A Study on the Factors Influencing Intention to Repurchase Online Education Service: Using Social Capital and Service Quality

摘要

Since online education service emerged at the end of the 1990s, it has been expected to reduce the cost of traditional education and finally could replace some parts of the offline education markets. Unlike the initial expectation, however, online education market is not growing up fast. In order for online education service providers to maintatin and increase the number of users, which factors make the users repurchase the service should be examined.In this study, social capital and service quality are selected as antecedents of learning motivation, and social capital is chosen to examine its impact on intention to purchase. Regression result shows that learning motivation is positively affected by Structural Social capital and tangibility. On the other hand, structural social capital, relational social capital, tangibility, and learning motivation are positive influences on repurchasing intentions. Various implications based on the research findings are presented