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ABSTRACT
Given the growth of and competition among mobile messenger applications (MMAs), attracting users’ attention and enhancing their loyalty have become large challenges for MMA service providers. This study provides a theoretical view for understanding the mechanisms that lead to user loyalty toward MMAs. Although emotions and the dedication-constraint model are the two main research disciplines via which the formation of user loyalty has been investigated, few studies have unified these two disciplines. A theoretical model is developed by synthesizing emotional responses and the dedication-constraint model. Based on the ambivalent view of emotions, we examine the exact effects of positive and negative emotions on user loyalty to MMA. Moreover, we identify an encompassing set of antecedents to affective and calculative commitments in the MMA context. A structural equation modeling (SEM) method is used to test the research model based on a sample of 300 KakaoTalk users in South Korea. Our findings reveal that user loyalty to MMAs is jointly shaped by dedication- and constraint-based mechanisms and emotional responses. The findings indicate that affective commitment significantly influences user loyalty, both directly and indirectly, through positive emotions. However, calculative commitment has significant positive effects on positive emotions and user loyalty, but it is also positively related to negative emotions. Perceived usefulness, perceived enjoyment, and trust significantly influence affective commitment to MMAs, while social norms significantly affect calculative commitment to MMAs. Theoretical and managerial implications and future research directions are subsequently discussed.
Funding
This work was supported by the 2016 Yeungnam University Research Grant.
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Additional information
Notes on contributors
Byoungsoo Kim
Byoungsoo Kim is an Assistant Professor at the Department of Business Administration in Yeungnam University. He received his doctorate from KAIST Business School. His research interests include business ecosystem, mobile business, and social network services. His studies have been published in Journal of Information Technology, Journal of the American Society for Information Science and Technology, International Journal of Human-Computer Interaction, etc.