| Summary: | 碩士 === 國立高雄應用科技大學 === 企業管理系 === 104 === The market shares of smart devices growth bigger and bigger in Taiwan, thus the subscriber base of mobile broadband services increase rapidly in recent years. The new communicate way, instant messaging, between individuals through network service and smart device in real-time become a popular connecting way between individuals. This transform brings not only various commerce opportunities in mobile application field, but also leads into highly competition. Regarding mostly consumers in Taiwan might not keep high brand loyalties, the subject to keep good relationships and maintain high loyalties with consumers become the main mission to enterprises. This study focus on the instant messaging, LINE, as the scope of research to investigate about related affects on consciousness usefulness, consciousness usability, consciousness interesting, then, further to find out the influences about different addicted levels with users. The results may offer some enterprises or software designers for reference on operate strategies.
The object of this study were focus on the users of instant messaging software: LINE, there were total 300 valid questionnaires completed from LINE users in Taiwan. Adopting Statistic System: SPSS21.0 to analyze questionnaire results for descriptive statistics, reliability analysis. The empirical results show:
1.To promote using willing from users, the developers of instant messaging software can enhance perceived usefulness, perceived ease of use, perceived playfulness.
2.To promote behavior intention from users, the developers of instant messaging software can enhance users’ attitude.
3.The using attitude about instant messenging can affect the behavior intention to use indirectly by the user perceived usefulness.
4.Users’ flow experience of instant messenger would interfere the behavior intention.
Keywords：Flow experience, Technology acceptance model（TAM）, Perceived
playfulness, Behavioral intention to use
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