分享、媒介豐富度與知覺有用性對於品牌效果之研究－以LINE企業贊助貼圖為例

邱奕品

doi:10.6846/TKU.2015.00860

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分享、媒介豐富度與知覺有用性對於品牌效果之研究－以LINE企業贊助貼圖為例

A Study of Influence of Brand on Shareing、Media Richness and perceived usefulness – Case study of enterprise-sponsored stickers in LINE

邱奕品 , Masters　　Advisor：黃振家　　

繁體中文 DOI： 10.6846/TKU.2015.00860

品牌； AISAS ；知覺有用性；媒介豐富度；貼圖； Brand ； AISAS ； Perceived Usefulness ； Media Richness ； sticker

Abstract │ Reference (85) │ Altmetrics

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As the population of mobile devices and the expansion of mobile networks, people are more attracted by the devices on their hands, and thus enterprises follow the new trend. People heavily depend on instant messaging of mobile devices to communicate. The communication frequency increases and consumers use stickers to reply due to the timely feedback and multiple threads. Instant messaging can be found in every corner of our lives; therefore, enterprises intend to build brand image through the sponsored stickers.
The enterprise-sponsored stickers refer to the emoticon stickers with the mascot or endorser of an enterprise. Consumers use stickers in communication, meaning that they actively share and spread the stickers. In this way, frequent and repeated exposure to consumers helps build the brand image.
The design of enterprise-sponsored stickers will influence the willingness to use. The stickers that a sender selects will have influences on the receiver. Accordingly, the Study aims to explore the influence of consumers’ increased willingness on “brand recognition” and “brand involvement” based on the sharing and display orders of stickers and the stickers with words for the reference of enterprises in sticker design.
The quantitative method is applied in the study. It is known from the questionnaires that there is connection between brand recognition and involvement of consumers and sharing, perceived usefulness and media richness. The result shows that “sharing”, “perceived usefulness” and “media richness” have influences on “brand recognition” and “brand involvement,” especially the “media richness,” meaning the stickers with words can boost brand recognition. “Sharing” has greater influences on “brand involvement” than other factors, demonstrating that sharing helps improve brand involvement of consumers.

Reference ( 85 ) 〈TOP〉

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