| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 103 === In the recent years, APP developers start to focus on the In-APP Purchases which makes users pay for more content in the application. This study aims at the players who had paid in the game type application to investigate through the Unified Theory of Acceptance and Use of Technology 2(UTAUT2) designing the questionnaire. This study plans the questionnaire into eight parts to analyze, which are Basic Information, Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Price Value, and Habit to understand the intension of continued purchase in the game type application. In the meantime, it will help the game developers to formulate a consummate business model, making consumers keep playing games so that they will keep purchasing. This study bases on Questionnaire Survey collecting 383 valid questionnaires, and then using IBM SPSS Amos to analyze the users’ intension and the related factors of continued purchase in the game type applications. The results of this study discover that the top three games are puzzle type which is easy to start. And the most respondents consider that the usefulness of the In-APP Purchase and the ease of the purchase process will not affect the intension of consumption. And while purchasing, most females need more helps than males.
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