affect factors (pleasure and dominant) into a technology acceptance model (TAM) to understand consumer acceptance of apps. Technology Acceptance Model (TAM) explains the accept degree while people using a new technology. In this study, there are four main factors to explain the perceived value of using branded apps. The four factors are perceived usefulness, perceived ease of use, pleasure and dominant. Discussing relationships between perceived value and brand preference and explore how brand concept consistency moderate the relationship between perceived value and brand preference. A total of 617 questionnaires issued, 545 valid questionnaires were collected and analyzed, effective retrieved rate of 88%. Statistical methods are including the CFA, descriptive unvaried analysis and regression analysis that analyzing the moderator effect and mediator effect. The conclusions are as follows: 1. Perceived usefulness, perceived ease of use, pleasure and dominant have positive relationship on perceived value. 2. Perceived value has a positive relationship on brand preference. 3. Perceived value played a full mediator role among perceived value, pleasure and brand preference. 4. Brand concept consistency moderate the relationship between perceived value and brand preference.