| Summary: | 碩士 === 龍華科技大學 === 企業管理系碩士班 === 102 === In this study, a research is conducted on users continuing use mobile communications Application based on Technology Acceptance Model (TAM). This research will investigate how personal innovativeness and herding behavior can affect user’s perceived ease of use. The survey data would be collected from the LINE App users in Taiwan. It conducted an Internet survey, collecting 360 effective responses, and analyzed them with PASW Statistics 18.0 SPSS and AMOS 21.0 statistical software was utilized to conduct Descriptive Statistical Analysis, Reliability Analysis, Analysis of Variance, Correlation Analysis and AMOS for testing the hypotheses of this study. The empirical results show that: (1) personal innovationness has significant positive effect on perceived usefulness ; personal innovationness no significant has positive effect on perceived ease of use ; (2) herding behavior has significant positive effect on perceived usefulness ; herding behavior no significant has positive effect on perceived ease of use ; (3) perceived playfulness has significant positive effect on attitudes ; perceived playfulness has significant positive effect on satisfaction ; (4) perceived ease of use has significant positive effect on perceived usefulness and attitudes ; perceived ease of use no significant has positive effect on perceived playfulness ; (5) perceived usefulness has significant positive effect on attitudes ; perceived usefulness no significant has positive effect on satisfaction ; (6) attitudes has significant positive effect on satisfaction.
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