現今的社會，越來越多用戶透過即時通訊軟體應用程式與他人聯繫，像是台灣的 主流即時通訊軟體LINE，目前全台就有2,100 萬的用戶。如此龐大的潛在用戶商機， LINE 企業進而想要滿足大部分用戶的每日需求，同時也想要符合企業使命「拉近人與 人、人與資訊及應用服務間的距離。」之宗旨，因此在LINE 平台中建構了一個智慧 入口，開始推出許多延伸服務。在2015 年，LINE 推出了LINE Pay 行動支付平台服 務，且在LINE 與LINE Pay 之間增加了多種數位金融服務。 本研究旨在探討並分析用戶對主服務LINE 與延伸服務LINE Pay 的之間關係是否 具有實際影響。在此，本研究透過主系統持續使用因子觀點、子系統相對優勢因子觀 點以及品牌延伸策略之觀點等各項因子，去探討LINE 與 LINE PAY 之間的使用意圖 之關係。 受測者以台灣目前正在使用LINE 且未使用LINE Pay 為本研究調查對象，本研究 共蒐集358 份有效問卷進行量化研究，使用Smart PLS 3.2.8 軟體進行偏最小平方法 (Partial Least Squares, PLS) 作為研究架構的模型分析工具。研究結果發現，「信 任」、「習慣」、「慣性」、「相對優勢」、「感知契合度」、「綜效」等構面都具 有顯著正向相關。本研究建議企業應增強母品牌的體驗認知，進而將該認知轉移至延 伸服務上，提升用戶對延伸產品的使用意圖。

In the current society, more users are relying on instant messaging application to contact others, such as the mainstream choice of software, LINE, which has over 21 million users. With such a huge potential opportunity of attracting users, the company behind LINE wants to advance it to satisfy users’ daily needs, as well as fulfilling the corporate duty of “bridging the distance among people, including the distance between application service time and information for users”; Thus, an intelligent portal within the LINE communication platform is established with more extensive services. In 2015, LINE Pay service for mobile payment was introduced to allow addition of several digital financial services in between. This research aimed to investigate and analyze any actual impact on the user’s relationship to the primary communication service (LINE) and the extended function of LINE Pay. In this study, various factors of different aspects, such as the continuous use of the primary system function, the subsystem’s comparative strengths and many others, were analyzed to discover the relationship between the use intentions of LINE and LINE Pay. Subjects included those who were currently using LINE, but not LINE Pay, in Taiwan, where a total of 358 valid questionnaires were collected for quantitative analysis by using Smart PLS ver. 3.2.8 software to perform Partial Least Squares (PLS) as the model analysis tool of research architecture. The result of "Trust", "Habit", "Inertia", "Relative Advantage", "Perceived Fit" and "Synergy" are showed positive correlation in the studied aspects. The company, as recommended in this study, must improve the experience perception of the brand, in order to convey such acknowledgment to the extended services, which should further increase use intentions in using the product and its extended functions.

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