오픈마켓 사용자의 개인적 특성인 인지욕구성향에 따라 같은 수준의 정보품질이라도 다르게 인식될 수 있으므로, 이러한 차이가 신뢰와 재구매의도에 어떤 영향을 미치는가를 본 연구는 조사하였다. 분석 결과 오픈마켓에서 제공하는 정보품질이 신뢰와 재구매의도에 미치는 영향은 인지욕구수준에 따라 차이가 있고 또한 오픈마켓에 대한 신뢰가 재구매의도에 미치는 영향 역시 인지욕구수준에 따라 차이가 있는 것으로 나타났다. 이런 결과는 정보품질, 신뢰, 재구매의도 간에는 전체적으로는 높은 긍정적 관계를 가지고 있지만 인지욕구수준이 높은 집단과 낮은 집단의 결과가 다르게 나타나므로 이는 오픈마켓 전략수립에 있어서 사용자의 인지욕구성향을 고려할 필요가 있다는 것을 시사하고 있다.
It is known that information quality has strong impact on the potential customers' trust and repurchase intention. Previous researches, however, tend to neglect the importance of individual characteristics of open market users. The main goal of this study is to investigate how users` individual need for cognition(NFC) can play moderating roles among the variables identified in this research. To analyze the validity of the research model and the hypotheses, the data are collected from 230 open market users through the administration of structured questionnaires. When considering the NFC as a moderating variable, we found that the effect of information quality on the trust and repurchase intention was stronger for a group with a higher level of NFC compared to a group with a lower level. Also the effect of trust on the repurchase intention was stronger for a group with a higher level of NFC compared to a group with a lower level. Hence, open markets need to reflect customers' NFC and accordingly provide varying degree of information services. Reasons for and implications of these observed relationships are discussed.
It is known that information quality has strong impact on the potential customers' trust and repurchase intention. Previous researches, however, tend to neglect the importance of individual characteristics of open market users. The main goal of this study is to investigate how users` individual need for cognition(NFC) can play moderating roles among the variables identified in this research. To analyze the validity of the research model and the hypotheses, the data are collected from 230 open market users through the administration of structured questionnaires. When considering the NFC as a moderating variable, we found that the effect of information quality on the trust and repurchase intention was stronger for a group with a higher level of NFC compared to a group with a lower level. Also the effect of trust on the repurchase intention was stronger for a group with a higher level of NFC compared to a group with a lower level. Hence, open markets need to reflect customers' NFC and accordingly provide varying degree of information services. Reasons for and implications of these observed relationships are discussed.
