科技的日新月異及網路的普及化造就社群媒體技術的快速成長，社群媒體也開始在送禮程序中扮演舉足輕重的角色，台灣最盛行的社群網路服務(SNS)─LINE挾著龐大的使用者人數優勢，結合手機即時通訊及社群媒體為基礎，於2021年中發展出「LINE禮物平台」，隨後正式進軍社群送禮的市場。社群媒體變成疫情期間的溝通工具，由於實體送體場合被迫消失，消費者改以SNS贈送禮品，其特點為不受時間和空間的限制。

本研究目的為探討(1)疫情是否潛移默化並持續改變人類的送禮模式(2)探討消費者使用LINE禮物平台之感受及對平台價值之看法(3)整理及回顧社群送禮之文獻。本研究將使用習慣以疫情發生後及疫情平穩後(或成為新常態)分別調查，可事先了解並預測消費者對LINE禮物平台在後疫情時代持續使用之意願，以供業者參考。

本研究結合修正後資訊系統成功模型、消費者價值理論及資訊系統接受後持續使用模型探討人們在後疫情時代對LINE 禮物平台送禮之持續使用意圖，採量化問卷方式研究，共回收293份有效問卷，以SPSS26及SmartPLS3做為資料分析之工具。研究結果顯示:資訊系統品質三大構面之LINE禮物平台服務品質、LINE禮物平台系統品質及LINE禮物平台資訊品質會正向影響確認，確認會正向影響知覺有用性及滿意度，知覺有用性會正向影響滿意度，知覺有用性及滿意度會正向影響LINE禮物平台持續使用意圖，功能型價值、情感型價值及知識型價值會正向影響滿意度。

With the rapid development of technology and internet services, social media sites are growing by leaps and bounds, and they play important roles in the process of gift-giving as well. LINE is the most popular social network service (SNS) in Taiwan. It combines the traits of mobile instant messaging and social network services ,and is starting to develop SNS gifting services.

Social media has become a type of communication tool during the COVID-19 period. The lack of physical events has forced people to give gifts and maintain relationships with others via SNS. The aim of this research is to (1) understand whether COVID-19 has changed the way that people give gifts, (2) understand consumer perceptions after using the SNS gifting service, and (3) organize the research concerning SNS gifting services in the past.

This research combines an updated information system success model, a theory of consumption values and a post-acceptance model of IS continuance to explore the continuance intention of using gifting services via social network services in a post-COVID-19 period. A total of 293 valid samples are used for quantitative analysis and acquire Partial Least Squares (PLS) and SPSS to establish an empirical research framework. The results indicate that (1) information quality, system quality and service quality have a positive and significant impact on confirmation, (2) confirmation has a positive and significant impact on perceived usefulness and satisfaction, (3) perceived usefulness has a positive and significant impact on satisfaction,(4) perceived usefulness and satisfaction have a positive and significant impact on continuance intention to use the LINE gifting service, and (5) functional value, emotional value and epistemic value are significantly related to satisfaction.

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科技新報 (2019) 平淡中的驚喜，從 2019 年會看 LINE 的商業策略 發布日期: 2019-07-21 取自: https://technews.tw/2019/07/01/a-surprise-in-the-plain-seeing-LINEs-business-strategy-from-2019/
財團法人台灣網路中心 (2020)
數位時代 (2020) 看準年輕人追求「儀式感」！LINE花五年布局電子送禮服務，背後有哪些策略？ 發布日期: 2020-11-25
取自: https://www.bnext.com.tw/article/60217/LINE-giftshop
Korea Local Pages (2021) How to Send Kakao Talk Gift and How to Use the Gift
發布日期: 2021-02-20 取自:https://korealocalpages.com/article/how-to-send-kakao-talk-gift-and-how-to-use-the-gift.html
數位時代 (2021) 防疫過生日不寂寞！LINE禮物抓住線上送禮商機，如何用社群＋禮券取代面對面送禮？發布日期: 2021-06-28
取自:https://www.bnext.com.tw/article/63594/LINE-gift-new-edition
科技新報 (2021) 酷券改版升級「LINE 禮物」，以電子票券、宅配禮物送進好友心坎裡 發布日期: 2021-6-28
取自: https://technews.tw/2021/06/28/LINE-gifts-shop/
數位時代 (2021) 三決策顛覆「電商腦」！耗時一年孵出的LINE禮物，如何在助社交巨頭開闢新戰場？發布日期: 2021-07-22 取自:https://www.bnext.com.tw/article/64049/LINE-gift-2021
聯合新聞網 (2021) 後疫情時代新顯學 SOOCKER搜客揭社群電商三大關鍵
發布日期: 2021-12-02 取自:https://udn.com/news/story/7241/5933658
聯合新聞網 (2021) LINE禮物公布「台灣用戶最愛送禮類型排行榜」！票券類第一名你一定也愛 發布日期: 2021-12-10
取自: https://udn.com/news/story/7934/5952660
Digital Report (2021)
Digital Report (2022)
LINE官網新聞 (2022) 數位傳情正夯！LINE禮物從「聊天室出發說心意」 創造貼心送禮情境 從訊息輕鬆說愛 帶動西洋情人節送禮業績4倍成長、40%超高轉換率！ 發布日期: 2022-03-11
取自: https://LINEcorp.com/zh-hant/pr/news/zh-hant/2022/4150