호텔 관광 전공 대학생이 지각한 비대면 교육 서비스품질이 교육성과에 미치는 영향: 금전적 가치의 매개효과

The purpose of this study is to examine the impact of non face-to-face educational service quality perceived by college students majoring in hotel and tourism on educational performance via monetary value as a mediating variable. The final valid 321 responses were put into the statistical analysis. To verify the research hypotheses, we performed mediation regression analysis including the Sobel and Aroian Z-test suggested by Baron & Kenny(1986). The result of this study can be summarized as follows. First, professionalism/interaction, lecture infrastructure/reliability among the non face-to-face educational service quality factors showed a significantly positive effect on monetary value. In particular, lecture infrastructure/reliability had the most positive impact on monetary value. Second, all three non face-to-face educational service quality factors such as professionalism/interaction, lecture infrastructure/reliability and convenience had a significantly positive influence on educational performance. Third, in the influential relationship between professionalism/interaction(lecture infrastructure/reliability) and educational performance, monetary value showed to play a partial(full) mediating variable. These results indicate that non face-to-face educational service quality perceived by university students majoring in hotel and tourism is the determinant of monetary value and educational performance. Hence, if the persons in charge of college education want to maximize educational performance by increasing the monetary value of students, they should pay attention to non face-to-face educational service quality and make efforts to improve it.