• Title/Summary/Keyword: 카카오톡선물

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Effect of Motivations and Satisfaction using Kakaotalk's Gift on the Frequency of Purchasing Kakaotalk's Gift (카카오톡선물의 이용동기와 이용만족이 구매빈도에 미치는 영향)

  • Cho, SeungHo;Cho, SangHoon
    • The Journal of the Korea Contents Association
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    • v.15 no.9
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    • pp.454-464
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    • 2015
  • In this study, we examined the motivations of using Kakaotalk's gift that is one of services provided by Kakaotalk, the most popular mobile-based messenger. We also investigated possible effects of these motivations on the satisfaction of the Kakaotalk's service and a potential association of these motivations with the frequency of purchasing gifts using the service. In order to answer the research questions, we conducted a survey that recruited 220 users ranging from teenagers to in forties. As the main results of analysis, we identified four different types of user's motivations for Kakaotalk's gift: beneficial motivation, convenient motivation, improvised buying motivation, and entertaining motivation. Both the beneficial motivation and the entertaining motivation were significantly associated with the gratification of using Kakaotalk's gift, which was in turn significantly associated with the frequency of purchasing gifts through the service.

The effects of propensity of conspicuous consumption and impression management on consumer choice between hedonic and utilitarian goods: Focusing on Kakao Talk mobile gift-giving (소비자의 과시적 소비성향과 인상관리 수준에 따른 쾌락재와 실용재의 선택: 카카오톡 선물하기를 중심으로)

  • Kim, Hayea
    • Journal of Digital Convergence
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    • v.20 no.2
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    • pp.117-125
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    • 2022
  • This study presents product marketing strategy for mobile gift-giving by recognizing how consumers' propensity of conspicuous consumption and level of impression management affect the choice between hedonic goods and utilitarian goods. Data were collected through an online survey, and logistic regression analysis was performed using SPSS 23.0. The result of this study showed that people with high propensity of conspicuous consumption chose hedonic goods more than utilitarian goods in mobile gift-giving regardless of the level of impression management. On the other hand, those who with low propensity of conspicuous consumption chose utilitarian goods more than hedonic goods when the level of impression management was low, while these was no difference in choice between hedonic and utilitarian goods when the level of impression management was high. This study proposes to advertise in consideration of consumers' propensity of conspicuous consumption and impression management in marketing mobile gift products, especially for hedonic goods. Advertisements can appeal to consumers by using the desire to recognition or show off. Furthermore, further research can be conducted in consideration of other factors affecting gift behavior and expanding the age group.