資訊科技產業進步神速,智慧型手機的普及,行動即時通訊軟體也成為了人與人之間聯繫的主要工具,例如行動即時通訊軟體LINE就擁有廣大用戶群與高使用率的優勢。LINE創造許多市場價值與商機,使用者之持續使用意圖成為重要之議題。然而,目前與行動即時通訊軟體相關之研究較少著重於使用者持續使用行為之探討•因此,本研究之目的在於探討行動通訊軟體持續使用意圖,以期望確認理論(Expectation Confirmation Theory, ECT)為基礎,結合社會影響建構研究模式,並以LINE使用者為研究對象,試圖瞭解影響使用者對於LINE的持續使用意圖之因素。研究方法為量化研究之調查法,並利用網路問卷系統進行研究資料之收集,實際回收樣本355份,有效樣本339份。使用部份最小平方法(Partial least squares, PLS)進行路徑分析與模型檢定,並使用SmartPLS 2.0統計工具進行分析。研究結果支持大部分之研究假設,認知有用性、社會影響及滿意度與持續使用意圖具有高度影響,只有「知覺有趣性」對於「持續使用意圖」無顯著影響。
Information and communication technologies are developing rapidly and help us to communicate easier, faster and more often than ever. Recently, smartphones are playing an imperative role in people’s lives. Mobile instant message has become a popular way for people to communicate with others, such as the LINE app. This research aims to understand factors affecting continuous use intention of mobile instant messaging applications and combine the expectation confirmation theory (ECT) and social influence to construct research model. Survey method was adopted to test research hypotheses. A total of 355 questionnaires from LINE users were collected. After deleting 16 invalid samples, 339 valid samples remained. The partial least squares (PLS) approach was employed for measurement reliability and validity testing, and model and hypothesis testing with SmartPLS 2.0 software. The results show that most of the research hypothesis is substantiated regarding to perceived usefulness, social influence, and satisfaction of continuous intention, except perceived playfulness.