MIM서비스에서 지각된 네트워크외부성과 경험가치가 지속적 사용의도에 미치는 영향에 관한 연구

A Study On The Effects Network Externalities and Experiential Value Perceived from MIMService on Continuous Intention

Mobile Instant Messenser (MIM) Market With the market is enlarging and attracting more and more companies. With the market expanding and number of users increasing, the competition in this area will be fierce. In order to gain competitive advantage, it is important to develop a strategy to maximize user value and to grasp the continuous usage intention of users. However, there are currently not enough researches done in this field. Therefore. this paper to study the effects of network externalities and perceived experiential value on perceived usefulness. user satisfaction. and continuous usage intention. The research results showed that the perceived experiential va lue and vertical compatibility significantly affected user satisfaction. but the perceived network size did not. The perceived network size and vertical compatibi li ty did not affect the perceived usefulness. Also, the economic value. which is a sub-factor of the perceived experiential value. did not affect the perceived usefulness. but the functional value and hedonic value did sign ificantly. The perceived network size significantly affected continuance usage intention, but the perceived network compatibility did not.