Understanding the Continuance Intention to Use Mobile Instant Messaging Application: The Case of LINE

• Main Authors: Yan-Cen Fang, 房彥岑
• Other Authors: Chun-Hui Wu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/ft53n3

碩士 === 國立虎尾科技大學 === 資訊管理研究所 === 102 === Information and communication technologies are developing rapidly and help us to communicate easier, faster and more often than ever. Recently, smartphones are playing an imperative role in people’s lives. Mobile instant message has become a popular way for people to communicate with others, such as the LINE app. This research aims to understand factors affecting continuous use intention of mobile instant messaging applications and combine the expectation confirmation theory (ECT) and social influence to construct research model. Survey method was adopted to test research hypotheses. A total of 355 questionnaires from LINE users were collected. After deleting 16 invalid samples, 339 valid samples remained. The partial least squares (PLS) approach was employed for measurement reliability and validity testing, and model and hypothesis testing with SmartPLS 2.0 software. The results show that most of the research hypothesis is substantiated regarding to perceived usefulness, social influence, and satisfaction of continuous intention, except perceived playfulness.