So far, the evaluation of machine translation has used a numerical approach, but there is evidence that it is not sufficient to reflect the characteristics or behavior of machine translation users(Hutchins, 2007; Wu et al., 2016; Park et al., 2013). Therefore, this study focused on the purpose of use and purchasing behavior of machine translation users. At this time, the indirect comparison method introduced by Morgan and Hunt(1994) was used to measure cognitive gaps and analyze the purchasing behavior of users. According to the analysis of association rules using cognitive gaps, the smaller the cognitive gap, the more positive the purchase behavior. In addition, procedural knowledge derived from language knowledge is activated in situations involving responsibility, and in routine situations, procedural knowledge trained from pragmatic knowledge works.