社交通訊軟體 LINE 在貼圖的發展上有著卓越非凡的成功，2011 年首次推出 「付費貼圖」的策略，然而在一片不看好的市場中開創了一條獨特道路，付費貼圖 不僅受到消費者的廣泛接受，更為 LINE 創造出高額的營收。LINE 貼圖的購買方 式是透過 LINE APP 及 LINE WEB STORE 中取得，除了此兩種方式之外，市場上 發展出第三種取得方式，便是透過貼圖代購的方式取得貼圖。因此本研究主要著重 於探討 LINE 貼圖代購之經營模式，試著以行銷 4P 理論及人格特質理論，探討代 購貼圖經營模式有別於 LINE 貼圖小舖的營運模式是否可做出市場區隔吸引不同 族群之消費者透過代購服務購買貼圖。
本研究利用問卷調查法，透過收集樣本數之結果進行歸納分析，並以信度分析 及相關分析等方法，用以驗證假說。問卷樣本數回收共 199 份，受測者女性佔比 61.8%，而年齡層落在 41 至 50 歲佔比為 32.2%，其中曾經購買過 LINE 貼圖佔比 高達 95%，而送過人貼圖佔比為 83.4%，整體變數之平均值落在 3.39 到 4.63 之間， 其中價格(PRICE)平均值為 3.53，顯示官方價格對消費者購買意願的影響較低，而 相較之下，Line”代購” 價格(PRICE-R)為 4.25，顯示貼圖代購服務的價格對消費者 購買意願的影響高上許多。綜合分析結果發現行銷 4P 中四個因子(產品、售價、 通路、促銷)在影響消費者是否選擇透過代購服務上有 相當程度的正向關係，然 而行銷 4P 中僅有三個因子(產品、通路、促銷)影響消費者是否願意購買貼圖， 顯示價格並非影響消費者購買意願之因素。同時也發現五大人格特質與購買貼圖 意願的關聯程度相當低，代表著人格特質因素不影響消費者購買貼圖的意願。另外， 會購買貼圖的消費者，也非常願意透過貼圖代購服務取得貼圖，與上述價格因子的 影響互相呼應，從中得知，代購貼圖經營模式某種程度上可做出市場區隔吸引不同 族群之消費者。最後發現會購買貼圖的消費者有相當高的機率會送人貼圖。文末並 就此研究結果提出相對應的建議。

The social communication software LINE has achieved remarkable success in the development of stickers. In 2011, it launched the strategy of "paid stickers" for the first time, which was not optimistic. However, it has created a unique path in a market. Paid stickers are not only widely accepted by consumers, but also created high revenue for LINE. The purchase method of LINE stickers is obtained through the LINE APP and LINE WEB STORE. Besides these two methods, a third way to obtain the stickers has been developed in the market, which is to obtain the stickers through the sticker purchasing agent (daigou). Therefore, this research mainly focuses on the business model of LINE sticker purchasing agent, trying to use the marketing 4P theory and personality trait theory to explore whether the business model of the sticker purchasing agent is different from that of LINE sticker official shops, whether it can make its own market segments to attract different groups of consumers purchase stickers through daigou services.
This research uses the questionnaire method to conduct inductive analysis by collecting the results of the questionnaire samples, and uses methods such as reliability analysis and correlation analysis to test the hypothesis. In a total of 199 questionnaire samples, 61.8% of the respondents were female, and 32.2% were between 41 and 50 years old. Among them, 95% had the experience of purchasing LINE stickers, and 83.4% had the experience of sending friends LINE stickers. The average value of the overall variables is between 3.39 and 4.63, of which the variable price (PRICE) is 3.53, it shows that the official price has a lower impact on consumers' purchase intention, compared with the Line's "daigou" price (PRICE-R) of 4.25, which shows that the price of the sticker service has a much higher impact on consumers' purchase intention. The analysis results of the research found that four factors in the marketing 4Ps (product, price, place, and promotion) have a considerable degree of positive relationship in influencing whether consumers choose to use daigou services, but there are only three factors in the 4Ps of marketing (product, place , promotion) affects whether consumers are willing to buy stickers, showing that price is not a factor affecting consumers' willingness to buy. At the same time, it is also found that the correlation between the five personality traits and the willingness to buy stickers is quite low, which means that personality traits do not affect consumers' willingness to buy stickers. In addition, consumers who will buy stickers are also very willing to obtain stickers through daigou service, which echoes the influence of the above-mentioned price factors. It can be seen from this that the business model of daigou service can create a market segment to attract different groups to some extent. In the end, it was also found that consumers who would buy stickers had a fairly high chance to buy stickers as a gift to their friends. At the end of the paper, corresponding suggestions are put forward based on the research results.

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