應用程式商店對使用者應用程式的認知有很重要的影響。然而，我們認為不能僅僅使用過去在電子商務及科技使用的文獻來研究應用程式商店對使用者的影響。本研究發展一個模型來測量應用程式商店對應用程式認知之影響，及使用者使用應用程式的意圖。本研究包含305位應用程式商店使用者。研究結果顯示應用程式商店的外觀可以增加使用者對免費應用程式的新穎認知，進而影響使用者試用的意願。研究也發現應用程式商店是使用者判斷應用程式是否安全的唯一來源。此外，本研究提出策展的概念，並發現應用程式商店的策展能增加使用者對應用程式在新穎及安全性上的認知。

App stores (e.g. Google Play, Apple’s App Store) play an important role in how users perceive applications (apps) on their smart mobile device. However, there is a lack of literature in the area of mobile app store platforms, which we believe do not strictly follow theories of traditional ecommerce consumption or technology adoption. The aim of this study attempts to model how app stores affect the way people perceive free mobile apps, how they try apps and then in-app-purchase. We test our model from a survey with 305 app store users. We confirm that the visual appeal of app store can make new apps seems to be more novel, which increases users’ intention to try these apps. Furthermore, app stores are perhaps the only source where users can gain a sense of security with apps, and directly increase in-app-purchase intentions. The results also show that by curating apps, app stores enhance the novelty and security of the apps. The findings could have strategic implications for app store operators and app developers.

Table of Content
Abstract iii
List of Tables vi
List of Figures vi
Chapter 1 Introduction 1
Chapter 2 Conceptual Framework 4
2.1 Signaling Theory 5
2.2 App Store Visual Appeal and App Novelty 6
2.3 App Store Security and App Security 7
2.4 Curation Trust 8
2.5 Intention to In-App-Purchase and Intention to try 10
2.6 Control Variables 11
Chapter 3 Methodology 13
3.1 Procedure 13
3.2 Samples 14
3.3 Measurements 15
Chapter 4 Data Analysis & Results 17
4.1 Measurement Model Results 17
4.2 Structural Model Analysis 21
Chapter5 Discussion and Conclusion 25
5.1 Summary of findings 25
5.2 Contribution and Implications 28
5.3 Research Limitations and Future Research 29
Appendix 31
Appendix A. Application Description 31
Appendix B Constructs and Measures 32
Appendix C Mean & SD of the Constructs 37
Reference 39

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