프라이빗 메시지 서비스의 이용 동기가 만족과 충성도에 미치는 영향 연구

Abstract

This study is focused on 'Private Message Service', a monthly subscription service that allows users to receive and reply to messages sent by artists. This study extracted the motivation for using private message service(pseudo feeling of love, entertainment and rest, friendliness, star identification, information seeking, idol support, and reference group conformance desire) and examined how the motivation for using private message service affects satisfaction and loyalty. This study conducted a survey of 354 Chinese female K-Pop fans who had experiences using the private message service. It was found that entertainment and rest, friendliness, star identification, and information seeking motivation have positive effects on satisfaction, while psuedo feeling of love was found to have negative effects on satisfaction. Among the motivational factors for using private message service, entertainment and rest, friendliness, star identification, and information seeking motivation was found to have positive effects on loyalty. And satisfaction was found to have positive effects on loyalty. In addition, there is a complete mediating effect of satisfaction between entertainment and rest, friendliness, star identification, information-seeking motivation, respectively with loyalty. It is hoped that findings of this study would contribute to enhancing the quality of the private message services.