本研究假設消費者在不同動機下訂閱官方帳號，皆會正向影響其對官方帳號之品牌態度；而其正向的品牌態度，進而增加其閱讀該品牌訊息之意願。研究採用問卷調查及多元迴歸分析，樣本以大學生為主。實證結果顯示大學生加入官方帳號於內在動機下主動關注某品牌「即時資訊」或「訊息內容」，對廣告閱讀意願有正向效果；若大學生加入官方帳號是為了取得「可愛貼圖」或參加「抽獎活動」等外在誘因，則其貼圖與閱讀意願呈現負相關，其抽獎與閱讀意願呈現不顯著。另外為了「可愛貼圖」加入的大學生，大部份加入後就封鎖該官方帳號。故企業藉由外在誘因吸引消費者，短時間也許可以有效增加粉絲數量，但對提升消費者品牌態度及閱讀廣告意願皆無顯著正向影響，其行銷效果有限。
The number of LINE users exceeded 5 billion nowadays, throughout Japan, Korea, and Southeast Asia. With Taiwan created 17 million LINE users, according for about 92 percent of Taiwan’s smart phone users. Many enterprises are focusing on the business opportunity to get more consumers by creating a “LINE Official Account”, and use dif-ferent marketing tactics to solicit consumers to subscribe to the official account. There-fore, what's the effect of LINE official account and how to attract LINE users to read-ing the message which is sent by LINE official account are the important issues that marketers will care more.
This study assume that all the motivations to make consumers subscribe to a LINE official account will positively affect the attitude of the brand for the official account. The positive brand attitude will increase their intentions to read the messages which are sent by LINE official account. This study conducts a questionnaire survey and multiple regression analysis, and sample ranged from students of a university in northern Taiwan. The empirical results show that if a college student subscribes to a LINE official account owing to the internal motivations to get the “Information” or “Content”, the internal motivations will positively influence them to intend to read on an advertisement; how-ever, if a college student subscribes to a LINE official account owing to the external in-centives to get the “Lovely sticker” or to join the “Lucky drawing activity”, the external incentive to get the lovely sticker has a negative effect on the intention to see an adver-tisement, and the external incentive to join the lucky drawing activity has no significant effect on the intention to see an advertisement. Moreover, those college student who join as a member of LINE official account will block the account after they get those cute stickers. Therefore, the marketing tactic that enterprises use external incentives to increase the members of LINE account might be effective in the short term, but the tac-tic has no significantly positive effects on the improvement of the consumer's attitude towards the brand which creates the LINE official account and on the intention to read the advertising. The effect of the marketing tactics that an enterprise uses external in-centives to solicit new members of LINE official account is limited.
