在網路與行動裝置的普及之下，即時通訊軟體成為聯繫他人、維持互動的主要工具之一。LINE是亞洲目前最受歡迎的即時通訊軟體，其具有即時性、表達多樣性，能提高互動時的社會臨場感。人們經常在對話中使用LINE貼圖來表達自己的想法或心情，LINE貼圖的多樣性，亦讓訊息的溝通更富趣味性及快速，LINE 2015年的營收為9.18億，其中百分之24來自於通訊，包括貼圖和通話。
鑑於此一市場趨勢，本研究擬探討驅動消費者購買與分享LINE貼圖的因素，期能補充以往文獻主要針對使用意願進行研究探討的觀點。在本研究中，除了考慮產品本身對消費者的吸引力外，亦加入社會影響因子來剖析消費者對貼圖的購買與分享意願。本研究初步將影響LINE貼圖的購買與分享意圖因素分為社會影響(來自他人)與認知影響(來自自己)，並進一步將社會影響分為外部(External)與內部(Internal)，其中，外部代表認知關鍵多數的影響，內部代表重要他人的影響。另一方面，認知影響則使用社交印象適配與自我印象適配作為研究構面進行研究。本研究依據前述提出研究模型與假設，以探討驅動消費者購買和分享LINE貼圖的因素，並採用網路問卷調查法進行資料蒐集。共回收431份問卷，並使用結構方程模型進行資料分析。
研究結果顯示，就社群影響而言，大眾的使用行為之影響比朋友使用與推薦之影響更為強烈，推測可能的原因可能是基於LINE貼圖本身的特性。換句話說，比起與朋友使用同款貼圖，使用者更偏好於使用新奇或是受歡迎的貼圖。而另一方面，認知影響也是影響消費者購買與分享意圖的重要因素。此與以往的研究結果一致，產品印象會顯著影響消費者的知覺價值，進而影響LINE貼圖的購買與分享意圖。透過本研究，可得知消費者購買與分享貼圖的影響因子為何。未來廠商在設計類似商品時，除了注重產品本身的多樣化外，社群影響亦可作為參考的因素。

With the popularity of mobile devices and the ubiquity of Internet, instant messaging has became an essential tool for interpersonal communications nowadays. Among the instant messaging applications, LINE could be the most one in Asia. The instant communication and diversity ways of expression could enhance the social presence when people interact with each other. LINE-Sticker is a popular feature. People often use LINE-Sticker in their communication to express their thoughts or feelings. Using LINE-Stickers makes the communication of much fun and fast. LINE’s 2015 revenue was $918 million, among 24 percent were attributed to “communication” which includes stickers and Line Call.
Witnessing the growth of LINE-Stickers market, this study was to explore the factors that drive consumers’ intention to purchase LINE-Stickers and share them with their peers. In order to fill the literature gap that generally focused on the usage intention, this study incorporated the attractiveness of the LINE-stickers and social influence to a research framework for exploring the factors that. This study conceptualized the influences of purchasing and sharing intention of LINE-Stickers into two parts, namely the social influence (influence from others) and cognitive influence (evaluations of the stickers by oneself). Social influence is comprised of external influence and internal influences. External social influence represents the perception of critical mass (weak tie in terms of social networking) while the Internal social influence represents the peer influences (strong tie). On the other hand, Cognitive influence was conceptualized as the sticker-social image fit and sticker-self image fit. This research proposed a research model and hypotheses among the proposed influences and consumers’ purchasing and sharing intention of LINE-Stickers. A web survey was employed to collected data. A total 431 responses were collected and were analyzed using Structural Equation Modeling (SEM).
Results of this study showed that the perceived critical mass had stronger effect on consumers’ perceived value of stickers than friends’ usage or recommendation. One plausible explanation could be characteristic of LINE-Sticker. In specific, consumers might prefer using novel and popular sticker rather than follow their close friend. On the other hand, cognitive influence was also an important factor on consumers’ behavior. The result of this study supported the view that product image was significant affect consumers’ perceived value, which further leads to their purchasing and sharing intention with LINE-Sticker. Based on the results, this study proposed recommendations for practitioners of instant messaging.

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