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品牌APP特性对品牌态度的作用

【中文摘要】:过去有文献探讨到品牌app应该要具有什幺特性才能提升消费者持续使用的意愿,也有文献指出当消费者使用品牌app后,可以提高消费者的品牌态度,但在品牌app特性、消费者的持续使用的意愿与品牌态度之间的关係并没有完整探讨。或许有些品牌app特性可以提升消费者持续使用的意愿,但不能有效提高品牌态度

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,所产生的效益可能不甚明显,且台湾消费者行为与其他国家并不一定相同。因此本研究以知觉有用性、知觉易用性与知觉娱乐性探讨当品牌app具有上述特性时是否会提高台湾消费者持续使用的意愿,而此意愿是否会为企业带来效益,同时检验消费者持续使用的意愿是否会在

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(a)知觉有用性、(b)知觉易用性、(c)知觉娱乐性与品牌态度间产生中介效果。研究结果显示:(1)当品牌app具有知觉有用性、知觉易用性、知觉娱乐性会提高消费者持续使用的意愿;(2)当消费者具有持续使用品牌app的意愿时会提高对企业的品牌态度;(3)消费者持续使用品牌app的意愿会在(a)知觉有用性、(b)知觉易用性、(c)知觉娱乐性与品牌态度间产生中介效果。
【英文摘要】: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) pe

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rceived ease of use、(c) perceived enjoyment and brand attitude.
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  • 来源:中山大学;作者:李倩仪
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