隨著網際網路的快速發展、智慧型手機的普及化，加上現代人的生活型態忙碌，缺乏時間與人維持社交關係，於是「寂寞經濟」逐漸成形。滿足消費者「寂寞感」、「空虛感」的商業模式應運而生，在這股「寂寞商機」的市場浪潮下，線上交友的市場更是蓬勃發展；其中，交友軟體的出現打破以往時間與地理空間的限制，為現代人開啟新的社交模式。2020 年網路約會市場市值高達20 億美元，逐漸成為手機 APP 經濟中非常重要的領域。交友軟體結合行動定位與即時通訊服務，透過系統的配對與篩選機制連接彼此進行交流，主要的獲利模式是先藉由免費基本功能，進行篩選與配對，若需要進階的功能則必須透過加值付費機制，讓使用者獲得更詳細的交友資料、無限次的配對機會、增加配對成功的機率等進一步的服務。
由於消費者會透過使用前之期望與使用後績效的比較作為判斷是否滿意交友軟體服務的標準，並藉著在消費過程中所認知的價值（功能價值、情感價值、社會價值、價格價值）作為是否採用加值服務或繼續使用交友軟體的重要依據，當中，配對成功與否是使用上的一大特點，更是交友軟體中的重要機制，「主觀線上成功」是指使用者主觀認為自己在交友軟體上成功配對的高低程度，在本研究將導入此變數作為影響購買意願之評估。
因此，本研究透過期望確認理論，並結合認知價值與主觀線上成功等概念，探討影響交友軟體使用者在交友軟體中購買加值服務的重要因素。研究發現，交友軟體之功能價值、價格價值能夠對使用者購買意願產生正向影響，且個人主觀線上成功亦會增強功能價值、價格價值對購買意願之影響效果。最後，本文根據分析結果從消費者觀點提出實務建議，作為交友軟體業者在設計與改善交友軟體時的參考。

In addition to the rapid development of the Internet and ubiquity of smart devices, a busy and overworked lifestyle in modern society further weakens the connection between people, leading to the rise of the “loneliness economy”. Subsequently, a business model that satisfies consumers’ sense of “loneliness” and “emptiness” emerges. Amidst a spike in the rate of isolation, the online dating industry continues to expand. Particularly, the emergence of dating apps breaks the boundaries of space and time, opening the door to a new type of social life. As of 2020, the value of online dating market has reached two billion US dollars, which highlights its significance in the app economy. The freemium model enables users to use basic functions for free, while the apps generate revenue through unlocking advanced features. For instance, users are charged for detailed dating profiles, unlimited matching opportunities, and a higher probability of successful matching.
When evaluating the dating apps, consumer satisfaction is determined based on expectations and actual performance. Several types of perceived value (e.g., functional value, emotional value, social value, and value for money) in the consumption process serve as critical factors in influencing one’s intention to opt for a paid subscription or continue using the app. Notably, having a successful match is not just a major feature but an important mechanism for the dating apps. This study introduces “subjective online success”, the degree to which users subjectively believe that they have successfully matched with someone on the app, as a salient factor in influencing one’s intention to purchase.
By connecting the expectation confirmation theory with perceived value and subjective online success, this research explores critical factors that influence consumers’ intentions to use a paid subscription. The findings showed that functional value and value for money have a positive impact on purchase intentions, and subjective online success further enhances their effect on purchase intentions. As such, this research offers practical implications from the perspective of consumers, which can be of value to relevant stakeholders in designing and improving the dating apps.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第二章 文獻探討 5
第一節 交友軟體 5
第二節 期望確認理論 23
第三節 認知價值 27
第四節 主觀線上成功 34
第三章 研究方法 37
第一節 研究架構 37
第二節 研究假設 38
第三節 問卷調查法 46
第四節 操作性定義與問項 47
第五節 資料分析方法 50
第四章 資料分析與結果 51
第一節 樣本敘述性統計 51
第二節 交友軟體之使用習慣 54
第三節 信效度分析 56
第四節 迴歸分析 62
第五節 差異分析 70
第六節 假設檢定結果 73
第五章 結論與建議 75
第一節 研究結論 75
第二節 研究貢獻 80
第三節 研究限制與未來研究方向 84
參考文獻 86
附錄 97

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