Abstract Rapid advances in mobile technology have given rise to a proliferation of mobile apps. LINE, an instant messaging app popular around the world, combines text-based communications with cute emoji-like images called “e-stickers.” This study extended the stimulus-organism-response (S O-R) model to investigate how sticker features and user characteristics influence branding effect (brand awareness, brand attitude, and brand attachment), download willingness, and product purchase intention. A 2 (brand image: with vs. without) × 2 (product image percentage: high vs. low) × 2 (usage period: short vs. long) × 2 (sticker-use frequency: high vs. low) between-subjects design was employed. Structural equation modeling (SEM) of data collected from 361 participants in 2016 found that brand image, product image percentage, usage period, and sticker-use frequency had different impacts on branding effect. Moreover, brand attitude significantly influenced download willingness of LINE stickers, and both brand attitude and brand attachment influenced product purchase intentions. Finally, this study further examined the moderating effect of sticker-use frequency and 24 indirect effects of three mediators to detail how sticker features and user characteristics influence download willingness and product purchase intention. Important managerial implications for online marketing managers are discussed.

中文翻译：

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分析新的视觉营销热潮：LINE标签功能和用户特征对下载意愿和产品购买意图的影响

摘要移动技术的飞速发展引起了移动应用的激增。LINE是一款在全球范围内广受欢迎的即时消息传递应用程序，将基于文本的通信与可爱的类似emoji表情的图像结合在一起，称为“电子贴纸”。这项研究扩展了刺激生物反应模型（S OR），以研究标签特征和用户特征如何影响品牌效应（品牌知名度，品牌态度和品牌依恋），下载意愿和产品购买意图。受试者之间A 2（品牌形象：有或无）×2（产品形象所占百分比：高与低）×2（使用期限：短与长）×2（贴纸使用频率：高与低）设计被采用。根据2016年从361名参与者中收集的数据的结构方程模型（SEM），我们发现品牌形象，产品形象百分比，使用期限，贴纸使用频率对品牌效应有不同的影响。此外，品牌态度显着影响LINE贴纸的下载意愿，品牌态度和品牌依存度都影响产品购买意愿。最后，本研究进一步研究了标签使用频率的调节作用和三种介体的24种间接作用，以详细说明标签特征和用户特征如何影响下载意愿和产品购买意图。讨论了对在线营销经理的重要管理意义。这项研究进一步研究了标签使用频率的调节作用和三种介体的24种间接作用，以详细说明标签特征和用户特征如何影响下载意愿和产品购买意图。讨论了对在线营销经理的重要管理意义。这项研究进一步研究了标签使用频率的调节作用和三种介体的24种间接作用，以详细说明标签特征和用户特征如何影响下载意愿和产品购买意图。讨论了对在线营销经理的重要管理意义。