Exploring Smartphone Users’ Attitudes towards Advertising via LINE Stickers

Abstract

LINE become an important platform soon after the natural disaster in Japan in 2011 Not long after the disaster LINE has become the most dominant application among others with 490 million registered users in September 2014 Therefore this research has taken on board the growth of LINE stickers through examining the attitude of Thai LINE users towards the brand LINE stickers based on the perspectives of aesthetic design involvement and promotions of LINE stickers in regard to the intention and participating behavior of advertising This study has employed the perspective of aesthetic theory together with Elaboration Likelihood model with behavioral learning theory to undertake the aesthetic design involvement and promotion strategy in relation to the attitude towards LINE users Furthermore this study has found that aesthetic design involvement and promotion strategy has statistically significant influence towards the attitude of using LINE users Also the attitude towards LINE stickers has greatly influence the intention of using the LINE stickers Finally the intention of using LINE stickers has produced significant effects on the behavior towards advertising

Date of Award	2015 Feb 12
Original language	English
Supervisor	Jeng-Chung Chen (Supervisor)