整合科技接受模式與期望確認模式探討行動即時通訊持續使用意圖：以LINE官方帳號為例

Abstract

根據112年通訊傳播市場報告，臺灣民眾擁有社群媒體或即時通訊帳號者已達99.5%，其中，LINE為民眾最常使用的即時通訊軟體，同年的使用比例高達97.7%，可見LINE在臺灣民眾的生活中扮演舉足輕重的角色。於此同時，眾多品牌或企業看到行動即時通訊市場廣大的商機，陸續建立自身品牌的LINE官方帳號作為與消費者溝通、聯繫或是行銷的新管道。截至112年底，LINE官方帳號的總數已突破280萬個。有鑑於此，本研究欲探討LINE官方帳號功能日新月異下，用戶對於官方帳號的滿意度與持續使用意圖主要受到哪些因素所驅動。 本研究整合科技接受模式與期望確認模式作為主要研究模型，以認知有用性、認知易用性兩項認知因素作為自變數，以滿意度單項情感因素作為中介變數，持續使用意圖作為依變數，同時採用個人化與廣告干擾性作為調節變數，探討影響用戶對於行動即時通訊持續使用意圖的主要因素。本研究共蒐集339份有效問卷，並以SPSS及Smart PLS進行統計分析。研究結果顯示，用戶的認知因素正向影響情感因素，而情感因素正向影響行為意圖。此外，個人化在情感因素與行為意圖之間具有正向調節的效果。 總結以上，本研究以功能面向及品牌行銷面向討論用戶對於持續使用行動即時通訊之意圖的主要影響因素，其中更以個人化作為增強用戶持續使用LINE官方帳號的重要因素。本研究結果將提供品牌或企業參考，有助其制定更為合適的LINE官方帳號行銷策略。

According to the 2023 Telecommunications and Broadcasting Market Report, 99.5% of the Taiwanese population owns social media or instant messaging accounts, with LINE being the most frequently used instant messaging application. In the same year, the usage rate of LINE reached as high as 97.7%, highlighting its significant role in the daily lives of Taiwanese people. Concurrently, many brands and companies have recognized the vast business opportunities in the mobile instant messaging market and have established their own LINE official accounts as new channels for communication, connection, or marketing with consumers. By the end of 2023, the total number of LINE official accounts had exceeded 2.8 million. In light of this, this study aims to explore the key factors driving user satisfaction and continued usage intention of LINE official accounts amid the rapid evolution of their functionalities. This study integrates the Technology Acceptance Model (TAM) and Expectation Confirmation Model (ECM) as the primary research framework, using perceived usefulness and perceived ease of use as cognitive factors (independent variables), satisfaction as an affective factor (mediator variable), and continued usage intention as the dependent variable. Additionally, personalization and advertising irritation are employed as moderating variables to investigate the main factors influencing users' continued usage intention of mobile instant messaging. A total of 339 valid questionnaires were collected and statistically analyzed using SPSS and Smart PLS. Results of this study showed cognitive factors positively influence affective factors, which in turn positively influence behavioral intentions. Moreover, personalization has a positive moderating effect between affective factors and behavioral intentions. In summary, this study discusses the main factors influencing users' intentions to continue using mobile instant messaging from both functional and brand marketing perspectives, emphasizing personalization as a crucial factor in enhancing users' continued usage of LINE official accounts. The findings of this study will provide valuable insights for brands and companies in formulating more appropriate marketing strategies for their LINE official accounts.