Kang Hyunmin, Park YounJung, Shin Yonghwan, Choi Hobin, Kim Sungtae
Able Edutech, Seoul, South Korea.
Laboratory of Cognitive Engineering, Graduate Program in Cognitive Science, Yonsei University, Seoul, South Korea.
Front Psychol. 2022 Jan 10;12:678803. doi: 10.3389/fpsyg.2021.678803. eCollection 2021.
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 ( = 302) who were randomly recruited from a university completed an online questionnaire assessing the Big Five personality characteristics, motivations for using stickers, and the technology acceptance model (TAM). Results using partial least squares structural equation modeling (PLS-SEM) revealed that each personality trait affected different motivations for using stickers. Moreover, motivations for using stickers also influenced different technology acceptance variables. Finally, perceived usefulness, enjoyment, and ease of use had a positive effect on the intention to purchase stickers. This study has implications in that it is an exploratory approach to the intention to purchase stickers, which has been investigated by few prior studies, and it sheds light on the relationship between personality, motivation, and TAM in purchasing stickers. It also suggests that personality and motivation factors can be considered in personalized recommendation services.
许多即时通讯工具和社交网络服务（SNS）都将表情符号和贴纸用作交流方式。贴纸能很好地表达个人情感，可让长文本被小图片取代。随着贴纸使用的增加，贴纸在一些平台上实现了商业化，并且随着人们在网上购买和使用带有自己喜欢的角色、产品或艺人的贴纸，其呈现出显著增长。根据个人性格的不同，人们使用贴纸的动机也各异，这些动机决定了贴纸的实用性和趣味性，进而影响他们的购买决策。在本研究中，从一所大学随机招募的302名参与者完成了一份在线问卷，该问卷评估了大五人格特征、使用贴纸的动机以及技术接受模型（TAM）。使用偏最小二乘结构方程模型（PLS-SEM）的结果显示，每个人格特质会影响使用贴纸的不同动机。此外，使用贴纸的动机也会影响不同的技术接受变量。最后，感知有用性、趣味性和易用性对购买贴纸的意愿有积极影响。本研究具有重要意义，因为它是对购买贴纸意愿的一种探索性方法，此前很少有研究对此进行过调查，并且它揭示了购买贴纸时人格、动机和技术接受模型之间的关系。它还表明，在个性化推荐服务中可以考虑人格和动机因素。
