使用者經驗對LINE貼圖傳達價值之購買意願研究

A Study on User Experience to the Purchase Intention of LINE Stickers

現今智慧型行動裝置普及，改變了人類傳遞訊息的方式，因為傳統的文字形式傳達方式並無法完全表達人們的內心情緒，反而即時通訊軟體成為目前人們溝通的主要媒介之一，這樣的轉變進而發展出使用表情符號和貼圖的對話習慣，帶動了貼圖市場的活絡。台灣人超愛用LINE，每月活躍用戶高達1900萬人，堪稱「全民好友」。它標榜「創意無設限、服務無邊界，不斷開發新的需求」，近年來更成功變身智慧行動入口，牢牢抓住消費者的心。貼圖的加入，讓人們除了能傳達情緒感受外，在言語交談之餘還能讓溝通變得更有趣、生動、趨於多元化。故本研究以台灣目前LINE貼圖作為研究範圍，探討使用者經驗對不同LINE貼圖的傳達價值，是否影響貼圖購買意願。研究採問卷調查法進行研究，並將其結果做統計分析，提出建議。研究結果有以下發現：（一）不同性別對LINE貼圖購買意願無顯著差異。（二）不同年齡層對貼圖購買意願有顯著差異，越年輕的使用者會因貼圖的傳達價值具有互動性而有較高的購買意願。（三）LINE貼圖傳達價值愈高，購買意願也愈高，兩者之間有正相關。（四）使用者動機中，「娛樂動機」構面認同度最高，其中又以「圖樣很好玩心情好」影響購買意願最高。本研究成果希望做為日後LINE貼圖設計者之實務創作參考。

The popularity of smart mobile devices today has changed the way humans transmit messages. Because traditional forms of text communication cannot fully express people's inner feelings, instant messaging software has become one of the main media for people's communication. This change has evolved. The use of emoji and texture dialogue habits, which in turn drives the mapping market. Taiwanese love to use LINE, and the monthly active users reach 19 million, which is called 'all friends.' It advertises 'there is no limit to creativity, no boundaries of services, and constantly develop new needs.' In recent years, it has successfully transformed into a smart action portal and firmly grasps the hearts of consumers. The addition of textures allows people to communicate more emotionally, vividly and diversifiedly in addition to emotional conversations. Therefore, this study uses Taiwan's current LINE map as the research scope to explore whether the user experience has different values for different LINE maps, and thus affect the willingness to purchase the map. The research adopts the questionnaire survey method to conduct research, and the results are statistically analyzed and recommendations are made. The results of the study have the following findings: (1) There is no significant difference in the willingness to purchase LINE maps between different genders. (2) Different age groups have significant differences in the willingness to purchase maps. The younger users will have higher purchasing intentions because of the interactive value of the map. (3) The higher the value of LINE maps, the higher the willingness to purchase, and there is a positive correlation between the two. (4) Among the user's motives, the 'entertainment motivation' has the highest degree of face-to-face recognition. Among them, 'the picture is very good and the mood is good' affects the purchase intention. The research results hope to be used as a reference for the practical creation of LINE map designers in the future.