Proceedings of the 39th International Academic Conference, Amsterdam

SO UGLY! USER EXPERIENCE OF LINE’S UGLY E-STICKERS

LI-CHIOU CHEN

Abstract:

LINE is the most popular and frequently used communication software in Taiwan, and its e-sticker function is a user favorite. In early 2016, a trend of “ugly e-stickers” suddenly developed on LINE and the Internet. These e-stickers are drawn in the style of children’s graffiti, consisting of simple lines, and present a “childlike” appearance without any particular design. This particular form resulted in a new style of e-sticker. This kind of e-sticker is different from the commonly pleasing impression of e-stickers and even reaches the point of being considered “ugly” in traditional visual perception. It has also overturned the idea of “needing a skillset to submit e-stickers.” To understand this particular phenomenon, this study explored user experience and conducted a questionnaire survey based on the Technology Acceptance Model to understand the users’ experience in using ugly e-stickers and explore their motivation and intention behind using ugly e-stickers. The study found that ugly e-stickers are more popular among young and outgoing users, as well as those who frequently use communication software. Factors that affect the attitude of users toward using ugly e-stickers include the general view of ugly e-stickers and whether these e-stickers are user-friendly and practical. Comments made by others about ugly e-stickers and the popularity of such e-stickers are factors that affect the motivations of users to use e-stickers.

Keywords: LINE, ugly e-stickers, user experience, Technology Acceptance Model (TAM)

DOI: 10.20472/IAC.2018.039.007

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