This study aimed to examine the effects of transformational leadership on employees’ trust, perceived support from superiors, organizational citizenship behavior, and moderating effects of locus of control. Using the Amos program, this study tested reliability and fitness of the research model and verified five hypotheses based on empirical data from 233 employee samples in coffee shops. The result of this study shows that positive consideration and charisma of transformational leadership positively influenced employees’ level of trust toward superiors and perceived support from superiors. Trust had positive effects on promotion of organizational citizenship behavior of employees. Lastly, analysis of the moderating effect of locus of control showed that a lower level of extrinsic control and higher level of intrinsic control were both positively correlated with greater receptiveness to transformational leadership. The findings in this study identified several significant factors of employee effectiveness influenced by transformational leadership in the coffee shop industry. Limitations and future research directions are also discussed.

온라인 상거래가 일상의 한 행위로 자리 잡은 요즈음 오프라인 채널과 온라인 채널 간의 간극이 점점 좁혀지고 있다. 즉, 종전에는 오프라인 상에서의 소비자 구매행위와 온라인상에서의 소비자 구매행위가 판이하게 달랐으나 온라인상에 서의 다양한 상거래가 보편화되면서 이제는 온라인상에서의 구매행위에 대한 연구가 활발하게 이뤄지고 있다. 그러나, 아직도 오프라인상에서의 신뢰가 온라인 구매행위에 미치는 영향에 관한 연구가 피상적인 수준에 머물러왔다. 이에 본 연구에서는 기존 연구의 한계를 극복하기 위하여 개인이 느끼는 뉴로티시즘 성향이 온라인상에서 사용자가 느끼는 불확실성, 거래비용, 그리고 만족 및 지속구매의도에 미치는 조절효과를 체계적으로 분석하고자 한다. 406부의 유효한 설문지를 토대로 분석한 결과, 사용자가 느끼는 거래비용은 온라인쇼핑 지속구매의도에 부의 효과를 미치고 있지만, 만족에는 통계적으로 유의한 영향을 미치지 않는 것으로 나타났다. 또한, 사용자가 가지고 있는 뉴로티시즘 성향은 온라인쇼핑 지속구매의도와 그 영향 요인들 간의 모든 관계에서 유의한 조절효과를 보이고 있는 것으로 나타났다.

본 연구는 현대 조직에서 조직구성원의 직무태도와 행동에 영향을 미치는 가장 중요한 요인 중 하나인 상사신뢰가 조직구성원의 직무만족과 이직의도에 미치는 영향과 그 메커니즘을 확인하였다. 먼저, 상사신 뢰와 직무태도에 대한 선행연구를 바탕으로 상사신뢰가 직무만족 및 이직의도에 미치는 영향을 상대적으 로 직업적 안정성이 보장된 지방자치단체 공무원을 대상으로 검증함으로써 상사신뢰의 효과에 대한 외적 타당도를 확대하고자 하였다. 보다 중요하게도, 상사신뢰가 조직구성원의 직무만족과 이직의도에 미치는 영향력 관계의 메커니즘에 대한 이해를 확대하기 위하여 일가치감의 매개효과와 조직정치지각의 조절효 과를 검증하였다. 지방자치단체 공무원 총 260명을 대상으로 2회에 걸쳐 수집된 설문자료를 분석한 결과, 상사신뢰는 직무만족과 정(+)의 관계를, 이직의도와는 부(-)의 관계를 보였다. 또한 일가치감은 상사신뢰와 정(+)의 관계가 있고, 직무만족과는 정(+)의 관계, 이직의도와는 부(-)의 관계가 있었으며, 상사신뢰와 직무태도와의 관계를 매개함이 확인되었다. 조직정치지각은 상사신뢰와 일가치감의 관계를 조절하였는 데, 조직정치지각의 수준이 높을 때보다 낮을 때 상사신뢰가 일가치감에 미치는 영향이 더 강하게 나타남 이 확인되었다. 뿐만 아니라, 상사신뢰가 일가치감을 매개로 조직구성원의 직무태도에 미치는 간접효과에 대해서도 조직정치지각의 조절효과가 확인되었다. 이러한 연구 결과를 토대로 본 연구의 시사점, 제한점 및 추후 연구과제에 대해 논의하였다.

The purpose of this study includes: Firstly, to examine the effects of authentic leadership on leader trust, self efficacy, and creative behavior. Secondly, to examine the mediating effect of the leader trust, self efficacy on the relationship between authentic leadership and creative behavior. In order to verify the relationships and mediating effect, data were collected from convenient sample of 323 employees at small and medium enterprises in Busan, Ulsan, Gyeongju city to test theoretical model and its hypotheses. All data collected from the survey were analyzed using with SPSS 18.0 and AMOS 18.0. This study reports findings as followed: first, the relationship between the authentic leadership and the leader trust is positively related. Second, there was also a positive correlation between the authentic leadership and the self efficacy. Third, there was also a positive correlation between the authentic leadership and the creative behavior. Fourth, the relationship between the leader trust and the self efficacy is positively related. Fifth, there was also a positive correlation between the leader trust and the creative behavior. Sixth, there was also a positive correlation between the self efficacy and the creative behavior. Finally, the leader trust and self efficacy played as a partial mediator on the relationship between authentic leadership and creative behavior. Based on these findings, the limitations of the study and some directions for future studies were presented.

The purpose of this study is to understand how to affect the safety behavior to the organization's trustees to investigate the level of safety awareness, safety awareness via the distribution center workers prepare the logistics industry disaster prevention measures. The survey was analyzed data to target by the clothing distribution center employees of 182 people. Analysis First, the level of safety awareness showed on a positive effect on organization trust. Second, it was found on the safety level of consciousness a positive effect on the safety behavior. Third, the level of safety awareness affect the safety behavior showed that the mediating role of organization trust. That is a higher level of safety awareness, such as the strict practice of business activities, investments, safety rules on safety education and training emphasis on safety increases confidence in the organization. It was confirmed the higher the confidence in the safety organization appears behavior such as actively participating in the work carried out in a safe manner, safety education and training. In addition, the effect was mediated by the organizational impact on confidence in the safety of personnel safety awareness actions. Based on that research results prepared safety awareness was raised through the industrial accident prevention measures

This study (i) examines the main effect of how a customer’s trust in the service personnel could affect his/her service co-designing and co-delivering behavior; and (ii) investigates how the main effect could vary by the customer’s trust in the service brand, and the types of customer contact service contexts. Keywords: customer participation, co-

This paper discusses how online video clips are used in official construction project presentations, in attempts to convey credibility and trust. Empirical vignettes are from large construction projects in the Greater Stockholm area: The Friends Arena; the Arena City; the new Karolinska University Hospital; and the Stockholm Bypass traffic project.

We have limited knowledge on the potential pattern similarities/differences of trust’s role that may exist in information use obtained through intra- and inter-organizational relationships. This study addresses this question by investigating how trust leads to information use. Data from 338 intra-organizational and a sub-ample of 158 inter-organizational information exchange-relationships showed that trust is an important driver of the utilization of market information in both cases. Trust has no direct relationship to information use, instead has a strong indirect effect through a mediator, perceived quality of information. The effects of trust on the use of information obtained through intra- and inter-organizational relationships proved to be similar.

Trusting beliefs are playing an increasingly important role in building customer-based brand equity (CBBE) in the business arena. The present study examines the mediating effect of trusting beliefs on the interactivity-brand equity relationship. An online survey was administered to collect data from randomly selected consumers. The results show that system interactivity impact brand equity directly and indirectly through trust integrity. The present theory-driven model contributes to a better understanding of online brand equity. Therefore, allocating resources to influence the perception of system interactivity and trusting integrity beliefs is valuable to develop online brand equity. This research contributes to the interactivity theory and the relationship marketing theory and it also offers implications for practitioners.

The objective of this study is to examine the effect of food scandals on trust towards the corporate brand and purchase intention in Japan. Drawing on Mayer, Davis and Schoorman’s Model of Organizational Trust (1995) this study explores the effects of perceived trustworthiness, trust, and perceived risk on a consumer’s intention to purchase. In Japan, consumers were outraged when some top hotels and department stores were found to have mislabeled foods, selling cheaper alternatives instead of the expensive foods offered on the menu and using expired products (Grace, 2007; Japan Today, 2013; Kageyama, 2007; Onishi, 2007; Spitzer, 2013). The various food scandals have led to product shunning, fear, distrust and suspicion among consumers (Garretson & Burton, 2000; Niewczas, 2014; Smith & Riethmuller, 1999; Yeung & Morris, 2001). Thus this research was conducted to identify the influence of food scandals involving well-established Japanese supermarkets on consumer trust and risk perception. The influence of culture in shaping purchase intention was also explored. Trust itself is a concept that is elusive with myriad definitions ranging from Luhmann’s (1979) sociological theory of trust that looks as trust being a function of high perceived risk and experience to Deutsch (1973) who defines it as the willingness to be dependent on others in the belief that the other party will not disappoint intentionally. Luhmann (1979) argues that in order for trust to be apparent there has to be high-perceived risk. Various studies have also focused on trust being operational when there is risk‐taking behavior (Anderson & Narus, 1990; Canning & Hammer‐Llyod, 2007; Doney & Canon, 1997; Morgan & Hunt, 1994). In the food sector, as consumers lose control over knowing about the food we eat due to the increasing complexity of the food system trust becomes an essential component. Consumers have to trust food producers ranging from farmers to food companies as well as the public authorities to ensure food safety, quality and adequate supply. Consumers display different and inconsistent reactions regarding food safety that affects the perception of quality and their willingness‐to‐pay (Berg, 2004; Brewer & Rojas, 2008).

Mobile banking has been continuously increasing worldwide. A number of studies have been examined on the mobile banking adoption intention (Kim et al., 2007; Sripalawat et al., 2010; Bhatiasevi, 2015; Baptista, 2015). However, most of those studies have been confined to Western countries and the developed Asian countries such as China (Ball et al, 2004; Chitty, 2012), Thus, there were only few of researches on continuance usage intention towards mobile banking in Thailand. Then, an investigation of the factors affecting users’ continuance intention should be studied to fulfill this gap. It is interesting to examine users’ continuance intention towards mobile banking and identify factors that would affect them. In addition, the adoption rate of mobile banking in Thailand is still underused than expected (Sripalawat et al., 2010). Hence, users’ continuance usage is a critical for long-term improvement of mobile banking. Consequently, continuance intention has become an essential topic of study in the mobile banking research area. The purpose is to study the impact of risk and trust on continuance intention towards mobile banking in Thailand and generate a meaningful understanding of the users’ continuance intention towards mobile banking. Mobile Banking is in a form of electronic banking, which describes all financial transactions through mobile communication technology (Weber and Darbellay, 2010; Chen, 2008; Mallat et al., 2004). Based on Ball et al., (2004) an extend European Customer Satisfaction Index model has been investigated on continuance intention. In this paper, the perceived risk is added for a better explanation of the impact of perceived risk and trust in continuance intention on Thai mobile banking consumers. Continuance intention can be defined as a customer’s intention for repurchasing from the same organization (Edvardsson et al., 2000). Repurchasing products and services from the same organization is a result of value received from one seller is more than other alternatives (Hallowell, 1996). Company can reduce cost and increase profit from customer loyalty. It is because company need to spend five times more than the cost of retaining an existing customer to acquire a new customer (Yap et al., 2012). It is a key factor in order to achieve company success and sustainability over time (Flavian et al., 2006; Keating et al., 2003). Expectations, both of experience and non-experience users can have an “expectation”. Non-experience users can have an “expectations” prior consumption experience from other sources such as advertising, promotion, pricing and word-of-mouth. Patterson et al. (1997) mentioned that expectation has an influence on disconfirmation and associate on satisfaction. Perceived quality is received customization and reliability from product or service. The level that products or services meet customer’s requirements is customization and the level of firm’s providing standard products without deficiencies is reliability. Parasuraman et al., (1988) claimed that a distinctive product quality contributes the differentiation of products and services to overcome competitors. The perceived quality significantly influences on satisfaction (Parasuraman et al., 1996; Kim et al., 2008). In addition, perceived quality is expected to have a positive effect on customer satisfaction (Fornell et al., 1996). Perceived value of a service is the benefits from service quality that customers receive relative to the costs paid by customers (Turkyilmaz et al., 2013). Perceived value is expected positively impact on satisfaction in the ECSI model (Turkyilmaz and Ozkan, 2007). Trust is the belief that a company will complete its commitments without taking benefits from customers (Ranaweera et al., 2005). Mukherjee and Nath (2003) found trust is an antecedent of commitment in online banking. Moreover, Morgan and Hunt (1994) supported trust is a key to successful relationship marketing. Aydin and Ozer (2005) mentioned that building trust is not only perceive good outcomes but also believe that good results will continue. Trust in service providers has a significant impact on continuance intention. It is an antecedent in models concerning to relationships that include loyalty as dependent variables (Schaupp and Be ́langer, 2005; Verhagen et al., 2006). Lack of trust can influence the way in which consumers see banks and financial institutions and in particular consumers’ attitudes to new forms of service delivery via the internet (Zhao et al., 2010). Perceived risk has changed as people have engaged online transactions. In the past, perceived risk was mainly related to fraud or product quality, but presently perceived risk is linked to financial, psychological, physical, or social risks in online transactions (Forsythe and Shi, 2003; Im et al., 2008). There are different types of risks were explored in the previous research about mobile banking and other banking technologies. Firstly, privacy and security were concerned regarding mobile banking among some consumers (Luarn and Lin, 2005). A PIN codes has been used to increase the security. Personal details and financial information became the main concern for mobile banking (Brown et al., 2003), especially among mature consumers (Laukkanen et al., 2007). When customers perceive an uncertainty, they tend to limit their usage or purchase intention Lin (2008). In addition, Wu and Wang (2005) support that risk has a statistically significant effect on intention to use mobile commerce in Taiwan. Satisfaction can be defined as how much customers are satisfied with the products or services of a company, and how well their expectations are met Oliver (1999). Customer satisfaction has been also explained as an overall evaluation of a firm’s post-purchase performance or utilization of a service (Fornell, 1992). Customer satisfaction is generally viewed based on evaluations and expressed some time during the purchase-consumption process. Loyalty and satisfaction are considered in several conceptual. There are a relationship between loyalty and satisfaction (Oliver, 1999). For the methodology, the questionnaire was administered through online included questions measuring the variables based on the extended European Customer Satisfaction Index (ECSI) model. Both males and females mobile banking consumers aged more than 18 years old living or working in Thailand are focused on this paper. The questions were rated on a 5-point Likert scale and developed from previous mobile banking studies (Parasuraman et al.,1988; Bhattacherjee, 2001, Ball et al., 2003; Chen, 2012; Kang et al., 2012; Kursunluoglu, 2014; Baptista, 2015). The partial least squares path modelling was used to investigate data from questionnaire to test hypotheses and determine the consistency, reliability and construct validity, as well as the relationships among constructs. 403 valid samples were collected after eliminating 153 invalid samples. The majority of respondent uses mobile banking more than 4 times a month as 36 percent. A percentage of 30 of respondents use mobile banking 1-2 times a month. Respondents using mobile banking 3-4 times a month and less than once a month follow with 19.1 percent and 14.6 percent respectively. The results from partial least squares path modelling have shown that the expectation has a significant impact on customer satisfaction. Thai consumers who set expectation on their mind by using their previous experience or word of mouth from their friends will compare the mobile banking service performance to their expectation. They would satisfy the mobile banking if the services meet their expectation. Perceived quality has a significant positive impact on customer satisfaction. Providing good performances with accuracy, unfreezing system contributes customer satisfaction on Thai mobile banking users. Perceived value affects on customer satisfaction. After Thai consumers use the mobile banking service, they would evaluate the benefits receiving from the service relative to the costs paid by customers. If service received was worth with the money paid, Thai consumers would satisfy services. Perceived risk does not have a negative impact on customer satisfaction but it has a significant negative effect on continuance intention. Thais’ satisfaction would not be reduced by perceived risk, whereas Thai users would stop using mobile banking if they feel unsafe and perceive risk. Trust has a significant direct impact on continuance intention towards mobile banking consumers in Thailand. This shows that Thai consumers would keep using mobile banking service since they trust on the mobile banking service providers. The satisfaction is a dominant in continuance intention. Satisfaction has a significant impact on continuance intention. Once users satisfy the mobile banking service, they would like to continue use mobile banking and introduce mobile banking to their friends. In conclusion, satisfaction, trust and perceived risk have an impact on continuance intention towards mobile banking in Thailand. Expectations, perceived quality, perceived value have an indirect impact on continuance intention in using mobile banking for Thai consumers through satisfaction. The satisfaction is a dominant factor of continuance intention usage (Bhattacherjee, 2001a, 2001b; Chen et al., 2012; Lam et al., 2004). Satisfaction on mobile banking can be generated by good quality service, value, and responding customers’ requirement to meet their expectations. Surprisingly, perceived risk has no a negative impact on customer satisfaction, but it has an impact on continuance intention. Trust also leads Thai consumers continue use mobile banking. This study contributes mobile banking service providers to know the impact of risk and trust on continuance intention towards mobile banking in Thailand and generate a meaningful understanding of the users’ continuance intention towards mobile banking. The result can improve the volume and value of mobile banking transaction, and satisfaction. Moreover, mobile banking providers can reduce the challenge and generating a better decision on the future marketing campaign to motivate mobile banking consumer keeps using the services.

This paper examines the role of trust in emerging heritage tourism regions. The heritage tourism system is conceptualised as a supply chain; a series of interactions between key stakeholders in order to develop a composite tourist product. Trust is integral to the success of exchanges between key stakeholders, influencing competitiveness.

본 연구는 자원봉사자가 인식하는 노인복지시설의 사회적 책임이 자원봉사 지속성에 미치는 영향에 대하여 조직신뢰 조절효과를 검증하였다. 연구 자료는 2013년 9월부터 12 월까지 서울, 경기권 노인복지시설의 20대 이상 성인 남녀 자원봉사자의 설문지 237부의 설문자료를 분석하였으며, 통계프로그램 SPSS 18로 조절회귀분석을 통계분석방법으로 사용하였다. 측정도구는 독립변수로 자원봉사자가 인식하는 노인복지시설의 사회적 책임, 조절변수로는 조직신뢰, 종속변수로는 자원봉사 지속성을 측정하였다. 연구결과 노인 복지시설의 사회적 책임 중 윤리적 책임과 조직신뢰의 상호작용이 조절효과가 나타나는 것으로 나타났다. 이에 따라 노인복지시설의 사회적 책임이 자원봉사 지속성을 검증한 점에서 연구의 의의가 있으며, 이상과 같은 결과를 통하여 노인복지시설에서 자원봉사자들의 지속성을 높이기 위하여 사회적 책임을 실천해야 하는 함의를 제시하였다.

대법원 2012. 4. 26. 선고 2012다4817 판결은 체육시설(소위 ‘헬스클럽’)이 설치되어 있던 부동산에 관하여 신탁계약상의 공매절차가 진행되고 그 공매절차에서 수회 유찰 후 수의계 약으로 부동산을 매수한 제3자에게 체육시설법 제27조 제2항에서 규정하는 체육시설 회원 들에 대한 의무가 승계되지 않는다고 판시한바 있다. 최근 경제계에서는 골프장업계의 재 무적인 어려움으로 인하여 골프장이 도산하는 사례가 크게 늘어가고 있는데, 위 대법원 판 결의 취지가 골프장 등 모든 체육시설의 신탁공매에도 그대로 적용될 수 있는 것인지 여부 에 관하여 상당한 논란이 벌어지고 있다. 체육시설법의 해석에 관하여 신탁재산 공매의 경 우 회원들에 대한 의무 승계를 부정하는 입장(소수설)과, 회원들에 대한 의무 승계를 긍정 하는 입장(다수설)이 나뉘고 있다. 위 체육시설법 규정의 입법취지, 회원들의 기여도와 법 적 지위 보장의 필요성, 위헌 여부에 대한 헌법재판소의 태도, 신탁제도의 공익적 기능, 신 탁의 보편적 기능과 체육시설법 적용의 회피 가능성 등 제반 사정들에 비추어 보면 신탁재 산의 공매에도 체육시설법 제27조 제2항이 적용되어야 한다고 본다. 앞으로 체육시설의 신 탁공매에 따른 회원의 지위 인수와 관련된 심도 있는 논의가 활발히 전개되길 바라며, 하루 속히 거래계의 혼란을 일거에 정리할 수 있는 새로운 대법원 판결도 기대해 본다.

This present study tested whether job stress mediates the relationship between workload and safety behavior of members in organization. In addition, we hypothesized trust in leader/coworkers functions as moderator between not only the workload-job stress link, but also the job stress-safety behavior link. In order to investigate the hypotheses, 841 employees in various fields of companies were sampled. Using structural equation modeling(SEM), we conducted moderated mediation model analysis which elaborately investigated the significance of our hypotheses. The results indicated that job stress mediated the link between workload and safety behavior of members. In addition, the relationship between workload and job stress was moderated by trust in leader/coworkers. Moreover trust in leader/coworkers moderated the job stress-safety behavior linkage. The implications and limitations of our study and suggestions for future research were discussed.

본 연구는 배려행동이 상사신뢰형성을 통해 상사-부하 간 교환관계에 영향을 미치는 과정에서 공식적 비공식적 배려행동이 상사신뢰형성에 어떤 영향을 미치는지를 베트남 기업을 대상으로 규명해 보고자 하였다. 배려행동을 공식적 배려행동과 비공식적 배려행동으로 나누고, 공식적 배려행동은 발전기회제공 을, 비공식적 배려행동은 호의적 행동을 변수로 선정하여 이들 변수가 상사신뢰에 영향을 미치고, 다시 상사신뢰는 상사-부하 간 교환관계에 영향을 미치는 것으로 구조방정식모델을 활용한 연구모델을 설정 하고 실증적으로 검증하였다. 본 연구를 위해 베트남 하노이 및 타이응웬 지역의 5개 기업에 근무하는 195명의 근로자들을 대상으로 설문방법으로 자료를 수집하고, SPSS 20 통계패키지를 활용하여 분석하였다. 연구결과에 따르면, 공식적인 배려행동인 발전기회제공과 비공식적 배려행동인 호의적 행동 모두가 상사신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 상사신뢰는 상사-부하 간 교환관계에 긍정 적인 영향을 미치는 것으로 나타났다. 베트남 기업에 근무하는 근로자들을 대상으로 한 본 연구의 결과를 보면, 상사-부하 간 교환관계를 형성하는 과정에서 공식적인 부문에서의 배려행동과 비공식적 부문에서 의 배려행동 모두가 상사신뢰에 유의한 영향을 미치는 것으로 나타났다. 이러한 본 연구의 결과는 카자흐 스탄 기업을 대상으로 한 이전의 연구에서 비공식적 배려행동이 신뢰형성에 유의한 영향을 미치지 않는 다는 것과는 상반된 결과를 보이고 있다.

The purpose of this paper is to explain and identify how factors that related in consumer trust in food safety such as trust in agricultural food institutions, monitering responsibility of agricultural food institutions and truth-telling of agricultural food scandle have influence on agricultural food trust and consumer's perceived risk, and agricultural food trust have an effect on perceived risk and repurchase intention, and then the perceived risk has influences on repurchase intention in agricultural food product setting. A survey study was conducted to collect the data with women as consumers who have experience of purchase at several types of retailing grocery stores. Structural equation modeling with SPSS 19.0 and Amos 16 were performed to test the research hypothesis. The results of the study are as follows: First, trust in agricultural food institutions, monitering responsibility of agricultural food institutions and truth-telling of agricultural food scandle are positively associated on agricultural food trust, and truth-telling of agricultural food scandle are positively associated on consumer's perceived risk, but not in trust in agricultural food institutions and monitering responsibility of agricultural food institutions. Second, agricultural food trust are positively associated on purchase intention, but is negatively associated on consumer's perceived risk. Finally, perceived risk has not influences on purchase intention.

Recently, some fashion retailers have initiated sustainable actions in the form of corporate social responsibility (CSR) activities to address consumers’ social concerns. This study intends to combine the concept of CSR motivation attributions with brand extension literature in order to examine how consumers’ trust of a parent brand affects their CSR motivation attributions and ultimately their attitudes towards parent-brand CSR activities and sustainable extension lines. A self-administered online survey was conducted using scenarios describing a fast fashion retailer introducing a sustainable line. Data from 303 female U.S. consumers, aged between 18 and 34 years, were used for the statistical analysis. Data analyses were conducted using SPSS 21.0 for descriptive analysis, exploratory factor analysis, and regression analysis. The results revealed that all hypotheses were supported. The findings show that consumers’ trust of a parent brand has an indirect impact on positive attitudes towards the parent brand’s CSR activities as well as the sustainable extension product line, mediating positive evaluations of the brand’s social CSR motivations. In addition, this study suggests consumers’ prior trust of the parent brand is a variable that affects consumers’ evaluation of CSR motivation sincerity. Marketing suggestions and thoughts based on the findings of this study were provided.

This study aimed to identify the effects of health-related menu choice attributes on customer behavioral intentions at wellbeing restaurants and analyze the moderating effects of food involvement and trust, which can influence customer preference and their intentions to visit well-being restaurants. This study designed a survey, and 351 respondents who have eaten at well-being restaurants completed the questionnaire. Exploratory factor analyses were conducted to identify underlying dimensions related to health-related menu choice attributes, food involvement, and customer behavioral intentions toward well-being restaurants. The three factors regarding health-related menu choice attributes and the three factors related to food involvement were identified. In order to test the relationships between health-related menu choice attributes and behavioral intentions as well as to investigate the moderating effects of food involvement and trust, hierarchical regression analyses were conducted. Results indicated that the three factors of health-related menu choice attributes were significantly and positively related to behavioral intentions. Among food involvement factors, dining environment and cooking were significantly related to behavioral intentions toward well-being restaurants. Trust had a significant influence on behavioral intentions. Results showed that food involvement and trust could moderate the effects of health-related menu choice attributes on behavioral intentions toward well-being restaurants.