近年來在台灣LINE使用者不斷攀升，LINE貼圖以及官方帳號更是已經在生活中占了無可取代的地位，但也造就許多人用於非正確用途，近日更是有許多仿冒知名企業或偽造免費贈送貼圖的假帳號，其粉絲人數增加非常迅速，但究竟為何使用者會想去執行點擊的行為呢？
本研究透過網路問卷方式進行調查，將問卷發放於PTT以及Facebook上，總共回收333份有效樣本進行研究分析，探討國內使用者對於點擊LINE假帳號行為意圖的因素，以計劃行為理論TPB為基礎，並加入四個構面分別為品牌形象、認知風險、小確幸以及人際關係，接著運用變異數分析、多元迴歸分析加以驗證模型。
在本研究案例當中，研究結果顯示知覺行為控制並不會影響點擊態度，而品牌形象、小確幸會正向影響點擊態度，而認知風險會負向影響點擊態度，人際關係會正向影響主觀規範，再根據研究結果提出進一步討論並對後續研究與管理實務上的建議。

In recent years, users of LINE in Taiwan have been rising. LINE stickers and official accounts have occupied an irreplaceable position in life. However, many people use it for inappropriate purposes. In recent days, there are many fake accounts that mimic well-known companies or give LINE stickers for free in order to attract users. These actions have caused the number of fans to increase very quickly. Why do users want to perform click behavior?

This study questionnaire was surveyed online on PTT and Facebook with a valid sample of 333 respondents. This study will explore the factors of domestic users' intention to click LINE fake accounts, based on the theory of planned behaviors (TPB), and add four facets to the brand image, perceived risk, tiny yet real happiness, and human relation. The model was verified by using variance and multiple regression analysis.

In this case study, the results of the study show that perceived behavior control do not influence the attitude, but the brand image and tiny yet real happiness positively influence the attitude. Perceived risk negatively affects attitude, but human relation positively influences the subjective norms. Based on the findings of this study, we provide further discussions, follow-up research proposals, and management practices.

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