네트워크 외부성과 지각된 품질이 사용자 만족도 및 지속적 사용의도에 미치는 영향

Abstract

Mobile instant messenger(MIM) has become people's commodities in daily life with the use of smart phones. Mobile instant messenger has been regarded as an effective marketing tool in various industries. In order to making business successful, mobile instant messenger providers are essentially required to strengthen users' satisfaction and continuance intentions of their mobile instant messenger. However the function of mobile phone upgrade rapidly. Smart phones are not only a simple communications machine on cellular phone, the multimedia which could make double direction communication like voice calls and video calls as well. In especial, MIM links the chatting functions of text, photo, file transfer, voice calls and video chat and group chat, with various additional services including mini homepage, GPS and Social Networking Services link function together. The popularization rate of smart phones has brought about many changes to interpersonal communication. This research is focus on the mobile instant messenger WeChat, which most widely used in China,In order to find out the perceived quality factors between 'WeChat correlate user and network externalizes In this academic research, an integrated theoretical framework will be mentioned. which is network externalizes and perceived quality factors to investigate the satisfactions and continuance intentions of users' using MIM, and proposes possible influential factors to understand why users continue to use. The study results suggest our research models exhibit good explanatory power to predict users' continued intention to use MIM, providing a new direction for researchers to contemplate in subsequent research. So the relations among WeChat's network externalities, quality factors, user satisfaction, and continuance intentions which were identified through the study are expected to become implications on establishing a variety of strategies for WeChat providers and improving WeChat. This study considers number of members, number of peers, perceived complementarily and perceived compatibility as network externalities, information quality, system quality and service quality as perceived quality factors, to explain how each factor is associated with mobile instant messenger user's satisfaction. For this purpose, analysis of literature review and empirical analysis were carried out concurrently for this study. Through the literature review concept of WeChat influence of features were redefined and the questionnaires were collected through on-line of Chinese those who used WeChat in the past. 501 surveys were collected in total and 410 responses were used for an analysis at over two weeks in April 2016. The research analyzes in the aspects of demographic characteristics, use patterns. The data were analyzed using SPSS 18.0 to identify the reliability, validity, and to test the hypotheses, this study conducted regression analysis using data collected from users who have experienced mobile instant messenger-WeChat that is widely used in China. As the results of the analysis, the key findings of this study are as follows these four points： First of all，members quantity, amount peers and perceived complementarily as network externalities had significant effect on satisfaction of users. However perceived compatibility as network externalities did not significantly affected users' satisfaction. In the second, information quality had significant effect on user satisfaction especially with these factors (such as accuracy, diversity and comprehensibility). System quality had significant effect on the user satisfaction especially with these factors (such as usage simplicity, connectivity, security) should be considered as factors to improve the user satisfaction. Service quality had mostly significant effect on users' satisfaction especially with these factors (such as tangibles, reliability, responsibility). The third is users' satisfaction that had significant effect on users' continuance intentions. WeChat providers are advised to make more effort to enhance information quality, system quality and service quality factors to lead a sustainable use of the Service. Last point, switching cost was indicated to have moderating effect on users' satisfaction and continuance intentions. Users' satisfaction is found to be a strong determinant of continuance intentions. Despite its valuable findings and implications, this study contains some limitations. It includes these three points: First of all，those study of the characters' age are 20~50 year old. But the main users of MIM is 20~30. Therefore, in the future, consideration should be given to the difference in age distribution. At the second, explain of MIM business is lack of explanatory power. In Chinese market, there was quite enough MIM business provided by many enterprises. Therefore, it is important for enterprises to find the difference between the individuals and enterprises. In Third one, this study employed a quantitative statistics research model and collected data by means of an online questionnaire; it is thus difficult for represented research sampling to avoid self-selection. Researchers should introduce qualitative interview methods for in-depth understanding of user's use, to prevent online questionnaire respondents from casual answering to win prizes.