A study of key factors affecting consumers\' continuance intention to use social media: a case of LINE@
| Autor: | Kao, Hsin-Hao, 高星皓 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 企業管理研究所(MBA學位學程) 106 In the era of internet, social media has already become an important channel for communication between business and customers. In Taiwan, LINE launched “LINE@” for Taiwanese SMEs to manage their social media. However, since customers can freely join or withdraw from social media, it’s an important issue that how business can attract customers to continue using social media. The purpose of this study is to understand the key factors that influence customers’ continuance intention of using social media. This study adopts IS Continuance Model proposed by Bhattacherjee (2001) and combines it with theory of perceived value and trust. Then, the author develops a conceptual model and conducts an empirical verifcation which takes LINE@ as research target. Online survey was used to collecting responses from users, and 222 valid responses were obtained. CFA, Regression Analysis and SEM are used to analyze research model. The result shows that customers’ satisfaction of LINE@ is positively influenced by their confirmation of expectation about using LINE@ and perceived value from LINE@. Also, customers’ satisfaction positively influences continuance intention of using LINE@. Finally, perceived value is positively influenced by customers’ trust toward LINE@ and confirmation. Finally, the findings provide several implications for business to manage their LINE@. (1) business should not only avoid sending messages frequently but provide incentives to make customers keep using LINE@. Also, the findings suggest sending discount content and news. (2) Collecting new customers to join LINE@ by old customers to create higher satiscation. (4) Business can apply for LINE@ approved account to enhance their trust toward LINE@ and perceived value of LINE@. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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