모바일 인스턴트 메신저 이용자의 만족도, 충성도와 전환의도에 영향을 미치는 요인 연구
Factors Affecting the Mobile Instant Messenger Satisfaction, Loyalty, and Switching Intention
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Purpose: The Purposes of this study are (1) to examine why users are communicating through MIM (2) to understand what factors impact these users’satisfaction and loyalty. Methods: We use a questionnaire survey to collect 256 data on users’perceptions of Kakaotalk. We also use a structural equation modeling method by using AMOS 18.0. Results: Company trust, communication voice, connectedness, and perceived network size are found to be statistically significant factors affecting. Also, satisfaction influence on word of mouth and intention to switch. Conclusion: This study develops a research model from the MIM context. We suggest three points of view as company characteristics, device interactivity, and social factor. We examine the determinants of users’satisfaction and loyalty. The results can offer valuable insights for future mobile services research.
Abstract
Purpose: The Purposes of this study are (1) to examine why users are communicating through MIM (2) to understand what factors impact these users’satisfaction and loyalty. Methods: We use a questionnaire survey to collect 256 data on users’perceptions of Kakaotalk. We also use a structural equation modeling method by using AMOS 18.0. Results: Company trust, communication voice, connectedness, and perceived network size are found to be statistically significant factors affecting. Also, satisfaction influence on word of mouth and intention to switch. Conclusion: This study develops a research model from the MIM context. We suggest three points of view as company characteristics, device interactivity, and social factor. We examine the determinants of users’satisfaction and loyalty. The results can offer valuable insights for future mobile services research.
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