Using Value-Based Adoption Model to Study the Junior High School Students’ Intention and Stickiness for LINE Stickers

• Main Authors: Jui-Hua Jao, 饒瑞華
• Other Authors: Chien-Pang Lee
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/20826480523965267643

碩士 === 大葉大學 === 資訊管理學系碩士班 === 103 === An “icon” is a global language, and people can understand what others mean through icons. With the development of various applications (APPs), such as Instant Messenger (IM), people enjoy the convenience and usefulness of the apps. Among all the apps’ designs, emoicons are the most popular with everyone. To attract more users, many software developing companies focus on the designs and the application of emoicons. For example, LINE has become people’s first choice of mobile community after its cute stickers with simple words catch the public’s attention. The thesis aims to understand junior high school students’ favorite types of LINE stickers and to investigate students LINE adoption intention through the usefulness, the amusement, and the technicality of LINE stickers as a value-based utilization model. The purpose of the thesis is also to investigate whether or not the public praise and the social influence have positive and significant correlation with the adoption intention and the stickiness of LINE stickers. The result of the thesis not only show junior high school students’ popular types of LINE stickers but also suggests that the usefulness, the amusement, and the technicality of LINE stickers will significantly affect its value recognition. Although the social influence has no significant effect on adoption intention, the public praise and the value recognition significantly affect adoption intention and stickiness of LINE stickers. The result can be a reference for marketing strategies and the future development of IM. Key words: expression stickers, value, adoption intention, stickiness