The Study of the Relationship among User’s Personality traits, Flow Experience, Customer value and Behavior intentions: A case study of LINE in the instant Messaging

• Main Authors: Meng-Chuan Sung, 宋孟娟
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/86107494591313165480

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 101 === Nowadays due to advances in technology, advanced information technology, making the emotional connection between people through the earliest line telephone, the recent wireless phones to smartphones in recent years. As the popularity of smart phones, walking on the road at any time can be found a phenomenon that everyone have a smart phone. By APP''s free program, the user can not pay any call charge chat with each other, but also use the phone to make free voice chat, resulting in the so-called " Smartphone Addicts" and "diseases of civilization." For the Flow effect, someone was able to self-management, not into temptation, but someone can’t do it. Therefore, this research through the Personality traits, Flow experience, Customer value and Behavioral intentions to explore the four dimensions of the mutual influence between. This research took who had used LINE communication software of the user in Taiwan as a sample, a total of 430 questionnaires distributed, 413 were recovered. By effective sample item analysis, reliability and validity analysis, factor analysis, regression analysis, t-test and Pearson correlation analysis and found that: 1. The Personality traits have a positive significant impact on Flow experience. 2. The Flow experience has a positive significant impact on Customer value. 3. The customer value has a positive significant impact on Behavioral intentions. 4. The Personality traits have a positive significant impact on Customer value. 5. The Personality traits have a positive significant impact on Behavioral intentions. 6. The Flow experience has a positive significant impact on Behavioral intentions.