LINE訊息長度與格式對品牌忠誠度之影響

Abstract

隨著LINE在台灣、日本及泰國等地區成為廣泛使用的通訊工具，已有許多品牌以LINE官方帳號作為數位行銷平台之一，使得如何有效利用LINE官方帳號提升品牌忠誠度成為重要課題。然而，現有研究主要集中於Facebook和Instagram等平台，對於LINE官方帳號之訊息格式和訊息長度對品牌忠誠度影響的研究較少。 本研究旨在探討LINE官方帳號中不同的訊息格式與訊息長度對品牌忠誠度的影響，並進一步檢驗社交媒體偏好、訊息閱讀意願、訊息理解程度及訊息重要性感知等調節變數的作用。本研究透過行為問卷調查收集數據，總計回收165份有效問卷，使用SmartPLS 4.1.0.4之偏最小平方法結構方程模型（PLS-SEM）進行數據分析。 研究結果顯示，圖片格式的訊息相比純文字格式，更能有效提升消費者的品牌忠誠度；而較長的訊息對品牌忠誠度也有部分顯著的正向影響。此外，訊息閱讀意願及訊息重要性感知皆顯著調節訊息長度與品牌忠誠度之間的關係；訊息理解程度顯著調節訊息格式與品牌忠誠度之間的關係。為品牌在LINE平台上制定有效的訊息策略提供了實證支持，建議品牌根據目標受眾的訊息閱讀意願、訊息理解程度及訊息重要性感知來調整訊息的格式和長度，以達到最佳的品牌忠誠度提升效果。

As LINE has become a widely used communication tool in regions such as Taiwan, Japan, and Thailand, more and more brands use LINE official accounts to conduct digital marketing activities. This makes it crucial for brands to understand how to effectively enhance brand loyalty through this platform. However, existing research on social media posts primarily focuses on platforms like Facebook and Instagram, with limited studies examining the impact of different message formats and lengths on brand loyalty on LINE official accounts. This study aims to explore the effects of different message formats and lengths on brand loyalty through LINE official accounts. It further examines the moderating roles of social media preferences, willingness to read messages, message comprehension, and perceived importance of messages. Data were collected through a behavioral questionnaire survey, resulting in 165 valid responses. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4.1.0.4. The results indicate that messages in image format are significantly more effective in enhancing consumer brand loyalty than plain text messages. Longer messages also have a partially significant positive impact on brand loyalty. Additionally, willingness to read messages and the perceived importance of messages significantly moderate the relationship between message length and brand loyalty. Message comprehension significantly moderates the relationship between message format and brand loyalty. These findings provide empirical support for brands to develop effective messaging strategies on the LINE platform. It is recommended that brands adjust their message format and length based on the target audience's willingness to read messages, message comprehension, and the perceived importance of messages to achieve optimal brand loyalty enhancement.