評估廣告打擾的強度以及探究消費者對於廣告的迴避行為是行銷管理中重要的一環，也是消費者研究的重要議題。隨者電子產品的迅速發展，廣告媒體也從傳統的報章雜誌、看板慢慢走進如電視、電腦與手機這樣更容易掌握消費者使用偏好的媒體。在智慧型手機上的即時通訊軟體如LINE等新廣告媒體上，官方可以提供消費者以「加朋友」方式取得貼圖，廣告商也因此可以藉由設計一個受歡迎的貼圖，而增加其品牌的曝光度並促成廣告效益。雖然過去學者已針對傳統媒體上的廣告迴避行為進行大量研究，但大部分的研究並未延伸至手機上的即時通訊軟體，即使近期有部分與即時通訊軟體LINE有關的研究，也多著重於使用者的一般使用行為、貼圖的設計與其商業模式，對於透過貼圖進行廣告的研究相對甚少。
本研究的目的在探究貼圖價格以及廣告打擾會如何影響消費者對於廠商所提供之隱含廣告打擾的免費貼圖的接受程度。本研究使用受試者內實驗設計方法操弄貼圖價格及持續時間變因，針對LINE使用者進行問卷調查，共蒐集655份有效問卷，並使用邏輯迴歸方法進行模型配適與假設檢定。研究結果指出消費者接受隱含廣告的貼圖的意願明顯受貼圖價格、廣告持續時間跟消費者對廣告迴避的程度的影響。進一步的分析並指出年輕族群消費者對於廣告的迴避較不明顯且較容易受到貼圖價格操弄的影響，因此提供「高價格」（或附有高價格訊號）的貼圖吸引年輕族群的消費者接受廣告的打擾將是有效的。本研究的學術貢獻在增進我們對消費者面對新媒體及新型態的廣告方式之反應的理解，在實務上亦可以協助企業或經理人瞭解何種商業模式可以提高消費者接受貼圖的意願。

Although previous studies have investigated advertising avoidance in traditional media and on the internet there have been little investigation of advertising on instant messaging apps. Advertising media changed extremely since internet explosively growth little is known about internet user behavior toward advertising on the internet, much less what characterizes consumers these attitude toward?
A smartphone become more and more popular uses of social media on the mobile devices have grown explosively. Most popular instant message App in Taiwan LINE provided not only text but same like sticker、animation、picture and video consumers could send/receive in one click. Previous studies have investigated purchase intention on LINE sticker design in various way but few of them emphasized the sticker commerce model “Add friend, get free sticker” the relationship between prices and be advertised.
In this study, we developed a research framework based on the price level and period of time consumer accept to be advertised of a popular social mobile messaging app LINE. The purpose of this research is to study the relationship between sticker price and acceptance level agree to “Add friend, get free sticker” awareness within advertising avoidance.
To test this, an in country sample of over 600 participates with at least LINE users tested via online survey. We examined hypothesis in theoretical model. The results revealed no significant correction of price level with advertising duration in gender. Though gender is not significantly, generation under 25 years old performing higher acceptance level of advertising disruption especially for younger male.

壹、 英文參考文獻
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貳、 中文參考文獻
王宗仁 (2013) 行動社群表情貼圖設計之實證研究－以 LINE 為例，大仁學報， 43，15-39。
李昕儒 (2014) 通訊軟體貼圖購買意圖之探討－以 LINE 為例，A Study on Purchase Intention of Cartoon Stickers for Messaging Software-The Case of LINE，國立中央大學資訊管理學系。
林真蒂 (2014) LINE 貼圖表達情緒認知之研究，[人文與資訊－全球化，在地化及創意] 研討會論文集，49-59。
張玉琳、李秋滿 (2014) 以媒介豐富與社會臨場感理論探討 LINE 貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響，Electronic Commerce Studies, 12.4，419-449。
張家瑜 (2015) 行動通訊企業原創貼圖設計與置入型式對置入效果之影響－以 LINE 為例，國立政治大學廣告學系。
陳燕菁 (2014) 虛擬代言人之研究－以台灣「LINE」貼圖為例，世新大學傳播管理學系。
彭大俊 (2014) 非語言溝通在行動通訊軟體之應用－以 LINE 貼圖為例，國立臺灣大學國際企業學研究所。
鄭湘琦 (2015) 台灣與印尼的Line使用者對貼圖的知覺價值與購買意願之研究，國立台灣科技大學資訊管理學系。
簡佳正 (2014) 影響企業贊助貼圖效益與消費者下載企業免費貼圖意願因素之探討－以 LINE 為例，國立高雄應用科技大學資訊管理系。
參、 網路資源
ICR Reports: InfoCom Research, Inc. - Tokyo, Japan
http://www.icr.co.jp/ 2015
LINE Business
http://thenextweb.com/asia/2013/07/12/stickers/