정보서비스의 유료화가 사용자 행동 및 태도에 미치는 효과

In recent times, Internet service sites have begun to charge users for their services for increasing a company's profit. However, they have doubts about the results, because users may leave their websites easily and may cancel using their services. The goal of this study is to investigate users' responses in using the charged Internet services. To do this, the factors, which are charging for information services, information service quality, information service value, switching barriers, satisfaction, and attitudinal/behavioral loyalty are analyzed. A survey method was used and a structural equation model was constructed. The results are summarized as follows: First, charging for information services, has no significant impacts on switching barriers and satisfaction. Second, switching barriers does not have any impact on attitudinal/behavioral loyalty. Third, information service quality and information service value are positively related to satisfaction. Additionally, satisfaction have positive influences on attitudinal/behavioral loyalty. According to the analytical results, although the effect of charging for information services was not statistically significant, this study also suggested that users' responses under charging online needed to be considered.