With the popularity of smartphones and the increase of various types of apps development of app store market, the revenue of global app store market has been improved a lot, especially revenue from in-App purchase has accounted for the majority. The kind of social network apps’ development is particularly excellent above all. However, the related study on development of in-App purchase is still a small part. According to this, the study will discuss the purchase intention of Taiwan and China mainland consumers on paying for in-App purchase of social network apps, and using Line Sticker as an example.
The purpose of the study is researching consumers’ perceived enjoyment, attitude, subjective norm and perceived behavioral control about Line Sticker have effect to consumers’ purchase intention in the whole market. And between Taiwan and China mainland market, whether the effect of consumers’ perceived enjoyment, attitude, subjective norm and perceived behavioral control about Line Sticker to consumers’ purchase intention is different. Besides, the study discusses some marketing strategies about purchasing Line Sticker in the market.
The research applied SPSS and LISREL to assess if the theory. And after researching, there are two findings from the resarch:
(1) Consumers’ perceived enjoyment, attitude, subjective norm and perceived behavioral control about Line Sticker have a positive impact on purchase intention in the whole market.
(2) The impact in Taiwan market is different from that in China mainland market.Concluding the above findings, the most important two factors of purchasing Line Sticker in the whole market and Taiwan market are subjective norm and perceived behavioral control, and in the China mainland market, perceived enjoyment is the most important, several suggestions have been recommended to provide the firms for marketing strategies and further research.