| Summary: | 碩士 === 國立嘉義大學 === 資訊管理學系研究所 === 102 === The rapid growth of mobile applications (Apps) leads to the booming development of mobile commerce. Companies expect through the services of Apps to provide value for customers and therefore to increase brand equity. Based on the viewpoint of user’s perceived value, this study investigates the effects of perceived value of App on brand equity which consists of brand loyalty, perceived quality, and brand image. The benefits and costs constituting the perceived value of Apps are also examined.
Data were collected through an on-line survey and participants were asked to respond to the questions based on their previous or current experience with a specific App of brand. The results show that the perceived value of App may benefit the brand loyalty, perceived quality, and brand image. Moreover, the functional benefit, hedonic benefit, informational benefit, and time cost are determinants of the perceived value of App.
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