2021
DOI: 10.1108/apjml-07-2020-0506
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The role of characters featured on digital stickers in forming usage intention: internet-only banks in Korea

Abstract: PurposeDigital stickers are being used frequently due to a rapid increase in the usage of mobile messenger services. Moreover, characters featured on digital stickers are being used as spokes-characters for brand marketing and advertisements. These characters create positive consumer attitude toward the brand and the brand's product or service.Design/methodology/approachBased on 307 surveys collected in Korea, this paper examines the relationship between the dimensions of the characters and the usage intention… Show more

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Cited by 8 publications
(7 citation statements)
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“…[24] states that managing a diverse society is difficult. In terms of the meaning of Pancasila values in the Covid 19 Pandemic situation, it can be reflected in the pride of their identity as an Indonesian citizen in surfing in the digital world, this is in accordance with the statement [25] which shows that the character dimension is effective in forming positive equity.…”
Section: Resultssupporting
confidence: 53%
“…[24] states that managing a diverse society is difficult. In terms of the meaning of Pancasila values in the Covid 19 Pandemic situation, it can be reflected in the pride of their identity as an Indonesian citizen in surfing in the digital world, this is in accordance with the statement [25] which shows that the character dimension is effective in forming positive equity.…”
Section: Resultssupporting
confidence: 53%
“…Digital-only banks offer a cost-effective alternative with attractive rates, easy-to-use digital platforms, and unique features. Their positive brand image, associated with innovation and modernity, appeals to younger generations in Malaysia, making perceived value a critical factor in adoption [2,18,69,70]. The concept of perceived value is an essential aspect of customer behaviour, which includes the assessment of benefits in terms of money, time, effort, and risk [41].…”
Section: Discussionmentioning
confidence: 99%
“…This increase in sample size is intended to improve the response rate and reduce potential biases, ensuring that the study meets the sample size requirement for representing the target population. In light of the literature on digital-only banks, a sample size of 420 is adequate for this study [3,15,53,132]. Additionally, Wolf et al [133] suggest that a sample of 30 to 460 cases is acceptable for SEM analysis.…”
Section: Sampling Size and Techniquementioning
confidence: 99%