LINE貼圖使用黏著度之因素探討

Factors Influencing Use Stickiness on LINE sticker

羅雯卉(Wen-Hui Lo)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500209

摘要

隨著智慧型手機的普及，使用者對於即時通訊軟體的高黏著度，讓LINE在競爭激烈的環境中，以貼圖經濟學創造具有無限商機的藍海，此引起學界及業界的高度重視。本研究以愉悅感、認同感、使用意願及主觀規範，做為中介變數，探討沉浸經驗、獨特性需求及自我呈現，對LINE貼圖黏著度之影響。本研究透過網路及紙本問卷的方式進行樣本蒐集，共蒐集419份進行結構方程模式分析。本研究結果顯示，使用者對LINE貼圖的使用意願對於黏著度及自我呈現度於愉悅感為核心影響因素。有別於過往通訊軟體相關研究的年齡層，本研究介於41歲以上的中高年齡族群佔53.7%，且自我呈現對愉悅感為此族群的核心影響因素，因此能夠得知，貼圖能夠滿足此族群的自我呈現需求，產生使用愉悅感，進而大幅提升中高年齡族群選擇使用LINE做為通訊軟體的使用意願及黏著度。本研究建議，未來通訊軟體業者的行銷策略，欲提升使用者的黏著度，除了要增加其使用意願，在高齡化社會，更應進一步了解中高年齡族群的使用需求，如此才能夠縮短數位落差。

關鍵字

LINE貼圖 ； 沉浸經驗 ； 獨特性需求 ； 自我呈現 ； 黏著度

並列摘要

With the popularity of smart phone, user has high stickiness on instant massage because it is faster and easier to describe their feeling and emotion right away, so LINE can win the largest market with LINE sticker in this competitive environment. Therefore, this study has attempted to investigate how flows experience, uniqueness and self-presentation impact LINE sticker using stickiness, and the enjoyment, identity and intention are the mediator in this study.
This online survey collected 419 samples of users who had experiences of using LINE sticker. Furthermore, structural equation models (SEM) are used to examine the hypotheses within the theoretical framework. The analytical results indicate that LINE sticker intention has significant impact on stickiness, and the self-presentation of enjoyment also significantly affected.
In this study, the usage age group was different from another instant massage related to this research; which above 41 years-old were accounted on 53.7% of middle-aged and elderly groups, and the sense of enjoyment generated by self-presentation is the core factor that drives this age group to use LINE stickers. As a result, by LINE sticker to meet the need of self-presentation could enhance the group’s enjoyment and usage. This study provided practical suggestions that in order to enhance user stickiness, the increase of intention is needed and further understanding of the technology demand among this middle-age and elderly group is also necessary.

並列關鍵字

LINE sticker ； flow experience ； need for uniqueness ； self-presentation ； stickiness

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