行動社群表情貼圖設計之實證研究－－以LINE為例

A Study of Expression Stickers Design for Mobile Community: Using “LINE” as an Example

近年來，攜帶方便、不受固定線路限制的行動裝置及行動網路逐漸成為人們日常生活中不可或缺的一部分。尤其是從小生長在資訊科技環境下的數位原住民，更是隨時隨地透過行動社群與他人進行互動。其中，又以LINE因所設計之表情貼圖而廣受歡迎，成為許多人選擇行動社群之首選。本研究以科技接受模式探討行動社群之表情貼圖對數位原住民接受度之影響，包含表情貼圖設計、認知有用性、認知易用性、使用態度與行為意圖等五個構面。本研究之目的包括：了解行動社群之表情貼圖設計；探討行動社群之表情貼圖對數位原住民之接受度；分析表情貼圖與數位原住民之接受度是否具有正向且顯著之關聯性。本研究採問卷調查方式進行，並以高屏地區曾經使用過LINE之數位原住民為研究對象，所得之資料以SPSS18.0統計軟體進行資料分析，前測問卷與正式問卷均經過信、效度分析。本研究共提出七個假設，並以路徑分析法加以驗證，最後實證得知五個構面間皆達到正向顯著之關係，因此行動社群之表情貼圖對數位原住民之認知有用性、認知易用性、使用態度、行為意圖均呈現正向且顯著之影響。

In recent years, portable mobile devices and mobile networks has gradually become anindispensable part of people's daily life. Digital Natives grow up in the informationtechnology environment and interact with other people anytime and anywhere via mobilecommunities. Among all the mobile communities, “LINE” is greatly popular for its owndesigned “Sticker”.This study applies the “Technology Acceptance Model” (TAM) to explore how DigitalNatives come to accept and use an Sticker. Five categories are discussed in the study: Designof Sticker, Perceived Usefulness, Perceived Ease of Use, Attitudes of Use, and BehavioralIntentions. The purposes of this study are to understand the design of Expression Stickersand to investigate degree of Digital Natives’ acceptance in Expression Stickers. Final, toanalyze whether or not the design of Expression Stickers for mobile community has apositive and significant correlation with the acceptance of the Digital Natives.This study employs Questionnaires Survey to collect data from Digital Natives inKaohsiung-Pingtung area and then tests Reliability and Validity for both pre-testquestionnaires and final questionnaires by the statistical software SPSS 18.0. This studymakes a total of seven assumptions and verifies these assumptions by the “Path Analysis”method. Based on all analysis, this study concludes that Facial Stickers have positive andsignificant correlation with the acceptance of the Digital Natives in all five categoriesincluding Design of Expression Sticker, Perceived Usefulness, Perceived ease of use,Attitudes of Use, and Behavioral Intentions.