What Makes Consumers' Intention to Purchase Paid Stickers in Personal Messenger? The Role of Personality and Motivational Factors.

ABSTRACT: Many messengers and social networking services (SNSs) use emojis and stickers as a means of communication. Stickers express individual emotions well, allowing long texts to be replaced with small pictures. As the use of stickers increased, stickers were commercialized on a few platforms and showed remarkable growth as people bought and used stickers with their favorite characters, products, or entertainers online. Depending on their personality, individuals have different motivations for using stickers that determine the usefulness and enjoyment of stickers, affecting their purchase decisions. In the present study, participants (n = 302) who were randomly recruited from a university completed an online questionnaire assessing the Big Five personality characteristics, motivations for

SUBMITTER: Kang H 

PROVIDER: S-EPMC8849107 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature