Examining Factors Influencing Attitude Toward LINE Adoption And Positive Word-of-Mouth Of LINE Application

In today's society,innovation,technology,and more are becoming increasingly important in our daily lives.One of them is a mobile phone.The function of the mobile phones over the years had been subject to considerable change.Smartphones were originally created for communication,but nowadays there are many options added.One of the most recent developments is the emergence of the mobile application.Rapidly infrastructures are built and under high competitive pressure from various angles content is developed.There are many interesting mobile social-messaging applications.It can make people feel connected to others and make close social relationships.Hence,social network application that is studied in this paper is mobile social-messaging applications called LINE application.The main objective of this research was to study the factors influencing attitude toward adoption and positive word-of-mouth of LINE application among Thai people.The factors under investigation were perceived security and privacy,perceived usefulness,perceived ease of use,and perceived enjoyment.The data used in this study was primary data that was obtained through a survey conducted to analyze the behavior of respondents.An online survey would be used for conducting so that those who had the desire to answer the questionnaire would feel convenient and could answer the question easily.A standard questionnaire was prepared for the collection of data from those respondents who are living/staying in Thailand.The representatives of this research were randomly selected people whose age around 15-65 years.Besides this,they have to use smartphones,tablets,and/or electronic devices and also be aware of LINE application and use it.Through this survey,the model could not only be tested for reliability and correlation but could also be based on the model conclusions about the current perception of the users,on various determinants.The data were analyzed using descriptive statistics and multiple regression analysis.The reliability test found that all variables have good reliabilities because Cronbach's alpha values are all greater than the minimum of 0.7.Further,there are correlations between the variables.It is also no multicollinearity due to the relatively low correlation of the variables.The online survey was completed by 320 respondents.The result of the data analysis revealed that most of the respondents for this research were female.The range of respondents' age was around 22-28 years old.Employees/office workers were the groups of people who did this questionnaire research.Most of them have been experiencing with LINE for more than four years.Their behavior on LINE usage is using LINE in daily at least 15 times per day,approximately 30 minutes per times.The top activities for them are text messages,taking/sending photos,voice message,download stickers and sending stickers during chatting.The research revealed that perceived usefulness,perceived enjoyment,perceived ease of use,and perceived security and privacy significantly influences the LINE adoption in order of importance from most to least.In addition,perceived enjoyment,attitude toward adoption,perceived ease of use,and perceived usefulness significantly influences positive word-of-mouth as sequentially,priority from most to least.In contrast,perceived security and privacy have no influence on positive word-of-mouth.This research only studied in some facets with adoption and word-of-mouth which are perceived security and privacy,perceived usefulness,perceived ease of use,and perceived enjoyment.It may have other factors that also influence LINE usage as well as the factors that studied in this research.Regardless of how LINE develops in any direction,LINE will still need to evolve to accommodate current and future users as much as possible.The practical benefits of this work will mainly be directed to LINE application providers,especially developed-team of LINE application.This study will help LINE application providers can leverage research results to develop a LINE application to be more efficient and meet the needs of users.