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The Role of Cognitive, Affective, Conative, and Behavioral Loyalty in a Convergence Mobile Messenger Service

융복합 모바일 메신저 서비스에서 인지적, 감정적, 능동적, 행동적 충성도의 역할

  • Kim, Byoung-Soo (School of Business, Yeungnam University) ;
  • Kim, Dae-Kil (School of Communication and Media, Seoul Women's University)
  • 김병수 (영남대학교 경영학과) ;
  • 김대길 (서울여자대학교 언론홍보학과)
  • Received : 2015.09.26
  • Accepted : 2015.11.20
  • Published : 2015.11.28

Abstract

The fierce competition of mobile messenger services (MMS) allows MMS providers to perform a variety of marketing campaigns and business activities to enhance user loyalty. The applied model in this study is based on Oliver's four-stage loyalty model for the formation processes of user loyalty about MMS. While social network formation and service quality are the key elements of cognitive loyalty, positive mood and negative mood are the key components of affective loyalty in the study. Conative loyalty is captured by commitment. The data of 249 KakaoTalk users at least five times for three months is empirically tested based on the research model using partial least squares. The analysis of test identifies that positive feeling and commitment significantly influences behavioral loyalty, whereas negative feeling plays a significant role in inhibiting behavioral loyalty. The findings of this study show that social network formation and service quality significantly affect only positive feeling. The analysis results reveal several insights that can help MMS managers understand the roles of cognitive, affective, conative, and behavioral loyalty in the MMS environment.

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