LINE貼圖的知覺價值及使用動機對購買意願影響之研究：以L大學為例

本研究旨在針對L大學學生對於LINE貼圖的知覺價值、使用動機其對購買意願影響之研究，研究採問卷調查法進行資料蒐集，針對L大學日間部之在學學生，依照總人數比例採取分群抽樣的方式，共發放400份問卷，有效問卷350份。以信度分析、敘述性統計、獨立樣本T檢定、單因子變異數分析、多元迴歸分析等統計方法進行分析，獲得以下結論：一、背景資料對知覺價值、使用動機與購買意願之差異。（一）背景資料對知覺價值之差異 L大學學生的知覺價值會隨著是否使用免費代幣購買、平均每三個月購買貼圖次數與平均每次花費多少代幣購買貼圖的不同而有顯著差異。（二）背景資料對使用動機之差異 L大學學生的使用動機會隨著是否使用免費代幣購買、平均每三個月購買貼圖次數與平均每次花費多少代幣購買貼圖的不同而有顯著差異。（三）背景資料對購買意願之差異 L大學學生的購買意願會隨著是否使用免費代幣購買、平均每三個月購買貼圖次數與平均每次花費多少代幣購買貼圖的不同而有顯著差異。二、學生LINE貼圖的知覺價值對購買意願呈正向影響。三、學生LINE貼圖的使用動機對購買意願呈正向影響。

關鍵字

知覺價值；使用動機；購買意願

並列摘要

The aim of this study is to explore the effect of LINEsticker’ usage motivation and sticker value on purchase intention for the “L” university students. By using Questionnaires, according to the portion of total numbers of Day Ministry students of the “L” university by Cluster sampling in order to collected the data, a total of 300 questionnaires were collected. T-tests, ANOVA, and multiple regression analysis were carried out to analyze the data. The results show that: 1. Demographic variables on the differences in perceived value, usage motivation and purchase intention. (1)Demographic variables on perceived value differences. The perceived value of L University’s students have significant effects by using free token purchases, buying “LINE” stickers every 3 months and the average per token to buy the “LINE” stickers. (2)Demographic variables on differences in usage motivation. The use motivation of L University’s students have significant effects by using free token purchases, buying “LINE” stickers every 3 months and the average per token to buy the “LINE” stickers. (3)Demographic variables on the difference in purchase intention. The purchase intention of L University’s students have significant effects by using free token purchases, buying “LINE” stickers every 3 months and the average per token to buy the “LINE” stickers. 2. The perceived value has a positive effect on purchase intention. 3. The usage motivation has a positive effect on purchase intention.