| Summary: | 碩士 === 國立屏東大學 === 資訊科學系碩士班 === 107 === Due to the perfect network environment and the rise of mobile devices, more and more users tend to use LINE to share information. Based on Theory of Planned Behavior, the purpose in this study is to understand the relationship among “attitude, subjective norm, perceived behavioral control, intention of information sharing on LINE, behavior of information sharing on LINE”. Meanwhile, we explore moderating effects of demographic variables on “attitude, subjective norm, perceived behavioral control” and behavior of information sharing on LINE. Moreover, we examine the difference between demographic variables and behavior of information sharing on LINE.
Survey is conducted in this study, and subjects are the undergraduates of National Pingtung University in Taiwan. There are 470 valid samples in this study, and we use descriptive statistics, reliability analysis, regression, two-way ANOVA, Pearson’s product-moment correlation coefficient, independent sample T-test, and one-way ANOVA to analyze the data.
The results showed that attitude, subjective norm, and perceived behavioral control have significant positive effects on intention of information sharing on LINE. Intention of information sharing on LINE has a positive effect on behavior of information sharing on LINE. There’s a significant positive correlation among attitude, subjective norm, and perceived behavioral control. Besides, the results showed that “gender and collage” have moderating effects of attitude and intention of information sharing on LINE. And “Numbers of internet equipment owned by individuals” has moderating effect of perceived behavioral control and intention of information sharing on LINE. Furthermore, only “college” has a significant difference on behavior. The results can provide some suggestions to the company and university in developing LINE marketing and user experience research in the future.
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