A Study on the Satisfaction and Reuse Intention of E-books·Audio-books·Chat-books : Focusing on the Expectancy Disconfirmation Theory

Abstract

This study starts with the premise that changes in consumption methods, production of various digital contents, the emergence of new generations, and the spread of new media inevitably change the publishing industry amid the advancement of the digital age, and starts with a question of how e-books, audio-books, and chat-books are accepted by users. The conclusions of this study are as follows. First, it was found that expectations for service quality had a positive (+) effect on service quality performance in all e-book, audio-book, and chat-book platforms. Second, in the case of e-books and audio-books, service quality expectations had a negative (-) effect on the expected mismatch, while chat-books did not show a significant influence relationship. Third, it was found that service quality performance had a positive (+) effect on expectation mismatch in all e-book, audio-book, and chat-book platforms. Fourth, in the case of audio-books and chat-books, service quality performance had a positive (+) effect on platform satisfaction, while e-books did not show a significant influence relationship. Fifth, in the case of e-books and audio-books, expectation mismatch had a positive (+) effect on platform satisfaction, while chat-books did not show a significant influence relationship. Finally, it was found that platform satisfaction had a positive (+) effect on reuse intention in all e-books, audio-books, and chat-books. It is expected that this study will be used as an initial data comparing and analyzing the satisfaction and reuse intention of e-book, audio-book, and chat-book platforms based on the expectancy disconfirmation theory, and will serve as a meaningful stepping stone for future research.