중국인 유학생의 모바일 인스턴트메신저(MIM) 사용행태에 대한 연구 - 카카오톡(KakaoTalk)과 웨이신(WeChat)을 중심으로-
A Study on the Using Pattern of Chinese Mobile Instant Messenger -Focused on the Chinese International Student Users of KakaoTalk and WeChat in Korea-
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As the distribution rate of smartphones is increased worldwide, the market of the mobile instant messaging services is becoming more active. These caused an increasing competitiveness in the market of mobile messenger. This paper focused on Korean KakaoTalk and Chinese WeChat which are drawing attentions throughout the world because of the rapid growth and this paper studies the comparison of using pattern between KakaoTalk and WeChat as provide useful information for companies which provided Korean mobile messenger service to develop their product or marketing strategy when they enter into the Chinese market in the future. This study surveyed Chinese international students who are using KakaoTalk and WeChat at the same time in Korea, and conducted a statistical analysis for survey data. It is shown that perceived usefulness, perceived feasibilities and perceived playfulness of KakaoTalk and WeChat are significant to behavioral attitude of users, and the behavioral attitude of users affects to the loyalty of users. For all perceived playfulness affects the most to the behavior attitude and the loyalty of users of KakaoTalk and WeChat. In addition, perceived usefulness affects the least to the loyalty of users, on the other hand, perceived feasibilities affects the least to the behavioral attitude and loyalty of WeChat users.
Abstract
As the distribution rate of smartphones is increased worldwide, the market of the mobile instant messaging services is becoming more active. These caused an increasing competitiveness in the market of mobile messenger. This paper focused on Korean KakaoTalk and Chinese WeChat which are drawing attentions throughout the world because of the rapid growth and this paper studies the comparison of using pattern between KakaoTalk and WeChat as provide useful information for companies which provided Korean mobile messenger service to develop their product or marketing strategy when they enter into the Chinese market in the future. This study surveyed Chinese international students who are using KakaoTalk and WeChat at the same time in Korea, and conducted a statistical analysis for survey data. It is shown that perceived usefulness, perceived feasibilities and perceived playfulness of KakaoTalk and WeChat are significant to behavioral attitude of users, and the behavioral attitude of users affects to the loyalty of users. For all perceived playfulness affects the most to the behavior attitude and the loyalty of users of KakaoTalk and WeChat. In addition, perceived usefulness affects the least to the loyalty of users, on the other hand, perceived feasibilities affects the least to the behavioral attitude and loyalty of WeChat users.
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