Exploring the Line Usage Intention by Flow Theory and Technology Acceptance Model

Abstract

Instant messaging software through network service and smart device has been widely used, which gradually and significantly changed social interpersonal communication network. This transform brings not only various commerce opportunities in mobile application field, but leads into highly competition. Assuming most consumers in Taiwan might not keep high brand loyalty, to keep good relationship and maintain high loyalty with consumers become the main mission to enterprises. The objective of this study focus on the instant messaging software LINE as the scope of research to investigate about related influence on consciousness usefulness, consciousness usability, consciousness playfulness, then, further to find out the influences about different addicted levels with users. It applied Technology acceptance model and immerse experiences to explore the users' attitude and behavior intention. There were total 300 valid questionnaires completed from LINE users in Taiwan. Statistic System was utilized to analyze results for descriptive statistics, reliability analysis. The results may imply some enterprises or software developers to create the advantage of operation strategies.