Study Of Media Richness On The Basis Of AISAS: Usefulness

With the population of smart phone and expansion of mobile network coverage, smart mobile internet device has gradually replaced personal computer, becoming the most used internet access method. Many enterprises follow this trend. Various of applications provide instant message for users to communicate, and people appear to use this function more which makes users to communicate more frequently with each other and sometimes users need to use stickers to reply due to the timely feedback and multiple threads. Instant message application has permeated users’ everyday life and under this circumstance enterprise intend to build brand image through sponsoring stickers.Enterprise-sponsored stickers are often the emotion stickers with the mascot or the celebrity endorser of an enterprise. Consumers using stickers to communicate is an initiative sharing action which forms a virus-like spread of the stickers. In this way, the multiple and repeated interaction between consumers and enterprise helps to build brand image.The design of the enterprise-sponsored stickers will influence use intention, and the sticker a sender choose will influence the receiver, so this study deems the importance of sharing, display orders of the stickers and word designs referring the enterprise in the stickers. And more studies of the consumer increasing use intention’s influence on "brand recognition" and "brand attitude" are in need which can provide implication for future enterprise-sponsored sticker design.This study applies the quantitative research method and through analysis of questionnaire results, it finds the connection between brand recognition, brand attitude and sharing; perceived usefulness and media richness. The results show that "sharing", "perceived usefulness", "media richness" have influence on "brand recognition" and "brand attitude". "Media richness" has greater influence on "brand recognition" which means that words design in the stickers can enhance brand recognition. Whereas "sharing" has more influence on "brand attitude" which demonstrates that via sharing, consumer’s attitude index towards the brand would be improved.