The Impact of Online Service Attributes on Consumer Satisfaction and Continuance Intention: Focusing on the Role of Moderating Variable in Product Involvement*

Purpose: Today, many consumers prefer to use online service instead of getting service from employees and many companies are trying to find the ways to improve service operation and increase service efficiency while reducing costs to interact directly with customers through online service. Therefore, the purpose of this study is to examine the important aspects to be considered when providing online service and to present specific recommendations according to product attributions to increase consumer satisfaction and continuance intention for online service. Research design, data, and methodology: In this study, based on TAM (Technology Acceptance Model) and ISS (Information System Success), consumer satisfaction and continuation intention for online services were set as important independent factors in this research model, and product involvement was set as a controlling variable. To this end, a research model and hypothesis were derived by reflecting the impact on the independent variables (satisfaction, continuance intention). For empirical analysis, an online and offline survey were conducted targeting consumers with experience using online services. Ultimately, a total of 240 pieces of data were used, and this study was conducted using a survey methodology based on a 5-point Likert scale measurement. The statistical programs SPSS 20.0 and AMOS 22.0 were used to analyze data for hypothesis verification. Results: All values for model fit in this study were acceptable. As a result of the hypothesis testing, only H6 (online service use attributes → continuance intention) was rejected, and the remaining hypotheses were accepted as predicted. In this study, product involvement level (high or low) was used to determine the moderating effect on consumer satisfaction and continuance intention on online services. As a result of the empirical analysis, it was confirmed that satisfaction and continuance intention can be affected differently depending on the high-involvement product and the low-involvement product. Conclusions: The results of this study can be summarized as follows. First, perceived online service quality attributes (information quality, system quality, and service quality) could effect significantly on perceived online service use attributes (perceived usefulness and perceived ease of use). Second, it was confirmed that both the consumer