모바일 인스턴트 메신저 상황에서 소속감, 외로움이 자기노출 행동에 미치는 영향: 시스템 품질의 조절효과를 중심으로

• Published in: Journal of distribution science Vol. 14; no. 9; pp. 85 - 94
• Main Authors: 정보희, 김한구, Jung, Bo-Hee, Kim, Han-Ku
• Format: Journal Article
• Language: Korean
• Published: 한국유통과학회 01.09.2016
• Subjects: 경제학; Loneliness; Self-disclosure Intention; Self-disclosure Behavior; Belongingness; System Quality
• ISSN: 1738-3110; 2093-7717
• DOI: 10.15722/jds.14.9.201609.85

Purpose - Recently, Mobile technologies and devices including smart phones and tablets have increased the possibility of communicating with other people and sharing personal information without time and space restriction. In order to realize the market potential related to mobile technologies, a large number of internet services have been incorporated into mobile platforms. Especially, The number of MIM(Mobile Instant Messenger) users has been increasing dramatically and services using MIM platform also have diversified. In spite of drastic growth in markets related to MIM, there is little empirical research on MIM and users' behaviors. This study designed to examine the structural relationships among belongingness, loneliness, self-disclosure intention, system quality, and self-disclosure behavior in context of MIM. Research design, data, and methodology - Three hypotheses were about the relationship among belongingness, loneliness and self-disclosure intention. The other two hypotheses were about the moderating effect of system quality in the causal relationship between self-disclosure intention and self-disclosure behavior. The data was analyzed by structural equation modeling. Research data were obtained from 330 undergraduate students who were KakaoTalk users and total 314 valid questionnaires were used in the final analysis. Results - The results from this study are as follow. First, the belongingness and the loneliness had a significant impact on self-disclosure intention in MIM. Second, the self-disclosure intention in MIM also had a positive impact on the self-disclosure behavior. Lastly, there is a moderating effect of the system quality in the relationship between the self-disclosure intention and self-disclosure behavior in MIM. Specifically, the higher system quality level was perceived, the positive effect of the self-disclosure intention in MIM on the self-disclosure behavior was greater. Conclusions - Based on the results from this study, academic and practical implications can be drawn. First, the study extends the scope of research about SNS through focusing on MIM to be classified by closed type SNS and identifies the relationship between emotion, behavioral intention and behaviors in MIM. Second, this study provides strategic guidelines to increase the efficiency for promotion activity. Limitations for the study also should be discussed.