隨著移動應用程式市場的繁榮，越來越多人願意為軟體付費，使得付費軟體市場有著巨大的潛力，然而，關於用戶購買付費軟體的意圖，我們了解知之甚少。本研究旨在確定影響用戶付費意願的關鍵品質構面因素。借鑒刺激-有機體-反應（Stimuli-Organism-Response，S-O-R）模型，本研究考察了付費軟體在試用期間哪些品質構面會影響用戶感知價值造成其心理狀態的變化，進而影響其付費意願。
通過對生活在台灣地區的355名受訪者調查分析，我們的 SEM 結果表明，付費軟體在試用的情況下，用戶會在軟體不同構面特性的刺激下影響其內在情感和認知狀態並最終反映在其行為和意圖上。付費軟體的系統品質構面、互動品質構面、內容品質構面與價格品質構面與用戶的感知價值有著正向相關關係，提升以上因素可以增加用戶對付費軟體的感知價值。此外，感知價值和付費意願有著正向相關關係，表明增加用戶對付費軟體價值感知可以增加其付費意願。其中我們發現影響最大的品質構面是軟體的內容品質構面，也就是消費者最看重的是內容品質構面。最後根據本研究結果提出的理論面與實務面的意涵，有助於未來對軟體付費行為的相關研究，同時可能會為軟體供應商提供進一步的見解。

With the booming of the mobile application market, an increasing number of individuals are willing to pay for software, indicating substantial potential in the paid software market. However, little is known about users' intention to purchase paid software. This study aims to identify the key quality factors that influence users' willingness to pay. Based on the stimulus-organic-response (S-O-R) model, this study investigated which quality aspects of paid software affect users' perceived value, resulting in changes in their psychological state, and thus their willingness to pay.
Based on the survey data analysis of 355 respondents living in Taiwan, our SEM results show that in the case of trial use of paid software, users will influence their internal emotional and cognitive states under the stimulation of different features of software, which will be reflected in their behaviors and intentions. The system quality, interaction quality, content quality and perceived cost of paid software are positively correlated with users' perceived value, and the improvement of the above factors can increase users' perceived value of paid software. In addition, there is a positive correlation between perceived value and willingness to pay, indicating that increasing users' perceived value of paid software can increase their willingness to pay. Among them, we found that the most influential quality aspect is the content quality aspect of software, that is, consumers value the content quality aspect most. Finally, the theoretical and practical implications of this study are helpful for future research on software payment behavior, and may provide further insights for software suppliers.

論文審定書 i
摘要 ii
Abstract iii
圖次 vi
表次 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究意義 2
1.3 研究問題 3
1.4 研究流程 4
第二章 文獻探討 5
2.1 付費軟體 5
2.2 感知價值理論 6
2.3 刺激-有機體-反應（S-O-R）模型 7
2.4 軟體免費試用作為刺激（S） 8
2.5 感知價值作為有機體 (O) 9
2.6 付費意願作為反應 (R) 10
第三章 研究方法 12
3.1 研究模型 12
3.2 研究假說 13
3.2.1 系統品質感知 13
3.2.2 互動品質感知 13
3.2.3 價格品質感知 14
3.2.4 內容品質感知 14
3.2.5 感知價值與付費意願 14
3.3 操作型定義 16
3.4 問卷設計 17
3.4.1 問卷的構面問項 18
3.4.2 資料蒐集 23
第四章 資料分析 24
4.1 敘述性統計分析 24
4.2 測量模型 31
4.2.1 信度分析 31
4.2.2 效度分析 32
4.2.3 共同方法變異（CMV） 35
4.3 模型檢驗與分析 37
第五章 結論與建議 41
5.1 研究結果與討論 41
5.2 研究貢獻 42
5.2.1 理論貢獻 42
5.2.2 實務貢獻 43
5.3 後續研究的侷限性與方向 44
參考文獻 45
附錄：研究問卷 55

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