探討再次購買意願之前置因素：以品牌應用程式為例

Exploring Antecedents of Repurchase Intention of Branded Applications

10.6846/TKU.2016.00644

簡劭安

再購意願 ； 消費者品牌參與 ； 品牌應用程式 ； 適地性 ； 無所不在 ； 互動性 ； Repurchase intention ； cognitive processing ； affection ； activation ； branded applications ； localization ； ubiquity ； interactivity

淡江大學會計學系碩士班學位論文

2016年

碩士

方郁惠

繁體中文

近年來，行動通訊與智慧型行動裝置已成為新興商務的重要平台，逐漸發展出SoLoMo行動行銷的活動，有效整合社交、在地性與行動裝置，藉此創造出更多的商機。本研究將SoLoMo模式應用於品牌應用程式（App），來了解消費者對品牌認知、情感與動機之影響，及其是否會影響再次購買意圖。本研究預期商家發展SoLoMo行動應用程式，能讓消費者參與雙向溝通的互動過程中，增加品牌的參與感。高度參與特定品牌情感及行為，使消費者願意為該品牌做出超越購買以外之行為，為品牌帶來商機。因此期望本研究提供學理上與實務上之意涵，讓企業更能提升服務品質、增加消費者使用行動商務意願與滿意度，同時讓消費者透過行動App實際了解與參與企業的商品、服務、活動等資訊，增加對品牌的參與程度。

With the rapid growth of mobile commerce and smart handheld devices, social, local and mobile (SoLoMo) marketing provided by mobile devices is emerging as a new means attract and engage consumers, e.g., consumer-brand engagement. Along the same logic, SoLoMo factors may play a role in the use of branded applications (App). This study aims to explore how consumers’ cognitive, affection and activation in the relationship with the brand (consumer-brand engagement) influence their repeat purchase intention. Also, how these three components of consumer-brand engagement are related to SoLoMo factors in our case. This study proposes three factors-localization, ubiquity, and interactivity in terms of local, mobile, and social considerations as antecedents of repurchase intention. This study provides seven propositions regarding SoLoMo factors, three components of consumer-brand engagement and repurchase intention in the context of branded App. Theoretical and managerial implications are also discussed in this study. Marketers may benefit from our suggestions to make good uses of their branded Apps for not only deeply engaging their consumers but also increasing consumers’ repurchase intention.

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