在現代企業中，良好的內部溝通是推動組織運作的關鍵。有效的內部溝通可以促進團隊合作、提升員工參與度和工作效率。然而，訊息過載或溝通管道不透明常導致內部溝通不順暢。本研究以LINE官方帳號為實驗平台，探討了企業在使用LINE官方帳號進行內部溝通時，訊息內容的豐富程度和語氣親切程度，對員工的感受和互動意願的影響。
研究以訊息豐富度高/低，結合訊息語氣制式化/人性化設計共四組訊息種類，並於A公司LINE平台上投放，取得各組訊息點擊狀況，後續以問卷調查方式蒐集相關資訊，用以驗證不同的訊息設計是否會影響讀者的互動意願。
研究發現，訊息內容豐富搭配自然友善的語氣，或是訊息內容簡短配合制式化的語氣，對於引發員工對訊息的互動意願有顯著效果。另一方面，讓員工感知到訊息的娛樂性，是提高他們心流體驗和感受到更高的訊息價值的關鍵。
此研究建議企業在透過LINE推送內部溝通訊息時，應平衡訊息內容長度與語調人性化程度，並著重提升訊息的娛樂性、降低擾人性，以達到優化員工的心流體驗和訊息價值感知，進而提升員工對於訊息的互動意願與關注。

This research investigates how information richness and personalized tone in internal corporate communication via the LINE messaging app influence readers' perceptions, emotions, and cognitions, thereby affecting their interaction intentions. An empirical study was conducted through a questionnaire survey among employees of Company A. The results suggest that manipulating information richness and conversational human voice does not directly impact interaction intentions, but there is a significant interaction effect between the two. Rich message content and conversational human voice can enhance readers' perceptions of informativeness and entertainment, but may also increase perceived intrusiveness. Entertainment perception is the most crucial driver, fostering flow experience and perceived message value, thus promoting interaction behavior. Conversely, perceived intrusiveness decreases flow experience, negatively affecting interaction intentions. Overall, to enhance internal communication effectiveness, companies should appropriately combine message richness and conversational human voice to increase entertainment while reducing intrusiveness, thereby evoking positive emotions and perceived value, and encouraging interaction engagement.

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