LINE官方帳號知覺互動性對於關係品質、品牌態度、持續使用意圖之影響： 以錯失恐懼為中介

台灣民眾手機無線上網相當普及，頻繁使用社群媒體比例非常高，在眾多社群媒體APP中，下載用戶數及活躍使用者數皆是LINE居於首位。多數APP已提供社群商務服務，LINE官方帳號便是一個典型的例子，在龐大用戶數的基礎上，企業看好LINE官方帳號的利基，而如何經營以於紅海中脫穎而出，已成為行銷人員須面對的課題。本研究以曾經使用LINE官方帳號的消費者為對象，探討其使用品牌LINE官方帳號的知覺互動性對關係品質、品牌態度及持續使用意圖等三項行為的影響，並加以探究錯失恐懼的中介影響。本研究採網路問卷方式蒐集樣本資料，回收有效問卷369份。研究結果顯示消費者使用品牌LINE官方帳號的知覺控制、知覺回應、知覺客製及趣味性，對此三項行為均具有正面影響。而錯失恐懼在知覺回應與知覺客製對消費者的影響上有部分中介效果，而在趣味性則是只對部分消費者影響具部分中介效果。本研究成果的貢獻在於，企業設計LINE官方帳號時，如能善用帳號與消費者的互動情境，來增加消費者使用之知覺控制、知覺回應、知覺客製及趣味性，並適切掌控消費者錯失恐懼的心理，應可提升消費者對企業的關係品質、品牌態度及持續使用意圖。

關鍵字

知覺互動性；關係品質；品牌態度；持續使用意圖；錯失恐懼

並列摘要

With the rapid growth of the Internet and widespread popularity of smartphones in Taiwan, social media apps are in frequent use by most of Taiwanese. Among numerous social media apps, LINE has the most downloads and active users. As more and more apps provide business solutions for marketers to manage online communities, LINE official accounts are one of the typical cases. While marketers look forward to benefiting from LINE official accounts, the ways to operate them effectively and stand out from the competitors are the most important marketing issues. Given that, this study explores the effects of perceived interactivity on consumer behaviors, such as relationship quality, brand attitude, and continuous intention, using LINE official accounts, and further examines the mediating effects of fearing of missing out in consumers’ decision-making process. The research sampled consumers who uses LINE official accounts and collected a total of 369 valid responses through an online survey. The results showed that perceived controllability, perceived responsiveness, perceived personalization, and playfulness had positive and significant influences on consumer behaviors. In addition, fearing of missing partially mediated the effects of perceived responsiveness and perceived personalization on consumer behaviors. It also partially mediated the effects of playfulness on commitment and continuous intention. The findings provide managerial suggestions for companies to develop and implement effective marketing strategies adopting LINE official accounts.