隨著智慧手機及溝通軟體運用的進步，LINE 貼圖提供給企業新的廣告及行 銷工具，使用者下載貼圖意願強化了企業的廣告效果。因此，本研究主要探討免 費下載意願與廣告效果之間的關聯性，透過問卷方式蒐集數據，使用AMOS 和 SPSS 軟體來分析結構方程模型與問卷資料。研究結果顯示，廠商贊助LINE 貼圖 對於下載貼圖意願、品牌認知、品牌態度與購買意願均有正向及顯著的影響。然 而，不預期地發現，品牌認知與購買意圖之間並沒有任何關連性。

With the advance of the smartphones and communications software usage, LINE stickers provide enterprises with new advertising and marketing practices. The users’ willing to download stickers enhances the advertising effect for the enterprise. This study focuses on exploring the relationship between free downloading intention and effect of advertising communication through a questionnaire to collect data. The structural equation modeling and data are analyzed with AMOS and SPSS software program. The results show that positive and significant effects of enterprise-sponsored LINE stickers upon downloading intention, brand recognition, brand attitude, and purchase intention. However, brand recognition is not related with purchase intention unexpectedly.