Title page for etd-0714114-114059


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URN etd-0714114-114059
Author Ying-chun Lin
Author's Email Address No Public.
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Department Information Management
Year 2013
Semester 2
Degree Master
Type of Document
Language English
Title Investigating factors driving LINE users to keep official accounts as friends continually
Date of Defense 2014-07-16
Page Count 89
Keyword
  • perceived value
  • expectation-confirmation theory
  • Mobile marketing
  • LINE official accounts
  • continuance intention
  • advertising value model
  • Abstract LINE official account is an emerging way of mobile marketing. LINE users need to add the specific company voluntarily as their friend. Then they can directly receive the message of advertising from the company. Users can easily review various types of messages which they have been received. Our research purpose is to investigate factors driving LINE users to keep official accounts as friends continually and relative influence of these factors. We combine advertising value model with expectation-confirmation theory model, and add other constructs to explore the research purpose.
    The results of this study including: (1) informativeness, hedonic benefit and incentive have positive effect on LINE users' perceived value of massages. Additionally, informativeness has the most impact on LINE users' perceived value. (2) Irritation negatively and directly affects LINE users' perceived value of messages and their continuance intention. (3) When LINE users’ expectations are confirmed, they will have higher satisfaction and tend to perceive the message as valuable. (4) LINE users' perceived value strongly and positively influences their positive attitude change toward the brand. (5) LINE users are more like to keep official accounts as friends continually if they find messages valuable. Our findings examine the effect of different content on LINE users' perceived value, and understand the factors to affect their continuance intention. Then we provide companies some suggestions to do marketing through LINE official accounts.
    Advisory Committee
  • Chao-Min Chiu - chair
  • Shu-Chun Ho - co-chair
  • Shih-Chieh Hsu - advisor
  • Hsiangchu Lai - advisor
  • Files
  • etd-0714114-114059.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2014-08-14

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