拜科技發展之賜,智慧型行動裝置與行動網路極為普及,通訊軟體更成為了人們手機上相當普遍的應用程式,通訊軟體業者也紛紛相繼推出便於使用者進行溝通的貼圖,因此產生一股龐大的商機。通訊軟體貼圖成為了一種新興溝通工具,但目前少有以完整基礎理論對通訊軟體貼圖的特色進行探討的相關研究,本研究以顧客價值理論與理性行為理論為基礎,提出一個通訊軟體貼圖購買影響因素模式,以探索影響消費者購買通訊軟體貼圖的核心要素。 本研究採用問卷調查法,蒐集到502份有效問卷,並以結構方程模式來驗證研究模式內各變數間的影響關係。研究結果發現顧客價值中的功能性價值對於顧客知覺價值最具影響力,情感性價值與社會性價值亦具有相當程度的影響,顧客知覺價值連帶影響顧客的態度以及購買意圖。此外,社會影響中的描述性規範與命令性規範對購買意圖也深具影響力。研究結果對學術理論面與實務面都有良好的啟示。
Due to the development of technology, smart device and mobile internet become very popular. Instant messaging software have become quite common applications in mobile phones, the dealers of instant messaging software have also continuously published stickers for communication to the users, thus creating a enormous commercial opportunity. The stickers for messaging software have become a new communication tool, however, there are few relevant study using completely basic theory to explore the characteristics of the stickers for messaging software. Our research was based on the theory of Consumption Value and the theory of Reasoned Action, proposing a model of influential factors on purchase intention of stickers for messaging software to explore the main elements that affected consumer to buy the stickers for messaging software. This research adopted the questionnaire survey, collecting 502 valid questionnaires and used structural equation modeling to validate the influential relationship among the variables in the research model. The result of the research discovered that functional value in the customer value was the most influential value to customer perceived value. Emotional value and social value were also influential to certain degree. Customer perceived value jointly affected customers’ attitude and their intention of purchase. In addition, descriptive norms and injunctive norms in social influence had great effect, too. The results of the research on the aspect of academia and the aspect of management practice both had good implications.