Determinants of Usage Intention of LINE Users in Taiwan

Mei-Chun Chen¹, Yung-Shen Yen^2*

¹Department of Information Management, Vanung University, Taiwan.
²Department of Computer Science and Information Management, Providence University, Taiwan.

DOI: 10.4236/me.2015.610105                

Abstract

With the huge user base, LINE has become an important medium of mobile communications in the world. This study attempts to explore the factors influencing usage intention for LINE users. Drawing on the theory of planned behavior (TPB), this study adds three antecedents, including perceived enjoyment, perceived critical mass, and self-efficacy into the TPB model, and further examines the moderating effect of frequent users on the causal relationships. A structural equation modeling is used and 458 LINE users in Taiwan are investigated. The results reveal that perceived enjoyment and perceived critical mass are positively associated with behavioral attitude. Also, self-efficacy is positively associated with perceived behavioral control. Moreover, behavioral attitude, subjective norms, and perceived behavioral control are positively associated with usage intention, and the causal relationships are significantly varied between frequent and infrequent users.

Keywords

The Theory of Planned Behavior, Perceived Enjoyment, Perceived Critical Mass, Usage Intention, LINE

Conflicts of Interest

The authors declare no conflicts of interest.

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