The Effect of Quality and Fairness of Educational Services on the Intention of Reuse: The Mediation Effect of Experience Value and Self-Efficiency

Purpose - The purpose of this study stems from curiosity about the new paradigm of educational services in response to COVID-19. The quality and fairness of video education, an educational service provided to students, will be examined whether it causes re-use. We will also see if the experience value and self-effectiveness of video lectures play a role in strengthening the re-use intention. This study has great practical value in the wake of the Fourth Industrial Revolution and the Post-Corona era. This will be useful for educational environments that prepare for the Post-Corona in the future. Design/Methodology/Approach - This study examined universities in Seoul, Gyeonggi-do and Incheon, targeting ones conducting contactless classes (online classes) to verify research theories. A survey was conducted on trainees who participated in the contactless classes, and a total of 250 copies were collected over 60 days. A total of 205 copies of the retrieved questionnaire were used in the final analysis, excluding the poor ones. The collected data were analyzed by a structural equation using the R program. Findings - According to the hypothesis verification, the fairness of education services was suggested as a factor that had much impact, while the quality of education services was less influential. The mediating role verification showed that there was a mediating role, and the stress control effectiveness verification showed that there was a difference between physical and emotional stress. Research Implications - This research is worth enough to enhance the marketing performance of education services in environment that other experiments targeting on the contactless (online) education systems are insufficient. In particular, it is meaningful that self-efficacy and experience value are empirically demonstrated making strong mediating effect that increases the total effect along with re-use. This study is academically meaningful in that it has been applied to empirical research by comprehensively reviewing and systematizing existing research for online classes.