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作者(中文):王俊懿
論文名稱(中文):誰願意付費?在免費增值商業模式下,如何使雲端軟體的免費用戶成為付費客戶。
論文名稱(外文):Who are willing to pay ? In the freemium business model, how to make free cloud users convert into paid customers.
指導教授(中文):許裴舫
口試委員(中文):林福仁
嚴秀茹
學位類別:碩士
校院名稱:國立清華大學
系所名稱:服務科學研究所
學號:100078513
出版年(民國):102
畢業學年度:101
語文別:中文
論文頁數:58
中文關鍵詞:ISO模型(ISO/IEC 9126)E-S-QUALE-RecS-QUAL雲端軟體服務免費增值商業模式價格意識需求付費意圖
外文關鍵詞:ISO model(ISO/IEC 9126)E-S-QUALE-RecS-QUALSoftware as a Service(SaaS)Freemium Business ModelPrice ConsciousnessNeedsIntention to Pay
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本研究以資訊系統成功模型(Information System Success Model, IS success model)為基礎,參考過去研究的調整與修改後,使用ISO模型(ISO/IEC 9126)和E-S-QUAL與E-RecS-QUAL 作為『軟體品質』及『服務品質』的測量,依此發展出雲端軟體服務(Software as a Service, SaaS)的衡量構面,幫助了解雲端軟體的使用者在服務上所感受到的價值以及滿意度,再深入探討現今免費增值商業模式(Freemium Business Model)下的雲端軟體使用者,其付費意圖除了感知價值與使用者滿意度外的重要影響因素。研究結果顯示,價格意識與付費意圖顯著相關,且使用者重視軟體品質的程度遠大於服務品質,並進一步發現使用者的感知價值與需求有著配適的關係存在,若感知價值高但需求低那麼付費意圖呈現不顯著;此外,功能性軟體與娛樂性軟體在相同模型上結果有所差異,功能性軟體的使用者會被感知價值影響付費意圖,娛樂性軟體則是使用者滿意度。整體而言,本文提出的研究模型可以用來解釋如何使雲端軟體的免費用戶轉變成付費客戶,同時提供雲端軟體服務的品質評量。
中文摘要 I
英文摘要 II
目錄 III
表目錄 V
圖目錄 VI
CHAPTER1 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
CHAPTER 2 理論架構和假說 4
2.1 軟體品質 6
2.2 服務品質 8
2.3 感知價值、滿意度和付費意圖 10
2.4 價格意識 13
2.5 需求和配適度 14
2.6 研究模型 15
CHAPTER 3 研究方法 17
3.1資料收集 17
3.2構面衡量 20
3.2.1 品質 20
3.2.2 感知價值與滿意度 21
3.2.3 需求與價格意識 21
3.2.4 付費意圖 21
3.3 測量模型結果 22
3.4 敘述性統計 28
CHAPTER 4 資料分析與討論 37
4.1 結構模型結果 37
4.2 深入研究結果 39
4.2.1 配適度 39
4.2.2 功能性與娛樂性 41
CHAPTER 5 結論 44
參考文獻 46
附錄 53
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