웹 사이트 품질요인이 취업정보서비스 재구매 의도에 미치는 영향에 관한 연구

Abstract

As the unemployment problem become a social issue in Korea, the college graduates are more difficult to obtain employment. Nowadays, who wants to find a good job needs more and more information about the job and hiring specifications. The more demand about job information services increase upper, the more information service fee will be higher. Now a day, most job portal sites receive information service fee that has deserve to buy. But there exist some problems that the buyers of job information services don't have enough informations in the buying decision process, because they only have a partial information such as an abstract of job knowledge source. In that situation, it causes the cognitive dissonance after buying the information goods. The purpose of this paper is to investigate what web site quality factors affect the intension to repurchase at the job portal sites. When a job seeker purchases job information services at the job portal sites, which factors affect to their buying decision? We developed a research model to answer this question. The empirical test suggested that the portal site's information quality as well as services quality affect to the site loyalty and intension to repurchase the job information services. Also, the qualities of the web site affect directly to mediating variables, such as the words of mouse of reference groups and the site loyalty, and finally they affect indirectly to the intention to repurchase the job information services.