| dc.description.abstract | According to The Stanford Research Institute saying, the money you make in any endeavor is determined only 12.5 percent by knowledge and 87.5 percent by your ability to deal with people. It will be seen from this how important social network is. Communicating face to face is the only way to build up new social network before. Since it limited by time and geography, one’s social networks become small. Besides, it’s difficult to maintain his relationship. However, as the technology and Internet developing, Social Media came out. No matter what kind of industries, such as Media Industry, Sales or connected industry, which is related to “Social”, it will be thriving. From this, no matter who is , instance individuality, family, group, or organization, all are active to build up and maintain its social network.
On the base of the statistics, within the top ranks of using most frequently applications from people who have smart phones are social media. Consequently, social media is quite important to the public nowadays. With the growth of social media demand, various social media come out continuously. There was a scholar said that with the increase of social activities on social media, it can not only improve the relationship, but also influence how people think about social media and people’s continuance usage intention of social media As the result, this study consider if social media succeeds or not, it depends on whether the characteristics of social media make people interact with each other or not, then urges people to use this social media continuously and chronically.
LINE is the most popular social media in Taiwan. Hence, this study will investigate the mechanism of continuous use in social from the perspective of relationship maintenance, according to LINE users. After referring some past researches, from multiple characteristics
of social media, this study choose Media Richness, Communication Control Capability, Mobility and Critical Mass to inquire how they influence users’ Relationship Maintenance and Continuance Intention to inquire its association with Relationship Maintenance, and to investigate the mediating effects of Relationship Maintenance.
With users who use LINE APP in Taiwan as research subjects, we received 234 valid questionnaires, and data analysis is conducted via Structural Equation Modeling. It results that (1) Communication Control Capability and Critical Mass are more likely to influence Relationship Maintenance and Continuance Use Intention than Media Richness and Mobility. (2) Relationship Maintenance is likely to influence Continuance Use Intention. (3) The
relationship between Communication Control Capability and Continuance Use Intention is completely mediated by Relationship Maintenance. (4) The relationship between Critical Mass and Continuance Use Intention is partially mediated by Relationship Maintenance. | en_US |