통신서비스 웹사이트 정보불균형이 지속이용의도에 미치는 영향

The Influence of Information Asymmetry of Telecommunication Service Websites on Intention for Continuous Usage

The communications market can be characterized for its overflow of users, oligopoly business structure, 24/7 open service, incomplete sales, and operation of core platform function. These characteristics have lead users to continuouslymake complaints and suffer inconveniences, and thus the concept of user protection has come to receive attention. This study aims to propose solutions through communication channeling between businesses and users, based on website construction from the viewpoint of user protection. In particular, a research model was developed to display how the information symmetry of websites can be influential on the satisfaction, reliability, and continuous intention for using communication services. Total of 14 hypotheses were set to measure a significant degree of variables corelation and eight hypotheses were accepted finally. The analysis results showed that information symmetry of telecommunication service websites had a positive effect on intention for continuous usage. Through the research results, it is expected that communication service businesses will be able to consider important factors when constructing websites. Furthermore, the results are expected to be utilized as for ensuring users’ continued usage of their communication services.