Next Article in Journal
Integrated and Consolidated Review of Plastic Waste Management and Bio-Based Biodegradable Plastics: Challenges and Opportunities
Next Article in Special Issue
Monetizing the IoT Revolution
Previous Article in Journal
Are Global Companies Better in Environmental Efficiency in India? Based on Metafrontier Malmquist CO2 Performance
Previous Article in Special Issue
Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal
Article

Factors Affecting Sustainable Purchase Intentions of SNS Emojis: Modeling the Impact of Self-Presentation

by 1 and 2,*
1
Department of Culture & Tourism Contents, Kyung Hee University, Seoul 02447, Korea
2
School of Communications, Dankook University, Gyeonggi-do 16890, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(20), 8361; https://doi.org/10.3390/su12208361
Received: 13 September 2020 / Revised: 28 September 2020 / Accepted: 9 October 2020 / Published: 12 October 2020
(This article belongs to the Special Issue Sustainable Marketing, Branding and CSR in the Digital Economy)
To promote more sustainable consumption of Social Networking Service (SNS) emojis, it is necessary to understand the relationships between social psychological antecedents and SNS users’ intention to purchase emojis. This study aimed to investigate motivational factors affecting users’ intentions to purchase SNS emojis. We examined SNS users of Kakao Talk, the most widely used instant messaging service in South Korea, and investigated the relationships among five latent constructs: Self-presentation, symbolic values, playfulness, purchase intentions, and need for uniqueness. The results of this study indicate that self-presentation does not directly affect the intention to purchase emojis (β = 0.10, p > 0.05). Rather, self-presentation positively influences purchase intention through the mediating path of SNS users’ perceived symbolic value (β = 0.60, p < 0.001) and playfulness (β = 0.35, p < 0.001) to purchase intention (β = 0.29, p < 0.001; β = 0.37, p < 0.001). Further, symbolic value affects playfulness (β = 0.56, p < 0.001), which in turn leads to consumers’ intentions to purchase emojis. This study highlights that SNS users’ need for uniqueness functions as a moderator in the relationship between self-presentation and their intentions to purchase emojis. View Full-Text
Keywords: SNS; emojis; self-presentation; symbolic value; playfulness; need for uniqueness SNS; emojis; self-presentation; symbolic value; playfulness; need for uniqueness
Show Figures

Figure 1

MDPI and ACS Style

Kim, Y.; Jun, J.W. Factors Affecting Sustainable Purchase Intentions of SNS Emojis: Modeling the Impact of Self-Presentation. Sustainability 2020, 12, 8361. https://doi.org/10.3390/su12208361

AMA Style

Kim Y, Jun JW. Factors Affecting Sustainable Purchase Intentions of SNS Emojis: Modeling the Impact of Self-Presentation. Sustainability. 2020; 12(20):8361. https://doi.org/10.3390/su12208361

Chicago/Turabian Style

Kim, YunJu, and Jong W. Jun 2020. "Factors Affecting Sustainable Purchase Intentions of SNS Emojis: Modeling the Impact of Self-Presentation" Sustainability 12, no. 20: 8361. https://doi.org/10.3390/su12208361

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop