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http://dx.doi.org/10.14400/JDC.2018.16.1.327

Analyzing the User's Using Attitude of KakaoTalk Plus Friend - Coupon attitude as a Mediator -  

Kim, Jong-Moo (School of Communications, Dankook University)
Publication Information
Journal of Digital Convergence / v.16, no.1, 2018 , pp. 327-336 More about this Journal
Abstract
The purpose of this study was to analyze the coupon attitude plays a mediating in the relationship between brand image, brand preference, and information reliability of 'KakaoTalk Plus Friend' and also the coupon attitude plays a mediating role in the relationship between user satisfaction and continuous usage intention. A questionnaire was used the samples of totally 170 people, who is currently using the 'KakaoTalk Plus Friend'. According to analysis, first, the coupon attitude has been shown to be partly mediating effect on the relationship between brand image and information reliability. Second, the coupon attitude has been shown to be not mediating effect on the relationship between brand preference and use satisfaction. Third, the coupon attitude has been shown to be partial mediating effect in relation to user satisfaction. As a result, the coupon attitude has been shown to be mediating effect on the user attitude. This result can help the understanding user attitude and the coupon attitude in the 'KakaoTalk Plus Friend'.
Keywords
KakaoTalk Plus friends; Using Attitude; User Satisfaction; Coupon Attitude; Continuous Usage Intention;
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