스마트디지털 전환시대의 온라인구전정보 특성이 학습신뢰와 온라인구전의도에 미치는 영향 : 자기효능감의 조절효과를 중심으로

초록

In the era following the COVID-19 pandemic, the influence of online word-of-mouth (e-WOM) has significantly increased, particularly within online education systems. This study aims to identify and empirically verify the causal relationships among key factors that influence the design and operation of online education systems. Specifically, it examines how the characteristics of online word-of-mouth information—namely consensus, vividness, neutrality, and recency—affect learning trust among learners with online learning experience. The study further investigates the effect of learning trust on e-WOM intention and explores the moderating role of self-efficacy in the relationship between learning trust and e-WOM intention. A survey was conducted among university students who had experienced non-face-to-face learning, and the hypotheses were tested through structural equation modeling (SEM) and multi-group analysis. The empirical findings reveal that all four characteristics of online word-of-mouth information have a significant positive effect on learning trust. Additionally, learning trust positively influences e-WOM intention, and self-efficacy plays a significant moderating role in strengthening this relationship. Based on these results, the study provides theoretical implications for future research and practical suggestions for enhancing the effectiveness of online education, particularly in the context of universities and educational institutions operating in smart digital environments.

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