{"title":"外部性和流动对移动即时通讯推广中感知有用性、满意度和忠诚度的影响","authors":"Theresia Victory Gloria, A. Achyar","doi":"10.21002/amj.v8i2.9261","DOIUrl":null,"url":null,"abstract":"At its introduction, instant messaging (IM) was predicted to facilitate communication between businesses and customers. Growing numbers of smartphones coupled with internet penetration then led to the development of mobile instant messaging (MIM). Some MIM provides a feature for businesses to communicate to customers, which enables businesses to send promotions and information directly to customers. For this to be effective, loyalty is crucial for continued MIM use, especially MIM that can be used as a promotional tool, or mobile instant messaging promotion (MIMP). This study focuses on the factors that affect loyalty and satisfaction in MIMP. The results suggest that loyalty is affected by satisfaction and perceived usefulness, satisfaction by perceived enjoyment and attention focus, and perceived usefulness by referent network size and attention focus. MIMP should increase the user referent network size by offering rewards for inviting contacts. Perceived enjoyment and attention focus can be strengthened by enhancing the user experience and offering additional features.","PeriodicalId":30884,"journal":{"name":"Asean Marketing Journal","volume":"1 1","pages":"58"},"PeriodicalIF":0.0000,"publicationDate":"2016-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.21002/amj.v8i2.9261","citationCount":"5","resultStr":"{\"title\":\"Effects of Externalities and Flow on Perceived Usefulness, Satisfaction, and Loyalty in Mobile Instant Messaging Promotion\",\"authors\":\"Theresia Victory Gloria, A. Achyar\",\"doi\":\"10.21002/amj.v8i2.9261\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"At its introduction, instant messaging (IM) was predicted to facilitate communication between businesses and customers. Growing numbers of smartphones coupled with internet penetration then led to the development of mobile instant messaging (MIM). Some MIM provides a feature for businesses to communicate to customers, which enables businesses to send promotions and information directly to customers. For this to be effective, loyalty is crucial for continued MIM use, especially MIM that can be used as a promotional tool, or mobile instant messaging promotion (MIMP). This study focuses on the factors that affect loyalty and satisfaction in MIMP. The results suggest that loyalty is affected by satisfaction and perceived usefulness, satisfaction by perceived enjoyment and attention focus, and perceived usefulness by referent network size and attention focus. MIMP should increase the user referent network size by offering rewards for inviting contacts. Perceived enjoyment and attention focus can be strengthened by enhancing the user experience and offering additional features.\",\"PeriodicalId\":30884,\"journal\":{\"name\":\"Asean Marketing Journal\",\"volume\":\"1 1\",\"pages\":\"58\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2016-12-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.21002/amj.v8i2.9261\",\"citationCount\":\"5\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asean Marketing Journal\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.21002/amj.v8i2.9261\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asean Marketing Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21002/amj.v8i2.9261","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Effects of Externalities and Flow on Perceived Usefulness, Satisfaction, and Loyalty in Mobile Instant Messaging Promotion
At its introduction, instant messaging (IM) was predicted to facilitate communication between businesses and customers. Growing numbers of smartphones coupled with internet penetration then led to the development of mobile instant messaging (MIM). Some MIM provides a feature for businesses to communicate to customers, which enables businesses to send promotions and information directly to customers. For this to be effective, loyalty is crucial for continued MIM use, especially MIM that can be used as a promotional tool, or mobile instant messaging promotion (MIMP). This study focuses on the factors that affect loyalty and satisfaction in MIMP. The results suggest that loyalty is affected by satisfaction and perceived usefulness, satisfaction by perceived enjoyment and attention focus, and perceived usefulness by referent network size and attention focus. MIMP should increase the user referent network size by offering rewards for inviting contacts. Perceived enjoyment and attention focus can be strengthened by enhancing the user experience and offering additional features.