以方法目的鏈探討中高年齡者使用LINE之因素

Exploring Factors Influencing Middle-Elder and Seniors Adoption of LINE through a Means-End Chain Approach

賴威鴻(Wei-Hung Lai)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400942

摘要

隨著行動網路進入4G新紀元，行動即時通訊系統(IM) 由個人電腦至智慧型手機，使用者自此不因設備限制而中斷與他人之互動，提供無縫接軌式的互動。在臺灣，競爭激列的行動即時通訊系統市場中，如何開發新使用者與留住使用者是行動即時通訊系統開發商中重要的課題之一。本研究的目的是探討中高年齡者使用LINE的動機，了解其使用LINE的原因與目的，以提供更後續軟體更新時，能使LINE更具吸引力更符合使用者。本研究以方法目的鏈模型(Means-End Chain; MEC)，探索中高年齡者使用LINE的因素中屬性、結果和價值之間的關係，以開放式問卷，進行一對一深度訪談，對象為25名男性和25名女性中高年齡者。並透過階梯法作業訪談工具，將結果繪製成價值階層圖(Hierarchical Value Map; HVM)。研究結果發現：中高年齡者使用LINE之屬性以即通時通訊能力、貼圖、多元功能為多數人考量之因素；而群組討論、快速解決方案、共同話題為其主要結果利益；LINE中高年齡使用者最重示的核心價值為工作價值、歸屬認同感、生活樂趣，本研究經過解析並探討中高年齡使用者並以性別差異作為分析依據發現，男性使用者重視工作價值、女性則重視生活樂趣。

關鍵字

LINE，行動即時通訊軟體，中高年齡，方法目的鏈

並列摘要

With the introduction of 4G to mobile networks, mobile instant messaging (IM) has extended from personal computers to smartphones. Since then, interaction between users has no longer been interrupted by device restrictions, and seamless integrated interactions have been realised. In the highly competitive market of mobile IM in Taiwan, attracting new users and retaining current users is a crucial topic for developers of mobile IM systems. This study investigated the motivation, reasons, and objectives of middle-aged and elderly people to use LINE, in order to devise LINE software updates that are attractive and suitable for users. A means-end chain approach was adopted to examine the relationships among attributes, consequences, and values in the factors of LINE uses among middle-aged and elderly people. We used open-ended questionnaires to conduct one-on-one in-depth interviews with 50 middle-aged and elderly people (25 men and 25 women). Subsequently, we used the laddering method for interviews and created a hierarchical value map based on the results. According to the research results, the attributes of IM capacity, stickers, and multiple functions were the factors prompting middle-aged and elderly people to use LINE. Group discussions, quick solutions, and common topics were the major resultant benefits, and the core values that middle-aged and elderly LINE users emphasised most were work values, sense of belonging and identity, and enjoyment of life. After analysing and investigating middle-aged and elderly users based on gender, this study determined that the male users emphasised work values, whereas the female users valued the enjoyment of life.

並列關鍵字

Middle-Elder and Seniors ； Means-End Chains ； LINE ； Application Software of Instant Messenger

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