社交聊天軟體購物方式的興起，源於智慧型裝置的普及化與網路環境的改善，結合智慧型手機與應用程式的高度使用，創造出新型態的線上購物。
所謂的社交聊天軟體網路購物的模式是指，賣家或主購在世界各地購物的同時，透過社交聊天軟體將商品款式、資訊用照片記錄的方式，發送到購物群組，與在群組內的團員同步連線，有意願購入的團員直接在群組中回覆欲購入之數量，稱為「連線購物」，其連線模式從日貨連線衍伸而來，但比起日貨連線能夠更即時的與連線賣家溝通或是確認是否有購買到商品，也更容易透過社交聊天軟體與群組內的團員互相交流分享產品使用心得，提升購買意願。
本研究試圖以科技接受模型來探討消費者對於社交聊天軟體的購物方式的接受度，並研究曾經參加購買的消費者於之前的購物經驗中，其變數賣家形象、知覺有用性、知覺易用性、信任、價格以及購買意願的關聯。
本研究結果發現(1)賣家形象對於知覺易用性以及信任具有正向的顯著影響。(2)知覺易用性和價格對購買意願具有顯著正向影響。

Online shopping via mobile messenger applications (e.g., LINE) is a new type of online shopping platform. The rise of online shopping through these mediums is due to the popularization of smart devices, and both improved social and internet networks.
A mobile messenger app shopping model begins with surrogate shoppers (i.e., sellers/vendors) shopping around the world, where they would use mobile messenger applications to send records of product information via photos to their selling group(s). Members of these groups (i.e., customers) who are willing to buy the particular product would leave messages such as “+1”, to indicate that they would like the surrogate shopper to purchase the product for the customer, and thus the purchasing process is completed. Customers therefore can contact surrogate shoppers to confirm the current product(s) situation. Also, group members share their own purchasing experience with the surrogate shoppers through the aforementioned “groups” may enhance willingness to buy to others member(s).
This study attempts to use technology acceptance model (TAM) to explore consumer acceptance of the mobile messenger shopping model, as well as to study consumers’ past purchasing experiences, perceived seller’s image, perceived usefulness, perceived ease of use, trust, price, and willingness to buy under consideration. The results of this study show that (1) the seller’s image has a positive and significant effect on perceived ease of use and trust and (2) perceived ease of use and price has a significant positive effect on purchase intention.

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