資訊管理學報
李明青;黃正魁;
頁: 255-286
日期: 2023/07
摘要: 在遊戲化App的開發與競爭中，使用者由於諸多原因轉而使用其他同質性產品。為探究影響使用者轉換行為的重要因素，本研究進行實證調查並建立一個雙驅動SEM模型以剖析使用者轉換遊戲化App意圖的原因。此研究模型是根據個人外部力量和內部力量的觀點。研究以142份有效線上填答為研究樣本，採用結構方程模型（SEM）進行資料分析。研究結果顯示這些外生變數可解釋高達46.8%的內生變數的總變異量。此研究結果希望提供APP設計者、企業和管理者許多建設性的建議，避免產生沉沒成本。從設計者所重視點而言，針對切換產品的因素進行品質優化和多元化服務，提高產品的內部價值，希望在有效保留現有客戶的同時，也能成為吸引使用其他APP客戶切換至自家產品的競爭優勢。
關鍵字: 遊戲化;切換;結構方程模型;沉默成本;
Abstract: In recent years, gamification apps have attracted more and more attention, and more and more companies are engaged in the development and competition. These apps have their own functional demands, but one thing they have in common is that they are embedded with game elements. Due to profitability, homogeneous gamification apps compete with each other in the market, causing that users switch to other homogenous gamification apps for some reasons and lead to the result that the investment invested by providers and users transforms into sunk costs. Although it is understood that users may switch due to certain factors, there has been limited research on the significant factors that ultimately affect users' switching behavior. To find out the reasons, this study conducts an empirical survey and develop a dual-driver SEM model to dissect the reasons of the user’s intention to switch the gamification app. This research model is based on the viewpoint of individual exterior power and interior power. A total of 142 valid online responses are received as our research samples. The structural equation model (SEM) was applied for data analysis. The results of data analysis show that these exogenous variables can explain up to 46.8% of the variance of endogenous variable. This research result is expected to give app designers, companies, and managers a lot of constructive suggestions. In the view of designers’ concern, quality optimization and diversified services is carried out for the factors of switching products to increase the internal value of the product, hoping that in addition to effectively retaining existing customers, it can also become a competitive advantage to attract customers for using other apps to switch products.
Keywords: gamification apps, switch, sunk cost, structural equation model (SEM), internal value;
瀏覽次數: 10114 下載次數: 274
引用 導入Endnote
頁: 255-286
日期: 2023/07
摘要: 在遊戲化App的開發與競爭中，使用者由於諸多原因轉而使用其他同質性產品。為探究影響使用者轉換行為的重要因素，本研究進行實證調查並建立一個雙驅動SEM模型以剖析使用者轉換遊戲化App意圖的原因。此研究模型是根據個人外部力量和內部力量的觀點。研究以142份有效線上填答為研究樣本，採用結構方程模型（SEM）進行資料分析。研究結果顯示這些外生變數可解釋高達46.8%的內生變數的總變異量。此研究結果希望提供APP設計者、企業和管理者許多建設性的建議，避免產生沉沒成本。從設計者所重視點而言，針對切換產品的因素進行品質優化和多元化服務，提高產品的內部價值，希望在有效保留現有客戶的同時，也能成為吸引使用其他APP客戶切換至自家產品的競爭優勢。
關鍵字: 遊戲化;切換;結構方程模型;沉默成本;
Investigation on post-adoption intentions of gamification apps: From the perspective of positive driver and negative driver to explore the intention to switch other gamification apps
Abstract: In recent years, gamification apps have attracted more and more attention, and more and more companies are engaged in the development and competition. These apps have their own functional demands, but one thing they have in common is that they are embedded with game elements. Due to profitability, homogeneous gamification apps compete with each other in the market, causing that users switch to other homogenous gamification apps for some reasons and lead to the result that the investment invested by providers and users transforms into sunk costs. Although it is understood that users may switch due to certain factors, there has been limited research on the significant factors that ultimately affect users' switching behavior. To find out the reasons, this study conducts an empirical survey and develop a dual-driver SEM model to dissect the reasons of the user’s intention to switch the gamification app. This research model is based on the viewpoint of individual exterior power and interior power. A total of 142 valid online responses are received as our research samples. The structural equation model (SEM) was applied for data analysis. The results of data analysis show that these exogenous variables can explain up to 46.8% of the variance of endogenous variable. This research result is expected to give app designers, companies, and managers a lot of constructive suggestions. In the view of designers’ concern, quality optimization and diversified services is carried out for the factors of switching products to increase the internal value of the product, hoping that in addition to effectively retaining existing customers, it can also become a competitive advantage to attract customers for using other apps to switch products.
Keywords: gamification apps, switch, sunk cost, structural equation model (SEM), internal value;
瀏覽次數: 10114 下載次數: 274
引用 導入Endnote