| Summary: | 碩士 === 南榮科技大學 === 工程科技研究所碩士班 === 104 === The popularity of the Internet and the rapid increase of mobile APP users drive the instant messenger, LINE, becoming the trend in recent years. This study aims to discuss college students’ LINE use behavior towards Internet addiction, interpersonal relationship, and attitudes toward advertising in southern Taiwan. Students registered for the academic year 2014 in a college in southern Taiwan are proceeded the questionnaire survey. Total 600 copies of questionnaire are distributed, and 556 valid copies are retrieved. With SPSS
22.0, Descriptive Statistics Analysis, Factor Analysis, Reliability Analysis, Independent T Test, Analysis of Variance, Pearson Product-Moment Correlation Analysis, and Regression Analysis are utilized for testing the research hypotheses.
The research results are concluded as following.
I. LINE has become the major medium for college students contacting emotions.
II. College students’ LINE use behavior has not reached the generally called Internet addiction.
III. Female college students use LINE more often than male college students do, and the attitudes toward advertising towards LINE are more positive.
IV. The use of LINE could benefit college students in contacting and expanding
interpersonal relationship with peers and friends.
V. Product advertising on LINE does not obviously enhance college students’ purchase intention.
VI. College students’ LINE Internet addiction, interpersonal relationship, and attitudes toward advertising present positive correlations.
VII. College students’ interpersonal relationship shows significant effects on LINE Internet addiction and attitudes toward advertising.
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