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Benefit-confirmation model for post-adoption behavior of mobile instant messaging applications: A comparative analysis of KakaoTalk and Joyn in Korea

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  • Oghuma, Apollos Patricks
  • Chang, Younghoon
  • Libaque-Saenz, Christian Fernando
  • Park, Myeong-Cheol
  • Rho, Jae Jeung

Abstract

Facilitated by advancement in technology, today, usage of mobile instant messaging (MIM) applications is a dominant global phenomenon that permeates every part of the world. This phenomenon results in drastic shift in customer attitude and behavior on how to connect and interact with others. MIM service has been replacing telecommunications operators (telcos)׳ short message service, and because third-party MIM applications are those gaining meaningful traction, this trend is threatening the telecommunications industry as it leads to losses in telcos׳ revenues. To cope with this onslaught of third-party MIM applications, telcos launched Joyn, their own MIM application. However, despite their similar technical characteristics, Joyn still lacks user traction. It is critical, therefore, to understand the antecedents to continuance use intention of MIM applications in both contexts. Based on the expanded expectation-confirmation model (ECM), the present research develops a benefit-confirmation model that examines the antecedents to continuance intention to use MIM applications, while provides a comparative analysis of two popular MIM applications in Korea—KakaoTalk (third-party) and Joyn (telcos). A total of 467 data point were collected online. The structural equation modeling results of the total sample provide support for ECM-related hypotheses as well as for significant effects of net benefits and network benefits on continuance intention to use MIM applications, while the comparative analysis suggests that KakaoTalk׳s prominent features are hedonic in nature, whereas, Joyn׳s main attribute is its interoperability. The implications of these findings are discussed.

Suggested Citation

  • Oghuma, Apollos Patricks & Chang, Younghoon & Libaque-Saenz, Christian Fernando & Park, Myeong-Cheol & Rho, Jae Jeung, 2015. "Benefit-confirmation model for post-adoption behavior of mobile instant messaging applications: A comparative analysis of KakaoTalk and Joyn in Korea," Telecommunications Policy, Elsevier, vol. 39(8), pages 658-677.
    • Handle: RePEc:eee:telpol:v:39:y:2015:i:8:p:658-677
    DOI: 10.1016/j.telpol.2015.07.009
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    3. Wellmann, Nicolas, 2017. "OTT-Messaging and Mobile Telecommunication: A Joint Market? An Empirical Approach," 28th European Regional ITS Conference, Passau 2017 169503, International Telecommunications Society (ITS).
    4. Bölen, Mehmet Cem, 2020. "Exploring the determinants of users’ continuance intention in smartwatches," Technology in Society, Elsevier, vol. 60(C).
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    6. Shim, Yongwoon & Lee, Heejin & Fomin, Vladislav, 2019. "What benefits couldn't ‘Joyn’ enjoy?," Technological Forecasting and Social Change, Elsevier, vol. 139(C), pages 125-134.
    7. Wellmann, Nicolas, 2019. "Are OTT messaging and mobile telecommunication an interrelated market? An empirical analysis," Telecommunications Policy, Elsevier, vol. 43(9).
    8. Eunhye Kim & Christian Fernando Libaque-Saenz & Myeong-Cheol Park, 2019. "Understanding shopping routes of offline purchasers: selection of search-channels (online vs. offline) and search-platforms (mobile vs. PC) based on product types," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 305-338, June.
    9. Kim, Moon-Koo & Park, Myeong-Cheol & Lee, Duk Hee & Park, Jong-Hyun, 2017. "Determinants of the subscription to bundled services and their effect on customer retention in the Korean communications sector," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168501, International Telecommunications Society (ITS).
    10. Karla Soria-Barreto & Sofia Ruiz-Campo & Ahmad Samed Al-Adwan & Sergio Zuniga-Jara, 2021. "University Students Intention to Continue Using Online Learning Tools and Technologies: An International Comparison," Sustainability, MDPI, vol. 13(24), pages 1-23, December.
    11. Kim, Moon-Koo & Park, Myeong-Cheol & Lee, Duk Hee & Park, Jong-Hyun, 2019. "Determinants of subscriptions to communications service bundles and their effects on customer retention in Korea," Telecommunications Policy, Elsevier, vol. 43(9).
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    13. Arnold, René & Schneider, Anna & Lennartz, Jonathan, 2020. "Interoperability of interpersonal communications services – A consumer perspective," Telecommunications Policy, Elsevier, vol. 44(3).

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