LINE在近年來為台灣人最高度使用的社群平台，其中的LINE官方帳號也成為用戶接收新消息或資訊的工具。近年來，LINE官方帳號不斷推陳出新的功能，使品牌在經營顧客關係上能更輕鬆的獲取客戶的特定資訊，如：購買行為、個人資料、消費習慣.....等，但這也讓不少用戶對於LINE推播感到反感，進而關閉通知或是封鎖。因此，品牌應考量如何在減少侵入性的同時，仍為消費者提供有價值的廣告訊息。據觀察，儘管LINE官方帳號越趨重要，目前以LINE官方帳號為探討類別的研究仍十分稀缺。有鑑於此，本研究以LINE官方帳號為出發點，探討互動型廣告能否有效降低用戶所感受到的侵入性，進而影響對廣告的態度與使用意圖。
本研究透過問卷調查法進行研究，收回有效問卷258筆，並透過SPSS進行資料分析。研究結果顯示：(1)知覺互動性與知覺侵入性間有顯著的負向關係(2)知覺侵入性與使用意圖之間，存在對廣告的態度所帶來的完全中介效果(3)對廣告的態度和使用意圖之間有顯著正向關係(4)性別在知覺侵入性與廣告的態度間並未具有調節效果。
本研究提供品牌商或企業後續在經營LINE官方帳號上，應提升帳號與用戶的互動性，來降低用戶對廣告的侵入感，同時提高對廣告的態度與使用意圖。

LINE has become the most highly used social media platform in Taiwan in recent years, and LINE Official Account has also become a tool for users to receive new messages or information. In recent years, the LINE official account has been continuously introducing new functions, making it easier for brands to obtain specific information about customers in managing customer relationships, such as purchasing behavior, personal information, consumption habits, etc., but this also makes many users feel disgusted with LINE push notification, and turn off the notification or block it. Therefore, brands should consider how to be less intrusive while still providing consumers with valuable advertising messages. Despite the increasing importance of LINE Official Accounts, there is still a scarcity of research on LINE Official Accounts.
Therefore, this study mainly focuses on LINE Official Account to explore whether interactive advertising can effectively reduce the intrusiveness felt by users, thereby affecting the attitude and intention of advertising.
In this study, 258 valid questionnaires were collected, and SPSS was used for data analysis. The results show that: (1) There is a significant negative relationship between perceived interactivity and perceived intrusiveness. (2) There is a complete mediating effect of attitude towards advertising between perceived intrusiveness and use intention. (3) There is a significant positive relationship between attitude towards advertisement and use intention. (4) Gender has no moderating effect between perceived intrusiveness and attitude towards advertisement.
This study provides that brands or enterprises should enhance the interaction between the account and users, so as to reduce the intrusiveness of advertisements, and thereby improve the attitude and intention on LINE Official Account.

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