隨著無線寬頻上網的普及與智慧型行動電話市場的成長，促進智慧型行動電話上大量的APP應用程式如雨後春筍般蓬勃發展，如果能夠透過嚴謹的分析進而瞭解消費者持續使用之意圖，對APP開發者來說，可提供其應用程式開發的明確方向。本研究針對操作使用過易遊網APP的智慧型行動電話使用者為對象，來探討APP的品質、知覺價值、體驗行銷與行為意圖之間影響的關係；本研究藉由網路發放問卷，有效問卷回收共380份。研究結果顯示：(1)APP品質對於知覺價值有正向顯著的影響。(2)APP品質對於體驗行銷有正向顯著的影響。(3)知覺價值對於行為意圖有正向顯著的影響。(4)體驗行銷對於行為意圖有正向顯著的影響。(5)知覺價值對於品質與行為意圖之間存在部分中介效果。(6)體驗行銷對於品質與行為意圖之間存在部分中介效果。 With the popularity of wireless broadband Internet access and growth of the Smartphone market, promote extensive Smartphone APP applications springing up booming, if can, through rigorous analysis to understand the intentions of consumers continue to use, for APP developers, provides clear direction of its application development. This research for operating by the ezTravel APP users as the target APP, to explore the APP quality, perceived value, experiential marketing and effect the relationship between behavioral intention; this research through online questionnaires retrieved a total of 380 questionnaires. Results showed: (1) The APP quality for perceived value has a positive and significant effect. (2) The APP quality experience has a positive and significant effect. (3) The perceived value for intent to have a significant positive effect. (4) Experiential marketing to the behavioral intentions has a positive and significant effect. (5) The perceived value for the quality and intent between the mediating effects. (6) Experiential marketing for quality and intent between partial mediating effects.
