Abstract
Many messengers and social networking services (SNSs) use emojis and stickers as a means of communication. Stickers express individual emotions well, allowing long texts to be replaced with small pictures. As the use of stickers increased, stickers were commercialized on a few platforms and showed remarkable growth as people bought and used stickers with their favorite characters, products, or entertainers online. Depending on their personality, individuals have different motivations for using stickers that determine the usefulness and enjoyment of stickers, affecting their purchase decisions. In the present study, participants (n = 302) who were randomly recruited from a university completed an online questionnaire assessing the Big Five personality characteristics, motivations for using stickers, and the technology acceptance model (TAM). Results using partial least squares structural equation modeling (PLS-SEM) revealed that each personality trait affected different motivations for using stickers. Moreover, motivations for using stickers also influenced different technology acceptance variables. Finally, perceived usefulness, enjoyment, and ease of use had a positive effect on the intention to purchase stickers. This study has implications in that it is an exploratory approach to the intention to purchase stickers, which has been investigated by few prior studies, and it sheds light on the relationship between personality, motivation, and TAM in purchasing stickers. It also suggests that personality and motivation factors can be considered in personalized recommendation services.
Highlights
Stickers are developed from emoticons and emojis and are one of the tools that help improve conversations
As a result of the analysis, 13 factors could be divided into five personality factors, four motivation factors, and four technology acceptance model (TAM) sub-factors (PEU, perceived usefulness (PU), Perceived enjoyment (PE), and purchase intention (PI)), respectively (Table 4)
We classified motivations into four categories, and the results showed that neuroticism is related to emotional expression, extraversion is related to image management and agreeableness is related to motivation for emotional expression and intimate representation
Summary
Stickers are developed from emoticons and emojis and are one of the tools that help improve conversations. Emojis, and stickers make online conversations and communication more dynamic by increasing social preferences and richness (Aldunate and González-Ibáñez, 2016). A personal messenger allows conversations with an acquaintance or a group, while an SNS allows communication with an unspecified number of people, not just acquaintances. In this context, stickers are mainly used as a tool for communication with people. Many companies use stickers to promote their products to consumers (Das et al, 2019). They create their own brand symbols with stickers, draw people’s interest, and encourage users to become familiar with their brands
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