Abstract
The purpose of this article is to analyze the technology-task adjustment model applied to WhatsApp as a preferred communication method by young Mobile Instant Messengers (MIM) users. Thus, we conducted a survey (n=567) and a multivariate data analysis through Structural Equation Modeling. Only one hypothesis of the model was rejected showing that hedonic needs do not influence needs perceived by users. Users do not realize pleasure as a need when it comes to MIMs with communication-oriented features and is not exclusively for fun. We also found that the behavioral profile of young users to perceive the importance of motivational needs, technological characteristics, perceived needs, satisfaction, and privacy, to generate the intention to continue using the mobile communication tool.
Highlights
New Information and Communication Technology (ICT) environments and the extensive use of smartphones and tablets have provided rapid changes in interpersonal communication, causing changes in technological development and social values (CHO; KIM, 2013)
The purpose of this article is to analyze the technology-task adjustment model applied to WhatsApp as a preferred communication method by young Mobile Instant Messengers (MIM) users
We found that the behavioral profile of young users to perceive the importance of motivational needs, technological characteristics, perceived needs, satisfaction, and privacy, to generate the intention to continue using the mobile communication tool
Summary
New Information and Communication Technology (ICT) environments and the extensive use of smartphones and tablets have provided rapid changes in interpersonal communication, causing changes in technological development and social values (CHO; KIM, 2013). Instant messaging broadens and democratizes information dissemination channels, while increasing communication and interconnectivity among users. This technology gives companies advantages such as cost reduction, value creation, virtualization, mobility, innovation and product differentiation, generating consistent data results in searching for information, suggestion records and promotions. The Taiwanese model’s objective was to research and evaluate the communication behavior of Line instant messenger users. This was completed through a structural model that suggests that the main factors that provoke the intention of continue to use mobile communication software services are modification and satisfaction of the perceived needs of the technology. The adjustment between the users’ needs and technological characteristics provided should be considered in the provision of MIMs services
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