- Volume 16 Issue 10
DOI QR Code
The Structural Relationship among Trust in MIM, Attitude toward Emoticons, and the Intention to Purchase Emoticons in Kakao Talk
모바일 인스턴트 메신저에 대한 신뢰, 이모티콘 사용 태도와 이모티콘 구매의도 사이의 구조적 관계: 카카오톡 사례
- Received : 2016.07.20
- Accepted : 2016.09.22
- Published : 2016.10.28
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.
Mobile Instant Messenger;System Trust;Emoticon;Purchase Intention;KakaoTalk
Supported by : 충남대학교
- 이성준, "성격 특성과 이용 동기가 모바일 메신저 그래픽 이모티콘 활용에 미치는 영향-카카오톡 사례를 중심으로," 한국콘텐츠학회논문지, 제15권, 제12호, pp.129-140, 2015.
- A H. Huang, D. C. Yen, and X. Zhang, "Exploring the Potential Effects of Emoticons," Information & Management, Vol.45, No.7, pp.466-473, 2008. https://doi.org/10.1016/j.im.2008.07.001
- C. L. Hsu and H. P. Lu, "Why Do People Play On-line Games? An Extended TAM with Social Influences and Flow Experience," Information & Management, Vol.41, No.7, pp.853-868, 2004. https://doi.org/10.1016/j.im.2003.08.014
- A. Scharl, A. Dickinger, and J. Murphy, "Diffusion and Success Factors of Mobile Marketing," Electronic Commerce Research and Applications, Vol.4, No.2, pp.159-173, 2005. https://doi.org/10.1016/j.elerap.2004.10.006
- T. Zhou, H. Li, and Y. Liu, "The Effect of Flow Experience on Mobile SNS Users' Loyalty," Industrial Management & Data Systems, Vol.110, No.6, pp.930-946, 2010. https://doi.org/10.1108/02635571011055126
- 이소라, 장정빈, 김광회, 최정일, "이모티콘의 지속적 사용의도에 영향을 미치는 요인에 관한 연구:모바일 메신저 서비스를 중심으로," 한국 IT서비스학회지, 제13권, 제4호, pp.289-308, 2014.
- A. Wolf, "Emotional Expression Online: Gender Differences in Emoticon Use," CyberPsychology & Behavior, Vol.3, No.5, pp.827-833, 2000. https://doi.org/10.1089/10949310050191809
- L. C. Harris, and M. M. H. Goode, "The Four Level of Loyalty and the Pivotal Role of Trust: A Study of Online Service Dynamics," Journal of Retailing, Vol.80, pp.139-158, 2004. https://doi.org/10.1016/j.jretai.2004.04.002
- 임양환, 박세훈, "온라인 상거래 수용에 관한 통합적 확장: 기술수용모델에 대한 신뢰와 감정의 결합," Asia Marketing Journal, 제6권, 제1호, pp57-86, 2004.
- M. Horst, M. Kuttschreuter, and J. M. Gutteling, "Perceived Usefulness, Personal Experiences, Risk Perception and Trust as Determinants of Adoption of E-government Services in The Netherlands," Computers in Human Behavior, Vol.23, No.4, pp.1838-1852, 2007. https://doi.org/10.1016/j.chb.2005.11.003
- M. Lee, "Factors Influencing the Adoption of Internet Banking: An Integration of TAM and TPB with Perceived Risk and Perceived Benefit," Electronic Commerce Research and Applications, Vol.8, No.3, pp.130-141, 2009. https://doi.org/10.1016/j.elerap.2008.11.006
- I. Ajzen and M. Fishbein, " Attitude Behavior Relations: A Theoretical Analysis and Review of Empirical Research," Psychological Bulletin, Vol.84, No.5, pp.888-918, 1977. https://doi.org/10.1037/0033-2909.84.5.888
- F. D. Davis, "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly, Vol.13, No.3, pp.319-340, 1989. https://doi.org/10.2307/249008
- A. C. Wicks, S. L. Berman, and T. M. Jones, "The Structure of Optimal Trust: Moral and Strategic Implication," Academy of Management Review, Vol.24, No.1, pp.99-116, 1989.
- K. Siau and Z. Shen, "Building Customer Trust in Mobile Commerce," Communications of the ACM, Vol.46, No.4, pp.91-94, 2003.
- H. Xu and S. Gupta, "The Effects of Privacy Concerns and Personal Innovativeness on Potential and Experienced Customers' Adoption of Location-Based Services," Electronic Markets, Vol.19, No.2, pp.137-149, 2009. https://doi.org/10.1007/s12525-009-0012-4
- D. Gefen, E. Karahanna, and D. W. Straub, "Trust and TAM in Online Shopping: An Integrated Model," MIS Quarterly, Vol.27, No.1, pp.51-90, 2003. https://doi.org/10.2307/30036519
- D. J. Kim, D. L. Ferrin, H. R. Rao, and H. Raghav, "A Trust-Based Consumer Decision Model in Electronic Commerce: The Role of Trust, Risk, and Their Antecedents," Decision Support Systems, Vol.44, No.2, pp.544-564, 2008. https://doi.org/10.1016/j.dss.2007.07.001
- G. R. Milne and M. E. Grodon, "Direct Mail Privacy-Efficiency Trade-offs within an Implied Social Contract Framework," Journal of Public Policy & Marketing, Vol.12, No.2, pp.206-215, 1993.
- M. J. Culnan and P. K. Amstrong, "Information Privacy Concerns, Procedural Fairness, and Impersonal Trust: An Empirical Investigation," Organization Science, Vol.10, No.1, pp.104-115, 1999. https://doi.org/10.1287/orsc.10.1.104
- J. P. Peter and L. X. Tarpey, "A Comparative Analysis of Three Consumer Decision Strategies," Journal of Consumer Research, Vol.2, No.1, pp.29-37, 1975. https://doi.org/10.1086/208613
- C. Chang and J. Heo, "Visiting Theories that Predict College Students' Self-disclosure on Facebook," Computers in Human Behavior, Vol.30, pp.79-86, 2014. https://doi.org/10.1016/j.chb.2013.07.059
- J. Fogel and E. Nehmad, "Internet Social Network Communities: Risk Taking, Trust, and Privacy Concerns," Computers in Human Behavior, Vol.25, No.1, pp.153-160, 2009. https://doi.org/10.1016/j.chb.2008.08.006
- J. D. Farquhar and T. Panther, "The More, the Merrier? An Exploratory Study into Managing Channels in UK Financial Services," The International Review of Retail, Distribution and Consumer Research, Vol.17, No.1, pp.43-62, 2007. https://doi.org/10.1080/09593960601132300
- S. Murray, Banking for Billions: Increasing Access to Financial Service, Economist Intelligence Unit, 2010.
- 오재신, "모바일 뱅킹 사용자의 지각된 유용성, 만족, 지속사용의도의 관계: 인지욕구와 인지부 조화의 조절효과," 인터넷전자상거래연구, 제15권, 제1호, pp.95-112, 2015.
- D. J. McAllister, "Affect and Cognition Based Trust as Foundations for Interpersonal Cooperation in Organizations," Academy of Management Journal, Vol.38, No.1, pp.24-59, 1995. https://doi.org/10.2307/256727
- R. C. Mayer, J. H. Davis, and F. D. Schoorman, "An Integrative Model Of Organizational Trust," Academy of Management Review, Vol.20, No.3, pp.709-734, 1995. https://doi.org/10.5465/amr.1995.9508080335
- B. J. Corbitt, T. Thanasankit, and H. Yi, "Trust and E-commerce: A Study of Consumer Perceptions," Electronic Commerce Research and Applications, Vol.2, No.3, pp.203-215, 2003. https://doi.org/10.1016/S1567-4223(03)00024-3
- 윤철호, 김상훈, "전자상점 성과에 관한 이론적 모형 구축," 한국경영과학회지, 제20권, 제2호, pp113-133, 2003.
- J. F. Engel, D. T. Kollat, and R. D. Blackwell, Consumer Behavior 4th ed, Dryden Press, 1984.
- 김해룡, 김지영, 윤승재, 이문규, "카카오톡 네트워크 외부성 효과-지각된 상호작용성과 지각된 위험의 매개효과를 중심으로," 마케팅연구, 제28 권, 제1호, pp.17-38, 2013.
- 정희석, "한국형 SNS의 진화 : 카카오톡 사례를 중심으로," 디지털융복합연구, 제10권, 제10호, pp147-154, 2012.
- D. A. Derks, E. R. Bos, and J. von Grumbkow, "Emoticons and Social Interaction on the Internet: The Importance of Social Context," Computers in Human Behavior, Vol.23, No.1, pp.842-849, 2007. https://doi.org/10.1016/j.chb.2004.11.013
- D. A. Derks, E. R. Bos, and J. von Grumbkow, Emoticons and Online Message Interpretation," Social Science Computer Review, Vol.26, No.3, pp.379-388, 2008. https://doi.org/10.1177/0894439307311611
- E. Katz, J. G. Blumler, and M. Gurevitch, Utilization of Mass Communication by the Individual. In Blumler, J. G. and E. Katz(Eds.), The Uses of Mass Communications: Current Perspectives on Gratifications Research, pp.19-32, Sage, 1974.
- E. E. Hollenbaugh and A. L. Ferris, "Facebook Self-Disclosure: Examining the Role of Traits, Social Cohesion, and Motives," Computers in Human Behavior, Vol.30, pp.50-58, 2014. https://doi.org/10.1016/j.chb.2013.07.055
- D. Hunt, D. Atkin, and A. Krishnan, "The Influence of Computer-Mediated Communication Apprehension on Motives for Facebook Use," Journal of Broadcasting & Electronic Media, Vol.56, No.2, pp.187-202, 2012. https://doi.org/10.1080/08838151.2012.678717
- L. P. Tosun, "Motives for Facebook Use and Expressing "True Self" on the Internet," Computers in Human Behavior, Vol.28, No.4, pp.1510-1517, 2012. https://doi.org/10.1016/j.chb.2012.03.018
- M. Csikszentmihalyi and I. S. Csikszentmihalyi, Optimal Experience: Psychological Studies of Flow in Conscious, Cambridge University Press, 1988.
- M. Koufaris, "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, Vol.13, No.2, pp.205-223, 2002. https://doi.org/10.1287/isre.188.8.131.52
- 송동효, 강선희, "모바일 쇼핑의 소비자 구매행동에 관한 연구-사용자 특성, 플로우 경험, 지각된 위험, 관여 유형를 중심으로," 경영과 정보연구, Vol.34, No.3, pp.79-100, 2015.
- I. Ha, Y. Yoon, and M. Choi, "Determinants of Adoption of Mobile Games under Mobile Broadband Wireless Access Environment," Information & Management, Vol.44, No.3, pp.276-286, 2007. https://doi.org/10.1016/j.im.2007.01.001
- I. Ajzen, "The Theory of Planned Behaviour," Organizational Behavior and Human Decision Processes, Vol.50, No.2, pp.179-211, 1991. https://doi.org/10.1016/0749-5978(91)90020-T
- H. Assael, Consumer Behavior: A Strategic Approach, Houghton Mifflin Company, 2004.
- P. A. Pavlou and D. Gefen, "Building Effective Online Marketplaces with Institution-Based Trust," Information Systems Research, Vol.15, No.1, pp.37-59, 2004. https://doi.org/10.1287/isre.1040.0015
- 최유정, 조동환, "스마트폰 환경에서의 신뢰 구축 형성-부산지역 대학생을 중심으로," 한국콘텐츠학회논문지, 제12권, 제3호, pp.352-362, 2012.
- 서수석, 이종호, "소셜네트워크의 특성이 소셜커머스 사이트의 신뢰와 구매의도에 미치는 영향," 기업경영연구, 제40권, pp.19-37, 2011.
- 조영희, "오픈마켓에서 상품정보와 판매자정보로 인한 신뢰가 구매의도에 미치는 영향," e-비즈 니스연구, 제8권, 제4호 pp.189-210, 2007.
- J. W. Moon and Y. G. Kim, "Extending the TAM for a World-Wide-Web Context," Information & Management, Vol.38, No.4, pp.217-230, 2001. https://doi.org/10.1016/S0378-7206(00)00061-6
- E. B. Andrade, "Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanism," Journal of Consumer Research, Vol.32, No.3, pp.355-362, 2005. https://doi.org/10.1086/497546
- T. Broekhuizen, Understanding Cannel Purchase Intentions: Measuring Online and Offline Shopping Value Perception, Groningen University, 2006.
- R. P. Bagozzi and Y. Yi, "On the Evaluation of Structural Equation Models," Journal of the Academy of Marketing Science, Vol.16, No1, pp.74-94, 1988. https://doi.org/10.1007/BF02723327
- K. A. Bollen, Structural Equations with Latent Variables, Wiley, 1989.
- C. Fornell and D. F. Larcker, "Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and statistics," Journal of marketing research, Vol.18, No.3, pp.382-388, 1981. https://doi.org/10.2307/3150980
- 안광호, 하영원, 박흥수, 마케팅원론 6판, 학현사, 2014.
- 정보희, 김한구, "이모티콘 사용동기, 플로우, 사회적 영향력이 이모티콘 사용태도 및 구매의도에 미치는 영향," 경영과 정보연구, Vol.35, No.2, pp.27-44, 2016.
- P. M. Bentler and D. G. Bonett, "Significance Tests and Goodness of Fit in the Analysis of Covariance Structures," Psychological Bulletin, Vol.99, pp.588-606, 1980.
- 구동모, SPSS, LISREL, PLS 및 PROCESS를 활용한 기초, 조절.매개효과 분석을 위한 연구방법론, 학현사, 2013.