• Asia pacific journal of information systems
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• v.20 no.1
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• pp.141-170
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• 2010

User created content (UCC) is created and shared by common users on line. From the user's perspective, the increase of UCCs has led to an expansion of alternative means of communications, while from the business perspective UCCs have formed an environment in which an abundant amount of new contents can be produced. Despite outward quantitative growth, however, many aspects of UCCs do not meet the expectations of general users in terms of quality, and this can be observed through pirated contents and user-copied contents. The purpose of this research is to investigate effective methods for fostering production of creative user-generated content. This study proposes two core elements, namely, reward and motivation, which are believed to enhance content creativity as well as the mediating factor and users' committement, which will be effective for bridging the increasing motivation and content creativity. Based on this perspective, this research takes an in-depth look at issues related to constructing the dimensions of reward and motivation in UCC services for creative content product, which are identified in three phases. First, three dimensions of rewards have been proposed: task dimension, social dimension, and organizational dimention. The task dimension rewards are related to the inherent characteristics of a task such as writing blog articles and pasting photos. Four concrete ways of providing task-related rewards in UCC environments are suggested in this study, which include skill variety, task significance, task identity, and autonomy. The social dimensioni rewards are related to the connected relationships among users. The organizational dimension consists of monetary payoff and recognition from others. Second, the two types of motivations are suggested to be affected by the diverse rewards schemes: intrinsic motivation and extrinsic motivation. Intrinsic motivation occurs when people create new UCC contents for its' own sake, whereas extrinsic motivation occurs when people create new contents for other purposes such as fame and money. Third, commitments are suggested to work as important mediating variables between motivation and content creativity. We believe commitments are especially important in online environments because they have been found to exert stronger impacts on the Internet users than other relevant factors do. Two types of commitments are suggested in this study: emotional commitment and continuity commitment. Finally, content creativity is proposed as the final dependent variable in this study. We provide a systematic method to measure the creativity of UCC content based on the prior studies in creativity measurement. The method includes expert evaluation of blog pages posted by the Internet users. In order to test the theoretical model of our study, 133 active blog users were recruited to participate in a group discussion as well as a survey. They were asked to fill out a questionnaire on their commitment, motivation and rewards of creating UCC contents. At the same time, their creativity was measured by independent experts using Torrance Tests of Creative Thinking. Finally, two independent users visited the study participants' blog pages and evaluated their content creativity using the Creative Products Semantic Scale. All the data were compiled and analyzed through structural equation modeling. We first conducted a confirmatory factor analysis to validate the measurement model of our research. It was found that measures used in our study satisfied the requirement of reliability, convergent validity as well as discriminant validity. Given the fact that our measurement model is valid and reliable, we proceeded to conduct a structural model analysis. The results indicated that all the variables in our model had higher than necessary explanatory powers in terms of R-square values. The study results identified several important reward shemes. First of all, skill variety, task importance, task identity, and automony were all found to have significant influences on the intrinsic motivation of creating UCC contents. Also, the relationship with other users was found to have strong influences upon both intrinsic and extrinsic motivation. Finally, the opportunity to get recognition for their UCC work was found to have a significant impact on the extrinsic motivation of UCC users. However, different from our expectation, monetary compensation was found not to have a significant impact on the extrinsic motivation. It was also found that commitment was an important mediating factor in UCC environment between motivation and content creativity. A more fully mediating model was found to have the highest explanation power compared to no-mediation or partially mediated models. This paper ends with implications of the study results. First, from the theoretical perspective this study proposes and empirically validates the commitment as an important mediating factor between motivation and content creativity. This result reflects the characteristics of online environment in which the UCC creation activities occur voluntarily. Second, from the practical perspective this study proposes several concrete reward factors that are germane to the UCC environment, and their effectiveness to the content creativity is estimated. In addition to the quantitive results of relative importance of the reward factrs, this study also proposes concrete ways to provide the rewards in the UCC environment based on the FGI data that are collected after our participants finish asnwering survey questions. Finally, from the methodological perspective, this study suggests and implements a way to measure the UCC content creativity independently from the content generators' creativity, which can be used later by future research on UCC creativity. In sum, this study proposes and validates important reward features and their relations to the motivation, commitment, and the content creativity in UCC environment, which is believed to be one of the most important factors for the success of UCC and Web 2.0. As such, this study can provide significant theoretical as well as practical bases for fostering creativity in UCC contents.

• Journal of Korean Academy of Nursing
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• v.15 no.1
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• pp.59-75
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• 1985

Accepting the health as the fundamental human right, the nation and society came to admit the duty to give it to all the people. Korean government is expanding the Primary Health Care as one of the policies for developing the people's health by the lead of community. Like this current situation the School Health Service which is the center of community Health Service schould be active to keep, promote and maintain the health of students and teachers. This investigation was attempted to help to establish the basis of the Health Education Program which would perform the health education efficiently and bring the reforming of student's health control, by measuring the degree of junior high school student's practice concerning health care and con-firming the relationship of knowledge, concern and level of health. The subjects for this study were made up 296 boys at the third grade in a school, located in Seoul. The tool for this study was questionaire. Data were collected for five days, September 22∼26, 1983. The investigators explained the students how to answer the questions of the survey questionaire and then collected the survey cards immediately. The data were analyzed by means of percentages, Pearson Correlation Coefficient and Stepwise Multiple Regression. The results of this study are as follows. 1. The subjects' reaction to the practice concerning Health Care; According to the average proportion of practice concerning health care, subjects' practice in the aspect of Infectious Disease Care is the highest 82.4％ and they showed their practice in the aspect of the accident prevention by 77.5% and in the aspect of mental health by 74.8%. Their practice in the aspect of personal hygiene and daily lifehabit is the lowest 71.2%. 2. Health Knowledge; The whole mark distribution of health knowledge is ranged from the lowest 4 point to the highest, 30 point, therefore point range is 26.0. The Average point is 16.58. 11.2% of students solved more than two thirds of personal knowledge levels. 81.4% of students did more than one third of them. 7.415 of students did less than one third of them. 3. Health Concern; The Students of the average 3.99 point respond positively to the question about the health concern, ‘They think health is more important than money’, this is the highest rate. The students of the average 2.78 respond“when they are sick, they enter the appointed hospital where they own choose”, while it is the lowest. 4. Subjects' response to the health level are at follow: Very healthy 26.0%, healthy 47.0%, less healthy 10.5%, 34.9% of them have ever been sick within two weeks, the number of symptoms they reported amount to 114 and the number of cases poi one person is 0.35. 5. The hypotheses test about the practice concerning health care and the factor which effect on it. 1) The main first hypothesis:“The more knowledge of health the subjects have, the better they practice health care.”was accepted. (r=0.1582, p <0.05) 2) The minor first hypothesis:“The more interest in health subjects have, the better they practice”was accepted. (r=0.4354, p ＜0.001) 3) The minor second hypothesis;“The healthier subjects are, the better they practice health care”was accepted. (r=0.1069, p＜0.05) As other test, partical correlation test is performed in other refine whether health knowledge, a fact influencing the students practice concerning health care, is associated with the practice after controlling the third variables. First, after controlling health concern, the correlation of health knowledge and practice concerning health care was kept. (r=0.1347, p <0.005) Second, after controlling health level, the correlation of health knowledge and practice concerning health care was kept. (r=0.1526, p <0.005) And finally, after controlling economic state, the correlation of health knowledge and practice concern-ing health care was kept. (r=0.1413, p <0.05) Additionally Stepwise Multiple Regression between practice concerning health care and variables. 1.6591 of compliance was explained with the know-ledge (F=5.584, p <0.05), 20.0% of compliance was explained with the health concern added to knowledge. (F=63,213, p <0.005) As the above, health knowledge obviously have effects on the practice about the health care. But, contrary to researcher's expectation, health concern has more affects than health knowledge. Therefore, we must grope the plan to enhance health concern through the regular curriculum and systematic health education for students. Besides, we must study further on, to find the factors which have affect on the practice concerning health care.

• Archives of design research
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• v.18 no.2 s.60
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• pp.155-164
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• 2005

Home-service robots need to have sufficient spatial information about the surroundings for interacting with human intelligently and performing services efficiently. It is very important to investigate the efficient interaction style that supports map building task through human-robot collaboration. We first analyzed map building task with a cleaning robot and drew 4 design factors and tentative solutions, including map building procedure (task-preferred procedure/space- preferred procedure), LCD display installation (robot/robot+remote control), navigation method (push type/pull type), feedback modality(GUI/GUI+TTS). The design factors and tentative solutions were defined as independent variables and levels. This research investigated how those variables affect to the human task performance and behavior in map building tast. 8 kinds of experiment prototypes were built and usability test among 16 house wives was conducted for acquiring empirical data. As the experiment result, in terms of map building procedure, space-preferred procedure indicated better task performance than task-proffered procedure as we expected. For the LCD display installation factor, remote control with LCD display indicated higher task performance and subjective satisfaction. In robot navigation method, it was very difficult to find a significant difference between push type and pull type which contrary to our expectation. In fact, push type indicated higher subjective satisfaction. Also in feedback modality, we have acquired negative feedback an additional TTS operation guidance. It seems that robot's autonomy before achieving spatial information is rudiment condition which means users are just interacting with a mobile appliance. Thus they prefer remote-control-based interaction style in robot map building process as they used in traditional appliance control.

• Korean journal of communication and information
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• v.30
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• pp.203-237
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• 2005

The purpose of this study is to find a model that can measure the public relations programs based on the assumption that the public relations should aim to lift the corporate reputation. It is a trend that corporate's activities are to be measured from the standpoint of cost-benefit efficiency. However, public relations fields in Korea is left behind this trend because the fields lack in sophisticated model. In order to fill this gap, the researchers introduce the reputation measurement model that can calculate individual corporate public relations programs. In addition, this reputation model Is applied to Korean companies with the expectation of producing a PR index which ran be used to measure the reputation as corporate asset, or superbrand. This study examines the effects of superbrand on consumers according to the media use. Based on the expert group interviews and surveys on consumers, the factors of reputation are drawn. These factors contribute to find reputation model and measurement index which are again applied to measure the Korean companies' public relations programs. Using superbrand as dependent variables and managing abilities, corporate responsibility, corporate communication, and product/employee quality, this study seeks to find which factor specifically attribute to lift corporate reputation. Results show that each factor influences the corporate reputation positively. In addition, the researchers find that media use is moderately related to the superbrand building process in cognitive dimension.

• Korean Journal of Adult Nursing
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• v.12 no.3
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• pp.431-451
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• 2000

In this paper, I will examine the variables influencing the Quality of Life of arthritis patients and present basic materials which help arthritis patients have positive thinking in life and ultimately lead a satisfactory life. The subjects for this study are 231 inpatients and outpatients with arthritis living in J and K city in Chonbug Province. For the analysis of collected data I employed the SAS program. The variables for characteristics and the quality of life were analysed by descriptive statistics, T-test and ANOVA, and the relations among variables were analysed through Pearson Correlation; the Regression method was employed to predict the factors affecting quality of life. For the validity of reliance on measuring equipment Cronbach Alpha was used. The results of the study are as follows : (1) The mean score of quality of life of arthritis patients is 3.09(5 in the maximum). The general characteristics which affect the quality of life are age(F=5.13, p=0.0006), standard of education(F=6.49, p=0.0003), marriage status(F=7.77, p=0.0005), monthly pay(F=4.37, p=0.0020), medical benefits (F=4.85, p=0.0087), and supports(F=4.39, p=0.0050). For the disease-related characteristics, there is a significant difference in the 6 items: pain control method(F=5.92, p= 0.0002), physical therapy(F=3.25, p=0.013), whethere or not patients exercise(F=4.62, p=0.0000), regularity of exercise(F=4.79, p=0.0000), frequency of exercise(F=6.29, p=0.0001), and amount of exercise(F=4.62, p=0.0043). Depending on the type of arthritis, there is also a significant difference in the degree of pain felt. The patients with infectious arthritis suffer from pain the most, followed by those with gout, rheumatism and degenerative arthritis, in that order. Although statistics don't show any convincing evidence, those with gout perceive that they are in best health condition, followed by those with rheumatism, degenerative arthritis, and infectious arthritis, in that order(F=2.23, p=0.0669). (2) The quality of life of arthritis patients is correlated positively with perceived health status(r=0.56, p=0.0001), health promoting behavior(r=0.53, p=0.0001), family support (r=0.46, p=0.0001), amount of exercise (r=0.36, p=0.0001), ADL(r=0.36, p=0.0001), HLOC(r=0.32, p=0.0001), frequency of exercise(r=0.32, p=0.0001)in that order, while correlated negatively with the degree of pain felt(r=-0.32, p=0.0001), the number of pain regions(r=-0.19, p= 0.0041), and the duration of pain(r=-0.14, p=0.0279). (3) Regression analysis reveals that the most powerful predictor of the quality of life is perceived health status, which account for 31.11%. The other predictors of the quality of life, which account for 60.22%, are health promoting behavior(16.51%), family support(3.81%), ADL(2.52%), gender(1.86%), the number of family members(1.36%), level of pain(1.24%), duration of pain (1.08%), and level of education(0.67%). The results of the study show that perceived health status and health promoting behavior are the two most important variables. However, considering that the perceived health condition is difficult to control by nursing intervention, it is suggested that the level of expectation for patients, must be decided first, and the health promoting behavior and the family support influencing the quality of life must be taken into account as targets for nursing intervention. As a way of controlling the quality of life, I think that a more comprehensive approach comprising the above important variables along with demographic and general characteristics is needed. I also suggest that we must continue to explore the variables affecting the quality of life and include those variables in nursing intervention.

• Journal of the Korean Society of School Health
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• v.10 no.2
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• pp.241-257
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• 1997

This study identifies a basic framework to analyze specific experiences of examinees so that which nurses are better able to understand reactions of examinees and, further, to provide better nursing treatments to them. This study follows Strauss & Corbin's analysis tool (1990). This basic framework identifies the specific mental reactions in a process away from the "being tightened" state. The main factors explaining this process include the 28 following variables : anxiety, being burdened, being suppressed, lack of agency, being suffocated, term pressure, expectation pressure, grade pressure, firmness, feebleness, helping others, being disturbed, watching others, off ficiousness, staightening on, depending on, getting along with, getting out of, shooting out, giving up, being alone, devoting, bracing up, being industrious, being harassed, being distressed, troubles, and quiting. Twelve variables are factored from the above factors which include pressure, being tighened, terms, expectations, grades, will, friends, family, open-minded confrontation, close-minded confrontation, pursuing, and wandering around. The Examinees' state of being tightened is first developed, watched by others, and finally resolved causing students either to pursue (positive reactions) or to wander around (negative reactions). Based on the theoretical framework, the following sixteen hypotheses are developed : 1. Students are less tightened in the first term. 2. Students are more tightened in the second term. 3. Students with higher grades feel less tightened. 4. Students with lower grades feel more tightened. 5. Students with higher expectations feel more tightened. 6. Students with lower expectations feel less tightened. 7. Students who are less tightened confront open-mindedly. 8. Students who are higher tightened confront close-mindedly. 9. Students with a strong will confront open-mindedly. 10. Students with a weak will confront close-mindedly. 11. Students who have more sincere friends confront open-mindedly. 12. Students who have less sincere frieds confront close-mindedly. 13. Students with family support confront open-mindedly. 14. Students with little family support confront close-mindedly. 15. Students confronting open-mindedly pursue. 16. Students confronting close-mindedly wander. We identify the following four relations from the data analysis : 1. Students with average grades in their first term are more tightened from high expectations and have a tendency to wander if they have less supporting families even if they also have a strong will and sincere friends. 2. Students with low grades in their second term are less tighened because of low expectations and have a tendency to wander if they have a weak will and few sincere friends even if they have strong family support. 3. Students with high grades in their second term are more tightened with high expectations and have a tendency to pursue confrontations open-mindedly if they have supporting families and a strong will even if they have few sincere friends. 4. Students with average grades in their first term are less tightened from fewer expectations and have a tendency to pursue confrontations open-mindedly when they have more supporting families and sincere friends even if they have a weak will. A Student's degree of being tightened are affected by grades, terms, and expectations. Being tightened is resolved positively or negatively based on will, friends, and family. We conclude that will, family support, and sincere friends cause students to confront "being tightened" open-mindedly. We also conclude that practical nursing for students who are tightened have to focus on creating environments in which students are able to confront open-mindedly.

• Journal of Korean Public Health Nursing
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• v.8 no.2
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• pp.101-113
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• 1994

Maternity means all the women who are capable to conceive. In the aspect of health and medical care. however. it means the women who are now in pregnancy or have already given birth to a baby or are in a period of being recoverd from physiological changes occurred by pregnancy. According to the rapidly changing social structure. both the Quality and Quantity of the capacity of childbirth experienced by women are changing. Our society. having established a great economical growth by virtue of the highly developing and growing industrialization and urbanization. stimulates the women's advance into society and thereby increasing the number of employed women. When the women's participation in society is increased. their age of marriage is also affected. Which means there are a decrease of the capacity of childbirth in terms of quantity and a trend for women to have less children and to deliver a baby in their old age in terms of quality. On the contrary. since the number of multipara who want to have a baby in their old age is increasing. as a counter functional effect to the political project of decrease of a birth rate. concern has been focussed on childbirth in old age in the present study. And also such kind of the childbirth may be danger to the health of both mother and baby. Therefore the present study intended to provide some basic data of health education in the part of the health management of both mother and baby in the general hospital. based on understanding the realities of childbirth in. old age and things related to them. To achieve such a purpose of the present study. an analytical study by means of SPSS. was done using the data of 269 clinical records on both the newborn .babies and their mothers who had been supported by public general hospitals located in Seoul for 3 years from Jan. 1. 1991 to Dec. 31. 1993. Some significant results from the analytic study are as follows: 1. It appeared that the average age of normal. natural delivery was 33.8 years old and the average age of delivery through the cesarean operation was 35.4 years old. 2. It appeared that danger factors to childbirth women were types of the delivery and placental extrusion and danger factors to newborn babies are not so outstanding. 3. It appeared that the variables of the childbirth capacity which showed a significant difference according to each age group of women were the number of pregnancy. number of still birth, and number of existing children. That is. the age group of 'more than 35 years' had more frequency of experience In all 3 variables than the age group of 'less than 35 years'. 4. It appeared that the variables of the childbrith capacity which showed a significant difference a according to the sex of a newborn baby were number of pregnancy, number of still birth, and number of existing children. That is, the age group of 'more than 35 years' had more frequency of experience in all 3 variables than the age group of 'less than 35 years'. 5. It appeared that the health index of newborn babies which showed a significant difference was only 5 minute APGAR. That is, the health index 9.46 in the age group of 'more than 35 years' was less than an index of 9.72 in the age group of 'less than 35 years'. 6. Since a counter correlation of -0.10, as Pearson Correlation Coefficient, was showed between the age of childbirth mothers and the weight of newborn babies, it indicated that the higher age of childbirth woman, the lesser the weight of newborn baby. 7. It appeared that the number of women who had confirmed the sex of their baby before their delivery were 45 women, $67.2\%$ of total 67 women who had delivered a baby. and the expected sex by women in childbed was male with $73.1\%$ of total childbirth women expecting male birth and with their expression of feeling of female delivery. very regretful' by $39.3\%$ of total childbirth women. The results as shown above may indicate that instead of the possibility of danger to both the mother delivering a baby in old age and the baby delivered, the expectation of getting a son motivates childbirth in old age. As a conclusion, in a dimension of general hospital as well as national reform. it is required that a program of health education for childbirth in late maternal age have to be developed in the part of the health management of both mother and baby in the near future.

• Management & Information Systems Review
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• v.35 no.1
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• pp.85-116
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• 2016

The present study aims to explore the causes of employment difficulty on the basis of job applicant's interest from P-E (person-environment) fit perspective. Our approach relied on a textual analytic method to reveal insights from their situational interests in a job search during the change of labor market. Thus, to investigate the type of major interests and psychological responses, user-generated texts in a social community were collected for analysis between January 1, 2013 through December 31, 2015 by crawling the online-community in regard to job seeking and sharing information and opinions. The results of topic analysis indicated user's primary interests were divided into four types: perception of vocation expectation, employment pre-preparation behaviors, perception of labor market, and job-seeking stress. Specially, job applicants put mainly concerns of monetary reward and a form of employment, rather than their work values or career exploration, thus youth job applicants expressed their psychological responses using contextualized language (e.g., slang, vulgarisms) for projecting their unstable state under uncertainty in response to environmental changes. Additionally, they have perceived activities in the restricted preparation (e.g., certification, English exam) as determinant factors for success in employment and suffered form job-seeking stress. On the basis of these findings, current unemployment matters are totally attributed to the absence of pursing the value of vocation and job in individuals, organizations, and society. Concretely, job seekers are preoccupied with occupational prestige in social aspect and have undecided vocational value. On the other hand, most companies have no perception of the importance of human resources and have overlooked the needs for proper work environment development in respect of stimulating individual motivation. The attempt in this study to reinterpret the effect of environment as for classifying job applicant's interests in reference to linguistic and psychological theories not only helps conduct a more comprehensive meaning for understanding social matters, but guides new directions for future research on job applicant's psychological factors (e.g., attitudes, motivation) using topic analysis.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.4
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• pp.193-206
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• 2023

In a workplace, workers exhaust their resources due to workplace adversity or acquire resources through job-related passion. The purpose of this study is to verify the factors that affect the conversion of workers to entrepreneurs and through what paths entrepreneurial intention is generated. To this end, the effects of workplace adversity and job-related passion on entrepreneurial intention were explored with workers in Korea. Also, by empirically analyzing the effects of workplace adversity and job-related passion on entrepreneurial intention through the mediation of job-related creativity, this author attempted to derive the factors and implications associated with the conversion of workers to entrepreneurs. Analyzing 333 workers' data acquired through online surveys with the statistical packages of SPSS and AMOS, this study has gained the following results. First, workplace adversity is found to have positive(+) effects on entrepreneurial intention. This implies that workplace adversity that is negatively regarded is rather a crucial variable that increases entrepreneurial intention. Second, workplace adversity has positive(+) effects on job-related creativity. It means that job-related creativity is an effective factor to overcome workplace adversity. Third, job-related passion is found to have positive(+) effects on entrepreneurial intention. The passion to concentrate on the resources secured is an important factor to elevate entrepreneurial intention. Fourth, job-related passion is verified to have positive(+) effects on job-related creativity. It implies that creative methods can be effective in achieving the goal. Fifth, job-related creativity is found to have positive(+) effects on entrepreneurial intention. Creativity is an intention or action that precedes starting up a business, and it is judged that high job-related creativity reflects high expectation about the possibility of success in starting up a business. Sixth, job-related creativity is found to have mediating effects in correlation between workplace adversity and entrepreneurial intention. Seventh, job-related creativity is found to have mediating effects in correlation between job-related passion and entrepreneurial intention. This means that job-related creativity is an effective factor to alleviate the adversity of workers and increase job-related passion in the process of becoming entrepreneurs. Academically, there were few previous studies related to the adversity of workers in Korea. As this study targets office workers, it can be said that it is a differentiated study extending the range of subjects. Also, practically, it has been learned that negative workplace adversity, too, is an important variable that affect entrepreneurial intention positively. This is practically meaningful in terms of office workers' career management because even in adverse situations that are negative, starting up a business through work experiences may work as an alternative.

• Asia Marketing Journal
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• v.14 no.1
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• pp.25-51
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• 2012

Researches about the relationship between SST(Self Service Technology) and TRI(Technology Readiness Index) have been carried out after TRI was developed by Parasuraman and his colleagues(2000). We hypothesize Consumer Readiness can also influence consumer's motivation, attitude, and intent to use SST. Currently, there has been no research on this subject. In this study, we investigated the relationship between TR, Consumer Readiness and SST Core Attitudinal Model which Dabholkar & Bagozzi(1994) proposed. The researchers also investigated moderating effects of consumer traits and situational factors to verify the acceptance of such forms of service delivery by all kinds of consumers and under different situational contexts. Self consciousness, the need for interaction with an employee, and the technology anxiety were used as consumer trait variables. Perceived waiting time and perceived crowding were used as situational variables. 380 questionnaires were distributed to a sample group of people in their 20's and 30's, and the data were analyzed with structural equation model using AMOS 18.0 program. All of Cronbach's alpha values representing reliabilities were satisfactory. The values of Composite Reliability(CR) and Average Variance Extracted(AVE) also showed the above criteria, thus providing evidence of convergent validity. To confirm discriminant validity among the constructs, confirmatory factor analysis and correlations among all the variables were examined. The results were satisfactory. The results of this study are summarized as follows. 1. Optimism and innovativeness of TR partially influenced the motivation to use SST. People who tend to be optimistic use SST because of ease of use and fun. The innovative however, usually use SST due to its performance. However, consumer readiness of role clarity, ability and self-efficacy influence all the components of motivation to use SST, ease of use, performance and fun. The relative effect of consumer readiness on the motivation to use SST was much stronger and more significant than that of TR. No other previous studies have examined the effects of Consumer Readiness on SST usage motivation, attitude and intention. It is academically meaningful that the researchers verified that Consumer Readiness is the important precedent construct influencing the self service technology core Attitudinal Model. Our findings suggest that marketers should consider fun and ease of use attributes to promote the use of self service technology. In addition, the SST usage frequency will rise rapidly when role clarity, ability, and self-efficacy which anybody can easily handle SST is assured. If the SST usage rate is increased, waiting times for customers could be decreased. Shorter waiting time could lead to higher customer satisfaction. It may also result in making a long-term profit owing to the reduced number of employees. Thus, presentation of using SST by employees or videos showing how to use it will promote the usage attitude and intent. 2. In SST core attitudinal model, performance and fun factors among SST usage motivation affected attitudes of using SST. The attitude of using SST highly influenced intent to use SST. This result is consistent with previous researches that dealt with the relationship between motivation, attitude and intention. Expectation of using SST could result in good performance just like the effect of ordering menu to service employees and to have fun since fun during its use could promote more SST usage rate. 3. In the relationship among motivation, attitude and intent in SST core attitudinal model, the moderating effect of consumer traits(self-consciousness, need for interaction with service employees and technology anxiety) and situational factors(perceived crowding and perceived waiting time) were tested. The results also supported the hypothesized moderating effects except perceived crowding. The highly self-conscious tended to form attitudes to use SST because of its fun compared to those who were less self-conscious because of its performance. People who had a high need for interaction with service employees tended to use SST for its performance. This result indicates that if ordering results are assured, SST is easily accessible to even consumers who have a high need for interaction with a service employee. When SST is easy to use, attitudes strengthen intent among people who had a high level of anxiety of technology. People who had low technology anxiety formed attitudes to use SST because of its performance. Service firms must ensure their self service technology is designed to be easy to use for those who have a high level of technology anxiety. Shorter perceived waiting times strengthened the attitude to use self service technology because of its fun. If the fun aspect is assured, people willing to use self service technology even perceive waiting time to be shorter than it actually is. Greater perceived waiting times form higher level of intent to use self service technology than those of shorter perceived waiting times. This implies that people view self service technology as a faster alternative to ordering service employees. The fun aspect of self service technology will attract a higher rate of usage for self service technology. 4. It has been proven that ease of use, performance and fun aspects are very important factors in motivation to form attitudes and intent to use self service technology regardless of the amount of perceived waiting time, self-consciousness, need for interaction with service employees, and technology anxiety. Service firms must consider these motivation aspects(ease of use, performance and fun)strongly in their promotion to use self service technology. Ease of use, assuring absolute performance compared to interaction with service employees', and adding a fun aspect will positively strengthen consumers' attitudes and intent to use self service technology. Summarizing the moderating effects, fun is the most valuable factor triggering SST usage attitude and intention. Therefore, designing self service technology to be fun will be the key to its success. This study focused on the touch screen self service technology in fast food restaurant. Although it has its limits due to the fact that it is hard to generalize the results to any other self service technology, the conceptual framework of this study can be applied to future research of any other service site.