What Makes Users Continue Online Service Usage? The Roles of Attitudes toward a Website and Perceived Playfulness

• 발행기관: 한국자료분석학회
• 저자명: 강영식(Young Sik Kang) 이보경(Bo Kyoung Lee)
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.10 No.5, 2395~2408쪽, 전체 14쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2008.10.30

영문 초록

Given increasing interest in online service websites, it is becoming important to retain existing customers. In order to help connect website design decisions with the strategy for retaining customers, we propose a model that link attitudes toward a website(i.e., website information satisfaction and its system satisfaction) to perceived usefulness and customer satisfaction. Furthermore, perceived playfulness is included in the model as a moderator toward online service continuance. The analysis results from a survey of online customers tell us that website system satisfaction plays a key role in forming continuance intention. It is also found that perceived playfulness serve as a key moderator toward continuance intention. Our results are more likely to help sharpen our understanding of online service continuance.

목차

1. Introduction

2. Theoretical Background

3. Research Model and Hypotheses

4. Research Method

5. Research Results

6. Conclusion

Reference

키워드

Online service continuance Perceived usefulness Perceived playfulness Website information satisfaction Website system satisfaction