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

34.239.150.57，Hello！

Close
Search Quick Search Advanced Search Publication Search	Personal Service Member Login Searching History Use Bonus Card SYMSKAN
Browse Browse by University of Graduate Thesis Browse by Pinyin of Graduate Thesis Browse by Conference Proceedings Topic Browse by Conference Proceedings Publisher Browse by Pinyin of Conference Proceedings Browse by eBook Category Browse by eBook Topic Browse by eBook Publisher
Customer Services Authorize Airiti Recommend a Journal

Search Symbol (Half-width)	Description of Search Symbols
Space	"AND" indicates the intertwining of key terms used in a search
Double Quotation Marks ("") ( " " )	Double quotation marks indicate the beginning and end of a phrase, and the search will only include terms that appear in the same order of those within the quotations. Example: "image process" ： " image process "
?	Indicates a variable letter. Entering two ? will indicate two variable letters, and so on. Example: "Appl?", search results will yield apple, apply… e , appl y … ( (often used to English word searches) )
*	Indicates an unlimited number of variable letters to follow, from 1~n. Example: Enter "appl*", search results will yield apple, apples, apply, applied, application…(often used in English word searches) e , appl es , appl y , appl ied , appl ication … ( (often used to English word searches) )
AND、OR、NOT	Boolean logic combinations of key words is a skill used to expand or refine search parameters. (1) AND (1) AND: Refines search parameters (2) OR (2) OR: Expands search parameters (3) NOT: Excludes irrelevant parameters

DOI stands for Digital Object Identifier （ D igital O bject I dentifier ） ,
and is the unique identifier for objects on the internet. It can be used to create persistent link and to cite articles.

Using DOI as a persistent link

To create a persistent link, add「http://dx.doi.org/」「 http://dx.doi.org/ 」 before a DOI.
For instance, if the DOI of an article is 10.5297/ser.1201.002 , you can link persistently to the article by entering the following link in your browser: http://dx.doi.org/ 10.5297/ser.1201.002 。
The DOI link will always direct you to the most updated article page no matter how the publisher changes the document's position, avoiding errors when engaging in important research.

Cite a document with DOI

When citing references, you should also cite the DOI if the article has one. If your citation guideline does not include DOIs, you may cite the DOI link.

DOIs allow accurate citations, improve academic contents connections, and allow users to gain better experience across different platforms. Currently, there are more than 70 million DOIs registered for academic contents. If you want to understand more about DOI, please visit airiti DOI Registration （ doi.airiti.com ）。

Data Source

College of Liberal Arts > Master's Program, Department of Mass Communication
Social Sciences > Mass Communication

Bibliography Management Tool

Related Links

Report an Issue

Purchase Single Articles

Download PDF

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

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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〉

吳泰毅（2005）。《線上╱線下溝通恐懼以及自我揭露話題之比較研究－以即時通訊為例》。世新大學口語傳播學研究所碩士論文。
連結：
吳盛光（2013年1月）。《高科技行銷溝通策略：社群媒體之運用》。國立政治大學商學院經營管理所系碩士論文。
連結：
李宗庭（2014）。《探討表情圖示對於使用者使用即時通訊軟體的忠誠度之影響》。國立中正大學資訊管理研究所碩士倫文。
連結：
洪佩玲（2009年8月）。《企業形象識別隻吉祥物公仔研究與設計》。國立臺灣師範大學美術研究所數位內容藝術創作與研發專長班碩士學位論文。
連結：
高淑悅（2008年1月）。《企業吉祥物與消費者品牌認知、態度偏好之相關性研究》。中原大學商業設計學系碩士學位論文。
連結：

Altmetrics

〈TOP〉

E-mail ：

When an article is available to download, a notice will be sent to your mailbox address.

E-mail ：