The effects of gratifications on the continuance intention to use a mobile instant messenger service in group communication

In this study, based on an online survey administered to service users, we examined the motivational factors associated with the intention to continue to use a mobile instant messenger service in South Korea. The results demonstrate that the gratifications of perceived enjoyment, media appeal, and social interaction were positively related to the continuance intention. Across the groups with different numbers of members, the effect of the social interaction gratification on the continuance intention was greatest among those who use the service to mainly communicate with a group of 21 or more members. Implications of the findings and limitations of the study are discussed

Advertising · Business · Continuance · Gratification · Instant messaging · Social media · World Wide Web · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing

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