近年來因行動裝置與網際網路的普及，即時通訊軟體成了聯繫他人、維持互動的主要工具之一。其中，通訊軟體LINE在台灣即佔有73%的使用人數，能創造如此高的使用率，其原因莫過於「貼圖」的創新與創意。貼圖強大的情緒張力以及幽默感，賦予使用者一種自我形象，因此在與他人的對話中使用貼圖也成為新興的溝通方式，更成功創造前所未有的貼圖經濟效應。因此，本研究欲探討，為何在每個人都有免費LINE貼圖可使用的情況下，仍讓許多使用者願意以付費方式再購入其他種類貼圖，並分析其中有哪些因素會影響消費者的購買行為。本研究以計畫行為理論 (Theory of Planned Behavior, TPB) 作為研究基礎架構，將其延伸成從過去的使用行為至購買意圖的連續行為之模型，並以「個人創新性」和取得貼圖的「取得貼圖的積極性」作為調節效果，探討對消費者購買意圖的影響。 本研究利用「問卷調查法」進行研究資料的蒐集，總計回收有效樣本數達到386份，並且透過SPSS和PLS進行資料分析，用以檢驗研究假說。而研究結果發現：(1) 在對於LINE貼圖購買意圖中，調節變數「個人創新性」和「取得貼圖的積極性」皆會有顯著的調節效果存在。(2) 在使用LINE貼圖行為的情境下，描述性規範相較於命令性規範對個人的行為影響更為顯著。;Along with the popularity of mobile devices and the Internet, instant message software has become a prominent tool for interpersonal communications. In Taiwan today, there are about 73% people using “LINE” as messaging tool. One of the reasons for its success is its cartoon “sticker” feature, which is creative and intriguing to users. Stickers provide a powerful way to express emotion and humor, effectively providing users with a self-image in a dialogue. Therefore, the use of stickers in dialogues has become a new way of communication, and also succeeded in creating an amazing economic return. Based on these, this study attempts to look into why those who already owned free stickers still keep on buying new stickers. It also aims to uncover the factors that affect consumer buying intention in this setting. In this study, the theory of planned behavior (TPB) is used as the foundation, with extension to continuous behavior from past usage experience to purchase intention, and “personal innovativeness” and “initiative” as the moderating effects. Data was collected from 386 informants through a web-based questionnaire distributed through relevant discussion groups on the Internet. SPSS and PLS were employed as data analysis tools. Results reveal that: (1) “personal innovativeness” and “initiative” effectively moderate purchasing intention for LINE stickers; and (2) descriptive norm is more likely to influence the respondents than injunctive norm in LINE sticker usage behavior.
