Factors Affecting the Intention to Buy of Adolescents Toward e-Learning -Focused on the Moderating Effect of Adolescents's Conformity-

청소년들의 e-Learning 구매에 영향을 미치는 요인 -청소년들의 동조성에 따른 조절효과를 중심으로-

  • Published : 2009.11.28


The objective of this study is to examine the factors affecting adolescents' intention to buy e-Learning web site, expecially focuses on the moderating effect of adolescents's conformity. The main results are as follows. First, teacher's ability, personalized service, easy for service search, interaction between students, service revival for joining e-Learning sites affect intention to buy e-Learning web site through perceptual usefulness, except for entertainment. Second, perceptual usefulness has positive effect on intention to buy. Third, According to conformity, personalized service has different effect on perceptual usefulness. The result shows higher in high conformity group than low conformity group. It means e-Learning companies should focus on reference group or special group to effect their marketing strategy on adolescents. Lately, preceded studies investigated using SERVQUAL or SERVERF which were suit to offline. But, this study found e-Learning factors which are suitable to online. So, the factors and the results are more useful to e-Learning companies.


Adolescent;e-Learning;Conformity;Intent to Buy


  1. 강인애, "청소년과 e-Learning", 청소년문화포럼, 제17권, pp.10-32, 2008.
  2. 김광용, "인터넷을 이용한 원격수엽의 운영 및 그 효과", KMIS 국제 학술대회 논문집, 경영정보학회, pp.846-857, 1997.
  3. 김미량, "웹 활용 수업 확신의 장애요인 탐색을 위한 사례 연구: 학습자의 지각을 중심으로", 교육공학연구, 제14권, 제3호, pp.55-71, 1998.
  4. 김성숙, 장혜경, "청소년의 인터넷 이용 패턴과 과시소비성향과의 관계에 관한 연구", 소비문화연구, 제8권, 제3호, pp.21-42, 2005.
  5. 김숙희, "고등학생 e-Learning 수능강의 이용실태와 만족도에 관한 연구", 건국대학교 교육대학원 석사학위논문, 2005.
  6. 박미정, 윤정혜, "청소년소비자의 자아정체감 상태와 사회인구학적 특성이 소비주의 성향에 미치는 영향", 소비문화연구, 제3권, 제3호, pp.69-96, 2000.
  7. 박소라, "어린이의 인터넷 이용 특성과 이에 영향을 미치는 개인적, 환경적 요인에 대한 연구", 한국언론학보, 제49권, 제4호, pp.168-224, 2005.
  8. 이기춘, "청소년 소비자를 중심으로 한 소비자교육에 관한 연구", 한국가정관리학회지, 제4권, 제1호, pp.23-35, 1986.
  9. 이명무, "e-Learning 사이트에서 재구매 의도에 영향을 미치는 요인에 관한 연구-전반적인 만족, 신뢰, 몰입의 매개 끝에 효과를 중심으로", 지식연구, 제4권, 제1호, pp.1-15, 2003.
  10. 이종연, "대학 이러닝 강좌의 학습만족도 및 성취도 증진을 위한 콘텐츠 전달 전략의 선택 방안", 교육공학연구, 제20권, 제4호, pp.185-214, 2004.
  11. 이주희, "사이버대학의 질관리를 위한 핵심영역과 평가항목 규명", 이화여자대학교 대학원 박사학위논문, 2004.
  12. 최경애, "웹기반 교육체계의 질 관리 모형 개발 연구", 교육공학연구, 제19권, 제3호, pp.149-177, 2003.
  13. 홍진희, "청소년의 과시소비 성향에 관한 연구 : 부모의 양육태도를 중심으로", 숙명여자대학교 대학원, 석사학위논문, 2008.
  14. 한국전자거래진흥원, 2007 e-Learning 산업실태 조사, 지식경제부, 2007.
  15. 한국소비자보호원, 청소년의 소비생활 실태 및 의식조사, 1998.
  16. E. Abell and K. B.Ludwin, "Development considerations in designing parenting education for adolescent parents," J. of Family and Consumer Sciences, Vol.89, No.2, 1997.
  17. A. M. Aladwani and P. C. Plavia, "Developing and valuation an instrument for measuring user-perceived web quality," Information & Management, Vol.38, pp.467-476, 2002.
  18. M. Alavi and D. E. Leidner, "Knowledge Management and Knowledge Management Systems: Conceptual Foundations and Research Issues," MIS Quarterly, Vol.25, No.1, pp.107-136, 2001.
  19. J. C. Anderson and D. W.Gerbing, "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach," Psychological Bulletin, Vol.103, pp.411-423, 1998.
  20. S. E. Anderson and J. B. Harris, "Factors Associated with Amount of Use and Benefits Obtained by Users of a Statewide Educational Telecomputing Network," ETR & D, Vol.45, No.1, pp.19-50, 1997.
  21. G. Andrewartha and S. Wilmot, "Can Multimedia Meet Teritiary Educational Needs Better than the Conventional Lecture," A Case Study," Australian J. of Educational Technology, Vol.17, No.1, pp.1-20, 2001.
  22. D. Bachiochi, D. Berstene, E. Chouinard, N. Conlan, M. Danchak, T. Furey, C. Neligon, and D. Way, "Usability Studies and Designing Navigational Aids for the World Wide Web," Computer Networks and ISDN Systems, Vol.29, pp.1289-1496, 1997.
  23. P.R. Constanzo and M. E. Shaw, "Conformity as a function of age level", Child Development, Vol.37, pp.967-975, 1966.
  24. F. D. Davis, "A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory and Results," Doctoral Dissertation, MIT, 1986.
  25. F. D. Davis, R. P. Bagozzi, and P. R.Warshaw, "User acceptance of Computer Technology: A Comparison of Two Theoretical Modelm" Management Science, Vol.35, No.8, pp.982-1003, 1989.
  26. W. H, DeLane and E. R. McLean, "The DeLone and McLean Model of information systems Success: a Ten-Year update," Information System Research, Vol.19, No.4, pp.9-30, 2003.
  27. M. de Minzi and C. Sacchi, "Adolescent loneliness assessment," Adolescence, Vol.39, No.156, pp.701-709, 2004.
  28. J. T. Drea, Carolyn Trip, and Kathleen Stuenkel, "An Assessment of the Effectiveness of an In-Class Game on Marketing Students' Perceptions and Learning Outcomes," Marketing Education Review, Vol.15, pp.25-33, 2005.
  29. Edison Media Research, "Internet Passes Radio, Closes in on Television as Most Essential Medium in American Life," Edison Media Research, Vol.16, 2007.
  30. P.B. Evans and Thomas S. Wurster, "Strategy and the New Economics of Information," Harvard Business Review, Vol.3, pp.71-82, 1997.
  31. J. F. Jr Hair, R. E. Anderson, R. L.Tatham, and W. C. Black, Multivariate Data Analysis, 5th ed., Prentice-Hall International, 1998.
  32. R. Hezel and J.Mitchell, "Developing a global e-learning program; From conceptualization to implementation," Hezel Association, LLC, 2005.
  33. G. Kearsley, the nature and value of interaction in distance learning, In Koble, M.(Comp.), A Research Agenda. PA: The Center for the Study of Distance Education, 1995.
  34. B. H. Khan, "Web-Based Instruction: What is it and why is it? In B.H.Khan(eds), Web-Based Instruction, New Jersey, Educational Technology Publications, 1997.
  35. R. B. Kline, Principles and Practices of Structural Equation Modeling, New York: Guilford Press., 1998.
  36. B. Lin and C. Hsieh, "Web-based teaching and learner control:a research review," Computers and Education, Vol.37, pp.377-386, 2001.
  37. C. Liu and K. P. Amett, "Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce," Information and Management, Vol.38, pp.217-230, 2000.
  38. M. G. Moore, Three types of interaction; In Harry, K. and Keegan(Eds.) D., Distance Education: New perspectives. Routledge, 1993.
  39. M. G. Moore and G. Kearsley, Distance education: A system view, Belmont, CA, Wadsworth, 2001.
  40. D. Morley and R. Silverstone, Domestic communication: Technologies and meaning, in Morley, D. (ed). Television, Audience and Cultural Studies. London: Routledge, 1992.
  41. S. Nagash, T. Ryan, and M. Igbaria, "Quality and effectiveness in Web-based customer support systems," Information & Management, Vol.40, pp.757-768, 2003.
  42. T. P. Novak and D. L. Hoffman, "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations," J. of Marketing, Vol.60, pp.50-68, 1996.
  43. J. W. Palmer, ''Web Site Usability, Design, and Performance Metrics," Information Systems Research, Vol.13, pp.151-167, 2002.
  44. C. W. Park and V. P. Lessig, "Students and housewives: Differences in susceptibility to reference group influence," J. of Consumer Research, Vol.4, pp.102-110, 1977.
  45. P. G. Patterson, L. Johnson and R.Spreng, "Modeling the determinant of Customer Satisfaction of Business to Business Professional Services," J. of the Academy of Marketing Science, Vol.25, No.1, pp.4-17, 1997.
  46. K. Seddon and Min-Yean Kiew, "A Partial test and development of The DeLone and McLean Model of information systems Success," Proceeding of the Fifteenth International Conference on Information Systems, Helsinki, Finland., 1994.
  47. R. H. Shroff, Douglas R. Vogel, Joh Coombes, and Fion Lee, "Student E-Learning Intrinsic Motivation: A Qualitative Analysis," Communications of the Association for Information Systems, Vol.19, pp.241-260, 2007.
  48. Feng-Cheng Tung and Su-Chao Chang, "Exploring Adolescents' Intentions Regarding the Online Learning Courses in Taiwan," Cyber Psychology and Behavior, Vol.10, No.5, pp.729-731, 2007.
  49. V. Venkatesh and F. D. Davis, "A Theoretical Extention of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, Vol.46, No.2, pp.186-204, 2003.
  50. D. Zhang, J. Zhao, L.Zhou, and J. Nunamaker, "Can e-Learning Replace Classroom Learning?", Communications of the ACM, Vol.47, No.5, pp.75-79, 2004.