||With the development of ICT, Apps grow into the important interactive platforms between enterprises and consumers. In recent years, many proprietors integrate the resources into the mobile entrance platforms of mobile users. LINE is a popular mobile instant messenger and it is used by most of people in Taiwan. LINE launches the concept of Mobile Gateway in 2015. They procee the service innovation which is based on the existing mobile instant platforms and provides the Apps which can make the consumers satisfied with their demands for life and entertainment. They want to be the mobile entrance platform of general public. Nevertheless, according to the popular degree of LINE in Taiwan, this study are curious about whether the consumers can using the Apps from Mobile Gateway the same as using mobile instant messenger from LINE, and what are the influences of mobile instant platforms on people using the Apps from Mobile Gateway. Therefore, this study through the perspective of service innovation, investigates the influence of consumer perceived value (pragmatic, sociability, usability, hedonic value) and usage intention. This study also investigates moderating effect of ICT (resources liquefying, resources density and resources integration) on consumers’ perceived value and usage intention.
This study used a quantitative analysis, and collected the questionnaires from an online platform – MySurvey. The questionnaires aimed at the people who have the experiences of using any entertaining APPs from LINE Mobile Gateway and totally employed 236 valid samples with analyzing by partial least squares (PLS). The results show that pragmatic value and hedonic value are the major factors when the consumers use the entertaining APPs of LINE, but the cognition in the aspects of sociability and usability is insufficient. Therefore, sociability and usability value are not significant. The application of service innovation on ICT towards the development of LINE is insufficient, so the results didn’t show a striking moderating effect. Finally, according to the results of this study, we proposed some academic and practical implications, limitations and directions for future research.