感知價值和對免費增值購買意向的持續使用意向：印度尼西亞的多組分析

ASIAIR > College of Management > Department of Business Administration > Theses & dissertations > Item 310904400/113487

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Title:	感知價值和對免費增值購買意向的持續使用意向：印度尼西亞的多組分析 Perceived Value and Continued Use Intention toward Purchase Intention on Freemium: Multi-Group Analyses in Indonesia
Authors:	RIZALDY, HANIF RIZALDY, HANIF
Contributors:	經營管理學系
Keywords:	感知價值;免費增值持續使用意向;高級購買意向;享樂;實用;免費增值;Spotify Perceived Value;Freemium Continued use Intention;Premium Purchase Intention;Hedonic;Utilitarian;Freemium;Spotify
Date:	2022-06-20
Issue Date:	2022-10-28 08:13:52 (UTC+0)
Publisher:	亞洲大學
Abstract:	摘要目的– 感知價值在管理者和營銷研究人員當前對其行為意圖的理解中變得越來越重要。然而，本研究旨在調查感知價值和持續使用意圖對免費增值和付費 Spotify 應用購買意圖的影響。本研究還著眼於對客戶態度的多組分析，包括享樂主義和功利主義價值觀。方法學/方法– 本研究使用定量技術分析了提出的假設。該調查問卷已發送給大量正在使用 Spotify 的客戶。該調查蒐集了基本數據，並通過在線調查收到了 504 份印度尼西亞人的回覆。因此，採用 SEM 和多組分析來評估本研究中的數據。調查結果– 社會價值和質量價值與免費增值持續使用意願有顯著關係。此外，社會價值與溢價購買意願有顯著關係。此外，對於享樂主義/功利主義群體，情感價值、社會價值和免費增值繼續使用意願與溢價購買意願之間的關聯在兩種消費者態度之間存在顯著差異。研究限制– 本研究存在一些局限性，首先，在受訪者數量和問卷分發範圍方面。該問卷僅在印度尼西亞的消費者中分發。其次，對於僅將所有模型用於自變量的框架。實際意義– 這項研究提供了實用的方面，可以幫助擁有任何類型的免費增值業務模式的人，甚至是一直在考慮購買高級版本產品的用戶。基於這項研究，感知社會價值和感知質量價值影響免費增值持續使用意願。此外，感知的社會價值會影響溢價購買意願。此外，對於享樂主義和功利主義消費者態度的多組分析，本研究發現享樂主義和功利主義消費者態度在其感知情感價值、感知社會價值和免費增值持續使用意願對溢價購買意願的影響方面存在顯著差異。原創性/價值– 非常有限的研究已經檢查了情感價值、質量價值和社會價值對免費增值持續使用意圖和溢價購買意圖的影響，這是使用消費者態度之間的多組分析。與此一致，本研究將能夠提供理論和實踐上的貢獻。 ABSTRACTPurpose – Perceived values are becoming increasingly crucial in managers' and marketing researchers' current understanding of behavioral intentions. However, this research aims to investigate the impact of perceived value and continued use intention on freemium and premium Spotify app purchase intentions. This study also looks at a multi-group analysis of customer attitudes, including hedonic and utilitarian values.Methodology/approach – This study analyzed the proposed hypotheses using a quantitative technique. The questionnaire was sent to a large number of customers who are now using Spotify. This inquiry gathered essential data and received 504 responses from Indonesians via an online survey. As a result, SEM and multigroup analyses were employed to assess the data in this study.Findings – Social value and quality value have a significant relationship with the freemium continued use intention. Also, social value has a significant relationship with the premium purchase intention. Furthermore, for the hedonic/utilitarian group, the association between emotional value, social value, and freemium continued use intention to premium purchase intention has a significant difference between the two consumer attitudes.Limitation – This research has several limitations. First, on the number of the respondent and the scope of questionnaire distribution. The questionnaire was only distributed among consumers in Indonesia. Secondly, for the framework that only uses all of the models for independent variables.Implications – This research provides practical aspects that can assist the people who have any kind of freemium business model or even the users that are always considering purchasing a premium version of a product. Based on this research, perceived social value and perceived quality value influence freemium continued use intention. Also, perceived social value influences premium purchase intention. In addition, for multi-group analyses between hedonic and utilitarian consumer attitudes, this study found that there is a significant difference between hedonic and utilitarian consumer attitudes on their perceived emotional value, perceived social value, and freemium continued use intention influencing premium purchase intention.Originality/value – Very limited studies have examined the influence of emotional value, quality value, and social value on freemium continued use intention and premium purchase intention using multi-group analysis between consumer attitudes. In line with this, this research will be able to provide theoretical and practical contributions.
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