| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === This study aims to investigate the relative advantage, compatibility, complexity and observability of product attributes for consumers in assessing the main considerations when using LINE and probe into the interference of which for five types of innovation adopters. The subjects contained 591 consumers over the age of 12 as samples by questionnaires and 553 returned valid that the response rate reaching 93.57%. By analyzing the data with the method of descriptive statistics, SEM and AMOS, the results are listed as follows:
1. The main reasons for using LINE in Taiwan are its free access and the popularity around the consumers. Most of the subjects use the LINE app for more than seven times a day, which can be defined as frequent users; over 90 percent of the samples are current users.
2. The result shows that product attributes of LINE which the relative advantage, perceived ease of use and observability positively affect the willingness of adoption.
3. The moderating effect of consumer innovativeness was not significant, which didn’t affect the influence of the product attributes on consumers’ adoption intentions.
Key Words : Product attributes, Consumer innovativeness, Adoption intention, LINE
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