Predicting Intention to Purchase Digital Stickers in an Application for Instant Communications on Mobile Devices: A Comparative Study

Abstract

With the widespread adoption of mobile devices such as smartphones and tablets, a large number of people decide to adopt the instant communication application which allows them to communicate by texting and video calling for free. LINE application is one of the most popular messaging application in Asia. Hence, LINE offers special service where users are able to send graphical stickers to express their emotions which can either be purchased or obtained for free to download from the Sticker Shop. The objective of this study is to identify the significant factors influencing the intention to purchase digital stickers of male and female consumers in Thailand. Online questionnaires were distributed to the target population, and only results from respondents with experience of downloading stickers were analysed. Two hundred respondents from each gender group were successfully collected. The result of the study reveals that male consumers are influenced by three factors which are price utility, aesthetics, and social value. On the other hand, female consumers are influenced by price utility, aesthetics, social value and playfulness. The finding of this study has contributed to sticker creators to strategically design stickers to meet the demand of consumers more accurately.