| Summary: | 碩士 === 南台科技大學 === 多媒體與電腦娛樂科學系 === 102 === Along with smart phones and tablets information revolution and popularization, the action software (App) globalization and develops threshold's identity lowly, forms a brand-new and giant software market, but only has extremely few lucky proportion App will let the consumer truly download and use. Target of this research in discussion are affected under the consumer to download and use App the factor, to supply App's developer and the entrepreneur in the product business planning, the software design, the marketing strategy and so on for reference. In this study, use of factor analysis as the main research methods and exclusive women's menstrual record App groups for the study, through initial question items collection and collation, project analysis, scale purification, reliability and validity analysis, factor analysis and other research programs, obtained 18 question items and four dimensions of the structure of factors, the cumulative variance explained was 77.124%, the overall reliability of 0.899, factors affecting the consumers to download App : (1) First Impressions: App appearance given initial contact consumers directly experience; (2) Information credibility: App so that consumers trust for quality; (3) convenience function: App functionality can provide convenience; and (4) high-profile exposure: App Recommended, reviews and advertising degree. The study found that such designs, celebrity endorsement, recommendation, reviews, rankings ... and other non-App feature or quality factors influence consumers to download App’s decision over the App features or quality. It can be seen, the strategic importance of software packaging and marketing software features no less than the development itself.
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