A Study of Users’ Acceptance and Willingness to Pay for Mobile Video Apps of Animation

• Main Authors: Chen, Ming-Hung, 陳明宏
• Other Authors: Shieh, Hwai-Shuh
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/99w794

碩士 === 國立交通大學 === 經營管理研究所 === 105 === With the developing of Internet and smart phones, people’s habits of watching are gradually changing, not only watching video, but also watching animation. Before about 10 years ago, people sit in front of TV on the specific time to watching their favorite cartoon or animation. But now it is possible to watch different kinds of animations through different mobile vehicles, like smart phones or tablet, anytime and anywhere. Besides, the first mobile video Apps of animation in Taiwan also had been published in 2014. However, although Taiwan has a potential animation market, the market of mobile video Apps of animation still developed slowly. People’s willingness to pay is much low to these kind of app, not like the mobile music apps (such as kkbox, Spotify) or the mobile video apps (such as LINE TV, Netflix, friDay). Therefore, in this research, we want to understand what factors can affect the user's intention to use the mobile video apps of animation and the willingness to pay of it. Based on the theory of social cognitive theory, we added environmental factors (Interpersonal Social Influence, External Social Influence), personal factors (Personal Innovativeness), Flow Experience, motivated factors (Perceived Usefulness, Perceived Enjoyment) and perceived value factors (Perceived Benefit, Perceived Cost) into the research structure. And we tested whether those factors would have significant effect on the intention to use and willingness to pay of mobile video Apps of animation by using the structural equation modeling (SEM) analysis. The results showed that Interpersonal Social Influence, External Social Influence, Perceived Enjoyment, Perceived Benefit and Perceived Cost have a significant effect on the Intention to Use. And Personal Innovativeness, Flow Experience, Perceived Usefulness have no significant effect on the intention of use. Finally, Perceived Benefit and Intention to Use have a significant impact on the Willingness to Pay, and through these results, we hope to give some advice and direction for companies of mobile video Apps of animation in Taiwan.