| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 104 === Along with the widespread of the Internet in recent years, LINE, one of the most popular instant messaging programs for mobile device, becomes a major interactive tool. In Taiwan, this communication application already occupies 73% of the number of users. The innovative and creative “sticker” concept could explain for such a high utilization rate of this mobile application.
Powerful emotional tension texture and a great sense of humor give users an accurate self-image. This new way of dialog in communication distributing maps has become a successful economic business. Therefore, this study is aimed to explore different customer perceived values (performance value / social values / emotional values), product types (image maps official / original map) as well as personality traits (inbound / outbound) on the willingness of consumers to buy maps.
In this study, SPSS 22.0 statistical software system is adopted as a data analysis tool. The results show that the performance value has a higher proportion in a set of maps, which means consumers are willing to buy more maps. When maps official have higher proportion, consumers also prefer to buy more. Additionally, the findings indicated that locus of control has no significant interference effect toward customer perceived values, product types, and purchase intention.
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