| Summary: | 碩士 === 淡江大學 === 大眾傳播學系碩士班 === 105 === Currently, the most of using rate communication application in Taiwan is the software which is called ‘ LINE’. Therefore, these is doing researches from the communication application ‘LINE’ and separating the commerce behavior. One part is ‘LINE Sticker’ the case is the behavior for the product sale. The other part is ‘Official Account’ which is the behavior for the promotion sale. These is doing the research from the consumers who are not in the same sale level. I look into the trust model and personal operation and trying to explain what different between the consumers. These is followed by the Questionnaire Survey, which is according to the AISAS consumer’s behavior and trust model theory, to discuss the effectiveness of cost for publicizing the communication application from the enterprise owner.
After analyzing the data, it can be found that 'LINE' definitely has the commercial benefit, but its product must create for the costumers 'the use of essential characteristic'. So it can make to the achievement . According to the research, the data indicate that:
(1)As for ‘LINE Sticker’, most consumers keep high attention and interest, but the willingness to share is quite low. This research has found that consumers in the use of ‘LINE’ .When it can provide the better functional experience, it can raise the result of buying. (2)As for ‘LINE Official Account’, consumers now only notice the behavior, but the ‘LINE Official Account’ actually has the effect for exposing. This research has found that, the good function design can let the consumer be willing to spend their money on it . (3)The relation between consumers in the use of ‘LINE’ habits and trust is the two positive impact, so increase consumer trust and use rate can effectively enhance the production of consumer behavior. According to the results of the research. I integrate the contribution of the research.
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