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http://dx.doi.org/10.5392/JKCA.2016.16.10.311

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

Jung, Bohee (충남대학교 경영학부)
Bae, Jungho (충남대학교 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.16, no.10, 2016 , pp. 311-325 More about this Journal
Abstract
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.
Keywords
Mobile Instant Messenger; System Trust; Emoticon; Purchase Intention; KakaoTalk;
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Times Cited By KSCI : 5  (Citation Analysis)
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