Start Date
11-8-2016
Description
This research is a comparative study on user loyalty of mobile-instant messaging (MIM) in Korea and Vietnam. In general, this paper aims to find out whether any differences in user behavior and user loyalty for MIM services between Korea and Vietnam. To serve that purpose, the study theoretically bases on the information systems (IS) success model and expectation-confirmation model (ECM) with appropriate adjustments for this research context. The paper collects the survey data on 644 MIM users in Korea and Vietnam, the chosen MIM service is KakaoTalk. The results show that system quality, perceived usefulness and satisfaction strongly influence on loyalty in case of Korean users; whilst system quality, service quality and satisfaction strongly affect to loyalty in case of Vietnamese users. Contributions and implications are discussed. Moreover, the practical MIM strategies built from research findings might give some helpful suggestions to MIM providers in both Vietnamese and Korean market.
Recommended Citation
Tang, Nguyen Hanh and Lee, Young-Chan, "Korean and Vietnamese User Loyalty: KakaoTalk Case" (2016). AMCIS 2016 Proceedings. 8.
https://aisel.aisnet.org/amcis2016/Global/Presentations/8
Korean and Vietnamese User Loyalty: KakaoTalk Case
This research is a comparative study on user loyalty of mobile-instant messaging (MIM) in Korea and Vietnam. In general, this paper aims to find out whether any differences in user behavior and user loyalty for MIM services between Korea and Vietnam. To serve that purpose, the study theoretically bases on the information systems (IS) success model and expectation-confirmation model (ECM) with appropriate adjustments for this research context. The paper collects the survey data on 644 MIM users in Korea and Vietnam, the chosen MIM service is KakaoTalk. The results show that system quality, perceived usefulness and satisfaction strongly influence on loyalty in case of Korean users; whilst system quality, service quality and satisfaction strongly affect to loyalty in case of Vietnamese users. Contributions and implications are discussed. Moreover, the practical MIM strategies built from research findings might give some helpful suggestions to MIM providers in both Vietnamese and Korean market.