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A Study of Consumer Loyalty on Instant Messaging Services 원문보기

International journal of management science, v.16 no.2, 2010년, pp.67 - 80  

Kim, Sun-Tae (University of Illinois at Urbana-Champaign) ,  Kim, Jong-Woo (Hanyang University)

Abstract ▼ AI-Helper 아이콘AI-Helper

This study is focused on instant messaging service (IMS) providers' efforts to maintain a steadfast group of consumers who are willing to continuously use one service without switching to another. Various factors, carefully selected to reflect the unique features of instant messaging, were tested to...

주제어

#Instant Messaging   #Consumer Loyalty   #Network Externality  

AI 본문요약
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문제 정의

  • This paper aims to identify the factors which influence consumer tendency to ‘stick fast’ to a particular IMS service.
  • This research focused on IMS as competitive service, and attempted to verify the influential factors that affect a user’s tendency to constantly use a particular service.

가설 설정

  • The results of this research should be interpreted with consideration to some limitations. First, we considered IMS use voluntary and only for use of social communication. Since a significant portion of IMS users use these services under control of job environment regulation or use them solely for work efficiency, the model and results of the research could not reflect the tendency of all IMS users.
  • Hypothesis 1: Perceived ease of use in primary functions of IMS will positively affect its consumer loyalty.
  • Hypothesis 2: Perceived usefulness of additional services will positively affect its con‐ sumer loyalty.
  • Hypothesis 3: Trust and perceived reputation of the provider will positively affect the consumer loyalty of its IMS.
  • Hypothesis 4: The size of relations formed inside a particular IMS will positively affect the consumer loyalty in the IMS.
  • Hypothesis 5: The proximity to relations formed inside a particular IMS will positively affect the consumer loyalty in the IMS.
  • Hypothesis 6: Age and Internet use time will affect the type of determining factors which influence consumer loyalty.
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참고문헌 (23)

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  3. Danaher, P. J., I. W. Wilson, and R. A. Davis, "A comparison of Online and Offline Consumer Brand Loyalty," Marketing Science, 22, 4 (2003). 

  4. Davis, F. D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly 13, 3 (1989), 319 

    상세보기 crossref

  5. Floh, A. and H. Treiblmaier, "What Keeps E­Banking Customer Loyal? A Multigroup Analysis of the Moderating Role of Consumer Characteristics on ELoyalty in the Financial Service Industry," Journal of Internet Commerce Research 7, 2 (2006). 

  6. Jarvenpaa, S. L., N. Tractinsky, and M. Vitale, "Consumer Trust in An Internet Store," Infromation Technology and Management 1, 1­2 (2000). 

  7. Koo, D., "An Investigation on Consumer's Internet Shopping Behavior Explained by the Technology Acceptance Model," The Journal of MIS Research 13, 1 (2003). 

  8. Kurniawan, S. H., R. D. Ellis, and J. C. Allaire, "The Impact of Web Self­Efficacy, age, and Web Experience on Bookmark Manipulation," Universal Access in the Information Society, 1, 3 (2002). 

  9. Kym, H., J. Yu, and H. Lee, "An Empirical Study on the Integrated Performance Model for the Effect of Information Technology Investment," The Journal of MIS Research 13, 1 (2003). 

  10. Lancaster, C., D. C. Yen, A. H. Huang, and S. Hung, "The Selection of Instant Messaging or E­Mail" Information Management and Computer Security 15, 1 (2007). 

  11. Lee, W., "The Relationship between Offline Trust and Online Transaction in Internet Banking," The Journal of MIS Research 17, 2 (2007). 

  12. Lee, W. and S. Lee, "Playfulness, Usefulness, and Social Influence in Using Information Technology: Focus on Using Minihompy," The Journal of IMS Research 15, 3 (2005). 

  13. Lin, C., Y. Sun, Y. Lee, and S. Wu, "How Instant Messaging Affects the Satisfaction of Virtual Interpersonal Behavior of Taiwan Junior High School Students," Adolescence 42, 166 (2007). 

  14. Min, D., "The relationship Between Trust in Internet Shopping Malls of Female Customers and Service Quality, Consumer Loyalty (Translated)," The Journal of Information Systems 14, 2 (2005). 

  15. Oliver, R. L., "Whence Consumer Loyalty?," Journal of marketing 63 (1999). 

  16. Reichheld, F. F., "Loyalty Based Management," Harvard Business Review (marapr 1993). 

  17. Shin, C., Y. Yang, and S. Han, "The effect of perceived personalization and Switching Barrier on Loyalty to Internet Shopping Malls (Translated)," Journal of Marketing Management Research 13, 1(2008). 

  18. Song, J. and E. Walden, "How Consumer Perceptions of Network Size and Social Interactions Influence the Intention to Adopt Peer­to­Peer Technologies," International Journal of E­ Business Research 3, 4 (2007). 

  19. Strader, T. J., S. N. Ramaswami, and P. A. Houle, "Perceived Network Externalities and Communication Technology Acceptance," European Journal of Information Systems 16 (2007). 

  20. Walker, A. J. and L. Thompson, "Intimacy and intergenerational aid and contact among mothers and daughters," Journal of Marriage and the Family 45 (1983). 

  21. Ward, D. and M. K. Kern, "Combining IM and Vendor­based Chat: A Report from the Frontlines of an Integrated Service," Portal: Libraries and the Academy 6, 4 (2006) 

  22. Ye, J., G. Kim, and M. Kang, "The Effects of Offline Company Trust on Online Shopping Mall Trust and e­Loyalty," Korean Journal of Marketing 8, 4 (2007). 

  23. Instant Messaging Planet, "IM Watch: Instant Messaging Market to More Than Double," http://www.instantmessagingplanet.com/enterprise/article.php/3694221. 

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