Development of information technology, communications, and modern society, more and more regardless of time and place, has provided the information, communication and, further to share the environment is rapidly evolving.
Under this background, this paper establishes a new model based on the previous model. In my model, the motivation factors which is composed of subjective norm, self-disclosure, enjoyment, and quality factors which is composed of system quality, information quality, design quality are independent variables, the flow and user satisfaction are the mediator, and the loyalty is the dependent variable.
The target population in this paper is the Mobile Messenger Application users in China and South Korea. The subjective norm, enjoyment and information quality both Korean group and Chinese group have significant effect on flow and user satisfaction. The self-disclosure and system quality have significant effect on flow and user satisfaction in the Korean group; in contrast, they have no significant effect on flow and user satisfaction in the Chinese group. The design quality has no significant effect on flow and user satisfaction in the Korean group; in contrast, it has significant effect on flow and user satisfaction in the Chinese group. The flow both Korean group and Chinese group has significant effect on user satisfaction; the flow and user satisfaction both Korean group and Chinese group have significant effect on loyalty.
Based on the comparative analysis on Mobile Messenger Application users between Korea and China, we can see that the factors that influence the uses in these two countries are different. The practical implication of this study is that it offers a reference for the enterprises of Korean or Chinese, which want to entry into each other market, and which intend to employ Mobile Messenger Application to be one kind of marketing methods and establish proper Mobile Messenger Application policies and plans and the user satisfaction affects the intention to use of the mobile service both in Korea and China.