由於智慧型手機的普及以及應用軟體商店市場各類軟體應用開發的增加，全球應用軟體商店的收益愈來愈高。特別是關於付費加值服務的營收佔了絕大多數。而軟體類別中發展迅速的社交類軟體，其付費加值服務的開發與盈利相關的研究還較少。據此，本研究將針對台灣與大陸消費者對於社交類軟體之付費加值服務購買意圖的想法以及消費行為進行探討，並以Line貼圖表情為例。
而本研究目的在於探討整體市場中，消費者對Line貼圖的知覺娛樂性、態度、主觀規範以及知覺行為控制對Line貼圖購買意圖之影響，以及台灣與大陸市場中，消費者對Line貼圖的知覺娛樂性、態度、主觀規範以及知覺行為控制對Line貼圖購買意圖之影響有無差異，並針對整體市場購買Line貼圖相關行銷策略進行探討。
本研究對研究對象進行人員紙本發放以及網路問卷的施測。並使用SPSS以及LISREL作為資料分析工具。
經由結構方程模式驗證研究假說，得知以下結論：
一、對整體市場，知覺娛樂性、態度、主觀規範以及知覺行為控制對Line貼圖購買意圖有正向之影響。
二、台灣與大陸市場中，知覺娛樂性、態度、主觀規範以及知覺行為控制對Line貼圖購買意圖之影響有顯著差異。
根據本研究資料分析的結果，發現在整體與台灣市場中最重要的因素是主觀規範和知覺行為控制，而大陸市場中最重要的因素為知覺娛樂性，並據此提供廠商做決策的參考及後續研究的研究建議。

With the popularity of smartphones and the increase of various types of apps development of app store market, the revenue of global app store market has been improved a lot, especially revenue from in-App purchase has accounted for the majority. The kind of social network apps’ development is particularly excellent above all. However, the related study on development of in-App purchase is still a small part. According to this, the study will discuss the purchase intention of Taiwan and China mainland consumers on paying for in-App purchase of social network apps, and using Line Sticker as an example.
The purpose of the study is researching consumers’ perceived enjoyment, attitude, subjective norm and perceived behavioral control about Line Sticker have effect to consumers’ purchase intention in the whole market. And between Taiwan and China mainland market, whether the effect of consumers’ perceived enjoyment, attitude, subjective norm and perceived behavioral control about Line Sticker to consumers’ purchase intention is different. Besides, the study discusses some marketing strategies about purchasing Line Sticker in the market.
The research applied SPSS and LISREL to assess if the theory. And after researching, there are two findings from the resarch:
(1) Consumers’ perceived enjoyment, attitude, subjective norm and perceived behavioral control about Line Sticker have a positive impact on purchase intention in the whole market.
(2) The impact in Taiwan market is different from that in China mainland market.Concluding the above findings, the most important two factors of purchasing Line Sticker in the whole market and Taiwan market are subjective norm and perceived behavioral control, and in the China mainland market, perceived enjoyment is the most important, several suggestions have been recommended to provide the firms for marketing strategies and further research.

目錄
目錄………………………………………………………………………………… I
圖目錄……………………………………………………………………………III
表目錄……………………………………………………………………………… IV

第一章 緒論………………………………………………………………………… 1
  第一節 研究背景………………………………………………………………… 1
  第二節 研究動機………………………………………………………………… 5
  第三節 研究目的………………………………………………………………… 7
  第四節 研究範圍及對象………………………………………………………… 7
  第五節 研究流程………………………………………………………………… 8
第二章 文獻討論…………………………………………………………………… 9
　第一節 社交類軟體及Line 軟體概況介紹……………………………………9
  第二節 計劃行為理論…………………………………………………………16
　第三節 知覺娛樂性………………………………………………………………29
第三章 研究設計…………………………………………………………………33
　第一節 觀念架構………………………………………………………………33
　第二節 研究假說………………………………………………………………34
　第三節 研究變數之操作性定義與衡量…………………………………………37
　第四節 研究設計…………………………………………………………………42
  第五節 資料分析方法……………………………………………………………43
第四章 資料分析與結果……………………………………………………………47
  第一節 敘述性統計分析…………………………………………………………47
　第二節 居住地不同族群之特徵描述……………………………………………79
　第三節 信度分析…………………………………………………………………90
  第四節 結構方程模式分析………………………………………………………91
第五章 結論與發現………………………………………………………………112
  第一節 研究結論………………………………………………………………112
  第二節 研究發現………………………………………………………………115
  第三節 研究限制與未來建議…………………………………………………120
參考文獻 …………………………………………………………………………121
  一、中文部分……………………………………………………………………121
  二、英文部分……………………………………………………………………122
附錄 研究問卷……………………………………………………………………135

圖目錄
圖1-1 App Store應用商店社交類軟體收益………………………………………3
圖1-2 研究流程圖…………………………………………………………………8
圖2-1 Line軟體全球註冊用戶人數走勢圖………………………………………14
圖2-2 理性行為理論架構圖………………………………………………………17
圖2-3 計劃行為理論架構圖………………………………………………………19
圖3-1 研究架構圖…………………………………………………………………33
圖4-1整體模式之線性結構關係圖………………………………………………92
圖4-2 整體模式結構關係路徑分析圖…………………………………………108
圖4-3 台灣模式結構關係路徑分析圖…………………………………………109
圖4-4 大陸模式結構關係路徑分析圖…………………………………………111

表目錄
表1-1 2013年12月應用商店全球營收來源佔比…………………………………2
表1-2 2013年第三季度App Store與Google Play收益排名……………………3
表2-1 2013年第四季度全球五大智慧型手機市佔率……………………………10
表2-2 智慧型手機行動作業系統全球市佔率統計………………………………11
表2-3 2013年12月應用商店全球營收來源佔比…………………………………12
表2-4 態度定義之整理……………………………………………………………20
表2-5 主觀規範定義之整理………………………………………………………21
表2-6 知覺行為控制定義之整理…………………………………………………22
表2-7 行為意圖定義之整理………………………………………………………23
表2-8 計劃行為理論(TPB)國外相關文獻彙整表………………………………24
表2-9 知覺娛樂性定義之整理……………………………………………………30
表2-10 知覺娛樂性相關文獻彙整表……………………………………………30
表3-1 研究假說整理表……………………………………………………………36
表3-2 知覺娛樂性之操作性定義與衡量…………………………………………37
表3-3 態度之操作性定義與衡量…………………………………………………38
表3-4 主觀規範之操作性定義與衡量……………………………………………39
表3-5 知覺行為控制之操作性定義與衡量………………………………………40
表3-6 購買意圖之操作性定義與衡量……………………………………………41
表3-7 問卷發放與回收情況統整表………………………………………………42
表3-8  LISREL各參數符號說明…………………………………………………45
表3-9 整體模式之配適度標準……………………………………………………46
表 4-1-1整體有效樣本曾使用過的社交類軟體分佈情形（複選）………………48
表 4-1-2台灣有效樣本曾使用過的社交類軟體分佈情形（複選）………………48
表 4-1-3大陸有效樣本曾使用過的社交類軟體分佈情形（複選）………………49
表 4-2-1整體有效樣本常用社交類軟體分佈情形………………………………50
表 4-2-2台灣有效樣本常用社交類軟體分佈情形………………………………50
表 4-2-3大陸有效樣本常用社交類軟體分佈情形………………………………51
表 4-3-1整體有效樣本已使用Line時間分佈情形………………………………52
表 4-3-2台灣有效樣本已使用Line時間分佈情形………………………………52
表 4-3-3大陸有效樣本已使用Line時間分佈情形………………………………53
表 4-4-1 整體有效樣本每天使用Line時間分佈情形…………………………54
表 4-4-2 台灣有效樣本每天使用Line時間分佈情形…………………………54
表 4-4-3 大陸有效樣本每天使用Line時間分佈情形…………………………55
表 4-5-1 整體有效樣本有無購買過Line付費貼圖分佈情形…………………55
表 4-5-2 台灣有效樣本有無購買過Line付費貼圖分佈情形…………………56
表 4-5-3 大陸有效樣本有無購買過Line付費貼圖分佈情形…………………56
表 4-6-1 整體有效樣本得知Line貼圖資訊管道分佈情形（複選）……………57
表 4-6-2 整體有效樣本得知Line貼圖資訊管道分佈情形（複選）……………57
表 4-6-3 大陸有效樣本得知Line貼圖資訊管道分佈情形（複選）……………58
表 4-7-1 整體有效樣本選擇購買Line貼圖的管道分佈情形…………………59
表 4-7-2 台灣有效樣本選擇購買Line貼圖的管道分佈情形…………………59
表 4-7-3 大陸有效樣本選擇購買Line貼圖的管道分佈情形…………………60
表 4-8-1 整體有效樣本選擇購買Line貼圖種類分佈情形（複選）……………61
表 4-8-2 台灣有效樣本選擇購買Line貼圖種類分佈情形（複選）……………61
表 4-8-3 大陸有效樣本選擇購買Line貼圖種類分佈情形（複選）……………62
表 4-9-1 整體有效樣本Line貼圖最高願意支付價格分佈情形………………63
表 4-9-2 台灣有效樣本Line貼圖最高願意支付價格分佈情形………………63
表 4-9-3 大陸有效樣本Line貼圖最高願意支付價格分佈情形………………64
表 4-10-1 整體有效樣本Line貼圖偏好促銷手段分佈情形……………………65
表 4-10-2 台灣有效樣本Line貼圖偏好促銷手段分佈情形……………………65
表 4-10-3 大陸有效樣本Line貼圖偏好促銷手段分佈情形……………………66
表4 11 整體有效樣本之居住地分佈情形………………………………………67
表4 12-1 整體有效樣本之性別分佈情形………………………………………67
表4 12-2 台灣有效樣本之性別分佈情形………………………………………67
表4 12-3 大陸有效樣本之性別分佈情形………………………………………68
表4 13-1 整體有效樣本之年齡分佈情形………………………………………69
表4 13-2 台灣有效樣本之年齡分佈情形………………………………………70
表4 13-3 大陸有效樣本之年齡分佈情形………………………………………71
表4 14-1 整體有效樣本之教育程度分佈情形…………………………………72
表4 14-2台灣有效樣本之教育程度分佈情形…………………………………72
表4 14-3 大陸有效樣本之教育程度分佈情形…………………………………73
表4 15-1 整體有效樣本之婚姻狀況分佈情形…………………………………73
表4 15-2 台灣有效樣本之婚姻狀況分佈情形…………………………………74
表4 15-3 大陸有效樣本之婚姻狀況分佈情形…………………………………74
表4 16-1 整體有效樣本之職業分佈情形………………………………………75
表4 16-2 台灣有效樣本之職業分佈情形………………………………………75
表4 16-3 大陸有效樣本之職業分佈情形………………………………………76
表4 17-1 整體有效樣本之每月平均所得分佈情形……………………………77
表4 17-2 台灣有效樣本之每月平均所得分佈情形……………………………77
表4 17-3 大陸有效樣本之每月平均所得分佈情形……………………………78
表4-18 台灣大陸族群與性別之交叉表…………………………………………79
表4-19 台灣大陸族群與性別之卡方檢定表……………………………………80
表4-20 台灣大陸族群與年齡之交叉表…………………………………………81
表4-21 台灣大陸族群與年齡之卡方檢定表……………………………………82
表4-22 台灣大陸族群與教育程度之交叉表……………………………………83
表4-23 台灣大陸族群與教育程度之卡方檢定表………………………………83
表4-24 台灣大陸族群與婚姻狀況之交叉表……………………………………84
表4-25 台灣大陸族群與婚姻之卡方檢定表……………………………………85
表4-26 台灣大陸族群與職業之交叉表…………………………………………86
表4-27 台灣大陸族群與職業之卡方檢定表……………………………………87
表4-28 台灣大陸族群與每月平均所得之交叉表………………………………88
表4-29 台灣大陸族群與每月平均所得之卡方檢定表…………………………89
表4-30 台灣大陸族群特徵描述與整理…………………………………………89
表4-31 研究變項之信度分析彙整表……………………………………………90
表4-32 結構方程模式之參數說明………………………………………………92
表4-33 整體模式之配適度評估…………………………………………………95
表4-34 台灣模式之配適度評估…………………………………………………95
表4-35 大陸模式之配適度評估…………………………………………………96
表4-36 整體衡量模式之評估……………………………………………………98
表4-37 台灣衡量模式之評估……………………………………………………100
表4-38 大陸衡量模式之評估……………………………………………………102
表4-39 整體樣本之研究假說驗證結果…………………………………………103
表4-40 台灣樣本之研究假說驗證結果…………………………………………105
表4-41 大陸樣本之研究假說驗證結果…………………………………………106
表4-42 整體路徑效果分析………………………………………………………108
表4-43 台灣路徑效果分析………………………………………………………110
表4-44 大陸路徑效果分析………………………………………………………111

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