英文摘要 |
LINE served as a single platform of integrating contents, services, and commence, has been widely used and possessed the largest market share in Taiwan. Escaping from traditional communication software only provides voice calls and messaging services, LINE offers experienced users innovative and wealthy social features such as expressive stickers, official accounts, casual games and so on, to create the perceived values and adhesive behaviors. Therefore, it gradually becomes the mainstream in mobile communication software market. The purpose of this research is to investigate the user's cognition and satisfaction, and to explore the factors related to the continuance intention in the context of mobile instant messaging apps. We associate the intensity of use, emotional attachment, critical mass with IS Success Model and media richness theory as a foundation, to construct a multi-faceted model, and then sample experienced LINE users. The results show perceived media richness and IS perceived quality both positively affect satisfaction. On the other hand, satisfaction, emotional attachment, perceived critical mass positively affect continuance intention. Meanwhile, emotional attachment impacts continuance intention indirectly through satisfaction as a mediator. |