表情圖示對於使用者使用即時通訊軟體的忠誠度之影響

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表情圖示對於使用者使用即時通訊軟體的忠誠度之影響

The Effect of Emoticon on Use Instant Messaging to Loyalty

李宗庭 , Masters　　Advisor：廖則竣　　

繁體中文

忠誠度；知覺價值；滿意度；知覺有用性；享樂性；關鍵多數；即時通訊軟體；表情圖示； Enjoyment ； Perceived Usefulness ； Perceived Value ； Satisfaction ； Loyalty ； Critical Mass ； Instant Messaging ； Emoticon

Abstract │ Reference (103) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Inspired by the booming instant messaging software, one of the problems of individual developers is how to retain the user. Recently, many instant messaging software began to develop and promote the emoticon, whether it is paid or free, emoticon became the battleground of thedevelopers of instant messaging software, lots of businesses starts to use emoticon to advertising their own goods or for image advertising. With the stores official account in the instant messaging software, it let the emoticon became a new marketing approach. So whether the emoticons could be the factors affecting the loyalty of instant messaging software.

The aim of this research is to understand the emoticon affect the user’s perceived value and satisfaction that the user’s felt critical mass, enjoyment and perceived usefulnesswhile they use the emoticon. In addition to use the perceived value and satisfaction of the emoticon to explore user’s overall performance of satisfaction and loyalty for the instant messaging software. This study used survey questionnaire method, 347 valid questionnaires were recovered. Our data analysis was by structure equation modeling(SEM) to verify the causal relationship between the research model of each variable. The results showed: Critical mass for enjoyment, perceived usefulness, perceived value and the satisfaction of emoticon have positive and significant impact; Enjoyment for perceived usefulness, perceived value and the satisfaction of emoticon have positive and significant impact; Perceived usefulness for perceived value and the satisfaction of emoticon have positive and significant impact; Perceived value for the satisfaction of emoticon and the overall satisfaction of instant messaging softwarehave positive and significant impact; The satisfaction of emoticon for the overall satisfaction of instant messaging softwarehave positive and significant impact; The overall satisfaction of instant messaging softwarefor loyalty have positive and significant impact. Our research found critical mass is an important factor that can affect each variables of emoticons, and can use this as a reference for the developers of instant messaging software.

Reference ( 103 ) 〈TOP〉

Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: findings from Sweden. The Journal of Marketing, 53-66.
連結：
Assael, H. (1995). Consumer Behavior and Marketing Action: South-Western College Pub.
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Belsley, D. A., Kuh, E., & Welsch, R. E. (2005). Regression diagnostics: Identifying influential data and sources of collinearity (Vol. 571): John Wiley & Sons.
連結：
Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS Quarterly, 25(3), 351-370.
連結：
Bojanic, D. C., & Drew Rosen, L. (1994). Measuring Service Quality in Restaurants: an Application of the Servqual Instrument. Journal of Hospitality & Tourism Research, 18(1), 3-14. doi: 10.1177/109634809401800102
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Times Cited (2) 〈TOP〉

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