The Key Success Factors of Instant Message Stickers Purchasing Intention

• Main Authors: Chen, Chen Yu, 陳貞伃
• Other Authors: Yu, Ya-Wen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/21960941057025174772

碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 103 === With the popularity of smart phones, the increase of Internet transmissive speed, message stickers create another communicative way besides written words and symbols. The platform for instant messaging like LINE creates various message stickers, which not only enables the users to have more choice but promotes the communication softwares such as WeChat and Facebook to sell message stickers as a business model. Remarkably, although the customers can download message stickers for free, they are still willing to pay for message stickers, resulting in an emergent trend of Economy of Expression or Economy of Stickers.This study aims to investigate the key success factors in purchasing message stickers for customers. There are five concepts, including usefulness, interest, sticker design, pricing strategy and accessibility. Decision Making Trial and Evaluation Laboratory (DEMATEL) and Analytic Hierarchy Process (ANP) both emphasize interdependent relationships of criteria, which are applied to find key factors effectively. Therefore, this study adopted DEMATEL and ANP to clarify the interrelationship of variables to find out the key success factors in purchasing message stickers for customers. By means of systematic study, we examine the influence of the factors and provide some strategies and suggestions for business and management from the viewpoints of management.