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지식경영을 위한 웹사이트 신뢰의 조절효과에 대한 연구: 정보화마을 웹사이트를 대상으로
구철모 ( Chul Mo Koo ),정수현 ( Su Hung Jung ),정남호 ( Nam Ho Chung ) 한국지식경영학회 2016 지식경영연구 Vol.17 No.2
In this study, we investigated the repeated vist of the e-village shopping mall as an online agricultural business platform. We applied Pine and Gilmore (1998) theory for the e-village website information systems. We hypothesized that 4 dimensions such as entertainment experience, educational experience, esthetic experience, a nd e scapist e xperience t oward s atisfaction a nd, m oreover, we i nvestigated t he m oderating trust effect of satisfaction and repeated visit website. We set those independent variables (entertainment experience, educational experience, esthetic experience, and escapist experience) and dependent variable as experience satisfaction. The results indicated that the 4 experiences factors had a positive effect on the experiential satisfaction, and the trust moderating effect has a negative effection between the experiential satisfaction and the repeated visit. The experiential satisfaction had a positive effect on the repeated visit of e-village websites.