Browse > Article
http://dx.doi.org/10.14400/JDC.2015.13.11.63

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

Kim, Byoung-Soo (School of Business, Yeungnam University)
Kim, Dae-Kil (School of Communication and Media, Seoul Women's University)
Publication Information
Journal of Digital Convergence / v.13, no.11, 2015 , pp. 63-70 More about this Journal
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.
Keywords
Cognitive loyalty; Affective loyalty; Conative Loyalty; Behavioral loyalty; Convergence;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, "Multivariate Data Analysis", 7th Edition. London: Prentice Hall, 2009.
2 B. Kim, "A study on antecedents of user addiction in mobile messenger services", Journal of Digital Convergence, Vol. 12, No. 3, pp. 95-103, 2014.   DOI
3 Z. Zhou, Y. F. Fang, D. R. Vogel, X. L. Jin and X. Zhang, "Attracted to or locked in? predicting continuance intention in social virtual world services", Journal of Management Information Systems, Vol. 29, No. 1, pp. 273-305, 2012.   DOI
4 L. C. Harris and M. M. H. Goode, "The four levels of loyalty and the pivotal role of trust: a study of online service dynamics", Journal of Retailing, Vol. 80, No. 2, pp.139-158, 2004   DOI
5 B. Kim and Y. S. Kang, "Effects of emotion on user loyalty in a mobile messenger service", International Journal of Contents, Vol. 14, No. 4, pp. 287-296, 2014.
6 F. F. Reichheld, "Loyalty-based management", Harvard Business Review, Vol. 71, No. 2, pp. 64-73, 1993.
7 R. Oliver, "Satisfaction: A Behavioral Perspective of the Consumer", McGraw-Hill, NewYork, NY.
8 E. Sivadas and L. Baker-Prewitt, "An examination of the relationship between service quality, customer satisfaction, and store loyalty", International Journal of Retail & Distribution Management, Vol. 28, No. 2, pp. 73-82, 2000.   DOI
9 H. Han, Y. Kim and E. K. Kim, "Cognitive, affective, conative, and action loyalty: testing the impact of inertia", International Journal of Hospitality Management, Vol. 30, No. 4, pp. 1008-1019, 2011.   DOI
10 J. P. Meyer and L. Herscovitch,"Commitment in the workplace: Toward a general model", Human Resource Management Review, Vol. 11, No. 3, pp. 299-326, 2001.   DOI
11 A. Gustafsson, M. D. Johnson and I. Roos, "The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention", Journal of Marketing, Vol. 69, No. 4, pp. 210-218, 2005.   DOI
12 J. Y. Kim and K. Chu, "The Role of perceived value on the continuance intention in mobile social network service", Journal of Digital Convergence, Vol. 12, No. 10, pp. 211-222.   DOI
13 S. H. Cho and S. H. Cho, "The effects of situational perceptions and anger on a consumer's communication activeness", Journal of Digital Convergence, Vol. 10, No. 9, pp. 111-122, 2012.   DOI
14 M. A. Jone, K. E. Reymolds, D. L. Mothersbaugh and S. E. Beatty, "The positive and negative effects of switching costs on relational outcomes", Journal of Service Research, Vol. 9, No. 3, pp. 335-355, 2007.   DOI
15 B. S. Kim and D. K. Kim, "A study on antecedents of SNS user's addiction in the age of convergence: the role of SNS habit", Journal of Digital Convergence, Vol. 18, No. 8, pp. 161-168, 2015.
16 J. Min and B. Kim, "A study on continued intention of social network services by applying privacy calculus model: Facebook and KakaoTalk cases", Information Systems Review, Vol. 15, No. 1, pp. 105-122, 2013.
17 J. N. Sheth, B. I. Newman and B. L. Gross, "Why we buy what we buy: a theory of consumption values", Journal of Business Research, Vol. 22, No. 2, pp.159-170, 1991.   DOI
18 C. Fornell and D. F. Larcker, "Evaluating structural evaluation models with unobservable variables and measurement error", Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, 1981.   DOI