Motivation and Reuse: How Does Motivation Affect Sustainable Use Intention for Brand Webtoons?
Abstract
:1. Introduction
1.1. Theoretical Background
Brand Webtoons and the U&G Perspective
1.2. Need for Self-Expression
1.3. Model of Sustainable Use of Brand Webtoons
2. Research Methods
2.1. Generation and Refinement of Motive Items
2.2. Exploratory Factor Analysis
2.3. Confirmatory Factor Analysis
2.4. Hypothesis Testing
3. Results
4. Discussion
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Factor | Item | Source |
---|---|---|
Convenience and ease of use | I read brand webtoons because it is convenient to read the comics on online media platforms. I read brand webtoons because there are very few time and space restrictions to use the webtoon platforms. I read brand webtoons because I can read the online comics without much effort. I read brand webtoons because it is easy to read the comics on online media platforms. | [24] |
Fun and enjoyment | I read brand webtoons because the storyline is interesting. I read brand webtoons because the storyline is emotionally stimulating. I read brand webtoons for fun. I read brand webtoons to relax. | [26,27] |
Learning and information | I read brand webtoons to learn about the various news about brands. I read brand webtoons to get a variety of information about products (or services). | [21,25] |
Social involvement and interaction | I read brand webtoons at the recommendation of others. I read brand webtoons because people around me read a lot of webtoons. I read brand webtoons so that I can discuss the story of webtoons with the people around me. I read brand webtoons because reading webtoons through that medium is an action that matches the current trend. I read brand webtoons to keep up with other people enjoying webtoons. | [8,23,26] |
Factor | Factor Loading | Eigenvalue | Explained Variance (%) | Reliability | |
---|---|---|---|---|---|
Entertaining information | 7.37 | 61.40 | 0.90 | ||
I read brand webtoons to get a variety of information about products (or services). | 0.797 | ||||
I read brand webtoons to learn about the various news about brands. | 0.729 | ||||
I read brand webtoons for fun. | 0.704 | ||||
I read brand webtoons to relax. | 0.632 | ||||
I read brand webtoons because the storyline is emotionally stimulating. | 0.621 | ||||
Social conformity | 1.02 | 8.47 | 0.89 | ||
I read brand webtoons so that I can discuss the story of webtoons with the people around me. | 0.820 | ||||
I read brand webtoons because people around me read a lot of webtoons. | 0.700 | ||||
I read brand webtoons because reading webtoons through that medium is an action that matches the current trend. | 0.667 | ||||
I read brand webtoons to keep up with other people enjoying webtoons. | 0.621 | ||||
Convenience | 0.70 | 5.82 | 0.83 | ||
I read brand webtoons because it is convenient to read the comics on online media platforms. | 0.817 | ||||
I read brand webtoons because I can read the comics without much effort. | 0.773 | ||||
I read brand webtoons because there are very few time and space restrictions to use the webtoon platforms. | 0.712 | ||||
Total variance explained | 75.69 |
Variable | Scale Items | M | SD | Cronbach’s α | |
---|---|---|---|---|---|
Use motives for brand webtoons | Entertaining information | I read brand webtoons to get a variety of information about products (or services). | 4.64 | 1.10 | 0.90 |
I read brand webtoons to learn about the various news about brands. | 4.69 | 1.05 | |||
I read brand webtoons for fun. | 4.75 | 0.99 | |||
I read brand webtoons to relax. | 4.82 | 0.95 | |||
I read brand webtoons because the storyline is emotionally stimulating. | 4.88 | 0.98 | |||
Social conformity | I read brand webtoons so that I can discuss the story of webtoons with the people around me. | 4.85 | 1.05 | 0.89 | |
I read brand webtoons because people around me read a lot of webtoons. | 4.71 | 1.12 | |||
I read brand webtoons because reading webtoons through that medium is an action that matches the current trend. | 4.76 | 1.04 | |||
I read brand webtoons to keep up with other people enjoying webtoons. | 4.78 | 1.01 | |||
Convenience | I read brand webtoons because it is convenient to read the comics on online media platforms. | 4.95 | 1.02 | 0.85 | |
I read brand webtoons because I can read the comics without much effort. | 4.99 | 0.95 | |||
I read brand webtoons because there are very few time and space restrictions to use the webtoon platforms. | 5.00 | 1.01 | |||
Need for self-expression [29] | Reading brand webtoons that I chose is to express myself. | 4.95 | 1.03 | 0.92 | |
When I read the brand webtoons of my choice, people will think that I match the image of the main character in the webtoons. | 5.00 | 0.95 | |||
People will think that reading brand webtoons that I chose suits me. | 4.99 | 1.01 | |||
Pre-existing attitude towards brand [33] | Attractive/unattractive | 4.85 | 1.02 | 0.95 | |
Favorable/unfavorable | 4.78 | 1.12 | |||
Pleasant/unpleasant | 4.65 | 1.32 | |||
Attitude towards webtoon [18] | Favorable/unfavorable | 4.92 | 1.19 | 0.95 | |
Appealing/unappealing | 4.67 | 1.28 | |||
Good/bad | 4.68 | 1.36 | |||
Sustainable use intention [34] | I will read the brand webtoon frequently in the future. | 4.50 | 1.26 | 0.96 | |
I intend to read the brand webtoon again. | 4.56 | 1.24 | |||
I would read the brand webtoon as often as I can. | 4.51 | 1.25 |
Hypothesis | Relationship | β | C.R. | p-Value | Supported |
---|---|---|---|---|---|
H1 | Motivation 1 → ATT | 0.13 | 2.37 | 0.002 | Yes |
Motivation 2 → ATT | 0.02 | 0.67 | 0.505 | No | |
Motivation 3 → ATT | 0.07 | 1.02 | 0.309 | No | |
H2 | Motivation 1 → NSE | 0.59 | 17.01 | 0.000 | Yes |
Motivation 2 → NSE | 0.29 | 8.36 | 0.000 | Yes | |
Motivation 3 → NSE | 0.14 | 2.00 | 0.045 | Yes | |
H3 | NSE → ATT | 0.63 | 10.64 | 0.000 | Yes |
H4 | ATT → SUI | 0.42 | 6.51 | 0.000 | Yes |
H5 | NSE → SUI | 0.05 | 1.77 | 0.076 | No |
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Kim, Y.; Lee, H. Motivation and Reuse: How Does Motivation Affect Sustainable Use Intention for Brand Webtoons? Sustainability 2021, 13, 1620. https://doi.org/10.3390/su13041620
Kim Y, Lee H. Motivation and Reuse: How Does Motivation Affect Sustainable Use Intention for Brand Webtoons? Sustainability. 2021; 13(4):1620. https://doi.org/10.3390/su13041620
Chicago/Turabian StyleKim, Yunju, and Heejun Lee. 2021. "Motivation and Reuse: How Does Motivation Affect Sustainable Use Intention for Brand Webtoons?" Sustainability 13, no. 4: 1620. https://doi.org/10.3390/su13041620