위챗(WeChat) 미니 프로그램 이용 동기가 시청자 태도에 미치는 영향: 이용만족도를 매개 변인으로 = The Impact of WeChat Mini Program Usage Motivation on Viewer Attitudes: User Satisfaction as a Mediation Variable

다국어 초록 (Multilingual Abstract)

This study aimed to understand the impact of user motivation for using WeChat Mini Programs on user satisfaction and the intention to continue using, by analyzing a survey of 313 WeChat Mini Program users. The analysis revealed the following results. First, the motivations for using WeChat Mini Programs were found to be diversity, entertainment, and convenience. Second, these motivations were shown to affect user satisfaction and the intention for continued use, with the diversity motivation factor having the most significant impact. Third, it was observed that user satisfaction acts as a mediating variable between the motivation for using WeChat Mini Programs and the intention for continued use. Specifically, the factors of ‘diversity’ and ‘convenience’ showed a partial mediating effect, enhancing the intention for continued use as user satisfaction increased. In contrast, the ‘entertainment’ factor exhibited a complete mediating effect, where the intention for continued use was formed only when users directly experienced the entertainment aspect. This study provides empirical analysis of the relationship between the motivation for using WeChat Mini Programs, user satisfaction, and the intention for continued use, offering both theoretical and practical implications.