‘모모’ 익명 채팅에 대한 심리적 동기가 지속이용 의도에 미치는 영향: 자기결정성이론과 집단적 동질 익명성을 중심으로

초록

Drawing on self-determination theory and uses and gratifications theory, this study examines how users’ psychological motivations shape their attitudes toward and continuance intention to use the “Momo” anonymous chat function on Xiaohongshu. We focus on the mediating role of attitudes and the moderating role of perceived safety. Survey data were collected from users who had participated in collective-identity anonymous chats through “Momo” accounts (n = 345). Using structural equation modeling and PROCESS, we tested the indirect effects of perceived autonomy, competence, relatedness, and enjoyment on continuance intention via attitudes. Results show that autonomy, competence, and relatedness positively predicted attitudes toward Momo chats, which in turn mediated their effects on continuance intention. Perceived safety significantly moderated the attitude–continuance relationship, producing a moderated mediation effect: when perceived safety was high, the indirect effects of psychological motivations were stronger. The findings offer theoretical and practical implications for understanding motivations behind collective anonymous communication and for social media platform design and governance.

키워드