| Summary: | 碩士 === 國立高雄師範大學 === 人力與知識管理研究所 === 106 === Abstract
The study emphasizes on willingness of purchasing Line paid stickers in terms of the perspectives of sticker value, personal characteristics,and fashion involvement.The data include gender, age, educational background, timestamp, occupation, total payment and monthly income. The result is based on 460 surveys collected. After analyzing, the conclusion is listed as following:
1. In terms of gender, females are more willing to purchase than their male counterparts.
2. In terms of age, 21 to 30 year old people show more willingness to purchase.
3. Daily Line usage:People who spend between 3 to 4 hours on Line express more willingness than those who only spend 1 to 2 hour or even less than 1 hour.People who spend more than 5 hours on Line express more willingness than those who only spend 1 to 2 hour or even less than 1 hour.
4. In terms of past year, total amount for people who paid for Line stickers:
The purchased amount that is less than $200, in between $201-$500, and more than $501 seems higher than that of the people who don't purchase stickers. The purchased amount that is in between $201-$500 and more than $501 seems higher than those of only purchasing less than $200.
5. Personal preference and fashion sense tend to have positive influence on the result. In addition, the fashion trend on the stickers also affect people’s desire to purchase.
6. The value of Line stickers that affects people is based on particular theme of stickers and also on stickers’ attraction.
7. Fashion involvement impacts consumer’s purchasing behavior positively. This behavior is usually concerned with interpersonal referred and also with newness of the stickers.
Key words：Perspectives of Line sticker value , Fashion involvement, Personal characteristics, Willingness of purchasing Line paid stickers
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