A Study of Consumer Loyalty on Instant Messaging ServicesA Study of Consumer Loyalty on Instant Messaging Services
- Other Titles
- A Study of Consumer Loyalty on Instant Messaging Services
- Authors
- 김선태; 김종우
- Issue Date
- Sep-2010
- Publisher
- 한국경영과학회
- Keywords
- Instant Messaging; Consumer Loyalty; Network Externality
- Citation
- MSFE, v.16, no.2, pp.67 - 80
- Indexed
- KCI
- Journal Title
- MSFE
- Volume
- 16
- Number
- 2
- Start Page
- 67
- End Page
- 80
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/173703
- ISSN
- 2287-2043
- Abstract
- 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 verify their relationship with consumer loyalty. The results suggest that consumer loyalty of IMS users is most significantly affected by trust and perceived reputation a consumer has on the provider of IMS. Network externality, or the size and proximity of relationships formed through an IMS, also proves to have effect on consumer loyalty. Consumer loyalty in IMS users of different age or different internet usage is affected differently by each factor.
- Files in This Item
-
Go to Link
- Appears in
Collections - 서울 경영대학 > 서울 경영학부 > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.