隨著科技技術不斷的開發與創新，幾乎人手一支的數位行動生活已充斥著世界各地。而搭載在智慧型手機、平板電腦或桌上型電腦等的應用程式也已超過百萬個，其中近兩年一直位於冠軍寶座之地位的就是即時通訊軟體Line。Line的主要營收來源有三大類，分別為貼圖、遊戲和行銷業務，雖然貼圖的營收只佔總營收的兩成，但遠見雜誌(2014)曾指出，造就Line前進的動力正是貼圖的創新。Line貼圖分為免費及付費，付費價格則是50到150不等，而消費者如何在習慣使用企業提供的免費貼圖後，願意付費購買貼圖，則是本研究要深入探討的。
過去學者探討了許多影響持續使用之因素，而依理性行為理論推導，媒體豐富度及安裝基礎可視為影響持續使用之因素。且人與人本是透過溝通來傳遞訊息及情感，為了要讓溝通更為快速、清晰且生動，消費者出現了新的需求。本研究將社交需求做為持續使用Line貼圖與購買意願間的中介變數，推導出本研究之架構。
本研究以經常使用Line貼圖之消費者為研究對象，發放時間為2015年4月20日至2015年5月20日，為期一個月的發放時間，回收之有效樣本為307份。研究結果顯示媒體豐富度及安裝基礎會正向影響持續使用，且社交需求會中介持續使用與購買意願間的關係。理論上有了新的貢獻，影響購買意願之因素也可能為社交需求；實務上則是發現Line貼圖之消費者在持續使用免費貼圖後，因為想在群體中得到歸屬感或是讓人留下深刻印象而購買付費貼圖，但本研究未將價格列入考量，因此為本研究之研究限制。

With technology in constant development and innovation, almost everyone has a mobile device and the mobile lifestyle has permeated the world. There are already over one million apps running on smartphones, tablets or desktops. In the last two years, it is the instant messaging app LINE that has remained in the top place. LINE has three main revenue sources, which are stickers, games and marketing business. Although stickers constitute only 20% of its total revenue, the Global Views Monthly (2014) has once pointed out that it is sticker innovation that drives LINE forward. LINE offers free and paid stickers and the pricing for the latter ranges from NT$50 to 150. What this study is attempted to dive into is therefore how consumers become willing to pay for stickers after they are accustomed to free stickers offered by companies.
Past scholars have investigated many factors that affect continuous use and inferred based on the theory of rational behavior that media richness and install base can be regarded as factors that affect continuous use. In addition, as people convey messages and emotions through communication and to make communication faster, more clear and vivid, consumers have new needs. For this study, the research framework is derived by defining social needs as a mediator between continuous use of LINE stickers and purchase intention.
For this study, a survey was conducted on frequent users of LINE stickers and the period of questionnaire distribution lasted for one month from April 20 to May 20, 2015. 307 effective questionnaires were collected. Results of this study show that media richness and install base have postive effects on continuous use and social needs mediate between continuous use and purchase intention. The theoretical contribution of this study is that social needs can be one factor that affects purchase intention. The practical contribution is that consumers of LINE stickers are found to buy stickers after their continuous use of free stickers because they want to get a sense of belonging in groups or leave a deep impression. However, this study does not include pricing for consideration and this is hence the limitation of this study.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 媒體豐富理論(Media richness theory) 7
第二節 安裝基礎(Installed base) 10
第三節 持續使用(Continuous usage) 11
第四節 社交需求 17
第五節 購買意願 17
第三章 研究方法 24
第一節 研究對象 24
第二節 研究變數之定義與衡量 24
第三節 資料分析方法 29
第四章 研究結果 30
第一節 敘述性統計分析 30
第二節 信效度分析 33
第三節 結構方程模型分析 41
第四節 研究結果與摘要 49
第五章 結論與建議 52
第一節 研究貢獻 52
第二節 研究限制及未來建議 55
參考文獻 56
附錄一 66



圖 1-1 台灣通訊軟體APP佔有率 2
圖1-2 研究流程 6
圖2-1理性行為理論架構圖 16
圖2-2 本研究架構圖 23


表2-1 媒體豐富度之定義 8
表2-2 使用者接受資訊科技的各種理論與核心架構 12
表2-3 持續使用行為意圖之相關文獻 14
表2-4 ERG理論 19
表2-5 Herzberg雙因子理論 20
表3-1 研究變數之操作型定義 24
表3-2 變數之衡量題項(媒體豐富理論) 25
表3-3 變數之衡量題項(安裝基礎) 26
表3-4 變數之衡量題項(持續使用) 27
表3-5 變數之衡量題項(社交需求) 28
表3-6 變數之衡量題項(購買意願) 28
表4-1 樣本結構人口統計變向 (N=307) 31
表4-2 各個構面之信度分析表 34
表4-3 相關效度建議值 36
表4-4 各個構面之因素負荷量、平均萃取變異量與組合信度 37
表4-5 平均萃取變異平方根與相關係數 38
表4-6 KMO 與 Bartlett 檢定表 39
表4-7 轉軸後的成分矩陣 40
表4-8 本研究模型配適度指標 43
表4-9 假說驗證結果 45
表4-10 中介變數之驗證結果 48
表4-11 研究結果摘要 51

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網路部分
1.http://www.techbang.com/posts/21005-technology-trends-seminar-tao-yunzhi-line-so-pay-attention-to-textures-because-innovation-comes-from-the-consumer-experience
2.https://share.inside.com.tw/posts/1023
3.http://www.bnext.com.tw/ext_rss/view/id/1256138
4.https://share.inside.com.tw/posts/1023
5.資策會FIND:2014年上半年消費者行為調查出爐
http://www.find.org.tw/market_info.aspx?n_ID=7201
6.http://www.find.org.tw/market_info.aspx?n_ID=7203
7.http://apps.friday.tw/news/?p=6550 (line近期數據更新)
8.黃紹麟（2007年5月20日）。〈Web 2.0 再思考（一）「關係」才是重點〉，《數位之牆》。上網日期：2009年4月13日，取自：http://www.digitalwall.com/scripts/display.asp?UID=378