從2017年正式宣布終止LINE MART APP服務後，至2018年LINE正式將電子商務架構在LINE APP中，並以「導購」經營的模式，使得LINE與我們生活密不可分，現今LINE不單只是通訊軟體而有多元延伸服務，具有高度黏著度的通訊媒體。本研究主旨在探討LINE使用者是否會願意使用LINE延伸服務，針對未使用過LINE購物的使用者分析，結合兩種理論探討作為激勵抑制分析出那些因素會造成使用意願。
  本研究以Katz and Shapiro (1985)所提出「網路外部性」的理論，探討使用LINE購物的激勵因素；以及Ram and Sheth (1989)提出的「創新抵制」理論，探討抑制使用LINE購物的因素，本研究結果發現，網路外部性理論對使用意願呈顯著正向影響；使用障礙、風險障礙對於使用意願呈顯著負向影響。希望研究結果能提供欲發展行動及網路購物的業者做參考，能在未來更了解消費者的需求後，進行相關的研究及改善，對整個產業有所幫助。

After officially announcing the termination of the LINE MART APP service in 2017, until 2018 LINE officially embarked on E-Commerce: "LINE Shopping", the service structure in LINE, and the "shopping guide(Affiliate Program)"business practice, making LINE inseparable from our lives. Today, so that LINE is not only a communication software but also a variety of extended services, becoming highly sticky Communication Application.The main purpose of this study is to explore whether LINE users will be willing to use the LINE extension service. The analysis of users who have not used LINE shopping is combined with two theoretical discussions as incentives to analyze and analyze those factors that will cause willingness to use.
In this study, Katz and Shapiro (1985) put forward the theory of "Network Externalities" is used as the incentive factor for using LINE shopping; and Ram and Sheth (1989) put forward the "Innovation Resistance" viewpoint is used as the inhibitory factor for using LINE shopping .The results of this study found that the theory of Network Externality has a significant positive effect on the willingness to use; Use Barriers and Risk Barriers have a significant negative effect on the willingness to use. It is hoped that the results of the study can provide reference for those who want to develop actions and online shopping. After they understand consumers' needs in the future, they can conduct related research and improvement to help the entire industry.

目錄
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第三節 預期之研究貢獻 4
第四節 研究流程 5
第貳章 文獻探討 6
第一節 導購的經營模式 6
第二節 網路外部性 (激勵因素) 7
第三節 創新抵制 (抑制因素) 12
第四節 使用意願 17
第參章 研究設計與方法 18
第一節 研究架構與假說發展 18
第二節 研究變數與衡量 24
第三節 研究對象與問卷收集方法 29
第肆章 實證分析與討論 30
第一節 問卷發放與回收情形 30
第二節 樣本基本資料分析 31
第三節 敘述性統計分析 33
第四節 信度分析 38
第五節 效度分析 40
第六節 結構方程式模型 47
第七節 事後分析 53
第伍章 結論與建議 55
第一節 研究意涵 55
第二節 管理意涵 58
第三節 研究限制與後續研究建議 60
參考文獻 61
中文文獻 61
英文文獻 61

圖目錄
圖 1-4-1 研究流程 5
圖 2-3-1 創新抵制兩種層面障礙 13
圖 3-1-1 研究架構圖 18
圖 4-6-1 研究架構模型之路徑分析 49

表目錄
表 3-2-1 網路外部性之問項 25
表 3-2-2 創新抵制之問項 27
表 3-2-3 使用意願之問項 28
表 4-2-1 有效樣本基本資料 31
表 4-3-1 電商規模之敘述性統計量表 33
表 4-3-2 未來期望之敘述性統計量表 34
表 4-3-3 互補性之敘述性統計量表 34
表 4-3-4 相容性之敘述性統計量表 35
表 4-3-5 使用障礙之敘述性統計量表 35
表 4-3-6 風險障礙之敘述性統計量表 36
表 4-3-7 印象障礙之敘述性統計量表 36
表 4-3-8 使用意願之敘述性統計量表 37
表 4-4-1 各變數之信度分析表 39
表 4-5-1 電商規模構面之驗證性因素分析 40
表 4-5-2 未來期望構面之驗證性因素分析 41
表 4-5-3 互補性構面之驗證性因素分析 41
表 4-5-4 原相容性構面之驗證性因素分析 42
表 4-5-5 修正後相容性構面之驗證性因素分析 42
表 4-5-6 使用障礙構面之驗證性因素分析 43
表 4-5-7 風險障礙構面之驗證性因素分析 43
表 4-5-8 印象障礙構面之驗證性因素分析 44
表 4-5-9 使用意願構面之驗證性因素分析 44
表 4-5-10 區別效度之分析 46
表 4-6-1 模型適配度檢定表 48
表 4-6-2 各個假說之假設結果 50
表 4-7-1 網路購物頻率分群對於各路徑關係比較 53

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