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The Adoption of Kakaotalk Instant Messenger

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The Adoption of Kakaotalk Instant Messenger THE ADOPTION OF KAKAOTALK INSTANT MESSENGER A THESIS SUBMITTED TO THE GRADUATE DIVISION OF THE UNIVERSITY OF HAWAI‘I AT MĀNOA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN COMMUNICATION MAY 2014 By Nyle Sky Kauweloa Thesis Committee: Jenifer S. Winter, Chairperson Wayne Buente Hanae Kramer ACKNOWLEDGEMENTS I would first like to thank the members of my thesis committee. Jenifer Winter has been a tremendous help and guide for me on this journey, constantly giving me the needed feedback and encouragement that has helped me in the end. I would also like to thank Wayne Buente for giving me the help and careful consideration when needed. Finally, I would like to thank Hanae Kramer who has always been gracious with her input, and has made me consider the cultural aspects of my studies. Additionally, I would like to offer my thanks to my other professors Joung-Im Kim, Tom Kelleher, and Patricia A. Buskirk, who have all added something to my understanding of my studies. Finally, I would not be here without my wife, Eunhee, who has tolerated more than anyone else has, and who has been a rock for me. Finally, I want to thank my grandmother and mother for all their love and support. ii 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. iii TABLE OF CONTENTS Acknowledgements ................................................................................................. ii Abstract .................................................................................................................. iii List of Tables ........................................................................................................ vii Chapter 1: Introduction ............................................................................................1 1.1. Background and Rationale for Study ...........................................................1 Chapter 2: Review of Literature ..............................................................................5 2.1. Introduction ..................................................................................................5 2.2. Smartphones in South Korea .......................................................................6 2.3. Kakao Corporation .......................................................................................7 2.4. Texting .........................................................................................................7 2.4.1. Short Message Service (SMS) ...............................................................7 2.4.2. Instant Messaging (IM) ..........................................................................8 2.4.3. KakaoTalk Mobile Instant Messaging (IM app) ....................................9 2.4.3.1 KakaoTalk Stickers ..........................................................................9 2.5. Uses and Gratifications ...............................................................................10 2.6. Technology Acceptance Model (TAM) ......................................................15 2.7. Diffusion of Innovations ............................................................................17 2.7.1 Adopters ................................................................................................22 2.7.2. Perceived Critical Mass ...................................................................... 22 2.8. Summary ....................................................................................................24 Chapter 3: Research Questions ..............................................................................26 3.1. Introduction ................................................................................................26 3.2. Research Question One ..............................................................................26 3.3. Research Question Two .............................................................................27 iv 3.4. Research Question Three ...........................................................................28 3.5. Key Concepts and Operationalizations ......................................................29 Chapter 4: Methods ................................................................................................37 4.1. Introduction ................................................................................................37 4.2. The Sample Population ..............................................................................37 4.3. Sampling Procedure ...................................................................................38 4.4. Questionnaire .............................................................................................38 4.5. Administration ...........................................................................................41 4.6. Data Analysis .............................................................................................42 Chapter 5: Results ..................................................................................................43 5.1. Introduction ................................................................................................43 5.2. Demographics of Respondents ..................................................................43 5.3. Research Question One ..............................................................................43 5.4. Research Question Two .............................................................................46 5.5. Research Question Three ...........................................................................49 Chapter 6: Discussion ............................................................................................53 Chapter 7: Conclusion............................................................................................60 7.1. Limitations .................................................................................................61 7.2. Further Research ........................................................................................62 7.3. Contributions..............................................................................................62 Appendix A: Survey Instrument (English) ............................................................63 Appendix B: Survey Instrument (Korean) .............................................................67 Appendix C: Back Translation of Survey Instrument ............................................70 v Appendix D: Consent Form ...................................................................................78 Appendix E: IRB Form ..........................................................................................79 References ..............................................................................................................80 vi LIST OF TABLES Table Page 1. Entertainment Gratification ...............................................................................44 2. Affections Gratifications ....................................................................................45 3. Diversion Gratifications .....................................................................................46 4. Correlation between Relative Advantage and Attitude .....................................47 5. Correlation between Complexity and Attitude ..................................................47 6. Correlation between Compatibility and Attitude ...............................................48 7. Correlation between Trialability and Attitude ...................................................48 8. Correlation between Observability and Attitude ...............................................49 9. Correlation between Critical Mass and Attitude ................................................49 10. Descriptives Statistics for Perceived Critical Mass .........................................50 11. Descriptives Statistics for Attitude ...............................................................50 12. Multiple Regression Model Summary .............................................................51
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