| Summary: | 碩士 === 嶺東科技大學 === 企業管理系碩士班 === 106 === The aim of this study is to explore the effect of LINEsticker’ usage motivation and sticker value on purchase intention for the “L” university students. By using Questionnaires, according to the portion of total numbers of Day Ministry students of the “L” university by Cluster sampling in order to collected the data, a total of 300 questionnaires were collected. T-tests, ANOVA, and multiple regression analysis were carried out to analyze the data. The results show that:
1. Demographic variables on the differences in perceived value, usage motivation and purchase intention.
(1)Demographic variables on perceived value differences.
The perceived value of L University’s students have significant effects by using free token purchases, buying “LINE” stickers every 3 months and the average per token to buy the “LINE” stickers.
(2)Demographic variables on differences in usage motivation.
The use motivation of L University’s students have significant effects by using free token purchases, buying “LINE” stickers every 3 months and the average per token to buy the “LINE” stickers.
(3)Demographic variables on the difference in purchase intention.
The purchase intention of L University’s students have significant effects by using free token purchases, buying “LINE” stickers every 3 months and the average per token to buy the “LINE” stickers.
2. The perceived value has a positive effect on purchase intention.
3. The usage motivation has a positive effect on purchase intention.
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