USER’S PERCEIVED QUALITY OF MOBILE MESSAGE APP: EXPERIENCE FROM TAIWAN

行動即時通訊使用者感知品質

郭倉義(Tsuang Kuo) ； 蔡國揚(Gwo Yang Tsai) ； 盧淵源(Iuan-yuan Lu) ； 吳潤家(Rune Wu)

《品質學報》 24卷4期 (2017/08) Pp. 235-250

https://doi.org/10.6220/joq.2017.24(4).01

摘要

Following advancements in network information technology, mobile broadband Internet and smart handheld devices have been growing increasingly popular. The functions and uses of mobile device apps are also becoming more extensive and diversified. The integration of numerous mobile service devices into smartphones has increased ease of use for consumers substantially. Within the intensely competitive instant messaging software market, LINE has come into prominence within a short time thanks to its ability to allow free video or voice calls in real time, it's convenient group chat function, and its more than 10,000 stickers and emoticons. It has quickly become the social networking and chatting app with the highest usage rate in Taiwan. Based on the technology acceptance model (TAM), several additional external variables; such as, Perceived Playfulness, Media Richness, and Relative Advantage have been integrated to explore Line's success. This framework provided an understanding of the key factors influencing the usage attitudes and willingness to use regarding mobile instant messaging software among Taiwanese users. Our study confirms that the external variables of Perceived Playfulness, Media Richness, and Relative Advantage were key factors in LINE's success in Taiwan.

關鍵字

LINE ； perceived playfulness ； media richness ； relative advantage

並列摘要

網路信息技術和行動互聯網的設備不斷地進步，智慧型手機已經變得越來越流行。智慧型手機的功能和應用程式也越來越廣泛和多樣化。許多的行動服務設備增加消費者使用智慧型手機的易用性。在競爭激烈的即時通訊軟體市場，LINE挾其能即時進行免費視訊通話或語音通話、方便的群組聊天功能及超過10,000種的貼圖和表情符號之優勢，在短短的時間迅速竄起，一躍成為臺灣社交聊天APP使用率最高的手機通訊軟體。我們以科技接受度模型 (TAM) 為基礎，將外部因素「認知趣味性」、「媒體豐富度」和「相對優勢」加入進一步擴充解釋科技接受度模型，以瞭解影響臺灣用戶對手機即時通訊軟體的使用態度及使用意願的關鍵因素。這項研究驗證了Davis (1989) 的科技接受度模型可以運用在使用者對LINE的接受度，認知趣味性、媒體豐富度和相對優勢等外部因素是讓LINE在臺灣得以如此成功的關鍵因素。

並列關鍵字

LINE ； 認知趣味性 ； 媒體豐富度 ； 相對優勢

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