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의사결정나무를 활용한 시험인증기관 웹진 홍보활동의 이용자 만족도와 지속이용의도 분석 및 향상 전략
홍성진(Sungjin Hong),전정환(Junghwan Jeon),유동희(Donghee Yoo) 한국콘텐츠학회 2023 한국콘텐츠학회논문지 Vol.23 No.12
With the recent global emergence of the COVID-19 pandemic, the contactless economy has been triggered, leading to a significant expansion of communication, social interaction, and promotional activities through online media. Webzines published by public institutions have emerged as one of the most effective promotional tools to promote and raise awareness about their organizations. This study aims to identify key factors and rules influencing user satisfaction and continued usage intention in webzine promotion through a survey design conducted by Korea Testing Laboratory (KTL) as a public institute. Using the decision tree algorithm, a data mining technique, this study develops two prediction models for user satisfaction and continued usage intention, achieving accuracies of 93.6% and 90.6%, respectively. Among the six predictive models derived through the undersampling technique, four common influencing factors are identified: perceived usefulness of the service, provision of engaging content, a stable system environment and convenience, and the availability of design materials. Furthermore, this study establishes ten rules for enhancing user satisfaction in webzine promotion and nine rules for predicting continued usage intention. These derived rules provide insights into improving user satisfaction with webzines and enhancing the intention to use them continuously.