| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 103 === With the popularity of 3G, 4G and wireless networks coupled with smart devices, such as Smart phones, tablet PCs growing use. The use of mobile communications has been transferred from the previous voice and text services to enhance the real-time image or a combination of audio and video multimedia animation transfer.Mobile communications application (App) in the past few years are also widely popular, among Line App highest utilization rate in Taiwan. In addition to exploring the reasons interface simple and easy to operate, Line App also provides a lively and diverse stickers for users, greatly enhance the user experience and frequency. Most sticks even allow consumers must pay to obtain, but there are still a lot of people enjoy this way. Therefore, this study Customer Perceived Value (CPV) as the basis, to explore customer from a functional value, social value, affectional value, strangely value, conditional value and the value of different facets situations to study whether there were differences in the use of behavior. In this study, 206 valid samples from the reliability analysis, the overall reliability of the questionnaire is 0.905, with good internal consistency. The results of this study indicate that (1) Funcatoin value、social value、emontional value and epistemic value are significant positive influence on user behavior. (2) Payment issue will not have a moderate effect to the user behavior. This result can be provided to the future want to enter the mobile communications software vendor reference toward more humane and graphical interface developed to increase user value.
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