Applying Dual Influential Paths to Examine the Effect of App Download Intention

• Main Authors: TIEN, KAI-CHEN, 田凱榛
• Other Authors: CHAO, PEI
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/7bz5s8

碩士 === 國立高雄第一科技大學 === 行銷與流通管理系碩士班 === 105 === Mobile devices are getting prevalent nowadays. In this case, more and more mobile applications (i.e., Apps) are available to people in app store. However, not all of the apps will be downloaded and used. In the past, most studies discussed what factors promoted people to download. They ignored what factors deterred people from downloading. There are many barriers that block people to download. Therefore, in this research, we use dual paths such as accelerators and hindrances to examine the influence to attitude and download intention. Both of the factors are contained with five variables. Results showed that accelerators positively influenced people’s attitude and further influenced download intention. In accelerators, perceived usefulness, perceived ease of use, and perceived security positively influenced cognitive attitude. Personal innovativeness and positive word of mouth positively influenced affective attitude. Hindrances negatively influenced people’s attitude and further influenced download intention. In hindrances, usage barrier and value barrier negatively influenced cognitive attitude. Tradition barrier and image barrier negatively influenced affective attitude. However, risk barrier had no significant influence effect on cognitive attitude. According to results, we provided valuable information to app developer. We also provided the limitations of this research and recommendations for future research.