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Mobile-instant messaging (MIM) services have been evolved and changed dramatically over these recent years thanks to the explosion of smartphone use. Many service providers are joining in this lucrative market, for instance WhatsApp, Viber, Hangouts and Facebook Messenger (as the international platforms) and the other regional applications such as WeChat (for Chinese user), KakaoTalk (for Korean user, Line and Tango (for Japanese user). Korea is a mature and developed market for MIM services with the domination of KakaoTalk while Vietnam is still an infant and on-developing market with the market share game between service providers. The antagonism between the two markets gives an interesting motivation for the research. Thus, this paper aims to find out whether any difference in user behavior and user loyalty for MIM services between Korean nation and Vietnamese nation. To do it, the study theoretically bases on the information systems (IS) success model and expectation-confirmation model (ECM) with a slight adjustment to be appropriate with the research context. Data collection surveys on MIM users in Korea and Vietnam who are using KakaoTalk particularly. The results and implications might suggest some helpful lessons for Vietnamese MIM market from the mature Korean market.

No abstract