| Summary: | 碩士 === 國立中山大學 === 行銷傳播管理研究所 === 103 === As smart mobile devices have become universal, many enterprises advertise their products or services by using stickers of communication applications (APPs)to promote their brands.. This research aims to examine the causal relationship between the physical attractiveness of LINE stickers and consumer behaviors. The results showed that the physical attractiveness and the costs of brand stickers have a significant main effect on users’ intention to download the stickers. However, there is no interaction effect between the physical attractiveness and the costs of brand stickers. Besides, the physical attractiveness of brand stickers has significant effects on both self-presentation capacity and interpersonal attraction. In particular, interpersonal attraction produced by stickers has a positive effect on users’ intention to download the stickers. Moreover, both the physical attractiveness of brand stickers and the brand identity have significant effects on the attitude toward the brands. Participants’ attitude toward the brands has positive effects on product purchasing intention/service use intention. Further, consumers’ loyalty to the brand was found to moderate the effects of the physical attractiveness of brand stickers and the brand identity on brand attitude.
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