本論文主要目的在於了解App應用程式的產品屬性對於消費者知覺風險、體驗價值、購買意願是否有影響；同時也探討知覺風險、體驗價值與購買意願三者之間的關係，是否存在相關性。最後依據研究結果將提供建議，供App應用程式開發者或廠商作為參考。
研究採用問卷調查方式，藉由參考過去文獻作為編制的依據，以擁有智慧型手機或平板電腦，且曾下載過試用版／LITE版App應用程式的消費者為研究對象，以電子問卷與便利性抽樣的方式在Facebook粉絲專頁與台大PTT實業坊討論版進行問卷發放，總共回收356份，無效問卷為78份，有效問卷為278份。
資料分析利用SmartPLS及SPSS等電腦軟體進行資料的整理及分析。所採用的統計方法包括敘述性統計（Descriptive Statistics）、信度與效度分析、獨立樣本T檢定(T-test)、皮爾森積差相關（Pearson's Correlation）等方法。
研究結果顯示：（1）App應用程式的「產品屬性」對於消費者「知覺風險」與體驗價值之「消費者投資報酬」、「美感」有顯著之影響；（2）消費者知覺風險對於體驗價值之「趣味性」有顯著之影響；（3）消費者試用App應用程式後的「消費者投資報酬」與「美感」體驗價值對其購買意願有顯著之影響。根據研究結果，本研究認為App應用程式開發者或廠商可藉由多觀察消費者真正的需求而開發滿足消費者之App應用程式。

The main research purpose of this study is to assure whether APP’s (Applications) product attribute will significant influence consumer’s perceived risk, experiential value and purchase intention. Then, we want to find out whether there exists significant correlation among perceived risk, experiential value and purchase intention. Finally, we would provide meaningful conclusion and suggestion for APP’s developer or companies.
We design a questionnaire consulted past literatures and scholars’ to carry out this survey. The consumers Who have smart phone or tablet PC and have download trial /LITE version’s APP are selected. We distributed electronic questionnaires to Facebook pages and PTT by convenient sampling. There are 356 questionnaires are returned, 78 questionnaires are ineffective, and 278 of them are effective samples. We adopted SmartPLS and SPSS to analyze data. Statistical methods used in this study include Descriptive Statistics, T-test and Pearson's Correlation.
Results show that: (1)APP’s “Product Attribute” significant influences on “Perceived Risk” and Experiential Value－” Consumer return on investment” and “Aesthetics.” (2)“Perceived Risk” significant influences on Experiential Value－”Playfulness.” (3)Experiential Value－” Consumer return on investment” and “Aesthetics” significant influences on “Purchase Intention.” According to the research result, we suggested that APP’s developer or companies can develop APP that can satisfied with consumer by observing consumer’s real requirements.

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