The Impact of Community Identification, Involvement and Product Characteristics on Purchase and Usage Intention -An example of LINE sticker
碩士 === 國立高雄師範大學 === 事業經營學系 === 106 === Abstract As mobile devices become popular, the research shows that over 18 million people have downloaded Line instant messaging app. Community groups become an important platform of maintaining relationship of each other, community identification also represen...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/s8596d |
| Summary: | 碩士 === 國立高雄師範大學 === 事業經營學系 === 106 === Abstract
As mobile devices become popular, the research shows that over 18 million people have downloaded Line instant messaging app. Community groups become an important platform of maintaining relationship of each other, community identification also represent far-reaching impact. This research means to explore influence of community identification toward purchase intention and usage intention. The moderation of degree of involvement and product characteristics on the relationship between community identification toward purchase intention. The research adopts questionnaire survey, and the valid collected surveys total 611 copies. In this paper, we provide a conclusion and practical implications for marketers. The research findings are presented as below:
（1）The information about the respondents' background, the age have a significant
negative impacts on purchase intention.；The age and the levels of education
have significant positive impacts on usage intention.
（2）LINE community Identification has a positive impact on LINE stickers purchase
intention and usage intention
（3）The relationship between LINE Community identification and Purchase
intention is moderated by Product characteristics.
（4）The relationship between LINE Community identification and Purchase
intention is moderated by Degree of involvement.
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