在智慧型手機及行動網路的搭配下，民眾利用手機App 來完成工作與生活上的任務形成一股趨勢，商家開始陸續與應用程式開發商進行合作，開發商家專屬的App，進軍行動服務市場。過去許多文獻只針對新科技的接受行為與新資訊系統的使用成效作分別地探討。本研究除了一方面針對新興的App 市場，利用科技準備度與資訊系統成功模型的結合來探討新科技的應用，另一方面還針對在使用行為意圖與手機App 滿意度上結合品牌偏好作進一步的消費者行為探討。
本研究目的在於探討對於有提供手機App 的商家品牌，消費者是否對商家產生印象以及在消費上具有品牌偏好性。研究架構以科技準備度與手機App
特性來探討消費者使用手機App 的行為意圖，並以資訊系統成功模型探討手機App 的滿意度，最後本研究採用複迴歸分析法探討使用行為意圖與滿意度對品牌偏好的影響以及各變數之間的關聯性。
實證結果顯示在科技準備度對使用行為意圖上，樂觀性、創新性與不適應性對使用行為意圖有正向影響，不安全性對使用行為意圖有負向影響。除此之外，手機App 特性對使用行為意圖有正向影響。另外，在資訊品質、系統品質與服務品質上，皆對手機App 的滿意度有正向影響。最後，本研究模型驗證了影響品牌偏好可由使用行為意圖與滿意度組成，並且使用行為意圖與滿意度皆對品牌偏好有正向影響效果。

As mobile App have become a trend that many people complete the work and life tasks by using the mobile App, businesses begin to cooperate with application developers to develop their own App, and move into the mobile services market. The majority of previous studies only explored the acceptable behavior of new technology and the using effectiveness of new information system separately. This study, on the one hand, with the emerging of App market, uses a combination of technology readiness and information systems success model to explore the application of new technology. On the other hand, we combine brand preference with behavioral intention to use and mobile App satisfaction to the further exploration of consumer behavior.
The objective of this study is to investigate whether consumer has a good impression and spending regarding the business brands that provide Apps. In the framework, this study adopts technology readiness and mobile App characteristics to explore the consumer intention to use mobile App, and use information systems success model to explore the mobile App satisfaction. In the end, this study adopts multiple regression analysis to explore the effects on brand preference from behavior intention to use and mobile App satisfaction, and discuss the correlation between each variable.
The empirical results of this study presents in the correlation between the factors of technology readiness and behavioral intention to use. Optimism, innovativeness and discomfort have positive effects, but insecurity has a negative effect. In addition, mobile App characteristics have a positive effect on behavioral intention to use. Also, information quality, system quality and service quality all have positive effects on mobile App satisfaction. Finally, this model validates influencing brand preference can be formed by behavioral intention to use and mobile App satisfaction which have positive effects on the brand preference.

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