무리행동과 지각된 유용성이 이러닝 컨텐츠 구매의도에 미치는 영향: 구매경험에 의한 비교분석

목차 (Table of Contents)

• abstract
• Ⅰ. 서 론
• Ⅱ. 이론적 배경
• 2.1 무리행동(Herding Behavior)
• 2.2 명성(Reputation), 클러스터링(Clustering), 구전효과(Wordof-Mouth)에 관한 연구
• 2.3 지각된 유용성(PerceivedUsefulness)
• 2.4 사용성(Usability)
• Ⅲ. 연구모형과 가설 설정
• 3.1 연구모형
• 3.2 연구가설
• 3.3 측정방법
• Ⅳ. 결과분석
• 4.1 기술 통계 및 분석 도구 설정
• 4.2.2 내적 일관성 검증
• 4.2.3 수렴 타당성(convergent validity)및 판별 타당성(discriminantvalidity) 검증
• 4.2.4 연구모델 검증
• 4.2.5 구매경험 횟수의 조절효과 분석
• Ⅴ. 토의 및 결론
• 참 고 문 헌

참고문헌 (Reference)

1 유일, "학습자의 원격교육 시스템 이용의도와 성과에 대한 원격교육 자기효능감의 역할" 12 (12): 45-70, 2002

2 양광민, "정보 캐스케이드와 개인특성이 블로깅 의도에 미치는 영향" 15 (15): 89-107, 2005

3 이웅규, "자기주도학습과 이러닝 학습환경 만족: 자기조절효능감에 의한 비교분석" 31 (31): 127-143, 2006

4 김치헌, "인터넷 오락 서비스의 유용성, 용이성, 명성, 그리고 유료화가 그 서비스 사용에 미치는 영향" 13 (13): 85-106, 2003

5 최수정, "이러닝시스템의 매체풍부성, 매체유용성, 매체경험이 학습자 만족에 미치는 영향" 14 (14): 27-47, 2007

6 박철, "소비자의 온라인 구매경험에 따른 전자상거래 신뢰 형성 요인에 관한 연구" 5 (5): 81-95, 2003

7 엄명용, "성별 차이를 중심으로 본 이러닝 만족도 영향요인에 관한 연구" 35 (35): 51-80, 2006

8 이문규, "서비스 충성도의 결정요인에 관한 연구" 14 (14): 21-45, 1999

9 김재식, "기업 이러닝시스템 성과에 대한 이해관계자 인식 부합 관점의 연구" 15 (15): 27-34, 2005

10 이현선, "구전으로서 온라인 사용 후기의 효과에 관한 연구" 한국홍보학회 8 (8): 234-268, 2004

11 Chin, W.W., "partial least squares latent variable modeling approach for measuring interaction effects: results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study" 14 (14): 189-217, 2003

12 이동만, "e-learning에서 정보시스템 특성과 사용자의 자기조절특성이 학습 성과에 미치는 영향" 17 (17): 83-111, 2008

13 유시정, "e-learning사이트특성과 기술수용모형에 관한 연구: 학습자 스타일을 중심으로" 국제e-비즈니스학회 7 (7): 97-118, 2006

14 Mangold, W.G., "Word-ofmouth communication in the service marketplace" 13 (13): 73-89, 1999

15 Hsu, C.L., "Why do people play on-line games? an extended TAM with social influences and flow experience" 41 (41): 853-868, 2004

16 Palmer, J.W., "Web site usability, design, and performance metrics" 13 (13): 151-167, 2002

17 Helm, S., "Viral marketing-establishing customer relationships by word of mouth" 10 (10): 158-174, 2000

18 Benbunan-Fich, R., "Using protocol analysis to evaluate the usability of a commercial web site" 39 (39): 151-163, 2004

19 Heijden, H.v.d., "Understanding online purchase intentions: Contributions from technology and trust perspectives" 12 (12): 41-48, 2003

20 Gallaugher, J., "Understanding network effects in software markets: evidence from web server pricing" 26 (26): 303-327, 2002

21 Gefen, D., "Trust and TAM in online shopping: an integrated model" 27 (27): 51-90, 2003

22 Lin, J., "Towards an understanding of the behavioural intention to use a web site" 20 (20): 197-208, 2000

23 Bonabeau, E., "The perils of the imitation age" 82 (82): 45-54, 2004

24 McKnight, D.H, "The impact of initial consumer trust on intentions to transact with website: A trust building model" 11 (11): 297-323, 2002

25 Petty, R.E., "The elaboration likelihood model of persuasion" 19 : 123-205, 1986

26 Tyler, K., "Take the e-learning to the next step: e-learning programs move beyond online catalogs to individual assessments and professional development plans-focus on training and development" 2002

27 Gefen, D., "Structural equation modeling and regression: guidelines for research practice" 4 (4): 1-77, 2000

28 Tan, S.J., "Strategics for reducing consumer’s risk aversion in internet shopping" 16 (16): 163-180,

29 Goodhue, D., "Statistical power in analyzing interaction effects: questioning the advantage of PLS with product indictors" 18 (18): 211-227, 2007

30 MacInnes, I., "Reputation and dispute in eBay transactions" 10 (10): 27-54,

31 Davis, F.D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology" 13 (13): 319-340, 1989

32 Kauffman, R.J., "Payoff externalities, informational cascades and managerial incentives: a theoretical framework for IT adoption herding" 2003

33 Chatterjee, P., "Online reviews: Do consumers use them?" 28 : 129-133, 2001

34 Katz, M.L., "Network externalities, competition and compatibility" 75 : 424-440, 1985

35 Chin, W.W., "Issue and option on structural equation modeling" 22 (22): 7-16, 1998

36 Werts, C.E., "Intraclass reliability estimates: testing structural assumptions" 34 (34): 25-33, 1974

37 Bickart, B., "Internet forums as influential sources of consumer information" 15 (15): 31-40, 2001

38 File, K.M., "Interactive marketing: the influence of Participation of positive word of mouth and referrals" 6 (6): 5-14,

39 Karahanna, E., "Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs" 23 (23): 183-213, 1999

40 Shapiro, C., "Information rules" Harvard Business School Press, Boston, MA 1999

41 Klepper, R., "Information cascades and new technology acquisition in IT" 2002

42 Gefen, D., "Inexperience and experience with online stores: The importance of TAM and trust" 50 (50): 307-321, 2003

43 Huang, J.H., "Herding in online product choice" 23 (23): 413-428, 2006

44 Chin, W.W., "Frequently asked questionspartial least squares and PLS-graph"

45 Chu, C.W., "Factors influencing online music purchase intention in Taiwan: An empirical study based on the value-intention framework" 17 (17): 139-155, 2007

46 Ba, S., "Evidence of the effect of trust building technology in electronic markets: price premiums and buyer behavior" 26 (26): 243-268, 2002

47 Hennig-Thurau, T., "Electronic wordof-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on Internet?" 18 (18): 38-52, 2004

48 Loshe, G.L., "Electronic shopping" 47 (47): 81-87, 1998

49 Petty, R.E., "Elaboration as a determinant of attitude strength: Creating attitudes that are persistent, resistant, and predictive of behavior" Mahwah, NJ: Lawrence Erlbaum Associates 93-130, 1995

50 Park, C., "Discriminating factors of cyber shoppers in Korea: focused on computer-mediated communication and perceived risk of cyber shopping" 2 (2): 147-155, 2001

51 Nielsen, J., "Designing web usability, New Riders Publishing, Indianapolis, Indianapolis, IN"

52 Shneiderman, B., "Designing the user interface: strategies for effective humancomputer nteraction" Addison-Wesley, MA 1998

53 Rose, G., "Current technological impediments to business-to-consumer electronic commerce" 1 (1): 1-74, 1999

54 Markus, M.L., "Critical mass contingencies for telecommunications consumers, In: Carnevale, M., Lucertini, M., Nicosia, S. (Eds.), Modelling the Innovation: Communica tions, Automation and Information Systems, IFIP"

55 Kraut, R., "Coordination and virtualisation: the role of electronic networks and personal relationships" 3 (3): 1998

56 Jarvenpaa, S.L., "Consumer reactions to electronic shopping on the world wide web" 1 (1): 59-88, 1997

57 Zhang, D., "Can e-learning replace classroom learning?" 47 (47): 75-81, 2004

58 Evans, P., "Blown to bits" Harvard Business School Press Boston, MA 2000

59 Cao, M., "B2C ecommerce web site quality: an empirical examination" 105 (105): 645-661, 2005

60 Taylor, S., "Assessing IT usage: the role of prior experience" 19 (19): 561-570, 1995

61 Tsakonas, G., "Analysing and evaluating usefulness and usability in electronic information services" 32 (32): 400-419, 2006

62 Palmer, J, "An emerging model of web site design for marketing" 41 (41): 44-51, 1998

63 Bikhchandani, S., "A theory of fads, fashion, custom, and cultural change as information cascades" 100 (100): 992-1026, 1992

64 Venkatesh, V., "A theoretical extension of the technology acceptance model: four longitudinal field studies" 46 (46): 186-204, 2000

65 Banerjee, A.V., "A simple model of herd behavior" 107 (107): 797-817, 1992