| Summary: | 碩士 === 輔仁大學 === 大眾傳播學研究所碩士班 === 106 === LINE is the most popular Instant Messaging in Taiwan. The purpose of this research is using social presence and TAM to explore the instant messaging intention of sticker Use. Combining social presence and TAM as research model, this research examined LINE User’s Intention of Using Stickers. The web survey resulted in sample size of 678 respondents, and 668 respondents was valid sample. SPSS statistical software was used for analysis. The results confirmed all of the 7 hypotheses were significant. Social presence, perceived usefulness, perceived ease of use and Perceived playfulness have a positive correlation to continued usage intention. Perceived ease of use has a positive correlation to Perceived usefulness. Social presence has a positive correlation to Perceived usefulness and Perceived ease of use. In path analysis, all paths were significant except Perceived usefulness to continued usage intention. The results are corresponding to the literatures. Related industry may benefit from this study by understanding the instant messaging user’s opinion of using stickers, and design better stickers in the future.
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