簡易檢索 / 詳目顯示

研究生: 黃皓群
Huang, Hao-Chun
論文名稱: 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。
Visual symbols of with or without text's intention and its influence User purchase -take Line stickers as an example.
指導教授: 劉立行
Liu, Li-Hsing
口試委員: 劉立行
Liu, Li-Hsing
杜聖聰
Du, Sheng-Tsung
李真怡
LI, Chen-Yi
口試日期: 2022/07/14
學位類別: 碩士
Master
系所名稱: 圖文傳播學系
Department of Graphic Arts and Communications
論文出版年: 2022
畢業學年度: 110
語文別: 中文
論文頁數: 62
中文關鍵詞: Line貼圖符號貼圖價值貼圖設計黏著度使用動機購買意願
英文關鍵詞: Line stickers, visual symbols, sticker values, sticker design, stickiness, usage motivation, purchase intention
研究方法: 問卷調查法
DOI URL: http://doi.org/10.6345/NTNU202201494
論文種類: 學術論文
相關次數: 點閱:173下載:26
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 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

    第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 2 第三節 研究目的與問題 4 第四節 研究流程 5 第二章 文獻探討 6 第一節 圖與文傳播差異 6 第二節 表情符號 9 第三節 黏著度 12 第四節 貼圖設計與消費價值 14 第五節 使用動機 17 第六節 購買意願 19 第三章 研究方法 21 第一節 研究架構 21 第二節 研究假說 22 第三節 研究變數 24 第四節 研究步驟 29 第四章 研究結果 31 第一節 初步測驗 31 第二節 敘述性統計 32 第三節 信度與效度 34 第四節 獨立樣本T檢定 36 第五節 路徑分析 37 第五章 研究結論與建議 40 第一節 研究結論 40 第二節 研究建議 42 參考文獻 43 附錄 57

    一、 中文部分
    陳伯拯(2005)。〈以符號學觀點分析動畫角色圖像的象徵性〉。中原大學商業設計研究所,桃園市。

    梁佩慧(2012)。〈以符號學觀點探究超現實繪畫圖像的象徵性〉。嶺東科技大學數位媒體設計研究所,台中市。

    謝坤哲(2008)。〈網頁圖文數量與位置配置對於成年人與青少年的偏好與眼球運動之影響-以購物網站為例〉。國立台灣師範大學設計研究所,台北市。

    劉麗真(2007)。〈台灣網路表情符號的研究分析〉。國立高雄師範大學視覺設計學系,高雄市。

    張恬君、林盛宏、陳美蓉(2002)。〈圖像符號建構與意義解讀之共質論〉。《商業設計學報》,第6期,頁55-72。

    李文吉(1994)。〈攝影的哲學思考〉。台北市: 遠流。

    李硯祖(2002)。〈視覺傳達設計欣賞〉。台北市: 五南圖書股份有限公司。

    劉怡君(2007)。〈圖像符號在海報中之創作實例分析〉。國立嘉義大學視覺藝術研究所,嘉義市。

    陳意爭(2008)。〈圖畫與文字的邂逅-圖畫書中的圖文關係探索〉。台北市:秀威。

    黃少華、陳文江(2002)。〈重塑自我的遊戲:網路空間的人際交往〉。高雄市:高雄復文。

    黃淑芬(2007)。〈大學生使用即時通訊表情符號影響情緒感知之研究〉。國立中正大學電訊傳播研究所,嘉義縣。

    張鈞垣(2004)。〈影響組織內工作者採用即時通訊軟體因素之研究〉。國立中正大學資訊管理學系,嘉義縣。

    林真蒂(2014)。〈LINE 貼圖表達情緒認知之研究〉。《人文與資訊—全球化,在地化及創意》。大葉大學視覺傳達設計學系,彰化縣。

    賴佩雯(2010)。〈消費者持續使用網路購買服飾意願之時咒研究-以yahoo奇摩購物中心服裝專區為例〉。國立澎湖科技大學服務業經營管理研究所,澎湖縣。

    張玉琳、李秋滿(2014)。〈以媒介豐富與社會臨場感理論探討 LINE 貼圖價值,流行涉入,網路外部性對虛擬社群意識與黏著度之影響〉。《Electronic Commerce Studies》,第12卷4期,頁419-449。

    謝宗詠(2019)。〈 LINE 貼圖之圖像表現對使用者喜好之影響〉。淡江大學企業管理所,新北市。

    王春保(2018)。〈 LINE貼圖的貼圖價值及使用動機對購買意願影響之研究〉。嶺東科技大學企業管理所,台中市。

    張恭領(2005)。〈視覺認知的構築化/畫〉。淡江大學建築學所,新北市。

    林欣怡(2014)。〈即時通訊軟體貼圖使用行為之研究〉。淡江大學企業管理所,新北市。

    林南宏, 王文正, 邱聖媛, & 鍾怡君. (2007). 產品知識及品牌形象對購買意願的影響-產品類別的干擾效果. 行銷評論, 4(4), 481-504.

    陳啟勳(國家教育研究院:教育大辭書,2000)

    黃少華, 陳文江. (2002). 重塑自我的遊戲: 網路空間的人際交往. 南華大學社會學研究所.

    黃淑芬 (2007 )。大學生使用即時通訊表情符號影響情緒成知之研究 中正大學 電訊傳播研究所碩士論文.

    林真蒂(2016)使用者對 LINE 貼圖表達複合情緒認知與感受之初探. In: 2016 跨設計與媒體創新研討會. 大葉大學 傳播藝術學士學位學程, 2016.

    徐素霞. (1996). 插畫: 獨立而完整的藝術.

    伊彬、黃永宏 (2002 )。風格研究過程中可能涉及問題、方法及其意義之探討。中華民國設計學會2002年設計學術研究成果研討會論文集,121-126

    王宗松. (2013). 行動社群表情貼圖設計之實證研究-以 LINE 為例. 大仁學報, (43), 15-39.

    白凣芸, 王亭涵, & 彭宇凡. (2018). 行動廣告中廣告認知與廣告效果: 品牌形象之 干擾效果. Marketing Review/Xing Xiao Ping Lun, 15(3).

    林南宏, 王文正, 邱聖媛, & 鍾怡君. (2007). 產品知識及品牌形象對購買意願的影響-產品類別的干擾效果. 行銷評論, 4(4), 481-504.

    朱智賢. (1989). 心理學大詞典. 北京: 北京

    王藍亭, & 盧伊君. (2010). 書籍編排之視覺圖像呈現研究-以國小六年級自然科教科書爲例. 中華印刷科技年報, 578-587.

    張玉琳, & 李秋滿. (2014). 以媒介豐富與社會臨場感理論探討 LINE 貼圖價值, 流行涉入, 網路外部性對虛擬社群意識與黏著度之影響. Electronic Commerce Studies, 12(4), 419-449.

    李昕儒. (2014). 通訊軟體貼圖購買意圖之探討—以 LINE 為例.

    陳文翰. (2005). 運用顧客知識管理以提升 CRM 效益, 國立政治大學資訊管理, 碩士論文.

    廖久慧. (2013). 探討行動通訊軟體之使用行為-以台灣 LINE App 為例, 南華大學資訊管理學系, 碩士論文.
    二、 英文部分

    Mayer, R. E. (2005). Cognitive theory of multimedia learning. The Cambridge handbook of multimedia learning, 41, 31-48.

    Schnotz, W. (2005). An integrated model of text and picture comprehension. The Cambridge handbook of multimedia learning, 49, 69.

    Schnotz, W., & Bannert, M. (2003). Construction and interference in learning from multiple representation. Learning and instruction, 13(2), 141-156.

    Gorius, J. B., Dreyfus, B., Sultan, C., Basch, A., & d’Oliveira, J. G. (1972). Identification of circulating micromegakaryocytes in a case of refractory anemia: an electron microscopic-cytochemical study. Blood, 40(4), 453-463.

    Williams, F.;& Rice, R. E. (1983). Communication research and the new media
    technologies. In R. N. Bostrom (Eds.), Communication Yearbook 7 (pp.200-224) . Beverly Hills, CA: Sage.

    Armstrong, A. G., & Hagel III, J. (1996). The real value of on-line communities. Harvard Business Review, 74(3), 134-141.

    Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis of web usage. Journal of advertising research, 39(2), 53-53.

    Leung, L., & Wei, R. (2000). More than just talk on the move: Uses and gratifications of the cellular phone. Journalism & mass communication quarterly, 77(2), 308-320.

    Aydın, G. S., Muyan, M., & Demir, A. (2013). The investigation of Facebook usage purposes and shyness, loneliness. Procedia-Social and Behavioral Sciences, 93, 737-741.

    Rheingold, H. (1993). A slice of life in my virtual community. Global networks: Computers and international communication, 57-80.

    Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis of web usage. Journal of advertising research, 39(2), 53-53.

    Sutton, S., & Lawson, S. (2017, June). A provocation for rethinking and democratising emoji design. In Proceedings of the 2017 ACM Conference Companion Publication on Designing Interactive Systems (pp. 7-12).

    Sutton, S., & Lawson, S. (2017, June). A provocation for rethinking and democratising emoji design. In Proceedings of the 2017 ACM Conference Companion Publication on Designing Interactive Systems (pp. 7-12).

    Maslow, A. H. (1943). A theory of human motivation. Psychological review, 50(4), 370.
    Warshaw, P. R., & Davis, F. D. (1985). Disentangling behavioral intention and behavioral expectation. Journal of experimental social psychology, 21(3), 213-228.

    Mayer, R. E., & Gallini, J. K. (1990). When is an illustration worth ten thousand words?. Journal of educational psychology, 82(4), 715.

    Ajzen, I. (1989) Attitude structure and behavior. In Breckler, S. J. and Greenwald, A. G., Eds.: Attitude Structure and Function, 241-274, Lawrence Erlbaum, Hillsdale, NJ.

    O’Cass, “Fashion Clothing Consumption: Antecedents and Consequences of Fashion Clothing Involvement,” European Journal of Marketing, 38.7 (2004): 869-882

    D. J. Tigert, L. J. Ring, and C. W. King, “Fashion Involvement and Buying Behavior: A Methodological Study,” Advance in Consumer Research, 3 (1976): 46-52.

    Knapp, M. L., & Hall, J. A. (2010). Nonverbal communication in human interaction (7th ed.). Boston, MA: Wadsworth Cengage Learning.

    Teigland, R., & Power, D. (Eds.). (2013). The immersive Internet. London, UK: Palgrave Macmillan.

    Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.

    Kotler, P. (2000). Marketing management: The millennium edition (Vol. 10). Upper Saddle River, NJ: Prentice Hall.

    Martins, M., & Monroe, K. B. (1994). Perceived price fairness: A new look at an old construct. ACR North American Advances.

    Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of leisure research, 34(2), 119-134.

    Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139-153.

    Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.

    Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352.

    Heims, S. P. (1977). Gregory Bateson and the mathematicians: from interdisciplinary interaction to societal functions. Journal of the History of the Behavioral Sciences, 13(2), 141-159.

    Song, J. H., & Zinkhan, G. M. (2008). Determinants of perceived web site interactivity. Journal of marketing, 72(2), 99-113.

    Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e‐commerce: A preliminary investigation. Psychology & marketing, 20(4), 323-347.

    Ha, L., & James, E. L. (1998). Interactivity reexamined: A baseline analysis of early business web sites. Journal of broadcasting & electronic media, 42(4), 457-474.

    Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information & management, 38(4), 217-230.

    Hsu, C. L., & Lin, J. C. C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information & management, 45(1), 65-74.

    Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of marketing, 50(4), 135-145.

    Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of consumer research, 24(4), 434-446.

    Camillus, J. C. (2018). Wicked Strategies. In Wicked Strategies. University of Toronto Press.

    Li, W., Qalati, S. A., Khan, M. A. S., Kwabena, G. Y., Erusalkina, D., & Anwar, F. (2020). Value co-creation and growth of social enterprises in developing countries: moderating role of environmental dynamics. Entrepreneurship research journal.

    Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.

    Maslow, A. H. (1943). A theory of human motivation. Psychological review, 50(4), 370.

    Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis of web usage. Journal of advertising research, 39(2), 53-53.

    Leung, L., & Wei, R. (2000). More than just talk on the move: Uses and gratifications of the cellular phone. Journalism & mass communication quarterly, 77(2), 308-320.

    Raacke, J., & Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. Cyberpsychology & behavior, 11(2), 169-174.

    Aydın, G. S., Muyan, M., & Demir, A. (2013). The investigation of Facebook usage purposes and shyness, loneliness. Procedia-Social and Behavioral Sciences, 93, 737-741.

    Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis of web usage. Journal of advertising research, 39(2), 53-53.

    Leung, L., & Wei, R. (2000). More than just talk on the move: Uses and gratifications of the cellular phone. Journalism & mass communication quarterly, 77(2), 308-320.

    Tigert, D. J., Ring, L. J., & King, C. W. (1976). Fashion involvement and buying behavior: A methodological study. ACR North American Advances.

    Rheingold, H. (1993). The virtual community: Finding commection in a computerized world. Addison-Wesley Longman Publishing Co., Inc..

    O'Cass, A. (2004). Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. European journal of Marketing.

    Vallerand, R. J., Deshaies, P., Cuerrier, J. P., Pelletier, L. G., & Mongeau, C. (1992). Ajzen and Fishbein's theory of reasoned action as applied to moral behavior: A confirmatory analysis. Journal of personality and social psychology, 62(1), 98.

    Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology & health, 26(9), 1113-1127.

    Ryu, K., Han, H., & Kim, T. H. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469.

    Folkes, V. S. (1988). Recent attribution research in consumer behavior: A review and new directions. Journal of consumer research, 14(4), 548-565.

    Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.

    Gourlan, M., Bord, A., & Cousson-Gélie, F. (2019). From intentions formation to their translation into behavior: An extended model of theory of planned behavior in the exercise domain. Sport, Exercise, and Performance Psychology, 8(3), 317.

    Gillespie, A., Krishna, M., Oliver, C., Olsen, K., & Thiel, M. (1999). Using stickiness to build and maximize web site value. Retrieved Feb, 20, 2011.

    Zott, C., Amit, R., & Donlevy, J. (2000). Strategies for value creation in e-commerce:: best practice in Europe. European Management Journal, 18(5), 463-475.

    Roy, S. K., Lassar, W. M., & Butaney, G. T. (2014). The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites: A consumer perspective. European Journal of Marketing.

    Salman, O. H., Zaidan, A. A., Zaidan, B. B., Naserkalid, F., & Hashim, M. J. I. J. (2017). Novel methodology for triage and prioritizing using “big data” patients with chronic heart diseases through telemedicine environmental. International Journal of Information Technology & Decision Making, 16(05), 1211-1245.

    Lin, J. C. C. (2007). Online stickiness: its antecedents and effect on purchasing intention. Behaviour & information technology, 26(6), 507-516.

    Lu, H. P., & Lee, M. R. (2010). Demographic differences and the antecedents of blog stickiness. Online Information Review.

    Li, D., Browne, G. J., & Wetherbe, J. C. (2006). Why do internet users stick with a specific web site? A relationship perspective. International journal of electronic commerce, 10(4), 105-141.

    Mayer, R. E., & Gallini, J. K. (1990). When is an illustration worth ten thousand words?. Journal of educational psychology, 82(4), 715.

    Kuzu, E. B., & Ceylan, B. (2010). Typographic properties of online learning environments for adults. Procedia-Social and Behavioral Sciences, 9, 879-883.

    Coulter, A. (2005). What do patients and the public want from primary care?. Bmj, 331(7526), 1199-1201.

    Outing, S., & Ruel, L. (2004). The best of eyetrack III: What we saw when we looked through their eyes. Published on Poynter Institute (not dated). Retrieved, 20(06), 06.

    Fishbein, M. Ajzen.(1980). Belief, Attitude, Intention, and Behavior: an IntroductionTheory and Research.

    Folkes, V. S. (1988). Recent attribution research in consumer behavior: A review and new directions. Journal of consumer research, 14(4), 548-565.

    Ryu, K., Han, H., & Kim, T. H. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469.

    Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.

    Gourlan, M., Bord, A., & Cousson-Gélie, F. (2019). From intentions formation to their translation into behavior: An extended model of theory of planned behavior in the exercise domain. Sport, Exercise, and Performance Psychology, 8(3), 317.

    Liebermann, Y., & Flint-Goor, A. (1996). Message strategy by product-class type: A matching model. International Journal of Research in Marketing, 13(3), 237-249.

    Aydın, G. S., Muyan, M., & Demir, A. (2013). The investigation of Facebook usage purposes and shyness, loneliness. Procedia-Social and Behavioral Sciences, 93, 737-741
    三、 網路資料
    數位時代(2013)。〈表情經濟學~從ICQ、MSN到LINE,為什麼我們喜歡用貼圖?〉。取自https://www.bnext.com.tw/article/29473/BN-ARTICLE-29473

    Inside科技網誌(2012)。〈表情符號滿30歲囉〉。取自https://www.inside.com.tw/index.php/article/1699-the-emotion-turns-30

    Livescience(2007)。取自https://www.livescience.com/1498-americans-japanese-read-faces-differently.ht

    Sina創事記(2013)。〈Emoji表情符號是如何征服世界的〉。取自http://tech.sina.com.cn/i/csj/2013-03-07/07498121369.shtml

    數位之牆(2003)。〈ICQ:一個科技行銷上的嘆息〉。取自http://www.digitalwall.com/scripts/display.asp?UID=203

    下載圖示
    QR CODE