Abstract
It seems that Line has become the most commonly used instant messaging software. Over 44 million people are sending messages through Line everyday with one billion messages flowing between mobile phones and computers in the world. Why Line would be so popular in Taiwan and people are obsessed by it? For what reason the software could attract people to use and set up discussing group to further create unlimited demands? The topic is worthy of exploring and investigating. To better understand the crucial factors of behavior intention in use of activity community service, this study is intended to investigate what kinds of factors effect of using LINE service on consumers' attitude towards in activity community market. The research approach includes the bass SEM model and catastrophe model. We explore the relationships between satisfaction, switching barriers and behavior intention through by CFA and SEM. Secondly, GEMCAT is employed to estimate the cusp catastrophe model using our research data. The qualitative model was instrumental in planning a strategy for a changing market environment characterized by inflation and decreasing switching cost. With high switching cost, whether a person is satisfied or dissatisfied, it is very difficult to change to the opposite state. Finally, we discuss the findings from an academic and managerial perspective and provide directions for future research.
Highlights
Line is a proprietary application for instant communications on electronic devices
Based on the above-mentioned research background, the purpose of this study is to investigate the significant factors used by Line service, it includes: (1) to explore the relationship among the trust, attitude to use and behavior intention of Line; (2) describe the nonlinear relationship between attitude to use and perceived usefulness based on different degree of trust using by the cusp catastrophe model
All participants indicated that they had some experiences in writing their own Lines and/or reading and commenting on others’
Summary
Line (styled "LINE") is a proprietary application for instant communications on electronic devices. The engagement behaviors of enterprises or individual make people have more willingness to join virtual community. Sharing information from enterprises or individual can improves the interactive relationship with other users. Line provide the real-time voice and video calls with friends are free with LINE. It is available on iPhone, Android, Windows Phone, BlackBerry (Voice Call) and PC (Windows / MacOS). Based on the above-mentioned research background, the purpose of this study is to investigate the significant factors used by Line service, it includes: (1) to explore the relationship among the trust, attitude to use and behavior intention of Line; (2) describe the nonlinear relationship between attitude to use and perceived usefulness based on different degree of trust using by the cusp catastrophe model.
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