The Study on Intentions of Continuous Usage of Mobile Instant Messenger- The Case of LINE
Date Issued
2014
Date
2014
Author(s)
Hsueh, Ya-Hui
Abstract
In April 2014, the number of global users of mobile app LINE reaches 40 million, and LINE is also the one that people in Taiwan uses most. Therefore, this research tends to understand what the motives to use LINE are. This study initiates from Uses and Gratification theory and network externality, developing a framework involved with entertainment, information seeking, instant service, location-based service, social interaction, self expression and network externality factors to explore the intention of continuous usage of users.
The study aims for users in Taiwan and has 435 effective on-line questionnaires. Furthermore, this study uses the statistics software AMOS as a tool to analyze the result. The analysis result shows that entertainment, social interaction, self expression and network externality are significant positive related to the intention of continuous usage, yet information seeking, instant service and location based service don’t show the significant positive relations to the intention of continuous usage; also, social interaction acts as a mediator between network externality and continuous usage intention.
Subjects
使用與滿足理論
網路外部性
通訊軟體
使用意圖
Type
thesis
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