The Study of the Discussion Flow Experience Uses The Messaging Software For The Youth of The User Behavior:A Case Study of LINE in The Messaging Software

• Main Authors: Shih-Hung Yang, 楊士弘
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/acs7tj

碩士 === 朝陽科技大學 === 企業管理系 === 102 === In recent years, the users of mobile applications and Messaging software are increasing because of the development of high-tech and popularity of mobile internet. So more researches toward social networks and mobile-commerce have been carried on. The behavior of utilizing mobile internet, it mainly depends on Messaging software and social networks to communicate; which has been dominating most of modern lifetime, and causing serious immersion phenomenon. With the increasment of mobile using, a lot of Taiwanese apply varied mobile's APP and spent lots of time on it. Therefore, this study is going to investigate through the aspects of Flow Experience and Technology Acceptance Model. In order to understand the behavioral intention influenced by heavy indulgence in Messaging software, which has led to the hijacking of motion and feeling by information technology. Through the study, it will clarify the key elements of behavior and applying intention of information technology, and flow experiences. In addition, the consequential behavior in youth users will also be discussed. This research focuses on the youth group who are frequent LINE messaging software users as sample, a total of 400 questionnaires distributed and recalled. The effective returns-ratio is 97.25% with 11 invalid questionnaires were removed. This study applied structured analysis, descriptive statistics analysis, reliability and validity analysis, factor analysis and regression analysis to proceed valid samples. The results showed: 1.The Technology Acceptance has a significant positive impact on Flow Experience. 2.The Technology Acceptance has a significant positive impact on Behavioral Intention. 3.The Flow Experience has a significant positive impact on Behavioral Intention. 4.The Flow Experience has a significant positive impact on behavior of youth users. 5.The Technology Acceptance has a significant positive impact on behavior of youth users. 6.The Behavioral Intention has a significant positive impact on behavior of youth users.