Determinants of Discontinuous Attention to LINE Partner for LINE Users
| Autor: | CHIU, HSIN-YI, 邱馨儀 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 The use of mobile social media marketing has increasingly attracted the attention of business strategy makers and marketers, which gradually results in the extensive applications of LINE Partner (LINE-P). Recently, however, marketing performances of LINE-P gradually decreased, and the main reason is the lack of continuing use factors for users (or consumers). In other words, why do LINE-P users reduce their usage intention, feel dissatisfied with this service, or even decide not to use LINE-P anymore? To deepen these issues, the research thesis is motived to conduct two studies. The first study conducts a qualitative research that carries out a survey interview to derive the potential factors that influence discontinuous attention to LINE-P. Based on the results of the first study, the second conducts a quantitative research that proposes and empirically examines a research model via a survey questionnaire. The research targets on the Taiwanese LINE-P users who has read messages in the LINE-P as the research subjects. Based on the 631 valid data analysis, research results are obtained showing that (1) The perceived dissatisfaction is significantly influenced by such positive factors as epistemic value and usefulness. On the other hand, the ease of understandablity is not significantly associated with the dissatisfaction. (2) The perceived dissatisfaction is significantly influenced by such negative factors as disconfirmation and information overload. (3) The perceived dissatisfaction have a positive and significant effect on discontinuous attention intention. Research implications and suggestions are also presented, which may help LINE companies and LINE-P service agents to make marketing policy and decisions. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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