LINE官方帳號是一種新興的行動行銷方式。其特色在於使用者自行加入特定公司的官方帳號為好友後，能直接接收該公司傳送的廣告訊息，並能輕易瀏覽之前收到的訊息內容，且訊息類型多樣。本研究旨在調查促使LINE使用者保持官方帳號為朋友的因素，並了解各因素間的影響差異。結合廣告價值模型及期望確認理論，並加上其他構面來做深入研究。
本研究結果包含: (1) 訊息的資訊性、娛樂價值及獎勵會影響使用者認知的訊息價值，其中資訊性的影響最顯著。 (2) 訊息的干擾性對使用者認知的訊息價值及持續接收意圖有負向影響。 (3) 當官方帳號符合LINE使用者的期望時，他們的滿意度會提升且認為訊息有價值。 (4) 使用者認知的訊息價值會強烈影響使用者對於品牌態度的改變。 (5) 若使用者認為訊息有價值，那他們會更願意保留官方帳號。研究貢獻在於了解不同訊息內容對使用者認知的訊息價值影響，以及探討使用者的持續接收意圖，並給予企業在LINE官方帳號做行銷的建議。

LINE official account is an emerging way of mobile marketing. LINE users need to add the specific company voluntarily as their friend. Then they can directly receive the message of advertising from the company. Users can easily review various types of messages which they have been received. Our research purpose is to investigate factors driving LINE users to keep official accounts as friends continually and relative influence of these factors. We combine advertising value model with expectation-confirmation theory model, and add other constructs to explore the research purpose.
The results of this study including: (1) informativeness, hedonic benefit and incentive have positive effect on LINE users' perceived value of massages. Additionally, informativeness has the most impact on LINE users' perceived value. (2) Irritation negatively and directly affects LINE users' perceived value of messages and their continuance intention. (3) When LINE users’ expectations are confirmed, they will have higher satisfaction and tend to perceive the message as valuable. (4) LINE users' perceived value strongly and positively influences their positive attitude change toward the brand. (5) LINE users are more like to keep official accounts as friends continually if they find messages valuable. Our findings examine the effect of different content on LINE users' perceived value, and understand the factors to affect their continuance intention. Then we provide companies some suggestions to do marketing through LINE official accounts.

論文審定書 i
中文摘要 ii
Abstract iii
Chapter 1. Introduction 1
1.1 Research Background 1
1.2 Motivation 4
1.3 Research Purpose 7
Chapter 2. Literature Review 9
2.1 Advertising 9
2.1.1 Mobile Advertising 9
2.1.2 Advertising Model and Attitude toward Advertising 11
2.2 Perceived Value 16
2.3 Expectation-Confirmation Theory 18
Chapter 3. Research Model and Hypotheses 21
3.1 Research Model 21
3.2 Hypotheses 25
3.2.1 Antecedents of Perceived Value 25
3.2.2 ECT-based Links: Confirmation, Satisfaction and Continuance Intention 30
3.2.3 Positive Attitude Change toward the Brand 33
3.3 Operational Definition 35
Chapter 4. Research Methodology and Data Collection 38
4.1. Measurement 38
4.2. Data Collection 43
Chapter 5. Data Analysis and Discussion 46
5.1 Demographic Statistics 46
5.2 Measurement Model 47
5.3 Structural Model 52
5.4 Discussions 55
5.4.1. Discussions of the Results 55
5.4.2. Independent Sample T-test of Gender 59
5.4.3. Comparing the Results of Different Categories of Official Account 61
5.4.4. Implication 63
Chapter 6. Conclusion 66
6.1. Summary and Implications 66
6.2. Limitation 69
6.3. Future Research 69
Reference 70
Appendix 76

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