Consumers’ Sticker Buying Behavior - A Study Based on S-O-R Theory

• Main Authors: Shih Chien Ho, 賀時劍
• Other Authors: Yen-Luan Chen
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/b295vq

碩士 === 德明財經科技大學 === 行銷管理系 === 105 === With science and technology making progress, the technology of Network Mobile Communications is developing continuously and instant messaging applications emerge. Moreover, the combination of smartphones and mobile networks enables people to enjoy real-time communication by installing instant messaging applications or apps on their smartphones. These apps may replace phone calls and texts. The rising popularity of these applications breaks the communication trend set by texts. The user-friendly applications are convenient to utilize, which promotes interaction among people and brings people closer to each other. One of the popular instant messaging applications is LINE. According to “Digital Life Survey” in Taiwan published by CommonWealth Magazine in August of 2015, social messaging apps were the most popular among 568 online digital tools. Among those social messenger apps, the usage rate of LINE reached 83%. The core of LINE’s services lies in its communication offerings. Therefore, every product of LINE is developed based on communication. LINE offers real-time stickers, which is one of its distinctive features. Many users feel that using LINE stickers can reduce the time for typing, which facilitates communication. The popularity of LINE stickers even results in the emergence of payable “Sticker Shop,” which attracts many consumers to buy LINE stickers. This study mainly discusses the rising popularity of LINE stickers against the background of LINE stickers in a new language among consumers who even purchase them. To understand the influence of the rising communications apps and their benefits on consumers’ behaviors, this study will discuss consumers’ behavior in purchasing LINE stickers. In this way, the study aims to find out the perceptual stimuli of stickers to consumers, the resulting emotions, and the corresponding behavior of purchasing stickers based on the Stimulus-Organism-Response (S-O-R) theory. A questionnaire was designed for this study. The questionnaire, both hard copy and online, was used to survey those who use (or used) LINE. In total, 448 questionnaires were given out, 445 of which were valid. After the completion of the questionnaire, SPSS 19, a software package used for statistical analysis, was used to study the relationships among the variables. The results show that perceived value of LINE stickers exerts a positive influence on users’ emotions. In addition, consumers’ perceived value and emotions make a positive impact on their purchasing behavior. Consumers’ emotions, however, are not a significant mediator between the perceived value and the purchasing behavior. For male participants, the empirical study reveals that their emotions play a partial intermediating role between the perceived value and the purchasing behavior, which supports the S-O-R theory. It is hoped that the results will serve as academic references for the S-O-R theory and LINE stickers.