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Effects of Emotion on User Loyalty in a Mobile Messenger Service

모바일 메신저 서비스 충성도 형성에 있어 감정이 미치는 영향

  • 김병수 (서울여자대학교 사회과학대학 경영학과) ;
  • 강영식 (명지대학교 경영대학 경영정보학과)
  • Received : 2014.01.17
  • Accepted : 2014.03.06
  • Published : 2014.04.28

Abstract

Given rapid growth of mobile messenger services (MMSs) such as KakaoTalk, Line, and Wechat, it has become critical to understand the mechanisms that lead to user loyalty in the MMS context. In this regard, this study examined key factors of user loyalty in the MMS environment. We posit attitudinal loyalty and IT expertise as key drivers of behavioral loyalty. In addition, the impacts of perceived usefulness and emotion on attitudinal loyalty were examined. Data collected from 235 KakaoTalk users who have used more than 1 year were empirically tested against a research model using partial least squares. The analysis results found that both attitudinal loyalty and IT expertise play an important role in enhancing behavioral loyalty in the MMS context. The findings of this study indicate that perceived usefulness and positive emotion significantly influence attitudinal loyalty, whereas negative emotion negatively affects it. The analysis results provide several insights that can help MMS providers understand the role of emotion in enhancing user loyalty.

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