A Study on the Influence of Satisfaction of MIM Users on the Reuse and Recommendation Intentions : Focus on KakaoTalk in Korea and Zalo in Vietnam

KakaoTalk and ZALO, which are popular mobile instant messengers in Korea and Vietnam, and show the reason why they are popular among the users of the two countries, the motives of users and the quality factors of messenger, Satisfaction and the differences and characteristics of mobile instant in both countries. The results of this study suggest the following implications. The similarity between Korean and Vietnamese users shows that the user satisfaction of mobile instant messenger has an influence on re - use intention and recommendation intention. In Korea, utility, hedonic, system quality, service quality, information quality, etc. Vietnamese mobile instant messenger users showed preference for self-expression, and the more they are interested in others, the better their mood will be. System quality and service quality factors have a positive effect on satisfaction for Korean users Korean users are sensitive to system quality and service quality, and system quality and service quality have a strong influence on usage purpose, which may have a significant effect on user satisfaction. Satisfaction of mobile instant messenger in both Korea and Vietnam affected reuse intention and recommendation intention. The higher the reliability of the service, therefore, it is necessary to provide a service that can improve the satisfaction of mobile instant messenger users in both Korea and Vietnam in order to increase the intention of reuse and recommendation intention.