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http://dx.doi.org/10.9728/dcs.2017.18.1.209

The Effect of the Character Attribute of Charged Mobile Messenger Emoticons on the Purchase Intention  

Kim, Jun-Su (Department of Media and Visual Communications, Hannam University)
Publication Information
Journal of Digital Contents Society / v.18, no.1, 2017 , pp. 209-215 More about this Journal
Abstract
Character of emoticon is considered suitable for expressivity in the digital era mixing and using contents of conversation with images in the course of having a talk with the other party in the mobile space. For the foregoing, this study carried out multiple regression analysis having factors of character attribute such as awareness, friendliness, self-expressivity and image differentiation as independent variables, and purchase intention of purchasers as a dependent variable. Analysis results show that awareness and image differentiation had a positive influence on the purchase intention, whereas friendliness and self-expressivity exerted no significant influence on the purchase intention.
Keywords
Mobile messenger; emoticons; Character attribute; Character Design; Purchase intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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