| Summary: | 碩士 === 國立臺北大學 === 資訊管理研究所 === 101 === With the gaining popularity of smartphones in the global markets, more and more people are concerned about the development trends of mobile app. According to Gartner and His iSuppli (2012) pointed out that the main of app profit model has been gradually transformed into In-App Purchase or In-App Billing model. For businesses, how evolution and development of the business model in order to create and enhance profitability, has been one of the important issues in operations management.
Most of the past studies about impulse buying behavior employed the theory of planned behavior. However, this study argues that the theory of planned behavior which is based on theory of reasoned action lacked of emotion factors. In the domain of impulse buying, emotion plays an important role. Therefore, this study attempts to develop a research framework based on the emotion theory. Most situations of researches are brick-and-mortar or online store. There are very rare to investigate emerging mobile game. In addition, the impulse buying is often accompanied by a strong emotional response, and researchers have also suggested that emotion factors will impact impulse buying. But we found these research results are not consistent. This study examined again and compare with previous studies.
Scholars provided many different views for the antecedents of impulse buying including cognition, consumer characteristic, and usage experience. Regarding the specific situation of mobile game, this study regards software characteristics as cognition, and argues that software characteristics consist of sensory attribution, enjoyment, and ease of use. Consumer impulsiveness plays an important role in the related literatures, so this study adopts it as consumer character. Moreover, player will flow in the game which is one of drivers to keep playing.
This study conducts the factors of impulse buying behavior for mobile game on smartphone through reviewing literatures, and classifies factors into three dimensions including software characteristics, consumer characteristics, and usage experience. We also proposed an integrated model of impulse buying behavior to explain In-App Purchase behavior, and undertake to fill the gaps of academic knowledge. On the implications of management, the results of this study might help enterprises understand the buying behavior of In-App Purchase in advance. According the three dimensions, managers might configure a set of appropriate marketing strategies to stimulate purchase and facilitate profitable growth.
The purposes of this study are:
1. Exploring the factors of software characteristics based on the emotion theory.
2. Exploring the impacts of the positive and negative affections on urge to purchase.
3. Understanding the impacts of software characteristics, consumer characteristics, and usage experience on impulse purchase behavior, and propose an integrated model.
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