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The Structural Relationship among Trust in MIM, Attitude toward Emoticons, and the Intention to Purchase Emoticons in Kakao Talk
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모바일 인스턴트 메신저에 대한 신뢰, 이모티콘 사용 태도와 이모티콘 구매의도 사이의 구조적 관계 : 카카오톡 사례

논문 기본 정보

Type
Academic journal
Author
Bohee Jung (충남대학교) Jungho Bae (충남대학교)
Journal
The Korea Contents Society JOURNAL OF THE KOREA CONTENTS ASSOCIATION Vol.16 No.10 KCI Accredited Journals
Published
2016.10
Pages
311 - 325 (15page)

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The Structural Relationship among Trust in MIM, Attitude toward Emoticons, and the Intention to Purchase Emoticons in Kakao Talk
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Abstract· Keywords

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The communication via MIM(Mobile Instant Messenger) has unique characteristics; one of them is use of emoticons. Although using emoticons in MIM is getting a lot of attention from business fields and emoticons markets in MIM is growing rapidly, there are little researches focused on emoticons in MIM in consumer behaviors and marketing area. So, the purpose of this study is to fill this theoretical and practical gap. For this purpose, we explore the effect of and trust in MIM system and attitude toward use of emoticons on purchase intention to emotions in MIM.
Our study used structural equation modeling analysis; the results showed that perceived benefits and perceived risk to MIM affected trust in MIM system significantly, more specifically, while perceived benefits affected trust in MIM system positively, perceived risk affected trust in MIM system negatively. We also found that perceived usefulness of emoticon in MIM and flow experience influenced attitude toward use of emoticons positively. Lastly, trust in MIM system and attitude toward use of emoticons had positive effect on purchase intention to emoticons in MIM. The implication and limitations of this study are also discussed.
#모바일 인스턴트 메신저 #이모티콘 #시스템 신뢰도 #구매의도 #카카오톡 #Mobile Instant Messenger #System Trust #Emoticon #Purchase Intention #KakaoTalk

Contents

요약
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 가설설정 및 연구모형
Ⅳ. 연구방법
Ⅴ. 연구방법
Ⅵ. 결론
참고문헌

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