The adoption of KakaoTalk instant messenger

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.