Abstract
Recently, due to the popularity of mobile devices and the Internet, instant messaging software has become one of the major tools to contact others and maintain interactions. In Taiwan, the users of LINE, a communication software, account for 73% of its total population, which is due to the innovation and creativity of emojis. The emoticons are new ways to communicate with others and they create new marketing markets. Therefore, this study explores the relationships among customer perceived value, product type, personality traits and purchase intention. The result shows that customer perceived value and product type have positive effects on purchase intention.
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