Social Context and Personality toward the Usage of Stickers in LINE

• Main Authors: Chang, Ya-Chiao, 張雅喬
• Other Authors: Lee, Jiunde
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/53415014802116899980

碩士 === 國立交通大學 === 傳播研究所 === 104 === Nonverbal communication plays an important role in the social interaction. Result from the rapid growth of online communication channels, there are different types of social cues which lead to the increasing of non-verbal hints. LINE, a type of online chat which offers a real-time text transmission, has become a popular social media aiming at the enhancement of social rela-tionship. Stickers in LINE are no longer to be viewed as the icons but the useful non-verbal communication hints that used to indicate the expression from the users. Thus, stickers of LINE have become a key battleground in the market. The purpose of this study is to examine the impact of social context and personality toward the usage of stickers in LINE. Based on the results of the focus groups and affinity diagrams, there are three social contexts which included the chat context, privacy context and business context. Moreover, there are five types of the stickers, such as personality, appearance, story, atmosphere and emotion. Using social information processing theory will be applied to illustrate the results of the study. According to the theory, users will use some strategies to adapt online communication environment. Apart from employing the social information processing theory, the interpersonal relationship theory will also be used to demonstrate the development of online interaction re-lationship. Attesting to the theories, people will establish and maintain their social relationship through the self-disclosure. The main findings of this study were as follows: the impact of social context and personal-ity toward the usage of stickers in LINE were significant. Users tended to use the most of stickers in chat context, and the less in business context. Furthermore, high extraversion users tended to use more stickers than low extraversion users. In the business context, high extra-version and low neuroticism users tended to use more stickers than low extraversion and high neuroticism users. In short, the emotion type stickers were the most common use in all kind of contexts, following were the atmosphere and personality type, the less were appearance and story type.