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调查促使LINE使用者保持官方帐号为朋友的因素

【中文摘要】:LINE官方帐号是一种新兴的行动行销方式。其特色在于使用者自行加入特定公司的官方帐号为好

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友后,能直接接收该公司传送的广告讯息,并能轻易浏览之前收到的讯息内容,且讯息类型多样。本研究旨在调查促使LINE使用者保持官方帐号为朋友的因素,并了解各因素间的影响差异。结合广告价值模型及期望确认理论,并加上其他构面来做深入研究。
本研究结果包含: (1) 讯息的资讯性、娱乐价值及奖励会影响使用者认知的讯息价值,其中资讯性的影响最显着。 (2) 讯息的干扰性对使用者认知的讯息价值及持续接收意图有负向影响。 (3) 当官方帐号符合LINE使用者的期望时,他们的满意度会提升且认为讯息有价值。 (4) 使用者认知的讯息价值会强烈影响使用者对于品牌态度

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的改变。 (5) 若使用者认为讯息有价值,那他们会更愿意保留官方帐号。研究贡献在于了解不同讯息内容对使用者认知的讯息价值影响,以及探讨使用者的持续接收意图,并给予企业在LINE官方帐号做行销的建议。
【英文摘要】: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

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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.
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  • 来源:中山大学;作者:林盈君
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