| Summary: | 碩士 === 義守大學 === 資訊管理學系 === 106 === With the rapid development of mobile commerce, people have changed their habit of reading news on digital technology from traditional newspaper reading to web browsing. Due to smart phones and communication software are not limited in time and place characteristics, have become important vehicles for life information and the news is one of the most concerned about the content for the user.In view of this, this study takes LINE TODAY as an example. This study adopts the model of UTAUT2, which is the extended integration technology of Venkatesh et al. (2012) to explore the behavior intention and use behavior of LINE TODAY. This study object is mainly focused on the users of LINE TODAY mobile news platform.This study combined both online survey and paper questionnaires. A total of 230 sets of questionnaires were distributed and 199 samples were valid. Descriptive statistics, independent sample t test, Pearson correlation analysis, single factor analysis of variance, and multiple regression analysis are used for the analysis. The results of this study show that performance expectations, effort expectations, community influence, favorable conditions and habits have a positive and significant impact on the user behavior intention. The behavior intention and the habit have a positive and significant effect on the user behavior. Finally, the study results can provide the marketing direction as a reference for future development of the news platform and follow-up research.
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