earticle

영어

In the context of start-up and growth education service in traditional market merchant need to integrated approach looking for more educational effectiveness. This study try to integrate main three theoretical models – service quality model, technology acceptance model, and educational motive model – pertaining to merchant’s education of traditional market. The results of empirical analysis collected from the 207 merchant’s data participating to the 10 traditional market educational program, each model has significant explanation power for educational performance. In service quality model, the educational environment among five service quality components has relatively the strongest effect on the transfer of learning, and trust on the satisfaction of education. In TAM, there is mediation effect of the usefulness between educational environment and satisfaction, of easiness between trust and transfer of learning. In educational motive model, we find the strong direct and meditative effect of the educational motive. In the integrated model included these three model simultaneously all together, empathy and trust of service quality components have strong impact on educational satisfaction and the mediation effects has founded usefulness of TAM in the relation between environment and satisfaction, and educational motive in the relation between the learning orientation and satisfaction.