以方法目的鏈探討中高齡者使用LINE之因素

Exploring Factors Influencing Middle-Elder and Seniors Adoption of LINE through a Means-End Chain Approach

10.6188/JEB.202112_23(2).0002

陳宜棻(Yi-Fen Chen)；賴靖憲(Jing-Sian Lai)

LINE ； 行動即時通訊軟體 ； 中高齡 ； 方法目的鏈 ； 價值階層圖 ； LINE ； application software of instant messenger ； middle-elder and seniors ； means-end chains ； hierarchical value map

電子商務學報

23卷2期（2021 / 12 / 30）

119 - 152

繁體中文

隨著行動網路進入4G新紀元，即時通訊系統已由個人電腦擴展到智慧型手機。在臺灣，競爭激烈的行動即時通訊市場中，如何開發新使用者與留住現有用戶是系統開發商重要的課題。本研究調查了中高齡者使用LINE的動機、原因與目的，以提供後續軟體更新時，能更具吸引力、更符合使用者。本研究以方法目的鏈，探索中高齡者使用LINE因素中屬性、結果和價值間的關係，以開放式問卷對50位受訪者進行一對一深度訪談，採用階梯法作為訪談工具，將結果繪製成價值階層圖。研究發現：中高齡者使用LINE之屬性以即時通訊能力、貼圖、多元功能為多數人考量之因素，而群組討論、快速解決方案、共同話題為其主要結果利益；最重視的核心價值為工作價值、歸屬認同感、生活樂趣。

With the introduction of 4G to mobile networks, Instant Messaging (IM) has extended from personal computers to smartphones. In the highly competitive market of mobile IM in Taiwan, attracting new users and retaining current users is a crucial topic for developers of mobile IM systems. This study investigated the motivation, reasons, and objectives of middle-aged and elderly people to use LINE, in order to devise LINE software updates that are attractive and suitable for users. A means-end chain approach was adopted to examine the relationships among attributes, consequences, and values in the factors of LINE uses among middle-aged and elderly people. We used open-ended questionnaires to conduct one-on-one in-depth interviews with 50 middle-aged and elderly people. Subsequently, we used the laddering method for interviews and created a hierarchical value map based on the results. According to the research results, the attributes of IM capacity, stickers, and multiple functions were the factors prompting middle-aged and elderly people to use LINE. Group discussions, quick solutions, and common topics were the major resultant benefits and the core values that middle-aged and elderly LINE users emphasized most was the sense of belonging and identity, work values and enjoyment of life. After analyzing and investigating middle-aged and elderly users based on gender, this study determined that the male users emphasized work values, whereas the female users valued the enjoyment of life.

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