A Study on Factors Influencing on Continuous Usage Intention of Open Course Ware

Recently, Open Course Ware service area which offers free lecture materials has been steadily growing. This change comes from a paradigm shift of education service caused by the progress of ICT and a role change of consumers. Knowledge creation from higher educational institutions is slow compared to change of society. Therefore, consumers escape from one-sided education, and perform a new role of knowledge generation. Nevertheless, there is not much of academic research of Open Course Ware. Consequently, the paper is dedicated to empirical study on effect of perceived value, information system quality and brand trust on intention to continuous use. As implications for the research, as a practical point of view, the results-an economic side that offers contents for free of charge, a contents side that is fresh, various and substantial, a systematic side that makes customers to use the system easily, a service side which takes charge of customers support and brand trust affect satisfaction and intention to continuous use - can be used for establishment of executive strategies.