行動即時通訊服務黏著度：消費價值理論、沈浸與社會影響理論觀點

Stickiness on a Mobile Instant Messaging Service: Perspective of Consumption Value Theory, Flow, and Social Influence Theory

智慧型手機已成為目前手機巿場的主流產品，尤其在應用程式（apps）的多元發展趨勢下，產生許多新的商業模式。行動即時通訊（Mobile instant messaging, MIM）服務是近年來蓬勃發展的應用程式之一，它不但改變了人們的溝通行為，同時也為企業帶來新的服務契機。因此，本研究主要在探討智慧型手機使用者在行動即時通訊服務黏著度的影響因素。研究架構是以消費價值理論、沈浸與社會影響理論為基礎，主要目的在於探討人們為何「黏」在某些行動即時通訊服務上。本研究共蒐集了495份資料，並以結構方程模式進行資料分析。研究結果顯示消費價值及社會環境都會影響人們持續使用行動即時通訊服務的意圖。此外，本研究亦顯示社會影響是消費者持續「黏」在行動即時通訊服務的主要原因。

Smartphones have become mainstream products, especially for apps that create diverse content and can generate new business models. The mobile instant messaging (MIM) service is one the most frequently used apps. It not only changes communication behavior but also creates new approaches toward business. Therefore, the current study aims to examine the predictors of stickiness of an MIM service among smartphone users. The research framework was based on the theory of consumption value, perceived value, and social influence theory, with the objective to evaluate why people stick to the MIM service. Data collected from 495 valid respondents were analyzed using the structural equation model (SEM). The results indicated that consumption value and social environment both affect the continued usage intention for MIM services. Moreover, this study shows that social influence is the main prompt for continued use as well as stickiness behavior.