| Summary: | 碩士 === 佛光大學 === 傳播學系 === 106 === Taiwan has entered the aging society. The high-tech information and communication technology has spread quickly in Taiwan, so senior group also self-improvement to adapt to the rapid development of society, including the use the 3 C technology products to communicate with friends and family to maintain social relations. App of the Instant Messenging is getting better such as LINE with the advancement of smart phone technology. The instant messenging makes some impact on communication. The senior group use IM APP is the emerging issues.
This study explores the key factors of the senior group use of LINE. It based on the theory of Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), which are Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, and Habit to understand the relationships with intention and actual using. Since LINE is a freeware, the price value should not be related to the intended use and therefore not included in the study.
LINE’s group application is very common, and communication, social software for the relationship between relatives and friends to maintain and social development has a great help, so join the social motivation, as one of the independent variables of this research model.
The study used the survey method, put the questionnaire on the Google form and the link to the participants to fill in the answer. A sample size of 396 valid responses was collected. The method of Statistical analysis adopted (partial least square, PLS) to verify the measurement model and structural model. The results showed:
1. Performance expectancy, social Influence, facilitating conditions, social motivation and habits are the key factors influencing senior group 's intention to use LINE App
2. Habits and actual use are significantly correlated.
3. The use of intention and the actual use are significantly correlated.
The results of this study is different from the UTAUT2 of science and technology in the past study that Hedonic Motivation and effort expectancy is not the key factors influencing senior group 's intention to use LINE App ,promote conditions nor is it. The social influence is the key factors.
This research may enhance the understanding of senior group using technology phenomena.
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