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研究生： 陳珮榕
Chen, Pei-Rong
論文名稱： 探討使用者如何解讀星等評價的分佈圖形
Exploring How Mobile Users Interpret the Shape of Ratings Distributions
指導教授： 雷松亞
Ray, Soumya
口試委員: 林福仁
Lin, Fu-Ren
徐茉莉
Shmueli, Galit
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 服務科學研究所
Institute of Service Science
論文出版年： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 68
中文關鍵詞： 評價 、評價分佈圖形 、評價數量 、調節焦點理論 、應用程式商店 、行動應用程式 、離散選擇實驗 、多項式羅吉斯模型
外文關鍵詞： Ratings, Ratings Distribution Shapes, Number of Ratings, Regulatory Focus Theory, App Store, Mobile App, Discrete Choice Experiment, Multinomial Logit
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    • 星等評價對於使用者選用行動應用程式來說相當重要。過往的研究已經證明評價的正負性、數量與不一致性，對行動應用程式的銷售量或是消費者行為的影響；然而，行動應用程式的評價分佈圖形對使用者而言是否重要，卻是尚未被研究的議題。本研究旨在探討評價分佈圖形與其他相關因素對使用者在應用程式商店中的購買行為有何影響。本研究始於辨識應用程式商店中常見的評價分佈圖形；此外，藉著離散選擇實驗來調查人們在特定的評價分佈下，購買行動應用程式的可能性。本研究進一步採用多項式羅吉斯迴歸模型，來分析受測者在模擬的應用程式商店中做出的選擇。結果表明，使用者的選擇可能受到評價分佈圖形和評價數量的影響，但不受調節焦點的影響。此外，本研究也發現使用者使用應用程式商店的頻率，可以調節星等評價分佈圖形的影響。本研究為評價分佈圖形在使用者購買決策中的影響力帶來新見解，也就應用程式商店經營者和應用程式開發人員的商業意涵，做了進一步討論。

    Ratings are exceedingly important in users’ adoption of mobile apps. Previous research has demonstrated the influence of valence, volume, and variance of ratings on sales or customer behavior; however, a largely under investigated issue is whether app’s ratings distribution matters to users. This study seeks to explore the effect of the shape of ratings distribution and related factors on users’ purchase behavior on app stores. Our investigation started by identifying the common ratings distribution shapes in the app store. Then, we applied a discrete choice experiment to examine the likelihood of people paying for apps under specific situations relating to ratings distribution. We used multinomial logit regression to model participants’ choice in the simulated app store. The results showed that mobile user’s choice could be influenced by ratings distribution shapes and the number of ratings, but not their regulatory focus. Moreover, app store visit frequency was found to moderate the influence of ratings distribution shapes. Our research reveals a new understanding of ratings distribution shapes in affecting mobile users’ purchasing decision. Implications for both app store operators and app developers are discussed.

    Abstract iii Acknowledgement iv List of Tables vi List of Figures vi Chapter 1 Introduction 1 Chapter 2 An Exploration of Ratings in a Mobile App Store 4 Chapter 3 Conceptual Framework and Hypotheses 8 3.1 Ratings Distribution Shapes 9 3.2 Number of Ratings 10 3.3 Ratings Distribution Shapes and Number of Ratings 10 3.4 Ratings Distribution Shapes and App Store Visit Frequency 12 3.5 Ratings Distribution Shapes and Regulatory Focus 15 3.6 Control Variables 18 Chapter 4 Study Design 20 4.1 Overview of Study Design 20 4.1.1 Stimuli Development 22 4.1.2 Experiment Design 23 4.1.3 Simulated App Store Design 25 4.2 Samples 26 4.2.1 Data Collection: Amazon Mechanical Turk 26 4.2.2 Sample Characteristic 27 4.3 Measurements 29 Chapter 5 Data Analysis and Results 30 5.1 Measurement Quality 30 5.2 Manipulation Check for Regulatory Focus 32 5.3 Discrete Choice Multinomial Logit Analysis 33 5.3.1 The Proposed Model 33 5.3.2 The Extension Model 37 5.3.3 The Third Model 39 Chapter 6 Discussion and Conclusion 40 6.1 Theoretical Discussion of Findings 40 6.2 Contribution and Implication 43 6.3 Research Limitation and Future Research 45 Appendix 47 Appendix A. Regulatory Focus Scenarios 47 Appendix B. Configurations for 72 Choice Sets 48 Appendix C. Example of Experimental Apps 53 Appendix D. Construct Measurement Items 62 Reference 63

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