Research of smart phone users APP purchase intention- for example in moderately ethical self-efficacy a case by " Google Play"

• Main Author: 蔡弘仁
• Other Authors: 王怡舜
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/jce762

碩士 === 國立彰化師範大學 === 資訊管理學系所 === 101 === In recent years, as technology developed with people's urge for more functions rather than just making calls, smart phones have emerged and changed our life. Computing Information Service Center Ideas Web(2012) reported that the two main App stores , Apple App Store and Android Market, provide free APP which compose high ratio of their products，but not all Apps are for free. As long as APP stores provide customized , indispensable or high-valued products, users will be willing to pay for them. There are studies confirming perceived value has significant impact on the willingness to pay，but few studies pointed out that consumer's ethical self-efficacy，as well as the perceived value, will affect the purchase intention(Wang et al.2013). Piracy characteristics (moral strength) and past experience also have certain effect on customer's decision-making process(Gao et al., 2004).Customer's perceived value and ethical sense have separate impact on online purchase intention. The study aimed to find out customer's purchase intention for App and how piracy and ethical self-efficacy affect the purchase intention in the present world with rampant piracy. The main purposes of this study are as follows: 1.Explore the willingness of smartphone user's purchase intention for Apps. 2.Explore if the level of online piracy ethical self-efficacy affects the user's purchase intention for smartphone App.