한국정보시스템학회지:정보시스템연구 (The Journal of Information Systems)

  • 제25권2호
  • /
  • Pages.131-152
  • /
  • 2016
  • /
  • 1229-8476(pISSN)
  • /
  • 2733-8770(eISSN)
한국정보시스템학회 (Korea Association of Information Systems)
권호 표지
DOI QR코드

DOI QR Code

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

The Impact of Trust in Mobile Instant Messenger and Platform on Mobile Contents Purchase Intention: Focusing on Kakao Platform and KakaoTalk Emoticon

  • 정보희 (충남대학교 경상대학 경영학부) ;
  • 김한구 (경북대학교 경상대학 경영학부)
  • 투고 : 2016.05.03
  • 심사 : 2016.06.01
  • 발행 : 2016.06.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

키워드

참고문헌

  1. 경향신문, "[지금 SNS에선] 이모티콘의 진화," 2016. 1.31.
  2. 구동모, SPSS, LISREL, PLS 및 PROCESS를 활용한 기초, 조절.매개효과 분석을 위한 연구방법론, 학현사, 2013.
  3. 김도형, 하성호, 박경배, "Antecedent Factors Influencing the Continued Use of Smart Banking by Different Mobile Platforms:Android OS vs. iOS," 정보시스템연구, 제24권, 제2호, 2015, pp. 209-240.
  4. 김재민, 이영주, 이혜원, "모바일 소셜 네트워크 게임의 아이템 구매의도에 영향을 주는 요인," 한국콘텐츠학회논문지, 제14권, 제1호, 2014, pp. 165-178. https://doi.org/10.5392/JKCA.2014.14.01.165
  5. 김제영, "온라인 게임의 이용만족도가 게임아이템의 구매의도에 미치는 영향에 관한 연구," 숙명여자대학교 테크노경영대학원 디지털콘텐츠전공 석사학위논문, 2006.
  6. 김종기, 김진성, "전자상거래에서 정보 프라이버시 염려를 유발하는 원인과 보호반응에 관한 연구: 주인-대리인 이론을 중심으로," 정보시스템연구, 제23권, 제4호, 2014, pp. 119-145.
  7. 김진영, 김민용, "모바일서비스 플랫폼의 양면시장 형성단계에 관한 연구: 카카오톡 사례를 중심으로," 인터넷전자상거래연구, 제23권, 제4호, 2013, pp. 147-173.
  8. 냉대위, "온라인 게임 이용자의 만족도가 구매의도에 미치는 영향에 관한 연구," 강릉대학교 대학원 석사학위논문, 2009.
  9. 노미진, 황보충, "스마트폰 뱅킹 서비스 품질을 고려한 사용자 이용의도에 관한 연구," 정보시스템연구, 제25권, 제1호, 2016, pp. 105-134.
  10. 세계일보, "카카오톡 이모티콘, 월 발신 메시지수 20억건 달해," 2015. 11.30.
  11. 이상규, "양면시장의 정의와 조건," 정보통신정책연구, 제17권, 제4호, 2010, pp. 73-105.
  12. 이태민, 이은영, "지각된 위험과 지각된 혜택이 모바일 상거래 이용의도에 미치는 영향에 관한 연구," 경영정보학연구, 제15권, 제2호, 2005, pp. 1-21.
  13. 임소진, "모바일 소셜 플랫폼에서 모바일 충성도에 영향을 미치는 요인에 관한 연구," 서울대학교 석사학위논문, 2016.
  14. 정영수, 정철호, "개인 커뮤니티의 지각된 특성이 만족 및 지속적 사용의도에 미치는 영향에 관한 연구," 정보시스템연구, 제16권, 제3호, 2007, pp. 133-159.
  15. 정희석, "한국형 SNS의 진화: 카카오톡 사례를 중심으로," 디지털정책연구, 제10권, 제10호, 2012, pp. 147-154.
  16. 차훈상, "스마트폰 위치기반 어플리케이션의 이용의도에 영향을 미치는 요인: 프라이버시 계산 모형의 적용," Asia Pacific Journal of Information System, 22(4), 2012, pp. 7-29.
  17. 최지은, "인터넷 쇼핑몰에서의 이모티콘 사용에 대한 소비자 반응 연구: 성별 차이를 중심으로," 기업경영연구, 제59권, 2015, pp. 199-214.
  18. 카카오, 21기 사업보고서, 2016, http://dart.fss.or.kr/?rcpNO=20160330002170.
  19. Andrade, Eduardo B. "Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms," Journal of Consumer Research, Vol.32, No.3, 2005, pp. 355-362. https://doi.org/10.1086/497546
  20. Bagozzi, R. P. and Yi, Y. "On the Evaluation of Structural Equation Models," Journal of the Academy of Marketing Science, Vol.16, No.1, 1988, pp. 74-94. https://doi.org/10.1007/BF02723327
  21. Barber, B. The Logic and Limits of Trust, Rutgers University Press, New Brunswick, NJ, 1983.
  22. Bauer, R. A. "Consumer Behavior as Risk Taking," in Hancock, R.S. ed. Dynamic Marketing for a Changing World, Chicago: American Marketing Association, 1960, pp. 87-104.
  23. Bentler, P. M. and Bonett, D. G. "Significance Tests and Goodness of Fit in the Analysis of Covariance Structures," Psychological Bulletin, Vol.99, 1980, pp. 588-606.
  24. Bollen, K. A. Structural Equations with Latent Variables, Wiley, New York, 1989.
  25. Browne, M. W. and Cudeck, R. "Alternative Ways of Assessing Model Fit," In Bollen, K. A. & Long, J. S. (Eds.), Testing Structural Equation Models (pp. 136-162). CA: Sage, Beverly Hills, 1993.
  26. Chang, Chen-Wei and Heo Jun "'Visiting Theories that Predict College Students' Self-Disclosure on Facebook," Computers in Human Behavior, Vol.30, 2014, pp. 79-86. https://doi.org/10.1016/j.chb.2013.07.059
  27. Corbitt, B. J., Thanasankit, T. and Yi. H. "Trust and E-Commerce: A Study of Consumer Perception," Electronic Commerce Research and Application, Vol.2, No.3, 2003, pp. 203-215. https://doi.org/10.1016/S1567-4223(03)00024-3
  28. Cox, D. F. Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, Boston, MA, 1967.
  29. Davis, F. D. "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Techonology," MIS Quarterly, Vol.13, No.2, 1989, pp. 319-340. https://doi.org/10.2307/249008
  30. Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, Vol.35, No.8, 1989, pp. 982-1003. https://doi.org/10.1287/mnsc.35.8.982
  31. Debatin, B., Lovejoy, J. P., Horn, A. K. and Hughes, B. N. "Facebook and Online Privacy: Attitudes, Behaviors, and Unintended Consequences," Journal of Computer-Mediated Communication, 2009, Vol.15, No.1, pp. 83-108. https://doi.org/10.1111/j.1083-6101.2009.01494.x
  32. DeLone, W. H., and McLean, E. R. "The DeLone and McLean Model of Information Systems Success: A Ten-year Update," Journal of Management Information Systems, 2003, Vol.19, No.4, pp. 9-30. https://doi.org/10.1080/07421222.2003.11045748
  33. Derks, D., Bos, A. E. R. and Grumbkow J. V. "Emoticons and Social Interaction on The Internet: The Importance of Social Context," Computers in Human Behavior, 2007, Vol.23, No.1, pp. 842-849. https://doi.org/10.1016/j.chb.2004.11.013
  34. Doll, W. J., Hendrickson, A. and Deng, X. "Using Davis's Perceived Usefulness and Ease of Use Instruments for Decison Making: A Confirmatory and Multigroup Invariace Analysis," Decision Science, Vol.29, No.4, 1998, pp. 839-870. https://doi.org/10.1111/j.1540-5915.1998.tb00879.x
  35. Donney, P. M. and Cannon, J. P. "An Examination of the Nature of Trust in Buyer-Seller Relationships," Journal of Marketing, Vol.61, No.2, 1997, pp. 35-51. https://doi.org/10.2307/1251829
  36. Eisenmann, T., Geoffrey, P. and Van Alstyne, M. W. "Strategies for Two-Sided Markets," Harvard Business Review, Vol. 84. No. 10, 2006, pp. 92-102.
  37. Ellison, N., Steinfield, C. and Lampe, C. 'The Benefits of Facebook "Friends": Exploring the Relationship between College Students' Use of Online Social Networks and Social Capital," Journal of Computer-Mediated Communication, Vol.12, No4, 2007, pp. 1143-1168. https://doi.org/10.1111/j.1083-6101.2007.00367.x
  38. Engel, J. F., Blackwell, R. D. and Kollat, D. T. "Consumer Behavior," 8ed, The Dryen Press, Hinsdale, 1995.
  39. Finucane, Melissa L., Alhakami A., Slovic, P. and Johnson, S. M. "The Affect Heuristic in Judgments of Risk and Benefits," Journal of Behavioral Decision Making, Vol.13, No.1, 2000, pp. 1-17. https://doi.org/10.1002/(SICI)1099-0771(200001/03)13:1<1::AID-BDM333>3.0.CO;2-S
  40. Flavian, C., and Guinaliu, M. "Consumer Trust, Perceived Security and Privacy Policy:Three Basic Elements of Loyalty to a Web Site," Industrial Management & Data Systems, Vol.106, No.5, 2006, pp. 601-620. https://doi.org/10.1108/02635570610666403
  41. Fogel, J., and Nehmad, E. "Internet Social Network Communities: Risk Taking, Trust, and Privacy Concerns," Computers in Human Behavior, Vol.25, No.1, 2009, pp. 153-160. https://doi.org/10.1016/j.chb.2008.08.006
  42. Fornell, C, and Larcker, D. F. "Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics," Journal of Marketing Research, Vol.18, No.3, 1981, pp. 382-388. https://doi.org/10.2307/3150980
  43. Forsythe, S. M., and Shi, B. "Consumer Patronage and Risk Perceptions in Internet Shopping," Journal of Business Research, Vol.56, No.7, 2003, pp. 867-875. https://doi.org/10.1016/S0148-2963(01)00273-9
  44. Gefen, D. "E-Commerce: The Role of Familiarity and Trust," Omega: The International Journal of Management Science, Vol.28, No.6, 2000, pp. 725-737. https://doi.org/10.1016/S0305-0483(00)00021-9
  45. Gefen, D. "Customer Loyalty in E-commerce," Journal of the AIS, Vol.3, No.1, 2002, pp. 27-51.
  46. Gefen, D., Karahanna, E. and Straub, D. W. "Trust and TAM in Online Shopping: An Integrated Model," MIS Quarterly, Vol.27, No.1, 2003, pp. 51-90. https://doi.org/10.2307/30036519
  47. Gutman, J. "A Means-End Chain Model Based on Consumer Categorization Processes," Journal of Marketing, Vol.46, No.2, 1982. pp. 60-72. https://doi.org/10.2307/3203341
  48. Hair, J. F., Anderson, R. E., Tatham, R. L. and Black, W. C. Multivariate Data Analysis (5th ed.). Prentice Hall, Upper Saddle River, 1998.
  49. Haley, R. I. "Benefit Segmentation: A Decision Oriented Research Tool," Journal of Marketing, Vol.32, No.3, 1968, pp. 30-35. https://doi.org/10.2307/1249759
  50. Huang, A. H., Yen, D. C. and Zhang, X. "Exploring the Potential Effects of Emoticons," Information & Management, Vol.45, No.7, 2008, pp. 466-473. https://doi.org/10.1016/j.im.2008.07.001
  51. Ibrahim, Y. "The New Risk Communities: Social Networking Sites and Risk," International Journal of Media & Cultural Politics, Vol.4, No.2, 2008, pp. 245-253. https://doi.org/10.1386/macp.4.2.245_3
  52. Jarvenpaa, S. L. and Todd, P. A. "Consumer Reactions to Electronic Shopping on the World Wide Web," International Journal of Electronic Commerce, Vol.1, No.2, 1997, pp. 59-88.
  53. Kim, D. J., Ferrin, D. L. and Rao, H. R. "A Trust-based Consumer Decision-making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents," Decision Support Systems, Vol.44, No.2, 2008, pp. 544-64. https://doi.org/10.1016/j.dss.2007.07.001
  54. Lin, H. F. "Determinants of Successful Virtual Communities: Contributions from System Characteristics and Social Factors," Information & Management, Vol.45, No.8, 2008, pp. 522-527. https://doi.org/10.1016/j.im.2008.08.002
  55. Luor, T., Wu, L. L., Lu, H. P. and Tao, Y. H. "The Effect of Emoticons in Simplex and Complex Task-Oriented Communication: An Empirical Study of Instant Messaging," Computers in Human Behavior, Vol.26, No.5, 2010, pp. 889-895. https://doi.org/10.1016/j.chb.2010.02.003
  56. Masrek, M. N., Mohamed, I. S., Daud, N. M. and Omar, N. "Technology Trust and Mobile Banking Satisfaction: A Case of Malaysian Consumers," Procedia-Social and Behavioral Sciences, Vol.129 May, 2014, pp. 53-58. https://doi.org/10.1016/j.sbspro.2014.03.647
  57. Mayer, R. C., Davis, J. H. and Schoorman, F. D. "An Intergrative Model of Organizational Trust," Academy of Management Review, Vol.20, No.3, 1995, pp. 709-734.
  58. McCole, P. and Palmer, A. "A Critical Evaluation of the Role of Trust in Direct Marketing over the Internet," World Marketing Congress, Cardiff, 2001.
  59. McKnight, D. H., Choudhury, V. and Kacmar, C. "Developing and Validating Trust Measures for E-commerce: An Integrative Typology," Information Systems Research, Vol.13, No.3, 2002, pp. 334-359. https://doi.org/10.1287/isre.13.3.334.81
  60. Myers, J. M. "Benefit Structure Analysis: A New Tool for Product Planning," Journal of Marketing, Vol.40, No.4, 1976, pp. 23-32. https://doi.org/10.2307/1251065
  61. Nelson, R. R. and Todd, P. A. "Antecedents of Information and System Quality: An Empirical Examination within the Context of Data Warehousing," Journal of Management Information Systems, Vol.21, No.4, 2005, pp. 199-235. https://doi.org/10.1080/07421222.2005.11045823
  62. Nunnally, J. C. Psychometric Theory, McGraw-Hill, New York, 1967.
  63. Palvia, P. "The Role of Trust in E-commerce Relational Exchange: A Unified Model," Information & Management, Vol.46, No.4, 2009, pp. 213-220. https://doi.org/10.1016/j.im.2009.02.003
  64. Pavlou, P. A. "Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model," International Journal of Electronic Commerce, Vol.7, No.3, 2003, pp. 101-134. https://doi.org/10.1080/10864415.2003.11044275
  65. Salam, A. F., Iyer, L., Palvia, P. and Singh, R. "Trust in E-commerce," Communications of the ACM, Vol.48, No.2, 2005, pp. 72-77. https://doi.org/10.1145/1042091.1042093
  66. Segars, A. H. and Grover, V. "ReExamining Perceived Ease of Use and Usefulness:A Confirmatory Factors Analysis," MIS Quarterly, Vol.17, No.4, 1993, pp. 517-526. https://doi.org/10.2307/249590
  67. Tossell, C. C., Kortum, P., Shepard, C., Barg-Walkow, L. H., Rahmati, A. and Zhong, L. "A Longitudinal Study of Emoticon Use in Text Messaging from Smartphones," Computers in Human Behavior, Vol.28, No.2, 2012, pp. 659-663. https://doi.org/10.1016/j.chb.2011.11.012
  68. Tufekci, Z. "Can You See Me Now? Audience and Disclosure Regulation in Online Social Network Sites," Bulletin of Science, Technology & Society, Vol.28, No.1, 2008, pp. 20-36. https://doi.org/10.1177/0270467607311484
  69. Vance, A., Christophe, E. D. C. and Straub, D. W. "Examining Trust in Information Technology Artifacts: The Effects of System Quality and Culture," Journal of Management Information Systems, Vol.24, No.4, 2008, pp. 73-100. https://doi.org/10.2753/MIS0742-1222240403
  70. Verhagen, T., Meents, S. and Tan, Y. H. "Perceived Risk and Trust Associated with Purchasing at Electronic Marketplace," European Journal of Information Systems, Vol.15, No.6, 2006, pp. 542-555. https://doi.org/10.1057/palgrave.ejis.3000644
  71. Williamson, O. E. "Calculativeness, Trust, and Economic Organization," Journal of Law and Economics, Vol.36, No.1, 1993, pp. 453-486. https://doi.org/10.1086/467284
  72. Wixom, B. H. and Todd, P. A. "A Theoretical Integration of User Satisfaction and Technology Acceptance," Information Systems Research, Vol.16, No.1, 2005, pp. 85-102. https://doi.org/10.1287/isre.1050.0042
  73. Wu, J. J. and Cheng, Y. S. "Towards Understanding Members' Interactivity, Trust, and Flow in Online Travel Community," Industrial Management & Data Systems, Vol.105, No.7, 2005, pp. 937-954. https://doi.org/10.1108/02635570510616120
  74. Zahedi, F. M. and Song, J. "Dynamics of Trust Revision: Using Health Infomediaries," Journal of Management Information Systems, Vol.24, No.4, 2008, pp. 225-248. https://doi.org/10.2753/MIS0742-1222240409
  75. Zhou, T., Li, H. and Liu, Y. "The Effect of Flow Experience on Mobile SNS Users' Loyalty," Industrial Management & Data Systems, Vol.110, No.6, 2010, pp. 930-946. https://doi.org/10.1108/02635571011055126