即時通訊軟體貼圖使用行為之研究

機構典藏 > College of Business and Management > Graduate Institute & Department of Business Administration > Thesis > Item 987654321/102284

Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/102284

Title:	即時通訊軟體貼圖使用行為之研究
Other Titles:	A study of user behavior on the instant message sticker
Authors:	林欣怡;Lin, Hsin-Yi
Contributors:	淡江大學企業管理學系碩士在職專班李月華;Lee, Yueh-Hua
Keywords:	即時通訊軟體;人格特質;黏著度;使用動機;符號互動;使用意願;購買意願;Instant Messenger;personality traits;Stickiness;Use Motives;Symbolic Interactionism;Usage Intention;Purchase Intention
Date:	2014
Issue Date:	2015-05-04 09:51:54 (UTC+8)
Abstract:	本研究主要探討即時通訊軟體使用者之『內外向人格特質』與即時通訊軟體之『黏著度』、『貼圖使用動機』，是否會影響使用者在聊天過程裡採用圖像式貼圖符號，進行溝通互動，亦指採用『符號互動』的程度，進而影響使用者對於即時通訊軟體之『貼圖使用意願』，最後激發使用者對『貼圖購買意願』相關因素之研究。在研究方法的部份，主要是以Amos結構方程模型(SEM)進行資料分析，透過即時通訊軟體-LINE使用者進行研究，分析使用者的人格特質、對軟體的黏著度、使用動機、符號互動、使用意願及購買意願等因素是否有顯著的影響，並進行分群比較分析。樣本是以有即時通訊軟體-LINE貼圖的使用經驗者作為研究對象，採用便利抽樣方式以網路問卷方式調查。問卷發放從研究者本身的聯絡人清單為出發點，藉由即時通訊軟體、E-mail、Facebook、各調查研究網站及好康福利網站等貼文方式往外擴散以獲得研究所需樣本，有效樣本為716份。研究證實人格特質越偏於外向性，且喜歡表現自我及熱愛角色扮演的使用者，對於貼圖的使用意願很高，同時當使用者對於即時通訊軟體的黏著度越高，對於貼圖的使用意願很高，其中最引人關注的研究結果是當「貼圖使用意願」越高，反之對於「貼圖購買意願」則越低，本研究結果得知，因為即時通訊軟體的免費貼圖取得容易，未曾付費購買貼圖的使用者，才是即時通訊軟體的大量重度貼圖使用者，故即時通訊軟體經營者要思考，除了提供大量免費的貼圖給使用者之外，如何讓使用者自行付費購買喜歡的貼圖進行溝通互動，當使用者對於貼圖的消費金額越高時，也越能藉此綁定使用者對於即時通訊軟體之黏著度，才能讓即時通訊軟體永續經營、永保常勝不敗之地位。 The study is mainly discussing if SMS user’s extroversion and stickiness & sticker usage motivation in its software would affect user to use sticker for interactive communication during conversation which also means adapting the degree of icon interactivity affecting users’ willingness of using sticker would motivate users’ willingness of purchasing sticker. Regarding to research, I mainly use Amos Structure Equation Modeling (SEM) to process data analysis through SMS-Line’s users to process research analyzing if factors such as users’ character, stickiness to software, usage motivation, interacting with sticker, usage willingness and purchasing willingness will have significant influence on it and compare by divided groups. Research sample are selected from people who had experience using Line’s sticker by convenience sampling method answering online questionnaires. Questionnaires were delivered from candidate’s contact list and spreading by SMS, e-mail, Facebook and posting on major research analysis web-site and in order to acquire necessary samples for research. Total effective questionnaires are 716. The analyzed result shows the more users’ character tends to be extrovert, love to express himself and role-playing, higher willingness using sticker. Also, the more use’s stickiness on SMS, the more willingness user will use sticker. The most result we should pay attention is higher willingness of using sticker, lower willingness of purchasing. Based on my research result, it reveals that since free stickers are easy to get, those users that never pay for sticker are major heavy sticker users. So it’s very important for SMS owners to figure out how to let users using their own purchasing sticker to do interactive conversation other than providing a lot of free stickers. The more users purchasing stickers, the more stickiness user will use this SMS. In that case, their SMS will be able to operate continuously and maintain unbeaten in competitive SMS market.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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