英文摘要 |
"With the introduction of 4G to mobile networks, Instant Messaging (IM) has extended from personal computers to smartphones. In the highly competitive market of mobile IM in Taiwan, attracting new users and retaining current users is a crucial topic for developers of mobile IM systems. This study investigated the motivation, reasons, and objectives of middle-aged and elderly people to use LINE, in order to devise LINE software updates that are attractive and suitable for users. A means-end chain approach was adopted to examine the relationships among attributes, consequences, and values in the factors of LINE uses among middle-aged and elderly people. We used open-ended questionnaires to conduct one-on-one in-depth interviews with 50 middle-aged and elderly people. Subsequently, we used the laddering method for interviews and created a hierarchical value map based on the results. According to the research results, the attributes of IM capacity, stickers, and multiple functions were the factors prompting middle-aged and elderly people to use LINE. Group discussions, quick solutions, and common topics were the major resultant benefits and the core values that middle-aged and elderly LINE users emphasized most was the sense of belonging and identity, work values and enjoyment of life. After analyzing and investigating middle-aged and elderly users based on gender, this study determined that the male users emphasized work values, whereas the female users valued the enjoyment of life." |