This study demonstrates some major traits of digital contents as information, playfulness, individuality, perceived recognition as perceived usefulness and perceived ease of use, relationship quality as satisfaction and commitment, user behavior as use intention. To make an empirical analysis the study, it is hypothesized that traits of digital contents and perceived recognition, traits of digital contents and relationship quality, perceived recognition and relationship quality, relationship quality and user behavior. Proposed theoretical model was based on TAM and was tested by the structure equation model for validity, credibility, goodness of fit. The major finding of this study can be summarized as follows, traits of digital contents are positively affected by perceived recognition, satisfaction in relationship quality and use intention via perceived recognition. Theoretical implication of this study are as follows. First, users wanted to choice only needed information. Second, users recognized digital contents as a part of life. So, user's ability is very important in this environment. According to this, business related with or interested in digital contents must have developed digital contents in variety aspect. Users must have concerned using digital contents, also.

The purpose of this study was to measuring the effects of health involvement, attitude, perceived behavioral control (PBC), behavioral intention on seafood consumption. A total of 235 questionnaires were completed. Structural equation model was used to measure the causal relationships among constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The direct effect of health involvement on attitude was statistically significant. The direct effects of health involvement, attitude and PBC on consumption were statistically significant. As expected, attitude, PBC and behavioral intention had significant direct effects on consumption. Moreover, health involvement had a significant indirect effect on behavioral intention through attitude and PBC. Health involvement also had a significant indirect effect on consumption through attitude, PBC and behavioral intention. Attitude and PBC had significant indirect effects on consumption through behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among health involvement, attitude, PBC, behavioral intention and seafood consumption. Other variables(sensory variable, habit, norm etc) may be incorporated to form models that consist of new antecedent and consequence pairs.

The purpose of this study was to measure the effects of value and satisfaction moderating the relationship between foodservice quality and behavioral intention. A total of 273 questionnaires were completed. Moderated regression analysis was used to measure the relationships between variables. Results of the study demonstrated that the analysis result for the data also indicated excellent model fit. The main effects of foodservice quality, value, and satisfaction on behavioral intention were statistically significant. The interaction effect of quality and satisfaction on behavioral intention was not statistically significant. The interaction effect of value and satisfaction on behavioral intention was not statistically significant. As expected, the interaction effect of quality and value on behavioral intention was statistically significant. Moreover, foodservice quality on behavioral intention was statistically significant at all levels of value and satisfaction, except for when value level was low, and satisfaction level was high. The results of this study indicated that restaurant marketers should attach importance to the interaction effect of service quality and customer value to understand the elements of market demand and customer loyalty.

가독성은 글자의 읽기 쉬움의 정도를 나타내는 척도로서 해설판의 정보전달의 효과성을 결정하는 중요한 요소로 알려져 왔다. 그러나 해설판의 가독성이 탐방객의 관심유발과 해설판 읽기 행동에 어떻게 영향을 미치는지에 대한 연구는 드물다. 본 연구는 가독성과 해설판의 관심유도, 선호도. 해설판 읽기 권유의도와의 관계를 구명하기 위하여 실시되었다. 데이터 수집은2003년 8-11월중에 내장산 국립공원 내 자연관찰로 탐방객 중에서 선정된 총 375명을 대상으로 관찰로 주변에 설치된 해설판에 대한 설문조사를 통하여 이루어졌다. 이중 이용 가능한 350명의 응답이 본 연구의 분석을 위하여 이용되었다. 분석결과, 가독성은 관심유도, 선호도, 해설판 읽기 권유의도와 관련이 있는 것으로 나타났다. 가독성 이 높으면 높을수록 관심유도, 선호도, 해설판 읽기 권유의도도 높게 나타났다. 가독성과 더불어 관심유도와 선호도도 해설판 읽기권유의도와 관련이 있는 것으로 분석되었으며, 세 변수중 선호도는 해설판 읽기 권유의도에 대하여 가장 높은 설명력을 보였다. 본 연구의 결과는 해설판의 가독성을 증진시킴으로써 해설판 읽기 행동의 증대가능성을 시사하고 있다.

The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in voice of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior improved the predictability of the voice of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by mediator. In the contests of voice behavior, the effect of past behavior on intention was not mediated by attitude and perceived behavioral control. Meanwhile, subjective norm mediated the relationship between past behavior and the intention to engage in voice behavior.

  The purpose of this study is to identify the factors affecting intention to use blog. For this end, the individual characteristics (Subject Norm, Perceived Enjoyment, and Self-Efficacy) and the variables used in TAM (Perceived Ease of Use, and Perceived

The purpose of this study was to investigate how comparative menu price, human service, amenity, and menu quality affected menu value, and how menu value influenced revisit intention. The model was tested in a family restaurant setting using a sample of customers visiting and enjoying menu in Daegu metropolitan city. Empirical results confirmed that not only do human service, amenity and menu quality increase menu value but that comparative menu price reduces menu value. Menu value was also found to be a significant antecedent of revisit intention. The results obtained have major implications for family restaurant marketers as well as for future research. First, family restaurant marketers should pay attention to menu pricing, as menu price decreased menu value. Second, family restaurant marketers should try to increase menu value through training of human service. Third, family restaurant marketers should try to add menu value by way of recruiting high-skilled cook. Fourth, family restaurant marketers should make efforts to attract customers through interior design.

The purpose of this study is to identify the factors affecting intention to use blog. Especially, The factors such as subject norm, perceived enjoyment, self-efficacy are individual characteristics to identify in this study. Also, Technology Acceptance Model(TAM) that has been widely used to predict the end-user's acceptance of a new technology is adopted for the study. A model with individual characteristics (subject norm, perceived enjoyment, and self-efficacy) and Technology Acceptance Model variables (perceived ease of use, and perceived usefulness) were used to explain intention to use blog. The suggested model has been empirically tested with questionaries. The result shows that individual characteristics such as perceived enjoyment and self-efficacy and factors of technology acceptance model have significant impact on users' intention using blog.

The main purpose of this study is to identify the factors that affect purchase intention in B2C cooperative buying. The purchase intention is described in terms of participation frequency and total sum of purchasing on cooperative buying. It is very interesting that the influencing factors are not identical when two dependent variables. participation frequency and total sum of purchasing, are used. Residential area, sex, and product variability were selected as key influencing factors for the former case. On the other hand, residential area, price, and product quality were selected as key influencing factors for the latter case. Finally, it is worth while to stress that online community, one of the factors considered, will be a key factor as market of cooperative buying is getting bigger.