Purpose

Digital 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/approach

Based on 307 surveys collected in Korea, this paper examines the relationship between the dimensions of the characters and the usage intention of an Internet-only banking service.

Findings

Results indicate that unlike conventional spokes-characters, the expertise of sticker characters does not have an influence on usage intention. However, all three dimensions of characters are effective in forming a positive brand equity, and this has a mediating role in enhancing usage intention.

Originality/value

Current research has brought academic attention to characters featured on digital stickers and have verified their significant role. Moreover, in an Internet-only banking context, branding strategy is an effective way to encourage customers to use services. Theoretical implications are addressed, as are implications for managers who are looking for a character that will execute effective marketing campaigns.

中文翻译：

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数字贴纸特征在形成使用意向中的作用：韩国的互联网银行

目的

由于移动信使服务的使用迅速增加，数字贴纸被频繁使用。此外，数字贴纸上的角色被用作品牌营销和广告的代言人。这些特征创造了消费者对品牌和品牌产品或服务的积极态度。

设计/方法/方法

本文基于在韩国收集的 307 份调查问卷，考察了字符维度与纯互联网银行服务使用意愿之间的关系。

发现

结果表明，与传统的轮辐字符不同，贴纸字符的专业知识对使用意图没有影响。然而，字符的三个维度都有效地形成了积极的品牌资产，这在增强使用意愿方面具有中介作用。

原创性/价值

目前的研究已经引起了学术界对数字贴纸上字符的关注，并验证了它们的重要作用。此外，在仅限互联网的银行环境中，品牌战略是鼓励客户使用服务的有效方式。解决了理论影响，以及对正在寻找能够执行有效营销活动的角色的经理的影响。