• Title/Summary/Keyword: Consumer Expenditure

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Analysis of comparisons of eating-out, dietary lifestyles, and healthy dietary competencies among middle-aged consumers according to obesity status and gender for implications of consumer education (소비자교육을 위한 중년기 소비자의 성별, 비만도별 외식 행동, 식생활 라이프스타일 및 건강한 식생활역량의 차이 분석)

  • Park, Jong Ok
    • Journal of Nutrition and Health
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    • v.51 no.1
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    • pp.60-72
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    • 2018
  • Purpose: The purpose of this study was to determine differences in eating-out, dietary life styles, and healthy dietary competencies among middle-aged consumers according to obesity status and gender for implications of consumer education. Methods: Data were drawn from the 2016 Food Consumption Behavior Survey, and 3,022 subjects (mail 1,388; female 1,634) who were middle-aged adults were investigated. Analysis of variance with $Scheff\acute{e}$ test, t-test, $x^2$-test, and factor analysis were performed using SPSS v.24. Results: Males showed less interest in diet than females. For both males and females, higher BMI degrees were associated with higher levels of interest in diet. For frequency, monthly average consumption expenditure, one-time cost for eating out, and drinking frequency, males showed higher levels than females. Especially for the male group, higher obesity status was associated with higher levels of eating out and drinking. Dietary lifestyles of males and females turned out to be very similar. For the male group, normal weight group was more likely to show 'health and high quality pursuit dietary life-style' than the other groups. For females, the normal weight group were more likely to show 'health and high quality pursuit dietary life-style' and 'safety pursuit dietary life-style' than the other groups. The level of 'healthy dietary competence' for females was found to be higher than that for males. For the female group, there were significant differences according to obesity status, and practice was more important than knowledge in determining a healthy dietary life. Conclusion: For dietary life-related education for obese middle-aged consumers, it is important to emphasize less eating-out and drinking and less overeating while eating-out based on the results that eating-out, drinking, and overeating in the obesity group were significantly higher than in the normal group. It is important to focus on the value of dietary life and diverse foods, based on the results that the obesity group was less likely to be have healthy dietary lifestyles and consume less diverse foods than the normal group.

Implementation Assessment of WTO Agricultural Agreement and its Impacts on Non-Timber Forest Products Markets (WTO 농업협정(農業協定)의 이행평가(履行評價)와 단기소득임산물(短期所得林産物) 시장(市場)에 미친 영향(影響))

  • Joo, Rin Won;Jung, Byung Heon;Jeon, Hyon Sun;Kim, Eui Gyeong;Kim, Wae Jung
    • Journal of Korean Society of Forest Science
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    • v.90 no.3
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    • pp.373-379
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    • 2001
  • The objectives of this study were to assess implementation on tariff quotas and tariff cuts committed in the WTO as result of Uruguay Round(UR) negotiations and to examine impacts of reductions in agricultural protection agreed in the UR on major non-timber forest products markets. The implementation of WTO Agreement on Agriculture was analysed based on the relevant data and statistics. The impacts of implementation on tariff cuts and tariff quotas on non-timber forest products markets were estimated by using supply and demand elasticities from previous studies and data on production, consumption and trade after UR. The quantities of Chestnut, Pine nut and Jujube imported by the system of tariff quota did not exceed the committed quotas over the five years from 1995 to 1999. The current level of applied rates on imports of non-timber products is much lower than that of bound rates, which will be maintained until the year 2004. It is estimated that increase in imports after UR reduced prices and that reduction in prices led to decrease in expenditure and to increase in consumer surplus. It is estimated, however, that production level significantly decreased due to rise in imports and that the negative effects on production exceeded positive effects on consumption. Exports of most non-timber forest products decreased after UR even though non-timber forest products could gain access to the export markets at the lower tariffs as a result of UR.

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Estimation of the Minimum Cost of Living in Seoul (서울시 지역최저생계비 계측에 관한 연구)

  • Kim, Kyung-Hye
    • Korean Journal of Social Welfare
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    • v.38
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    • pp.7-32
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    • 1999
  • Providing the income support program for people under the poverty level has been regarded as the basic obligational role of modern government. The target population of this program should include all the poor who are unable to maintain the minimum health and decency level with their own income. The minimum living cost, however, varies within a country because there are regional differences in consumer price and the mode of living. The current program does not count for the regional differences, leaving a significant portion of Seoul's poor needy people being ineligible for this public care. Recognizing these regional differences, this paper attempts to estimate the minimum living cost in Seoul area, comparing it to the national one. It employs the data and method that the Korea Institute of Health and Social Affairs adopted in its 1994 study, since it has been served as a basis of the current public assistance program. The minimum cost of living in Seoul is estimated to be \887,611 per month for a 4-person household. It is 1.33 times greater than the national monthly minimum of \666,684. Based upon the '94 urban household expenditure survey data, some 5.9 percent of Seoul's population, 636,132 people, are found to be under the Seoul's minimum living level. This number is 5.2 times greater than those 123,304 people who are eligible for the current public assistance program in Seoul.

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Changes in Secondary Education Costs (1990-2004) (중고교의 교육서비스 가격변화에 대한 분석(1990-2004))

  • Kim Sook-Hyang;Yang Nam-Hee
    • Journal of Korean Home Economics Education Association
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    • v.18 no.2 s.40
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    • pp.47-62
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    • 2006
  • This research was conducted to find out price change of education service. Consumer Price Index annual series data in Korea National Statistical office from 1990 to 2004 were used for analysis. First, education price indexes showed an average annual increase of 7.3% during the last 15 years (1990-2004), marking the highest increase among items in the CPI basket. The average annual increase in tuition fees and other fees, expenditure classes of education price. has been 7.5% and 6.0%, respectively. Secondly, an average increase in tuition fees for two-year college was higher, followed by tuition fees for kindergarten, private four-year college, national four-year college and secondary schools. An average increase in primary school textbook costs was higher in the category of 'other fees' followed by junior high school textbook costs, junior high school supplementary book costs and home delivery supplementary book costs Thirdly, there were no differences in price changes of secondary school textbooks, junior high school supplementary books, high school supplementary books among 16 locations. An average increase in after-school education (selective subjects) for college entrance examination was higher in Gwangju but lower in Seoul, compared with other cities. An average of 7% difference was seen annually among regions. When the year 2000 was considered as 100, the most significant gains were seen in Kwangju at 80% and Gangwon at 57%. An increase in after-school education (all subjects) for college entrance examination was higher in South Cholla Province but lower in North Gyeongsang Province. An increase in after-school education (all subjects) for college entrance examination was higher in South Cholla Province but lower in North Gyeongsang Province. An average of 7% difference was seen annually in the annual increase. When the year 2000 was considered 100, most significant increase was seen in Busan and South Gyeongsang Province at 37% and Jeju Island at 34%.

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An Analysis of Determinants of Medical Cost Inflation using both Deterministic and Stochastic Models (의료비 상승 요인 분석)

  • Kim, Han-Joong;Chun, Ki-Hong
    • Journal of Preventive Medicine and Public Health
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    • v.22 no.4 s.28
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    • pp.542-554
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    • 1989
  • The skyrocketing inflation of medical costs has become a major health problem among most developed countries. Korea, which recently covered the entire population with National Health Insurance, is facing the same problem. The proportion of health expenditure to GNP has increased from 3% to 4.8% during the last decade. This was remarkable, if we consider the rapid economic growth during that time. A few policy analysts began to raise cost containment as an agenda, after recognizing the importance of medical cost inflation. In order to Prepare an appropriate alternative for the agenda, it is necessary to find out reasons for the cost inflation. Then, we should focus on the reasons which are controllable, and those whose control are socially desirable. This study is designed to articulate the theory of medical cost inflation through literature reviews, to find out reasons for cost inflation, by analyzing aggregated data with a deterministic model. Finally to identify determinants of changes in both medical demand and service intensity which are major reasons for cost inflation. The reasons for cost inflation are classified into cost push inflation and demand pull inflation, The former consists of increases in price and intensity of services, while the latter is made of consumer derived demand and supplier induced demand. We used a time series (1983-1987), and cross sectional (over regions) data of health insurance. The deterministic model reveals, that an increase in service intensity is a major cause of inflation in the case of inpatient care, while, more utilization, is a primary attribute in the case of physician visits. Multiple regression analysis shows that an increase in hospital beds is a leading explanatory variable for the increase in hospital care. It also reveals, that an introduction of a deductible clause, an increase in hospital beds and degree of urbanization, are statistically significant variables explaining physician visits. The results are consistent with the existing theory, The magnitude of service intensity is influenced by the level of co-payment, the proportion of old age and an increase in co-payment. In short, an increase in co-payment reduced the utilization, but it induced more intensities or services. We can conclude that the strict fee regulation or increase in the level of co-payment can not be an effective measure for cost containment under the fee for service system. Because the provider can react against the regulation by inducing more services.

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A Prospect for Growth and Economic Size of Foods-for-Elderly Industry -Focused on Health Functional Foods and Foods for Special Dietary Uses- (고령친화식품산업의 성장과 규모 전망 -건강기능식품과 특수용도식품을 중심으로-)

  • Jin, Hyun Joung;Woo, Hee Dong
    • Journal of Food Hygiene and Safety
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    • v.27 no.4
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    • pp.339-348
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    • 2012
  • The purpose of this study is to predict the economic size of foods-for-elderly market, which will be valuable information for establishing related policy and backup system. After setting the scope of related industry, detailed information for current market situation was investigated and a systematic forecast for market changes in the future was performed. Economic growth, changes in consumer expenditure and economic status of the elderly, current subscription of medical insurance and saving for pension were reflected. In addition, a survey toward related firms was completed and changes in aged population and incidence of chronic disease in the elderly were taken into account. Results show that the annual growth rate of the market was predicted to be the minimum 4.54% through the maximum 8.32% from 2010 to 2025 and its market size was forecasted to be the minimum 7,073 ten million won through the maximum 10,976 ten million won. It is expected that the market of foods-for-elderly will grow rapidly with development of foods technology and fast increase of aged population. Especially, growth of health functional foods and foods for special dietary uses for elderly will be distinguished. However, it seems that related firms are on the hedge, watching current trend of the related industry. This may results in insufficient supply against the demand. Therefore, policy for foods-for-elderly should be introduced and systematically administered, including R&D support, standardization and authentication for foods-for-elderly, construction of related database system.

Empirical Study on the Semi-Endogenous Growth Theory and Fully Endogenous Growth Theory in OECD Countries (OECD국가의 준 내생적 성장이론 및 완전한 내생적 성장이론에 대한 실증고찰)

  • Cho, Sang Sup;Yang, Youngseok;Kang, Shin-Won
    • International Area Studies Review
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    • v.12 no.3
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    • pp.153-169
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    • 2008
  • This paper examines the recently empirical test for the two types of endogenous growth models, which one is more fitted to real data. We adopt the non-stationary panel data methodologies for seeking empirical implication by using productivity and R&D data in the OECD over the past two decades. The Empirical tests show that there is a robust relationship Total Factor Productivity and R&D variables implied by semi-endogenous growth model. The relationship suggested by fully endogenous growth theory, however, is sensitive to R&D variables. Therefore, the estimation results provide empirical evidence in favour of endogenous growth theory of R&D expenditure role for sustaining economic growth. The sustained Total Factor Productivity, however, is maintained by more increasing R&D inputs for overcoming diminishing return to R&D efforts.

Survey of the Status of Conutry-of-origin Lables and Hygine on the Meat Markets of 4 Regions in Korea (4개 권역 축산물 판매업소의 원산지 표시실태 및 위생상태 표본조사)

  • Nam, Bo-Ra;Nam, Jung-Oak;Park, Jung-Min;Lee, Ra-Mi;Gu, Hyo-Jung;Kim, Myung-Hee;Chang, Un-Jae;Suh, Hyung-Joo;Kim, Jin-Man
    • Food Science of Animal Resources
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    • v.27 no.1
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    • pp.122-126
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    • 2007
  • Expenditure on meat and meat products has been increased in Korea due to the increase of income and the change of diet. From raising farm animals to eating the meat, various hazardous elements can make their ways into the meat and meat products. Recently the issues on food safety and hygiene are drawing a lot of attention, and the current system for managing the safety of foods is still needed to be improved. This survey was aimed to monitor the current situation of country-of-origin labels and hygiene for the meat markets at 4 regions Korea. The survey was performed by collecting samples from whole- sale and retail stores in the nation, which were selling beef. The markets were divided into groups as to territory and the size of the market (Large size, Medium size, and Small size). In terms of size distribution, small butcher shops occupied the highest percentage. On the itemized suitability test of unpacked and packed beef, all the market of 4 regions showed good agreements. However, such labels indicating the methods of cooking and storage were not properly posted on the products. Especially for Ho-nam region, corrections are needed. The results of monitoring sanitation conditions for the butcher shops at 4 regions in Korea showed relatively low suitability. Especially, there were serious lack of knowledge about wearing the sanitation clothing, caps, and shoes. The problem with food safety is so complicated that producer, consumer, food manufacturer, the press, the government, and scholar should solve altogether. It is necessary to educate farmers, food handlers, consumers, etc. and provide them with an accurate information and knowledge.

Analysis of the Investment Suitability relative to the Landscape Elements Construction Costs within the Residents' Value Recognition in the Apartment - Focused on a Public Institutional Apartment Complex near the Capital Area - (아파트 단지 조경요소별 입주민의 가치인지도 대비 공사비 측정의 상대적 적정성 분석 - 공공기관 시행 수도권 분양아파트를 중심으로 -)

  • Park, Sang-Jin;Cho, Se-Hwan
    • Journal of the Korean Institute of Landscape Architecture
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    • v.44 no.6
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    • pp.177-187
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    • 2016
  • This study started with the question, "Is the cost of landscape construction work in residential areas measured by public enterprises, 'in response to the needs of consumers?" The study analyzed whether the landscape construction expenditure is being introduced at an appropriate ratio according to the value the residents have regarding landscape elements. Following this, research was conducted for the purpose of providing basic data for improving the efficiency of formulating apartment landscape construction costs in the future. This research proceeded based on a questionnaire survey of residents of apartments, and the content of the questionnaire used frequency analysis and descriptive statistics research methods. To take a look at a comparative analysis of value recognition, in particular, a comparative analysis was performed based on the actual input cost based on the ratio of landscape elements by layer. Conclusions were found as follows: First, the degree of interest in the apartment landscape of the tenants was high, and the value of the landscape was high but realistic satisfaction appeared comparatively low. Second, the awareness of residents' values regarding landscape elements appeared to give "plantings" more value than "facilities". Thirdly, as a result of a mutual comparison between the values recognized by the resident regarding landscape elements and the construction input fee, depending on the landscape elements, it appeared that there is a difference in the ratio of up to 52 times from 1.25. Fourth, the fact that there is a difference in the relative proportion of value recognition and inputting construction cost indicates that it is not possible to respond to the needs of tenants during the construction cost development process. It also shows that the utility of inputting construction costs is low. Therefore, a macro-level examination such as reflecting the existing inflation rate is necessary to develop the efficient landscape construction cost of apartment such as the awareness of the value of the residents regarding landscape elements, out of the customary construction cost formulation method based on the microscopic dimensions of the consumer side.

The Effects of Online Service Quality on Consumer Satisfaction and Loyalty Intention -About Booking and Issuing Air Tickets on Website- (온라인 서비스 품질이 고객만족 및 충성의도에 미치는 영향 -항공권 예약.발권 웹사이트를 중심으로-)

  • Park, Jong-Gee;Ko, Do-Eun;Lee, Seung-Chang
    • Journal of Distribution Research
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    • v.15 no.3
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    • pp.71-110
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    • 2010
  • 1. Introduction Today Internet is recognized as an important way for the transaction of products and services. According to the data surveyed by the National Statistical Office, the on-line transaction in 2007 for a year, 15.7656 trillion, shows a 17.1%(2.3060 trillion won) increase over last year, of these, the amount of B2C has been increased 12.0%(10.2258 trillion won). Like this, because the entry barrier of on-line market of Korea is low, many retailers could easily enter into the market. So the bigger its scale is, but on the other hand, the tougher its competition is. Particularly due to the Internet and innovation of IT, the existing market has been changed into the perfect competitive market(Srinivasan, Rolph & Kishore, 2002). In the early years of on-line business, they think that the main reason for success is a moderate price, they are awakened to its importance of on-line service quality with tough competition. If it's not sure whether customers can be provided with what they want, they can use the Web sites, perhaps they can trust their products that had been already bought or not, they have a doubt its viability(Parasuraman, Zeithaml & Malhotra, 2005). Customers can directly reserve and issue their air tickets irrespective of place and time at the Web sites of travel agencies or airlines, but its empirical studies about these Web sites for reserving and issuing air tickets are insufficient. Therefore this study goes on for following specific objects. First object is to measure service quality and service recovery of Web sites for reserving and issuing air tickets. Second is to look into whether above on-line service quality and on-line service recovery have an impact on overall service quality. Third is to seek for the relation with overall service quality and customer satisfaction, then this customer satisfaction and loyalty intention. 2. Theoretical Background 2.1 On-line Service Quality Barnes & Vidgen(2000; 2001a; 2001b; 2002) had invented the tool to measure Web sites' quality four times(called WebQual). The WebQual 1.0, Step one invented a measuring item for information quality based on QFD, and this had been verified by students of UK business school. The Web Qual 2.0, Step two invented for interaction quality, and had been judged by customers of on-line bookshop. The WebQual 3.0, Step three invented by consolidating the WebQual 1.0 for information quality and the WebQual2.0 for interactionquality. It includes 3-quality-dimension, information quality, interaction quality, site design, and had been assessed and confirmed by auction sites(e-bay, Amazon, QXL). Furtheron, through the former empirical studies, the authors changed sites quality into usability by judging that usability is a concept how customers interact with or perceive Web sites and It is used widely for accessing Web sites. By this process, WebQual 4.0 was invented, and is consist of 3-quality-dimension; information quality, interaction quality, usability, 22 items. However, because WebQual 4.0 is focusing on technical part, it's usable at the Website's design part, on the other hand, it's not usable at the Web site's pleasant experience part. Parasuraman, Zeithaml & Malhorta(2002; 2005) had invented the measure for measuring on-line service quality in 2002 and 2005. The study in 2002 divided on-line service quality into 5 dimensions. But these were not well-organized, so there needed to be studied again totally. So Parasuraman, Zeithaml & Malhorta(2005) re-worked out the study about on-line service quality measure base on 2002's study and invented E-S-QUAL. After they invented preliminary measure for on-line service quality, they made up a question for customers who had purchased at amazon.com and walmart.com and reassessed this measure. And they perfected an invention of E-S-QUAL consists of 4 dimensions, 22 items of efficiency, system availability, fulfillment, privacy. Efficiency measures assess to sites and usability and others, system availability measures accurate technical function of sites and others, fulfillment measures promptness of delivering products and sufficient goods and others and privacy measures the degree of protection of data about their customers and so on. 2.2 Service Recovery Service industries tend to minimize the losses by coping with service failure promptly. This responses of service providers to service failure mean service recovery(Kelly & Davis, 1994). Bitner(1990) went on his study from customers' view about service providers' behavior for customers to recognize their satisfaction/dissatisfaction at service point. According to them, to manage service failure successfully, exact recognition of service problem, an apology, sufficient description about service failure and some tangible compensation are important. Parasuraman, Zeithaml & Malhorta(2005) approached the service recovery from how to measure, rather than how to manage, and moved to on-line market not to off-line, then invented E-RecS-QUAL which is a measuring tool about on-line service recovery. 2.3 Customer Satisfaction The definition of customer satisfaction can be divided into two points of view. First, they approached customer satisfaction from outcome of comsumer. Howard & Sheth(1969) defined satisfaction as 'a cognitive condition feeling being rewarded properly or improperly for their sacrifice.' and Westbrook & Reilly(1983) also defined customer satisfaction/dissatisfaction as 'a psychological reaction to the behavior pattern of shopping and purchasing, the display condition of retail store, outcome of purchased goods and service as well as whole market.' Second, they approached customer satisfaction from process. Engel & Blackwell(1982) defined satisfaction as 'an assessment of a consistency in chosen alternative proposal and their belief they had with them.' Tse & Wilton(1988) defined customer satisfaction as 'a customers' reaction to discordance between advance expectation and ex post facto outcome.' That is, this point of view that customer satisfaction is process is the important factor that comparing and assessing process what they expect and outcome of consumer. Unlike outcome-oriented approach, process-oriented approach has many advantages. As process-oriented approach deals with customers' whole expenditure experience, it checks up main process by measuring one by one each factor which is essential role at each step. And this approach enables us to check perceptual/psychological process formed customer satisfaction. Because of these advantages, now many studies are adopting this process-oriented approach(Yi, 1995). 2.4 Loyalty Intention Loyalty has been studied by dividing into behavioral approaches, attitudinal approaches and complex approaches(Dekimpe et al., 1997). In the early years of study, they defined loyalty focusing on behavioral concept, behavioral approaches regard customer loyalty as "a tendency to purchase periodically within a certain period of time at specific retail store." But the loyalty of behavioral approaches focuses on only outcome of customer behavior, so there are someone to point the limits that customers' decision-making situation or process were neglected(Enis & Paul, 1970; Raj, 1982; Lee, 2002). So the attitudinal approaches were suggested. The attitudinal approaches consider loyalty contains all the cognitive, emotional, voluntary factors(Oliver, 1997), define the customer loyalty as "friendly behaviors for specific retail stores." However these attitudinal approaches can explain that how the customer loyalty form and change, but cannot say positively whether it is moved to real purchasing in the future or not. This is a kind of shortcoming(Oh, 1995). 3. Research Design 3.1 Research Model Based on the objects of this study, the research model derived is

    . 3.2 Hypotheses 3.2.1 The Hypothesis of On-line Service Quality and Overall Service Quality The relation between on-line service quality and overall service quality I-1. Efficiency of on-line service quality may have a significant effect on overall service quality. I-2. System availability of on-line service quality may have a significant effect on overall service quality. I-3. Fulfillment of on-line service quality may have a significant effect on overall service quality. I-4. Privacy of on-line service quality may have a significant effect on overall service quality. 3.2.2 The Hypothesis of On-line Service Recovery and Overall Service Quality The relation between on-line service recovery and overall service quality II-1. Responsiveness of on-line service recovery may have a significant effect on overall service quality. II-2. Compensation of on-line service recovery may have a significant effect on overall service quality. II-3. Contact of on-line service recovery may have a significant effect on overall service quality. 3.2.3 The Hypothesis of Overall Service Quality and Customer Satisfaction The relation between overall service quality and customer satisfaction III-1. Overall service quality may have a significant effect on customer satisfaction. 3.2.4 The Hypothesis of Customer Satisfaction and Loyalty Intention The relation between customer satisfaction and loyalty intention IV-1. Customer satisfaction may have a significant effect on loyalty intention. 3.2.5 The Hypothesis of a Mediation Variable Wolfinbarger & Gilly(2003) and Parasuraman, Zeithaml & Malhotra(2005) had made clear that each dimension of service quality has a significant effect on overall service quality. Add to this, the authors analyzed empirically that each dimension of on-line service quality has a positive effect on customer satisfaction. With that viewpoint, this study would examine if overall service quality mediates between on-line service quality and each dimension of customer satisfaction, keeping on looking into the relation between on-line service quality and overall service quality, overall service quality and customer satisfaction. And as this study understands that each dimension of on-line service recovery also has an effect on overall service quality, this would examine if overall service quality also mediates between on-line service recovery and each dimension of customer satisfaction. Therefore these hypotheses followed are set up to examine if overall service quality plays its role as the mediation variable. The relation between on-line service quality and customer satisfaction V-1. Overall service quality may mediate the effects of efficiency of on-line service quality on customer satisfaction. V-2. Overall service quality may mediate the effects of system availability of on-line service quality on customer satisfaction. V-3. Overall service quality may mediate the effects of fulfillment of on-line service quality on customer satisfaction. V-4. Overall service quality may mediate the effects of privacy of on-line service quality on customer satisfaction. The relation between on-line service recovery and customer satisfaction VI-1. Overall service quality may mediate the effects of responsiveness of on-line service recovery on customer satisfaction. VI-2. Overall service quality may mediate the effects of compensation of on-line service recovery on customer satisfaction. VI-3. Overall service quality may mediate the effects of contact of on-line service recovery on customer satisfaction. 4. Empirical Analysis 4.1 Research design and the characters of data This empirical study aimed at customers who ever purchased air ticket at the Web sites for reservation and issue. Total 430 questionnaires were distributed, and 400 were collected. After surveying with the final questionnaire, the frequency test was performed about variables of sex, age which is demographic factors for analyzing general characters of sample data. Sex of data is consist of 146 of male(42.7%) and 196 of female(57.3%), so portion of female is a little higher. Age is composed of 11 of 10s(3.2%), 199 of 20s(58.2%), 105 of 30s(30.7%), 22 of 40s(6.4%), 5 of 50s(1.5%). The reason that portions of 20s and 30s are higher can be supposed that they use the Internet frequently and purchase air ticket directly. 4.2 Assessment of measuring scales This study used the internal consistency analysis to measure reliability, and then used the Cronbach'$\alpha$ to assess this. As a result of reliability test, Cronbach'$\alpha$ value of every component shows more than 0.6, it is found that reliance of the measured variables are ensured. After reliability test, the explorative factor analysis was performed. the factor sampling was performed by the Principal Component Analysis(PCA), the factor rotation was performed by the Varimax which is good for verifying mutual independence between factors. By the result of the initial factor analysis, items blocking construct validity were removed, and the result of the final factor analysis performed for verifying construct validity is followed above. 4.3 Hypothesis Testing 4.3.1 Hypothesis Testing by the Regression Analysis(SPSS) 4.3.2 Analysis of Mediation Effect To verify mediation effect of overall service quality of and , this study used the phased analysis method proposed by Baron & Kenny(1986) generally used. As shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : efficiency=.164, system availability=.074, fulfillment=.108, privacy=.107) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : efficiency=.409, system availability=.227, fulfillment=.386, privacy=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service quality and satisfaction. As
    shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : responsiveness=.164, compensation=.117, contact=.113) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : responsiveness=.409, compensation=.386, contact=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service recovery and satisfaction. Verified results on the basis of empirical analysis are followed. First, as the result of , it shows that all were chosen, so on-line service quality has a positive effect on overall service quality. Especially fulfillment of overall service quality has the most effect, and then efficiency, system availability, privacy in order. Second, as the result of , it shows that all were chosen, so on-line service recovery has a positive effect on overall service quality. Especially responsiveness of overall service quality has the most effect, and then contact, compensation in order. Third, as the result of and , it shows that and all were chosen, so overall service quality has a positive effect on customer satisfaction, customer satisfaction has a positive effect on loyalty intention. Fourth, as the result of and , it shows that and all were chosen, so overall service quality plays a role as the partial mediation between on-line service quality and customer satisfaction, on-line service recovery and customer satisfaction. 5. Conclusion This study measured and analyzed service quality and service recovery of the Web sites that customers made a reservation and issued their air tickets, and by improving customer satisfaction through the result, this study put its final goal to grope how to keep loyalty customers. On the basis of the result of empirical analysis, suggestion points of this study are followed. First, this study regarded E-S-QUAL that measures on-line service quality and E-RecS-QUAL that measures on-line service recovery as variables, so it overcame the limit of existing studies that used modified SERVQUAL to measure service quality of the Web sites. Second, it shows that fulfillment and efficiency of on-line service quality have the most significant effect on overall service quality. Therefore the Web sites of reserving and issuing air tickets should try harder to elevate efficiency and fulfillment. Third, privacy of on-line service quality has the least significant effect on overall service quality, but this may be caused by un-assurance of customers whether the Web sites protect safely their confidential information or not. So they need to notify customers of this fact clearly. Fourth, there are many cases that customers don't recognize the importance of on-line service recovery, but if they would think that On-line service recovery has an effect on customer satisfaction and loyalty intention, as its importance is very significant they should prepare for that. Fifth, because overall service quality has a positive effect on customer satisfaction and loyalty intention, they should try harder to elevate service quality and service recovery of the Web sites of reserving and issuing air tickets to maximize customer satisfaction and to secure loyalty customers. Sixth, it is found that overall service quality plays a role as the partial mediation, but now there are rarely existing studies about this, so there need to be more studies about this.

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