The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Effect of Trust in Creators on Class Preference in Knowledge Marketplaces

지식 마켓플레이스에서 크리에이터에 대한 신뢰가 강의 선호도에 미치는 영향

  • Received : 2022.03.29
  • Accepted : 2022.08.02
  • Published : 2022.09.30
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Abstract

Purpose Since COVID-19, the demand for online class platforms has increased. However, those platforms have not been clearly defined, and related research is also limited. In the context of the knowledge marketplace (KMs), this study examined the effects of class information and trust in creators on class preferences from the perspective of consumption value theory. Design/methodology/approach By establishing a web crawler through Python, this study collected 1,174 class data in Korea's leading knowledge marketplace, Class 101, focusing on diverse class-related information and the number of Instagram followers for individual class creators. Based on class information, this research analyzed the effects of consumers' utilitarian value, social value, and hedonic value on class preference. In addition, this study examined whether consumers' trust in creators moderates the relationship between class information and class preference. Findings According to analysis results, it was found that the higher the consumers' consumption value for each class on KMs, the more positive their preference for the class. Also, it was confirmed that consumers' trust in creators moderates the relationship between class information and class preference.

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References

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