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정대율,이승엽,정연수 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.5
Online Digital Goods Marketplace(ODGM) facilitates the transactions between the buyers and the seller community more efficiently than the off-line physical marketplace. It represents almost perfect competitive market because of the characteristics of information sufficiency and high price elasticity. Price is a complex stimulus and cue to explain the consumer’s behavior in the market. Especially, price is the most sensitive factor in the purchasing decision at the circumstance of competitive market like ODGM. Consumer’s price perceptions will affect two way, positively or negatively, to predict the organization process and response of buyers. We assumed that the consumer’s price acceptability of a product or goods is influenced by the price-value perception and payment intention. We developed a structural model to find the relationship among consumer’s positive role of price perceptions, payment intention, and price acceptability. The empirical tests proved that the positive role of price perception factors (price rationality and price-quality inference) affected on payment intention directly and indirectly. Subsequently, payment intention influenced on the price acceptability. This paper also proved the mediating role of payment intention between consumer’s price perceptions and acceptability. We could get important implications from the empirical tests that ODGM operators need to be more rational and fair in pricing and to understand the positive role of price perceptions. To improve the price acceptability of buyers, some strategies are need to enhance the payment intention.
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관리교원의 원격연수 성과에 영향을 미치는 요인에 관한 연구
정대율,성행남,김성균 한국인터넷전자상거래학회 2007 인터넷전자상거래연구 Vol.7 No.2
…The growth of distance learning has made an extremely phenomenal paradigm shift in the educational method and practice. Many researchers are interested in the factors that affect to the performance of distance learning or e-learning services. We proposed ten factors that affect to the performance of distance learning for the senior teachers and school managers. We measured the performance as three factors, ie., e-learner satisfaction, intention to reuse, and job performance enhancement. Also, the performance influence factors are classified as four dimension, which are learner characteristics, contents quality, organizational support, e-learning system quality. We examined the relationship between the influence factors and the distance learning performance factors for the senior teachers and school managers. As result, all the influence factors significantly affected e-learner's satisfaction and intention to reuse as well as job performance enhancement. Of them, especially, the factors that compose contents quality dimension which are contents design methodology, content sufficiency, and attentiveness affected most significantly. In conclusion, we propose that the contents quality management is still important in the distance learning for the school manager and teacher's job training.
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