| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 104 === Studies are abundant on the correlation between perceived price, perceived quality, perceived sacrifice, perceived value, consumer satisfaction, repurchase intention, and recommendation intention. While most of the studies are pertaining to real merchandise or certain services, few, however, are centered on non-physical, virtual goods, such as virtual treasures in online games and emoji stickers for smartphones. In recent years, instant messaging apps have gained greater and greater popularity and one of them is the LINE app, created by LINE Corporation. The company has branched out and reached up to five hundred million users worldwide. One of the primary reasons for its success is its one-of-a-kind emoji sticker system. The case study, centering on LINE stickers, aims to analyze the correlation among the abovementioned facets from the perspectives of the LINE app users and consumers.
The credibility and validity of the 355 valid questionnaires recovered are analyzed through SPSS. The correlations between these facets are studied with SEM. The findings are as follows:
1. Perceived price has a positive effect on perceived quality.
2. The hypothesis fails that perceived price has a positive effect on perceived sacrifice.
3. The hypothesis fails that perceived price has a negative effect on perceived value.
4. Perceived quality has a positive effect on perceived value.
5. The hypothesis is rejected that perceived value has a negative effect on perceived value.
6. Perceived value has a positive effect on consumer satisfaction.
7. Consumer satisfaction has a positive effect on repurchase intention.
8. Consumer satisfaction has a positive effect on recommendation intention.
Based on these findings, it can be concluded that there is no current need to change the pricing of LINE stickers. Besides, the quality of LINE stickers affects the value of using them. Last but not least, increasing the value of using LINE stickers can add to the loyalty of their consumers.
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