||With the popularity of mobile devices and the Internet, most of people rely on social communication app to communicate with each other like their family or friend. It becomes an important app tool to contact with each other. There are 73% people using LINE as a social communicate tool in Taiwan. One of reason for its success is the variety of emotion sticker to rich the communication. The emotion sticker provides strongly emotion and humor that giving the self-image to user, so it becomes a new communication way to use emotion sticker when chatting with others. The situation creates a successful business model. Base on these, this study attempts to look into why those who already owned free emotion stickers still keep on buying new emotion stickers. Moreover, looking into which factor will influence user’s purchase intention. |
In this study, perceived value of theTheory of Consumption Values, (TVC) and satisfaction of Expectation-Confirmation Theory, (ECT) is used as the foundation, with the moderator of reference group, personal innovativeness, and price consciousness to look into user’s purchase intention. Data was collected from 352 informants through a web-based questionnaire distributed through relevant discussion groups. SPSS and PLS were employed as data analysis tools. The result shows that: (1) Perceived value, satisfaction, reference group, personal innovativeness positive influence purchase intention. (2) The moderator of reference group, personal innovativeness, price consciousness effectively moderate purchasing intention for LINE stickers, but just has part of effectively moderation between perceived value and purchase intention.