Managing The Anxiety of Knowing and Not Knowing – The Use of Mobile Messaging applications (MMAs) in Taiwan

Abstract

The purpose of this study is to explore the impact of the mobile messaging applications (MMA) on consumers’ behavior in Taiwan, by looking into Taiwanese consumers’ perceptions and experiences regarding both the bright and dark sides of the MMAs which influence their everyday lives. One of the unique attributes of the MMAs, contains the ability to let message senders know whether their interlocutors read the messages or not, and such function has reported causing stress and anxiety. By understanding this phenomenon in Taiwan, it is hoped to provide more insights into studies relating to consumers’ interaction with mobile technological products, as well as to provide practical suggestions and recommendations to the industry.