• Asia-Pacific Journal of Business
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• v.10 no.1
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• pp.73-86
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• 2019

Since its launch, WeChat has been changing the Chinese lifestyle, changing the traditional way of distribution, and changing the way companies market with the combination of information innovation and New Media. Now, WeChat plays an indispensable role in peopl's daily lives, not only in chatting software, but also in shopping, delivery, ordering, payment, and games. This study was centered on people who have used WeChat and around these backgrounds, planned study models. Through prior research, the purpose of the research is to explore the factors influencing the effects of the WeChat platform on MPR and explore the media effects of advertising attitude between WeChat platform features and MPR effects and provide basic material on its continued development. The research has shown that the reliability and diversity of the WeChat platform has a significant impact on both advertising attitude and purchase intention and propaganda intention of MPR effects. Advertising attitude has a positive impact on purchase intention and propaganda intention, and advertising attitude is shown to have a mediated effect between the WeChat platform and the MPR effects. The results of this study suggest the theoretical enlightenment of "continuous and stable development of the WeChat platform", and it is expected that marketing development plans of various social platforms will provide basic materials.

• International Journal of Contents
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• v.14 no.4
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• pp.10-17
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• 2018

China media environment has drastically changed leading to the an inevitable change of public opinion ecology. Empirical studies have focused less on public opinion guidance, which forms an important component of the government officials' media literacy. This study applied quantitative method in the investigation of media literacy in China. Ideally, media literacy is measured from media cognition, media contact, media usage under the view of public opinion guidance. The findings reveal that the existing problem on 1) incorrect media cognition and public opinion guidance; 2) insufficient contact of personal social media 3) improper tendencies in the use of media to guide the public opinion, especially, on confidential information. Consequently, in order to improve media literacy in China government officials, enhancement of their basic knowledge on news diffusion and public opinion is necessary. Secondly, to effectively deal with "agenda settings", it is important for the government to consider the provision of valuable information and platforms to effectively spread information. So they need to learn how to personally and officially use social media platforms such as Weiboa and Wechat. This ensures they have maximized their potential to acquire valuable information and spread them on valuable platforms. Thirdly, government officials should be able to analyze and understand public opinion trends for official and personal use. Finally, they should understand the development of public opinion and the how online public opinion laws are formed and the target group.

• Proceedings of the Korea Contents Association Conference
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• 2014.11a
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• pp.143-144
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• 2014

"카카오톡"이 세계시장으로 확대하기를 위해서 중미일의 대표적인 모바일 SNS(Facebook, Wechat, Linkedln)와 대비를 통하여 GUI디자인을 중심으로 분석이 이루어져야 할 필요성이 있다. 연구결과를 통하여 본 카카오톡 GUI디자인의 특징과 문제점은 다음과 같다. 첫째, 굵은 선으로 아이콘 구성하는 방법이 전체 스타일에 영합하지만 화면이 복잡해 보이는 측면이 있다. 둘째, 서브메뉴에서 아이콘과 앱링크, 광고이미지 등 다양한 요소를 한꺼번에 놓으면 혼란한 측면이 있다.

• Journal of the Korea Convergence Society
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• v.12 no.12
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• pp.245-255
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• 2021

This study is an empirical study on how factors such as social factor, entertainment factor on the Wechat social media platform affect users' flow and addiction to use. Researchers thought that despite the increasing addiction of social media Wechat users, existing social media research is limited to service quality and satisfaction, so research on user flow and addiction is necessary. Therefore, the researchers try to through empirical analysis, the WeChat use to addiction path to social factor (social interactivity, payable) and entertainment factor (entertainment, life relevance), examine how WeChat user experience affects the use intention and satisfaction, and determine its role in the user's WeChat addiction and flow, and tested. The results of this study are expected to provide a new theoretical basis for future research on addiction use of social media.

• Proceedings of the Korean Society of Computer Information Conference
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• 2020.07a
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• pp.211-213
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• 2020

최근 중국 시장에서 모바일 결재 서비스이 사용량이 매우 증가하고 있으며, 세계 모바일 결재 시장에서 1위를 차지하였다. 모바일 간편 결제란 일반적으로 재화, 서비스 이용에 연관된 결제를 모바일 단말기로 처리하는 것을 말하는데. 고객들의 수요를 만족시켜 사용도를 높이고 고객충성도를 효과적으로 배양하고 끌어올리는 것은 각 모바일 간편결제 서비스 플랫폼들의 초미의 관심사가 되었다. 이에 본 논문에서는 중국 모바일 간편결재 서비스품질과 기술수용모델이 고객만족도와 재사용의도에 미치는 영향을 살펴보았다. 그리고 유형별 분석결과에 대한 차이가 있는지 살펴보았다. 먼저 선행연구를 바탕으로 연구모형 및 연구가설을 설정하고, 중국의 고객들을 대상으로 250명을 대상으로 설문조사를 실시하였고, SPSS 19.0 통계분석 프로그램을 사용하여 실증분석을 하였다.

• Proceedings of the Korean Society of Computer Information Conference
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• 2020.07a
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• pp.613-615
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• 2020

As a service application developed for users, we-chat applets can be used without downloading and installation, which realizes the immediate response between offline enterprises and users, and more importantly, it provides users with a convenient platform to find products and improve the cost-effective channel for customers. Therefore, it is beneficial to improve the user experience in the future by studying how to use wechat applets Realize the long-term market competitiveness of enterprises.

• The Journal of the Korea Contents Association
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• v.19 no.5
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• pp.138-146
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• 2019

The purpose of this study is to investigate the characteristics of usage motivation of SNS emoticons in Northeast Asian culture regions, with the strong influence of normative society and to interpret these characteristics based on traditional humanistic thought. Since the mainstream SNS of each country is different, this study focused on China's WeChat. For the research, we found 38 motivations for the use of emoticons through literature research and interviews with 21 users, and we surveyed 209 participants for usage motivation. The results were as follows: First, six factors were derived from the motivation for use of emoticons, these factors were named emotional expressions, aesthetics, usability, impression management, entertainment, and sense of collectivism. Second, we explained how the ideas of 'Hwa(和)' and 'Ye(禮)' appeared in the use of emoticons, focusing on 'Impression management' and 'Sense of collectivism' among the motives of using emoticons. Hwa(和) is interpreted as a factor of 'sense of collectivism' which intends to strengthen the feeling of belonging in the chat room using emoticons and actively emphasize oneself and to be well integrated in the communication process. Ye (禮) is interpreted as a factor of 'impression management' which forms and maintains a better relationship with the moral code of ethics.

• Journal of Korean Society for Quality Management
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• v.45 no.1
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• pp.139-152
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• 2017

Purpose: The purpose of this study is how Chinese users' personal traits affect the intention to use mobile payment. This research selects personal innovativeness and habit of cash payment as personal traits, and considers perceived risks and relative advantage as personal beliefs. In addition, the research divided perceived risks into three multi-faceted risks, which are privacy risk, financial risk and performance risk. Methods: The method of this study used questionnaire survey to collect 241 data on users' perception on mobile payment, and also used a structural equation modeling method. Results: The result of this paper shows that all hypotheses are statistically significant except 4 hypotheses. Conclusion: The result of this study found that personal innovativeness is negatively related with all 3 kinds of perceived risks as anticipated. And Chinese users' traditional habit of cash payment negatively affects intention to use mobile payment but is not statistically significant affecting three perceived risks. Among perceived risks, privacy risk is the most negatively influencing factor to relative advantage.

• Asia-Pacific Journal of Business
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• v.9 no.2
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• pp.123-136
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• 2018

The purpose of this study is to investigate the effects of six factors (accuracy, perceived usefulness, perceived ease of use, security, instant accessibility, and ease of use) on re-use intention; and then to help to establish future marketing strategy. In order to achieve the study's objectives, this study conducted an online questionnaire on the Internet, Wenjuanxing. The total of 270 copies through APP-Wechat (Wicket), and 245 were used for analysis. For statistical processing, SPSS22.0 is used to analyze the influence relationship amongst factors for mobile tourism information service, a variety of analysis, such as factor analysis, reliability analysis, mass regression analysis, simple regression analysis were employed. The results of this study are summarized as follows. As a result of analyzing the factors affecting the satisfaction of consumers using chinese Ctrip mobile app, the perceived usefulness and perceived ease of use of mobile tourism information service attributes have a significant effect on user satisfaction. The accuracy of mobile information service were found to have no significant effect on satisfaction. The security, immediacy of access, and usability of the payment service of mobile APP were found to have a significant effect on satisfaction. And customer satisfaction has a significant effect on re-use intention.

• Journal of Distribution Science
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• v.17 no.8
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• pp.45-56
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• 2019

Purpose - This study aimed at investigating the mediation roles of attitude dimensions in the effects of involvement type on hedonic product purchase intention and moderation role of lay rationalism in the effects of involvement type on attitude dimensions. Research design, data, and Methodology - "Wenjuanxing" was used online to make questionnaire, which was loaded on Wechat and QQ. 125 data were collected online in China. The Process macro model 58 including moderation of the two paths in the causal sequence was used to verify hypotheses. Results and Conclusions - First, cognitive (affective) involvement had positive effect on the utilitarian (hedonic) dimension of consumer attitude and the purchase intention. Second, hedonic dimension of attitude had positive effects on purchase intention, but utilitarian dimension of attitude had not significant positive effects on purchase intention. Third, Lay rationalism did decrease (did not increase) the positive effects of affective (cognitive) involvement on hedonic (utilitarian) dimension of attitude. Therefore Marketing managers should understand the differences between the cognitive involvement and affective involvement, and develop the ways by which they attract consumers to choose their hedonic product. And they should give affective (cognitive) information to the customers with low (high) rationalism consumers when they do marketing for their hedonic product.