2021
DOI: 10.1590/s0034-759020210607
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A Study of the Use Behavior of Line Today in Taiwan Based on the Utaut2 Model

Abstract: As mobile business has flourished and people’s news-reading habits have changed, the use of mobile news platforms has become a new trend. Due to this change, the use rate of LINE TODAY news from Taiwan became the world’s highest in 2018. The study uses the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to explore behavioral intentions and the use behavior of LINE TODAY in Taiwan. A total of 199 valid samples were collected. Results show that performance expectancy, effort expectancy, socia… Show more

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