Determinants of Usage Intention of LINE Users in Taiwan

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.