即時通訊App貼圖訊息之持續使用意圖

Behavioral Intention to Using Stickers on Instant Messaging App

張瓊怡(Qiong-yi Zhang)

指導教授 ： 范懿文 ； 蘇雅惠

國立中央大學/管理學院/資訊管理學系/碩士(2014年)

摘要

隨著智慧型手機及行動網路的普及，人們高度仰賴即時通訊 App 與親友連絡，而從2011年LINE 成功藉由多樣化的貼圖獲得廣大的市占率並藉此獲益後，各即時通訊App皆看準貼圖的商機，提供多樣化的貼圖企圖吸引消費者，而 1980 年後出生的數位原生代(Digital Natives)，對於數位科技的接受度相對於數位移民(Digital immigrants)高，也是即時通訊 App 的主要使用者，本研究以科技接受度模式(Technology Acceptance Model, 簡稱 TAM)為基礎，結合媒體豐富度理論(Media Richness Theory)以問卷調查法來探討數為原生代(Digital Natives)在使用即時通訊App傳遞或接收貼圖訊息之認知
行為，對使用態度與行為意圖之影響性。
研究結果顯示：(1)認知趣味性、認知易用性、認知社交有用性、認知媒體豐富度皆顯著影響使用態度，進而影響貼圖持續使用意圖。(2) 認知趣味性和認知媒體豐富度對行為意圖具直接影響性。(3)認知趣味性相較於其他構面的影響性最為顯著。

關鍵字

數位原生代 ； 即時通訊 App ； 貼圖 ； 科技接受度模式 ； 媒體豐富度理論

並列摘要

With the popularity of smartphones and mobile Internet, people rely on instant messaging app to contact with family and friends heavily. When LINE success obtained the market share by variety of stickers in 2011, the numerous companies of instant messaging app finned new business opportunities on stickers. Numerous companies offered a variety of stickers to attract consumers. Digital Natives who were all born after 1980, they have higher acceptance of technology than Digital Immigrants. They are also the main users of instant messaging app. By integrating Technology Acceptance Model (TAM), Media Richness Theory, the study
investigated Digital Natives to understand how their perceived behavioral affect intention of
using sticker messaging.
The results show that: (1)Perceived enjoyment, perceived ease of use, perceived social usefulness, perceived media richness significantly affect attitude to use sticker, thereby affecting the continued intention to use the sticker. (2)Perceived media richness and
perceived enjoyment has a direct impact on the attitude to use sticker. (3)Perceived enjoyment has the most significant affect than other dimensions.

並列關鍵字

Digital Natives ； Instant Messaging Apps ； Sticker ； Technology Acceptance Model ； Media Richness Theory

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