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The Impact of Mobile Advertising Content and Advertising Value on User Loyalty: Taking LINE Official Account as an Example

The high usage of LINE in Taiwan has led to the launch of many new services to attract and retain users, among which LINE official accounts has become a tool for users to receive information. However, the users of LINE have made negative comments because of the message pushed by LINE official accounts and even blocked LINE official accounts. In view of this, this study wants to understand which advertising content can attract users to read, and influence subsequent users behavior on LINE official accounts. Therefore, this study aimed to explore the message pushed by LINE official accounts from the perspective of mobile advertisements, and through Uses and Gratification theory to discuss the users' usages of LINE official accounts to read advertisements, which are produced by the different effects of advertising content. The effects of advertising content include informativeness, entertainment, personalization, incentives, how different effects of advertising content influence on advertising value, and how they will affect subsequent users' loyalty to LINE official accounts. In addition, from the perspective of LINE users, we explore the moderation of cognitive load on the relationship between the effects of advertising content and advertising value.