Smartphone Instant Messaging Services Adoption Research- A Study Examplified by High School Students Using LINE

• Main Authors: Ya-Juan Yang, 楊雅娟
• Other Authors: 董信煌
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/mn278k

碩士 === 樹德科技大學 === 資訊管理系碩士班 === 102 === Along with popularization of the smartphones, more and more users install the instant messaging software on their smartphones in order to communicate with their friends online anytime and anywhere. Especially, the teenagers are the potential users in the market and the number of this population increases consistently.In this thesis the senior high school students were our research objects, and we selected the popular instant messaging software LINE as research target to investigate which factors can drive students to perform instant messaging by smartphones. We set media richness as external variable and combined several explanatory variables such as, the perceived ease, perceived usefulness of technology acceptance model, and the perception of pleasure to study how these variables can influence the intension and behavior of senior high school students to use LINE instant messaging service.In this study we used convenience sampling method to perform questionnaire survey. We issued 320 questionnaires and the received 304 valid questionnaires. After performing the data analysis by structural equation modeling, the result showed that 1, the media richness of smartphone instant messaging service has significantly positive effect on the perceived ease of use and perceived usefulness; 2, the perceived ease of use has significantly positive effect on perceived usefulness. 3, the perceived ease of use and perceived usefulness and perceived enjoyment have significantly positive effect on student’s attitude. 4, student’s attitudes have significantly positive effect on student’s intention.These research results can be used as reference to help manufacturers in future to develop the new instant messaging software and service and attract more users.