消費者產品涉入及品牌涉入程度對 付費下載LINE貼圖之影響

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Title:	消費者產品涉入及品牌涉入程度對付費下載LINE貼圖之影響 The Effect of Product Involvement and Brand Involvement on paid LINE Stickers.
Authors:	賴秋妏
Contributors:	企業實務管理數位碩士在職專班
Keywords:	口碑傳播產品涉入品牌涉入購買意願 Word-of-Mouth product involvement brand involvement purchase intentions
Date:	2017
Issue Date:	2017-09-27 12:39:22 (UTC+8)
Abstract:	LINE在台灣有近1,700萬使用者，高居全球第三，僅次於日本與泰國。若依人口比率估算，台灣人使用LINE的密度是全球第一。在社群App溝通過程中貼圖能傳達傳訊者感情及個人風格，更為了進一步突顯自我差異性，有不少消費者願意購買貼圖。每天使用LINE來溝通，過程中使用貼圖來表達自我心情是十分常見。但在付費下載LINE貼圖的過程中，是否會因聊天群組中口碑的影響而造成不同的購買意願。本研究問題是探討消費者是否會因口碑傳播影響本身對LINE貼圖產品選擇及品牌貼圖的購買意願，而過去研究中沒有將口碑傳播及產品涉入、品牌涉入對於消費者付費下載LINE貼圖購買意願的影響，經由間接文獻之引用及邏輯之推理，發現兩者之關係有必要進一步釐清。本研究是透過網路問卷及實體問卷方式，總共回收330份問卷並透過SPSS進行分析，用以檢驗研究假說。而本研究發現，口碑傳播會影響LINE貼圖下載意願，但是產品涉入及品牌涉入確無法干擾口碑傳播對於購買意願的影響。 Since the smartphone instant messaging App phenomenon LINE has swept the world rapidly with its usage popularity, so far it has reached over 1.7 million users in Taiwan. This growing figure of LINE user has been considered as the third largest LINE community in the world (calculated based on the local population in ratio). As a popular communication social media, LINE has provided various free stickers and emoticon (emotion icon) that allows users personalized their own account, style and how they would like to express their emotions effortlessly from the first installation. In order to integrate and personalized the account to show their individuality, the existing free emoticon or stickers are insufficient to provide such result. Therefore to a great extent that the registered LINE users are often willing to purchase specifically designed theme emoticon or theme stickers for their use. By purchasing desired icons, it enables users to maximize the outcome towards their desired account effect in many aspects. On the other hand, this method of App by products has been ranked as the most profitable E-commerce that second to the smartphone online games App. This thesis has targeted how word-of-mouth and product involvement influence exceedingly for LINE users to purchase these App related extras. Also both concepts also influence user’s willingness to purchase these payable emoticon and stickers while using the App. There are a few other existing studies has been used and referenced in this study that speculate and define the logics behind LINE’s commercial operation and also examine difference between the two concepts mentioned. Simultaneously, it also assist the study to define the similarity between these two concepts. Within this study, 350 pieces in total of online and paper formed questioners has been issued to survey LINE’s end users. This effort is to search and identify their opinions regards to the idea of app byproduct purchase. At the same instance, the method of SPSS (Statistical Product and Service Solutions) has also been applied to analyze in this study. At the end of research, this study has discovered a profound impact of consumer buy pattern that intensely leverage the buy behavior in purchase intensions through word of mouth , product involvement and brand involvement.
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