The purpose of this research was to explore the influential factors in the perceived value of the users of the LINE application in Bangkok, Thailand. The research model consisted of four latent variables: privacy concern (PC), perceived risk (PR), enjoyment of LINE activities (ELA) and perceived value of LINE (PVL). The data was collected from a sample of 190 respondents all of whom used the LINE application. The research instrument was a survey questionnaire using a five-point Likert scale for measuring respondent’s attitudes. Data was analyzed using the SPSS programme and SmartPLS version 2.0.M3 programme. The findings revealed that LINE application users’ ELA influences PVL, while ELA is not influenced by PC and PR. This study also confirms that LINE application users’ PR is significantly associated with PC. These findings can help managers and decision makers of the LINE application to keep apace with research on consumer attitudes and to make suitable and appropriate developments in the functions of LINE. Additionally, it will assist LINE managers in developing suitable strategies to achieve competitive advantage.
Keywords: Enjoyment of LINE activity, LINE application, perceived risk, perceived value of LINE, privacy concern