Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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An Analysis of Users Attitudes toward the Motivation of Mobile Messenger Emoticons - Moderating Effects of Individual Characteristics -

모바일 메신저 이모티콘의 이용동기에 대한 이용자의 태도 분석 - 개인성향을 조절 효과로 -

  • Kwon, Mi-Jung (Major in Communications, College of Social Science, Dankook University) ;
  • Kim, Jong-Moo (School of Communications, College of Social Science, Dankook University)
  • 권미정 (단국대학교 사회과학대학 커뮤니케이션학) ;
  • 김종무 (단국대학교 사회과학대학 커뮤니케이션학부)
  • Received : 2018.03.12
  • Accepted : 2018.05.20
  • Published : 2018.05.28
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Abstract

The purpose of this study was to investigate the motives for using emoticons on mobile messengers and determine whether an individual's character (extrovert/introvert) played a moderating role in the relationship between the motives and purchase intention. To achieve that, this study had 198 users in their 10s to 60s fill in a questionnaire and analysed the answers. The analysis first showed that the motives of using emoticons on mobile messengers were enjoyment, utility, simplicity, and general utility. It was also found that only enjoyment among all the motives had a significant effect on purchase intention. Finally, the analysis showed that the extrovert character of the individual using emoticons on mobile messengers played a moderating role in the effect on purchasing intention.

본 연구는 모바일 메신저 이모티콘의 이용동기가 무엇이며, 이용동기와 구매의도간의 영향관계에서 개인성향(외향성/내향성)은 조절역할을 할 것인지를 알아보고자, 모바일 메신저를 사용하는 10대-60대의 198명의 사용자를 대상으로 설문을 실시하고 이를 분석 하였다. 분석결과 첫째, 모바일 메신저 이모티콘 이용동기 요인은 "유희성 요인", "유용성 요인", "간결성 요인", 그리고 "범용성 요인"으로 나타났다. 둘째, 모바일 메신저 이모티콘 이용동기 중 유희성만이 구매의도에 유의미한 영향을 주는 것으로 나타났다. 셋째, 모바일 메신저 이모티콘의 사용자의 개인성향중 외향적인 성향이 구매의도에 영향을 미치는데 조절역할을 하는 것으로 나타났다.

Keywords

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