有無文字之視覺符號的貼圖價值對使用者購買意願與其影響—以Line貼圖為例。

Abstract

摘要 傳播科技來臨，改變人們的溝通方式，台灣最多人使用的通訊軟體 LINE，其「貼圖」的創新與創意帶來了極大的經濟效益，而貼圖的組成因素以及傳達方式會影響使用者，因此本研究希望比較有文字之LINE貼圖對於使用者之影響，希望此研究能夠對未來對貼圖市場有興趣之創作者做為發想及設計之參考。本研究分析有文字之視覺符號（ LINE貼圖）對於使用者之影響，以問卷調查法進行，問卷經信效度分析，採用獨立樣本t檢定分析後，再提出5個假設以路徑分析(Path Analysis)驗證，最後分析結果證實貼圖在五個構面皆達正向顯著之關係，因此了解有文字之視覺符號優於無文字之視覺符號，且有文字之視覺符號的貼圖價值對Line貼圖之貼圖設計、黏著度、使用動機、購買意願皆達到正向且顯著之影響。

關鍵字：Line貼圖、符號、貼圖價值、貼圖設計、黏著度、使用動機、購買意願

Abstract The advent of communication technology has changed the way people communicate. The most used communication software LINE in Taiwan, the innovation and creativity of its "stickers" has brought great economic benefits, and the composition of stickers and the way of communication will affect users. The research hopes to compare the impact of LINE stickers with text on users. It is hoped that this research can serve as a reference for future creators who are interested in the sticker market. This study analyzes the influence of visual symbols (LINE stickers) with text on users, and uses a questionnaire survey method. ) verification and the final analysis results confirm that the texture has a positive and significant relationship in all five dimensions, so it is understood that the visual symbol with text is better than the visual symbol without text, and the texture value of the visual symbol with text is better than the texture of Line texture. Design, stickiness, use of motivation, and purchase intention all have positive and significant effects.Keywords: Line stickers, visual symbols, sticker values, sticker design, stickiness, usage motivation, purchase intention