온라인 지식거래소에서 디지털 지식상품의 재구매의도 결정요인에 관한 연구

Abstract

Recently, the rapid growth of e-Marketplace for digital contents such as knowledge products and its related information products has presented a unique challenge. It would make an easy way to access knowledge and technology to anyone. But still there exist many problems in the transaction process of the knowledge products. Many users still hesitate for a moment to down load a digital product file, if it is charged, even thought he feel that it will be useful for his work. The purpose of this paper is to identify what factors affect to repurchasing knowledge products, also what is mediating variables between them. This paper focus especially on the user's attitude and the service quality factors, such as responsiveness, assurance and credibility, transaction convenience. This paper tests empirically their relationship between the precedents and dependent variables.