Proceedings of the CALSEC Conference (한국전자거래학회:학술대회논문집)

Society for e-Business Studies (한국전자거래학회)
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Influencing Factors for Repurchase Intention in e-Learning Sites

  • Lee, Myung-Moo (Department of Business Administration, Cyber University of Foreign Studies) ;
  • Chung, In-Keun (Department of Business Administration, Hankuk University of Foreign Studies)
  • Published : 2005.03.23
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Abstract

This study examines the effects of the characteristics of educational contents, brand recognition, educational management and technical support on the repurchase intention mediated by overall satisfaction, trust and commitment in e-Learning sites. A survey of experienced users was conducted to collect data. The reliability and validity of data were tested by explanatory factor analysis, Cornbach's alpha coefficient, confirmatory factor analysis and correlation analysis. Also, the structural equation mode (SEM) analysis was performed to test the usefulness of the model. The results of the study are as follows: Educational contents, educational management and technical support were found to have positive effects on overall satisfaction. And educational contents and brand recognition were found to have positive effects on trust and commitment. And trust and overall satisfaction were found to have mediating effects on repurchase intention.

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