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[The Digital Ethics(제3권 제2호)] The Impact of e-Service Quality and e-Loyalty on School Website: Moderating Effect of Perceived V

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2020-01-10 23:31
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논문 제목(영문) : The Impact of e-Service Quality and e-Loyalty on School Website: Moderating Effect of Perceived Value and Trust

저자 : HyeJung Lee*, JunGi Park**

소속 : >>>>>
* School of Management, Kyung Hee University
** Institute of Convergence Science, Yonsei University, Adjunct Professor

요약 : >>>>>
Internet website users may have different quality expectations for information delivery sites compared with transaction-oriented ones, such as e-commerce. Although e-service quality considered prime antecedent for the website users’ satisfaction, it is not easy to find the researches look into the mechanism inside of the user’s mind, such as perceived value, trust, and loyalty. In this regard, this study explored the service quality of school websites(represent information delivery oriented websites) and their impact on users’ loyalty. Users’ evaluation of and trust in a website are posited to mediate a cognitive mechanism between website service quality and user loyalty. A total of 635 data points were collected and analyzed. The results showed that website quality has a strong impact on loyalty via perceived value and trust on the users’ side. Five sub-components of e-service quality identified and tested in this study (design, responsiveness, information, security, and usability) appear appropriate for measuring the service quality of contents and information-oriented websites.

목차 : 1. Introduction
2. Theoretical Background
2.1 E-Service Quality
2.2 Trust, Value, and Loyalty for Internet Websites
3. Research Model and Hypotheses
3.1 e-Service Quality and Value
3.2 e-Service Quality and Trust
3.3 e-Service Quality and Loyalty
3.4 Value, Trust and Loyalty in the Website
4. Methodology
4.1 Development of Measurement Items
4.2 Data Collection
5. Results
5.1 Analysis of the Measurement Model
6. Conclusions