With the widespread adoption of mobile communication technologies and the Internet, Taiwan’s social environment and consumption patterns are undergoing rapid changes. Instant messaging applications are no longer merely tools for interpersonal communication, but have gradually developed into multifunctional platforms integrating social interaction and commercial services. LINE, with its high usage rate and diverse service integration, has become an indispensable super app in the daily lives of Taiwanese users. In particular, LINE Gift combines social interaction with online gifting mechanisms, forming a service model characterized by both emotional exchange and consumption behavior, making customer experience a key factor influencing user satisfaction and continuance intention. This study focuses on LINE Gift users and examines the effects of customer experience on satisfaction and continuance intention, while further analyzing the roles of different experience dimensions in overall service evaluation. The study employed a questionnaire survey using convenience sampling via the Internet, and a total of 300 valid responses were collected. Structural equation modeling was used for empirical analysis to verify the causal relationships among the research variables. The results indicate that customer experience has a significant positive effect on customer satisfaction, which in turn positively influences users’ continuance intention. Additionally, customer experience also directly positively affects continuance intention, suggesting that a good user experience can enhance users’ overall evaluation of LINE Gift and their willingness to continue using the service. The findings not only validate the importance of customer experience in the social commerce context, but also highlight the mediating role of satisfaction.

Authors:
Tzu-Ting Huang, National Quemoy University, Taiwan

About the Presenter(s)
I am Tzu-Ting Huang, currently a master's student at National Quemoy University. My current project is researching LINE gifts.

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