| Summary: | 碩士 === 龍華科技大學 === 資訊管理系碩士班 === 104 === The Line app has been installed on 92% of all smartphones in the Taiwan region. How best to use Line to enhance the customer’s desire for purchase has become a key issue of sales. The aim of this study is to examine the key ways in which instant messaging influences purchases using Line and analyze the way marketing through Line increases a customer’s desire to buy, all for the benefit of businesses seeking sales using the Line suite. The study involves analysis of relevant texts and creation of survey. Through literature review, key variables which influence Line sales are identified and used as the basis for a survey. The survey is then administered online to randomly selected participants who are aged between 15 and 44, own a smartphone, have installed the Line app and opened an official account. A total of 342 valid survey responses were collected for the study. Survey data uncovers the following variables impacting sales with Line: association, product, relationship, communication, and business reputation. Variables concerning the consumer’s desire to purchase are found to be: probability of purchase, prioritized selection, and recommendations by family and friends. Significant differences are obtained for respondents of different backgrounds when the five variables are compared against the latter three variables, while significant differences are not obtained when comparing certain individual variables with each other. The results of this study are expected to be useful to enterprises seeking to conduct marketing efforts using the Line app.
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