伴隨時代的進步,智慧型手機的使用發達,通訊軟體的使用率大幅提升。LINE軟體的貼圖模式,使企業有新型態的廣告行銷手法。企業贊助貼圖的行銷對企業來說相對便利,貼圖是否真的能有效達到使用者下載意願以及企業的廣告效果,由於LINE企業贊助貼圖的研究較少。本研究主要探討LINE企業贊助貼圖對使用者下載意願以及企業廣告溝通效果的影響。 本研究利用問卷收集資料,並利用SPSS以及AMOS軟體進行資料分析以及結構方程式分析,結果可得知LINE企業贊助貼圖、下載意願、品牌辨識、品牌態度、購買意願存在著正向關係。下載意願受到品牌辨識以及品牌態度影響,購買意願受到品牌態度影響,品牌辨識不影響到購買意願。
With the advance of the smartphones and communications software usage have increased significantly, LINE stickers provide enterprises with new advertising and marketing practices, Enterprise-sponsored LINE stickers for business convenience. The stickers have users are willing to download and enhance the advertising effects; for the enterprise. There are few studies regarding the current study. Therefore, the study focused on free Download intention and the effects of Advertising communication. The study used a questionnaire to collect data. The structural equation modeling and data were analyzed with AMOS and SPSS software program. The results showed Enterprise- sponsored LINE stickers, Download intention, Brand recognition, Brand attitude, and Purchase intention have positive relationships. The factors are closely interrelated. In contrast. Brand recognition does not affect Purchase intention.