網路與智慧型裝置的普及,對人們使用通訊軟體溝通產生相當重要的影響,貼圖已是除了文字外,最常被使用做為溝通工具的一種,然而少有研究能使用理論基礎對貼圖價值和購買行為進行研究。本研究以消費價值理論、理性行為理論為基礎,提出一個消費者購買貼圖的理論模式,以探討影響消費者購買貼圖的核心要素。 本研究採用問卷調查法,蒐集到380份有購買過貼圖者的有效問卷,並以結構方程模式來驗證研究模式內各變數的因果關係。研究結果發現知覺價值對態度及態度對購買意圖最具影響力,社會規範對購買意圖亦是具顯著影響力。此外,知覺風險仍然顯示直接且負向影響知覺價值。研究結果對理論面及管理面都有良好的啟示。
With the popularity of Internet and smart devices, has become a major impact on communication. In addition to text, stickers are usually used to be a communicating tool. However, little research has been done to develop an integrated theory to investigate stickers and purchasing behavior. This research based on theory of consumption value and theory of reasoned action, were developed to examine the factors that would affect customer purchasing. The study was conducted in a questionnaire survey. 380 questionnaires were collected. A structural modeling was employed to test hypotheses. The result shows that perceived value strongest predictor of attitude. And attitude strongest predictor of purchase intention. Social norm has significant affect on purchase intention. Besides, perceived risk has direct and negative effect on perceived value. Theoretical and managerial implications are sound and discussed.