An Investigation of Consumer Behavior to Purchase Mobile Device Applications - A Case of Apple Products
|關鍵字:||行動裝置;應用軟體;消費者行為;科技接受模式;從眾行為;知覺風險;Mobile device;Application;Customer Behavior;TAM;Perceived Risk;Herd behavior|
Due to the popularity of wireless network such as Wifi and 3G, as well as the fast growing of mobile device technology, the acceptances of those new technology by customers are increased dramatically. The booming of those mobile devices is caused by the variety of applications; therefore, a large number of software companies has being established one after another. Mobile device application is becoming a potential tendency in the future. However, how can the application stand out above the rest, and which type of application can attract customers and make them willing to purchase, are the questions those companies need to concern. In this research, we focus on the users who use Apple devices that are capable of accessing internet. In order to investigate what kind of factors might affect the users choosing app in app store, our research structure is based on TAM, and add two dependent variables ,perceived risk and herd behavior, to discuss whether the consumers are impacted on perceived ease of use, perceived usefulness, perceptive risk or herd behavior during purchasing behavior. According to the results, we will research into the effective factors by academic studies and examples.
|Appears in Collections:||Thesis|