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The Effect of Mobile App Contents Characteristics on the Continuous Use Intention: Focused on Using KakaoTalk

  • Industry Promotion Research
  • Abbr : IPR
  • 2023, 8(1), pp.103-110
  • DOI : 10.21186/IPR.2023.8.1.103
  • Publisher : Industrial Promotion Institute
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Received : December 28, 2022
  • Accepted : January 26, 2023
  • Published : January 31, 2023

Sou-Bin Yun 1 Byung-June Kim 2 ALICe Consulting Firm 3

1숭실대학교 대학원
2우리금융그룹 우리FIS
3앨리스 컨설팅

Accredited

ABSTRACT

This study targeted KakaoTalk app users, mainly in Seoul and the metropolitan area, and verified the factors that had a significant impact on the intention to continuously use the app through KakaoTalk contents. Among various content characteristics, five variables were used to verify the variables that had the greatest influence on the intention to continue using, and the ones that did not. As a result of testing the five hypotheses, it was found that convenience, enjoyment, informativeness, and perceived usefulness had a significant positive(+) effect on the intention to continue using, but intimacy did not. From this, it can be determined that the majority of users use the app content because it is useful and informative, rather than because they have a sense of familiarity. In this way, the purpose of this study is to provide empirical help to factors closely related to the intention of continuous use in deriving priorities to be considered in the service planning stage as well as in terms of technical design of contents when developing mobile apps in the mobile app industry as a whole and in the field in the future. I want to provide it, but there is a meaning.

Citation status

* References for papers published after 2023 are currently being built.