以理性行為理論探討Line貼圖購買意圖之研究

A Study of the Theory of Reasoned Action on LINE Stickers Purchase Intention.

楊舒婷(SHU-TING YANG)

指導教授 ： 楊文廣 ； 楊欽城

朝陽科技大學/管理學院/休閒事業管理系/碩士(2016年)

摘要

本研究探討Line原創貼圖消費者在知覺價值、態度、主觀規範及購買意圖之關係，以曾購買過Line原創貼圖之消費者做為研究對象，採取網路問卷方式進行問卷調查，使用mySurvey製作網路正式問卷，並通過Facebook及Line以滾雪球之方式抽樣，共發出400份問卷，剔除填答過於規律之無效問卷25份，有效回收率為93.75 %。統計方法包含驗證性因素分析、描述性統計、獨立樣本t檢定、單因子變異數分析及偏最小平方法（PLS）等方法，以考驗研究假設。本研究結果與結論如下：（一）Line原創貼圖消費者以女性為主；主要年齡層為21-30歲；教育程度集中在大學；職業以學生為多；接觸Line時間以三年以上為多；Line使用以每天為多;近半年共購買過幾組原創貼圖以2-3組為多。（二）Line原創貼圖消費者在知覺價值中「性別」、「年齡」及「近半年內共購買幾組原創貼圖」達顯著差異。（三）Line原創貼圖消費者在態度中僅有「年齡」及「近半年共購買過幾組原創貼圖」達到顯著差異。（四）Line原創貼圖消費者在主觀規範中僅有「近半年共購買過幾組原創貼圖」達到顯著差異。（五）Line原創貼圖消費者在購買意圖中僅有「年齡」及「近半年共購買過幾組原創貼圖」達到顯著差異。（六）知覺價值會正向影響態度；知覺價值會正向影響購買意圖；態度會正向影響購買意圖；主觀規範會正向影響購買意圖。
關鍵字：知覺價值、態度、主觀規範、偏最小平方法

關鍵字

知覺價值 ； 態度 ； 主觀規範 ； 偏最小平方法

並列摘要

This study investigated the Line Creators’ Stickers consumer’s among in Perceived Value, Attitude, Subjective Norms, Purchase Intent relationship. Object of study is the consumers who purchased creators’ stickers. This study employed snowball sampling through the website MySurvey, Facebook, and Line. A total of 400 questionnaires were distributed, excluding 25 copies of respondents fill in missing and too regularity invalid questionnaires, the effective rate of 93.75%. Statistical method includes Confirmatory Factor Analysis, Descriptive Statistics, Independent-Sample T-Test, One-way ANOVA, and PLS-SEM to test the hypothesis. The results and conclusions are as follows: (1) The Line Creators’ Stickers Consumers are mainly dominated by women; 21-30 years of age, education level focused on university, the majority of occupational groups for students, using Line time more than three years, frequency of use per day, and over the last six months to purchase how many Line Creators’ Stickers are 2-3 as much. (2) The Line Creators’ Stickers Consumers Perceived Value in “Gender”, “Age”, and “How many purchase in the Line creators’ stickers within six months” are having significant differences. (3) The Line Creators’ Stickers Consumers Attitude only in “Age”, and “How many purchase in the Line creators’ stickers within six months” have reached significant differences.(4) The Line Creators’ Stickers Consumers Subjective Norms in “How many purchase in the Line creators’ stickers within six months” have reached significant differences. (5) The Line Creators’ Stickers Consumers Purchase Intent in “Age”, and “How many purchase in the Line creators’ stickers within six months” have reached significant differences. (6) Perceived Value will positively affect Attitude and Purchase Intent. Attitude will positively affect Purchase Intent. Subjective Norms will positively affect the Purchase Intent.
Keyword: Perceived Value, Attitude, Subjective Norms, PLS-SEM

並列關鍵字

Perceived Value ； Attitude ； Subjective Norms ； PLS-SEM

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