近年來,越來越多大型企業透過LINE企業官方帳號作為與消費者互動的行動商務平台。本研究探討消費者在接收企業官方帳號的訊息時,是否會因為訊息品質影響到消費者對企業官方帳號、品牌的態度。本研究討論之資訊品質涵蓋新奇性、易懂性、有用性、期望不一致性、資訊過載等五個構面,探討資訊品質對官方帳號態度、品牌態度及購買意願的影響,並討論不同的加入官方帳號動機是否會干擾資訊品質對企業官方帳號態度的影響。消費者加入企業官方帳號的動機透過訪談歸類為內在動機及外在動機兩類,再經由網路發放問卷,回收有效樣本367份,以PLS-SEM進行資料分析,實證結果發現新奇性、有用性、資訊過載會顯著影響消費者對企業官方帳號的態度,進而影響品牌態度及購買意願。在動機的干擾方面,有用性、期望不一致性、資訊過載對官方帳號態度的影響會受到加入動機的不同而有顯著差異。透過加入官方帳號的動機將消費者分類,可以幫助企業針對不同的消費者族群採用不同的訊息策略,提高訊息傳播之效益。
More and more large companies use LINE Partner as a commerce platform to interact with consumers recently. This research explored the influence of information quality on the user's attitude toward LINE-P and whether the motivation to join LINE-P will moderate the effect. In this study, the information quality construct includes novelty, ease of understanding, perceived usefulness, disconfirmation, and information overload. The purpose of this study is to examine the influence of the 5 information quality-related constructs on the user's attitude toward LINE-P and the motivation's moderating effect. By doing qualitative research, user's motivations to join LINE-P are classified as intrinsic and extrinsic motivations. Next, 367 useable questionnaires were collected to do empirical analysis by Smart-PLS. The results show that novelty, perceived usefulness, and information overload had a positive and significant effect on consumers' attitudes towards LINE-P. The motivation had a significant moderating effect on the relationship between perceived usefulness/disconfirmation/information overload and the user's attitude toward LINE-P.