隨著3G、4G及WiFi無線網路的普及再加上智慧型裝置,如:智慧型電話、平板電腦使用率越來越高,行動通訊的使用已經從以前語音及文字傳送服務,提升到即時圖像或結合影音的多媒體動畫傳遞,行動通訊的應用程式 (App)在這幾年也廣為流行,其中又以Line App 在國內的使用率最高,探究其原因除了簡單易操作的介面外,Line App 更提供了活潑多樣化的貼圖供使用者使用,大大提升了使用體驗與頻率,部份貼圖甚至必須讓消費者付費才能取得,但仍有不少人樂此不疲。因此本研究以消費者知覺價值(CPV)為基礎探討消費者行為,即分別從功能價值、社會價值、情感價值、新奇價值及情境價值等不同構面來研究其使用行為是否有差異,並以貼圖收費與否為干擾變數,來探討消費者對於貼圖的使用是否會受影響。本研究從206份有效樣本的信度分析結果,整體問卷的信度值為0.905,有良好的內部一致性,並且透過進行驗證性因素分析、信效度檢定、假說檢定等,以驗證假說是否成立。從研究結果發現,消費者行為會受到知覺價值的功能價值、社會價值、情感價值與新奇價值所影響,但情境價值不會影響消費者行為,且收費與否並不會影響消費者的使用行為。研究結果可提供給未來想進入行動通訊軟體的廠商參考,朝更人性化與圖形化介面開發,以增加使用者的使用價值。
With the popularity of 3G, 4G and wireless networks coupled with smart devices, such as Smart phones, tablet PCs growing use. The use of mobile communications has been transferred from the previous voice and text services to enhance the real-time image or a combination of audio and video multimedia animation transfer.Mobile communications application (App) in the past few years are also widely popular, among Line App highest utilization rate in Taiwan. In addition to exploring the reasons interface simple and easy to operate, Line App also provides a lively and diverse stickers for users, greatly enhance the user experience and frequency. Most sticks even allow consumers must pay to obtain, but there are still a lot of people enjoy this way. Therefore, this study Customer Perceived Value (CPV) as the basis, to explore customer from a functional value, social value, affectional value, strangely value, conditional value and the value of different facets situations to study whether there were differences in the use of behavior. In this study, 206 valid samples from the reliability analysis, the overall reliability of the questionnaire is 0.905, with good internal consistency. The results of this study indicate that (1) Funcatoin value、social value、emontional value and epistemic value are significant positive influence on user behavior. (2) Payment issue will not have a moderate effect to the user behavior. This result can be provided to the future want to enter the mobile communications software vendor reference toward more humane and graphical interface developed to increase user value.