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The adoption of KakaoTalk instant messenger
|Kauweloa_Nyle_r.pdf||Version for non-UH users. Copying/Printing is not permitted||1.46 MB||Adobe PDF||View/Open|
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|Title:||The adoption of KakaoTalk instant messenger|
|Authors:||Kauweloa, Nyle S.|
Diffusion of Innovations theory
|Issue Date:||May 2014|
|Publisher:||[Honolulu] : [University of Hawaii at Manoa], [May 2014]|
|Abstract:||The nearly ubiquitous presence of instant messengers on smartphones suggests that this type of innovation plays a significant role in how people communicate. This study examined the attitude towards adoption of KakaoTalk, a South Korean instant messenger, by South Koreans. First, the gratifications gained by South Koreans were measured from the use of KakaoTalk by looking at the pleasure-seeking aspects of the innovation: entertainment, expressing affection, and diversion. Using Diffusion of Innovations theory and its innovation characteristics, the study also looked at the attitude towards adoption by measuring participants' opinions about the perceived relative advantage, complexity, compatibility, trialability, and observability, and its relationship to attitude towards adoption of KakaoTalk. Finally, the study looked at perceptions of critical mass, and the relationship perceived critical mass had with the attitude towards adoption of KakaoTalk. The descriptive statistics results suggested that South Koreans are gaining entertainment-related gratifications from the use of KakaoTalk. A Pearson's correlation test also indicated a linear and positive relationship between the Diffusion of Innovations characteristics and the attitude towards adoption. A multiple regression analysis also confirmed that there is a relationship between the Diffusion of Innovations characteristics, including perceived critical mass, with perceived critical mass being the most significant predictor in the model.|
|Description:||M.A. University of Hawaii at Manoa 2014.|
Includes bibliographical references.
|Rights:||All UHM dissertations and theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission from the copyright owner.|
|Appears in Collections:||M.A. - Communication|
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