在虛擬社群的世界裡，資訊分享既快速又普遍並讓大家透過行動社群軟體進而了解到彼此的最新生活動態，形成了一種新的聯絡趨勢。2014年4月LINE的用戶數更是已突破4億，在台灣使用人數更是高達1700萬人次，等於說全台灣若有使用行動社群的族群裡就有約70%以上的人都在使用LINE，並且這個使用人數將在持續快速增加中，而現在人見面時，彼此的話題更會圍繞在一些LINE上的訊息傳遞，尤其以大學碩博班生居多，可想而知這族群的影響有多大。 因此本研究從使用習慣與特性整合科技接受模式來探討影響大學生碩博生持續使用LINE之意圖因素並加以分析，試圖反映出社群互動行為，透過350份的有效問卷中來取得量化數據並進行分析，結合SPSS及AMOS統計軟體做假設驗證，結果顯示本研究整體配適度標準達檢定水準，理論模型可獲得支持，在變數間的假設方面除貼圖設計對使用意圖及認知有用對使用意圖直接效果不成立外，其餘均成立。而貼圖設計、認知有用、認知易用可透過人際關係對使用意圖亦具有中介效果之影響。依此顯示最主要的關鍵因素是人際關係。它才是將影響社群軟體─LINE的使用意圖的重要變數。 Recently, mobile devices and mobile networks have become the necessities of people which are indispensable to social life. In the world of virtual communities, it is a new trend that people could understand the need of others and daily activities through information sharing software LINE. The amount of LINE users has been up to 17 million people in Taiwan and exceeded 400 million in the whole world at April 2014. In other words, there are more than 70% of Taiwanese people using LINE, and continued to increase rapidly. Especially, most of them are high educated groups. Consequently, the aim of this study is to investigate the factors of why undergraduate and postgraduate students continuing to use Line based on the life habit and characteristics which integrates the technology acceptance model. The facilitated sampling of survey questionnaire method is adopted in this study. Then the statistical software SPSS and AMOS are applied to perform hypothesis testing and then confirmatory factor analysis from 400 issued questionnaires. The results of this study show that the overall fit standard reaches the certification level which could support the theoretical model. It is found that the hypotheses of other variables are effective, except that that the mapping design and perceived usefulness have no direct effects on using intension. From the results, it is also shown that perceived usefulness and mapping design could attract university students to use Line, and the most important variable is the peer relationships.
