Determinants of Successful Online Education Services : Focusing on Social Capital and Service Quality

온라인 교육 서비스의 재구매 의도에 영향을 미치는 요인 분석 : 사회자본과 서비스품질을 중심으로

  • Received : 2010.04.22
  • Accepted : 2010.06.11
  • Published : 2010.06.30


Although online education service markets are growing fast, previous studies have been limited to the studies on media types or system qualities of online education. In order to provide timely implications for online education service providers to maintain and increase the number of users, other factors such as interactivity and community perspectives should be considered. In this study, social capital and service quality were adopted as antecedents of learning motivation. Also, service quality dimensions, as well as learning motivation, were chosen to examine its impact on intention to repurchase of online education services. Research findings show that structural and cognitive dimensions of social capital are proved as antecedents of relational capital; structural and relational social capital positively influence on learning motivation; tangibility positively makes impact on learning motivation; and intention to repurchase is positively influenced by responsiveness and learning motivation. Practical implications based on the research findings are presented.