지역 청년의 창업 기회 인식이 지역 정주 의도에 미치는 영향: 지역 창업 의도와 지역 애착의 이중 매개효과

With the rapid acceleration of digital transformation, the relationship between platform quality and user behavior has received increasing scholarly attention. This study empirically investigates how digital platform quality influences users’ continuance intention through the mediating role of user satisfaction. Platform quality is conceptualized as a multidimensional construct encompassing system quality, information quality, and service quality. Data were obtained from a structured survey of 206 digital platform users in South Korea and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The analysis indicates that all three quality dimensions positively affect user satisfaction, with service quality exerting the greatest impact. Moreover, user satisfaction serves as a crucial mediator between platform quality and continuance intention. In particular, information quality demonstrates an indirect effect solely through satisfaction, suggesting a full mediation mechanism. These findings highlight that users respond more sensitively to the qualitative aspects of service experiences than to functional performance. This study provides empirical evidence on the structural relationship between digital platform quality and user behavior and offers practical guidance for developing user-centered quality management strategies aimed at enhancing user retention and continued engagement.