| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 102 === After smart phones come out, the ways of phone communication are also change. Text messaging becomes instant message applications. The most popular instant message application in Taiwan is LINE. The successful way of LINE is not only the diversified communication functions such as text messaging, outgoing messaging and internet phone call but also the cute stickers. LINE’s stickers have emotion icon as well as situation patterns which user can show their mind more appropriate. Besides, LINE also cooperate with other cartoon companies and have cartoon’s stickers to appeal consumers.
The fundamental stickers of LINE are free, but if consumers want more sticker they need to buy. It cause some consumers use other applications to get other area’s stickers and also decrease the use willing to use LINE. How to increase consumers’ use willing and continually use LINE is are essential problem to the enterprise.
This research use LINE’ use experience, trust, satisfaction, loyalty, and four situations of continuance intentions to apply the research framework. Investigating if consumers want to sacrifice something to gain free stickers and want to continually use this application.
This research received 206 questionnaires and use SEM (Structrual Equation Modeling) to do statistical analysis. The result is that: (1) users’ experience would positively influence trust and satisfaction (2) satisfaction would positively affect trust (3) trust would positively influence loyalty; bust satisfaction has no direct effect on loyalty, it influence loyalty by trust (4) loyalty would positively affect continuance intention.
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