The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Impact of Trust in Mobile Instant Messenger and Platform on Mobile Contents Purchase Intention: Focusing on Kakao Platform and KakaoTalk Emoticon

모바일 인스턴트 메신저 및 플랫폼 신뢰도가 모바일 콘텐츠 구매의도에 미치는 영향: 카카오플랫폼과 카카오톡 이모티콘을 중심으로

  • 정보희 (충남대학교 경상대학 경영학부) ;
  • 김한구 (경북대학교 경상대학 경영학부)
  • Received : 2016.05.03
  • Accepted : 2016.06.01
  • Published : 2016.06.30
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Abstract

Purpose Mobile phones increase the frequency and speed of communication. The most popular mobile application in Korea is KakaoTalk, one of the mobile instant messenger(MIM) services. Although studying mobile services such as SMS, SNS and SNG suggests drawing upon theories in marketing, consumer behavior, psychology to investigate their personal use, research on MIM is scarce. We designed this paper to fill this gap. More specifically, this study is focused on the relationships among consumers psychological variables related to purchase intention to emoticons in context of MIM. Design/methodology/approach Data was obtained from 310 KakaoTalk users in Korea via questionnaire. The data was analyzed by structural equation modeling in order to verify the relationship between variables in the model. Specifically, this study is designed to examine the structural relationships among perceived benefits, perceived risks, trust in messenger service, system quality, trust in platform, and emoticons purchase intention. Findings The findings of this study are as follow. First, perceived benefits and perceived risks had a significant impact on trust in MIM service(e.g. KakaoTalk). Specifically, while perceived benefits had a positive effect on trust in MIM service, perceived risks had a negative effect on trust in MIM service. Second, trust in messenger service also had a positive impact on system quality. Third, trust in messenger service and system quality had a positive effect on trust in platform(e.g. Kakao platform) directly. Lastly, trust in platform had a positive influence on emoticons purchase intention in KakaoTalk messenger.

Keywords

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