| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系碩士班 === 107 === With the technological advances and the vigorous promotion of 4G by Taiwan’s telecommunications industry, the Chinese people have changed from computers to the mobile communication devices, such as mobile phones and tablets in the aspect of usage of electronic products. Shopping on social networking sites and e-commerce platforms has also become increasingly popular, and the consumption has focused on the physical channel rather than the former virtual e-commerce channel.
This research used the Technology Acceptance Model (TAM) proposed by Davis (1989) as the theoretical infrastructure, and discussed the influence of the degree of involvement, perceived usefulness, perceived ease of use, attitude toward using and subjective norms of LINE@ life circle on purchase intention from the perspective of LINE communication software users. It is hoped that the results of the research can be used as a reference for stores that use the LINE@ life circle e-commerce platform. In terms of sampling, the users of the mobile communication software LINE of Taiwan were taken as the research subject. A total of 306 electronic questionnaires were collected through the convenient sampling method, including 297 valid questionnaires. The effective recovery rate was 97.06%.
This research verified the research hypothesis through descriptive statistics, reliability analysis, validity analysis, regression analysis and analysis of variance. The research showed that the degree of involvement, perceived usefulness, perceived ease of use, attitude towards use and subjective norm have significant positive influences on the purchase intention for LINE@ life circle.
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