| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 104 === The increase number of mobile device users inspires the development and boom of virtual community in Internet. LINE has becomes one of the most important community platforms for global Internet users. The subjects of this study are those having browsed or browsing LINE advertisement community in Taiwan in the past six months. This study explores the relationships among functional benefits, hedonic benefits, informativeness, credibility, Website design, Website content, word of mouth, perceived value of advertisement, attitude toward product, continuance intention, and repeat purchase intention. The results of this study support hypotheses. (1) Hedonic benefits have greater significant and positive influence on word of mouth than functional benefits. (2) Informativeness has greater significant and positive effect on perceived value of advertisement than credibility. (3) Website content has greater significant and positive influence on attitude toward product than Website design. (4) Word of mouth has greater significant and positive effect on continuance intention than perceived value of advertisement and attitude toward product. (5) Attitude toward product has greater significant and positive influence on repeat purchase intention than word of mouth and perceived value of advertisement.
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