• 한국지역지리학회지
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• 제13권6호
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• pp.724-737
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• 2007

본 연구에서는 지역주민과 외지방문객의 축제 참석 동기와 만족, 충성도에 따른 차이를 분석하여 지속가능한 지역축제개발을 위한 정책 및 마케팅의 기초자료를 제공하고자 한다. 연구 설문방법으로는 전남 석수지역에서 2007년 4월 10일부터 15일까지 진행된 거북선 축제를 대상으로 하였으며, 총 430명을 대상으로 이루어졌다. 분석방법으로는 SPSS를 이용하였으며, 크롬바하 알파값과 신뢰도, 요인분석, t-test, 회귀분석을 이용하였다. 분석결과 시사점은 다음과 같다. 첫째, 축제 방문 동기는 새로움과 일상탈출형, 흥미와 유희형, 친교형, 가족화합형, 지역문화 이해형 등으로, 만족요인으로는 행사프로그램과 서비스, 편의시설, 체험거리와 재미, 기념품과 음식, 교통 등 각각 5개의 속성이 도출되었다. 둘째, 축제 참석 동기 요인에서는 지역주민은 흥미와 유희형에서 외지방문객은 새로움과 일상탈출형 에서 높은 지각을 보이고 있으며, 셋째, 축제 참석 동기 요인에 따른 만족요인에서 지역주민은 흥미와 유희형에서, 외지방문객은 흥미와 유희형, 가족화합형에서 영향을 미치는 것으로 밝혀졌다. 넷째, 축제만족요인에 따른 재방문 의도에서는 지역주민은 행사프로그램과 서비스요인에서 외지방문객은 행사프로그램과 서비스, 체험거리와 재미, 교통에서 영향을 미치는 것으로 조사되었다. 다섯째, 축제만족요인에 따른 추천의사에서는 지역주민은 행사프로그램과 서비스 요인에서 외지방문객은 행사프로그램과 서비스, 교통에서 영향을 미치는 것으로 조사되었다.

• 대한간호학회지
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• 제26권3호
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• pp.531-543
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• 1996

This study was done to develop a Maternal Identity Scale for Pregnant Women and to test the validity and reliability of the scale. A convenience sample of 161 pregnant women were asked to complete the MISP questionnaire which consisted of 45 item, this was done from December 20, 1995 to January 15, 1996. The research procedure were as follows. The first step was to identify a conceptual definition of maternal identity using Robin(1984)'s maternal identity and maternal experience during pregnancy. The second step was to operationalize the maternal identity, that is, perception of image possible of selves as mother, maternal role play by imagination, and the experiences of various emotional responses which are embedded in the mother-fetus dyad. The third step was item development which resulted in 45 items as appropriate measurement of maternal identity are except for the perception of image possible of selves as mother. The result findings were as follows : 1) Four factors for MISP (finally 40 items) were extracted through the principal component analysis and varimax rotation, and these contributed 49.3% of the variance in the total score. All 40 items in the scale loaded above .43 on one of 4 factors. 2) Each factor was named : factor 1 was named maternal role imagery and has 10 items, factor 2 was named happiness and has 11 items, factor 3 was named maternal fetal interaction and has 10 items, and the last factor 4 was named negative emotion and has 9 items. 3) Cronbach's -alpha coefficient for internal consistsncy was .92 for the total 40 items and .89, .90, .86, .78 for the four subscales in that order. Recommendations are suggested below : 1) The developed MISP be used to assess maternal readiness in pregnancy. 2) Replication study be done to test validity and relaibility. 3) For the overall measure of Maternal Identity in Pregnancy, scale for the perception of image possible of selves as mother, and cognitive domain be reorganized for the maternal identity in pregnancy. 4) It is necessary to identify variables that influences maternal pregnancy. 5) It Is necessary to identify that maternal identity in pregnancy is a reliable index of motherhood, to do correlation studies on maternal identity and major maternal variables in maternal transition period, to reoperationalize the maternal identity in postpartum, and finally to designate a longitudinal study of the maternal identity changes or stabilities.

• 한국산학기술학회논문지
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• 제18권4호
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• pp.511-520
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• 2017

본 연구는 현재 국가보훈처가 제대군인을 위해 실시하고 있는 전직지원서비스가 진로결정 자기효능감에 어떤 영향을 미치는지 검증하고자 하였다. 전직지원서비스의 하위요인으로는 컨설팅, 교육훈련지원, 구직활동지원, 행정지원 등으로 설정하였고 진로결정 자기효능감의 하위요인으로는 직업정보수집 능력, 목표설정 능력, 계획수립 능력, 문제해결 능력, 자기평가 능력 등으로 설정한 후 연구를 수행하였다. 본 연구의 수행을 위해 서울, 인천, 경기 지역에 거주하는 중장기 복무 제대군인 남성 577명을 대상으로 설문조사를 실시하였으며, 연구도구로 SPSSWIN 22.0 프로그램을 이용하여 빈도분석, 요인분석, 신뢰도측정, 독립표본 t검정, 일원배치분산분석, 상관분석, 다중회귀분석 등을 실시하였다. 분석결과 전직지원서비스 중 행정지원만 진로결정 자기효능감의 모든 하위요인에 긍정적인 영향을 미치는 것으로 나타났으며, 특히 진로결정 자기효능감의 5개 하위요인 중 문제해결 능력에 가장 높은 유의미한 정(+)적인 영향을 미치는 것으로 확인되었다. 진로결정 자기효능감 하위요인 중 직업정보수집 능력은 행정지원에 유의한 정(+)적인 영향을 받는 것으로 나타났고 컨설팅, 교육훈련지원에서는 부(-)적인 영향을 받는 것으로 나타났다. 목표설정 능력에서는 컨설팅, 행정지원에서 유의한 정(+)적인 영향을 받았으며 교육훈련에 부(-)적인 영향을 받는 것으로 확인되었다. 계획수립 능력은 행정지원에 정(+)적인 유의한 영향을 받았고 교육훈련에 부(-)적인 영향을 받았다. 문제해결 능력은 컨설팅과 행정지원에서는 정(+)적인 유의한 영향을 받았으며 교육훈련지원에서는 부(-)적인 영향을 받는 것으로 나타났다. 자기평가 능력은 전직지원서비스의 모든 하위요인에 영향을 받지 않는 것으로 검증되었다.

• 한국가정과교육학회지
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• 제35권2호
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• pp.111-132
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• 2023

본 연구는 청소년의 돌봄역량을 개념화하고 이에 근거하여 청소년의 돌봄역량을 측정할 수 있는 타당한 측정도구를 개발하여 가정과교육에서 돌봄역량 교육에 대한 명확한 의사소통의 기반을 마련하는데 목적이 있다. 연구목적을 달성하기 위하여 본 연구에서는 문헌과 선행연구 고찰, 전문가를 통한 내용타당도 검증, 탐색적 요인분석, 확인적 요인분석, 준거관련 타당도 검증을 실시하였다. 먼저 '돌봄', '역량교육'과 관련한 문헌과 선행연구 고찰을 통해 돌봄의 개념, 역량의 개념을 파악하였다. 돌봄의 대상은 자기, 타인, 공동체로 도출하였으며 역량은 인지적, 정의적, 행동적 영역의 특징을 모두 갖춘 총체성의 특징을 갖는 실천으로 구조화하였다. 이를 토대로 하여 청소년의 돌봄역량 측정도구를 개발하였다. 측정도구 개발은 문항개발, 측정모형수립, 측정모형검증, 모형확정의 4단계로 진행되었다. 청소년 돌봄역량의 측정모형은 가정교과 현장 전문가의 내용타당도 검증과 추출된 문항에 대한 청소년의 응답 자료를 탐색적 요인분석을 함으로써 수립되었다. 청소년의 돌봄역량 측정모형의 신뢰도는 각 요인의 신뢰도 계수 분석, 모형의 전체 신뢰도 분석을 통해 검증되었고, 확인적 요인분석, 공인타당도 분석을 통해 청소년 돌봄역량의 측정모형의 타당도를 검증하였다. 청소년의 돌봄역량 구성요인과 문항은 '타인돌봄 사고' 4문항, '타인돌봄 정서' 7문항, '타인돌봄 행동' 7문항, '자기돌봄' 7문항, '공동체돌봄' 10문항으로 총 5개 요인의 34문항으로 구성된다.

• 품질경영학회지
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• 제51권4호
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• pp.531-550
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• 2023

Purpose: The unique nature of life-and-death healthcare services sets them apart from other service industries. While many studies exist on the relationship between healthcare services and customer satisfaction, most of them focus on mildly ill patients, ignoring the differences between critically ill and non-seriously ill patients. This study discusses the actual quality of healthcare services for patients who are facing life-threatening illnesses and are on life support, as well as their right to protection and dignity. Methods: The survey conducted to 149 patients with the four major illnesses: cancer, heart disease, brain disease and rare and incurable disease, those who have experiences with senior general hospitals. Results: The basic statistics of this study are adequate to represent the four major critical illnesses, and the reliability and validity of this study's hypotheses, which were measured by multiple items, were analyzed, and the internal consistency was judged to be high. In addition, it was found that the convergent validity was good and the discriminant validity was also secured. When examining the goodness of fit of the hypotheses, the SRMR, which is the standardized root mean square of residuals that measures the difference between the covariance matrix of the data variables and the theoretical covariance matrix structure of the model, met the optimal criteria. Conclusion: The academic implications of this study are differentiated from other studies by moving away from evaluating the quality of healthcare services for mildly ill patients and focusing on the rights and dignity of patients with life-threatening illnesses in four senior general hospitals. In terms of academic implications, this study enriches the depth of related studies by demonstrating the right to protection and dignity as a factor of patient-centeredness based on physical environment quality, interaction quality, and outcome quality, which are presented as sub-factors of healthcare quality. We found that the three quality factors classified by Brady and Cronin (2001) are optimized for healthcare quality assessment and management, and that the results of patients' interaction quality assessment can be used to provide a comprehensive quality rating for hospitals. Health and human rights are inextricably linked, so assessing the degree to which rights and dignity are protected can be a superior and more comprehensive measurement tool than traditional health level measures for healthcare organizations. Practical implications: Improving the quality of the physical environment and the quality of outcomes is an important challenge for hospital managers who attract patients with life and death conditions, but given the scale and economics of time, money, and human inputs, improving the quality of interactions and defining them as performance indicators in hospital quality management is an efficient way to create maximum value in the short term.

• 한국유통학회지:유통연구
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• 제17권5호
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• pp.85-111
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• 2012

본 연구는 대형할인점의 PB(Private Brand)상품에 대한 소비자의 지각특성과 관계지속의도 간의 영향관계를 규명하는 것으로서 설문조사에 의한 실증적 연구를 토대로 하였다. 실증적 연구를 위해 선행연구를 바탕으로 하여 PB상품에 대해 소비자가 지각하는 특성으로서의 지각품질, 점포이미지, 브랜드이미지, 지각가치 등의 요인을 도출하고 이들 선행요인이 PB상품의 브랜드신뢰와 브랜드자산을 매개로 하여 관계지속의도에 어떠한 영향을 미치는가를 구조적으로 규명하고자 하였다. 실증적 연구를 위한 설문조사는 2012년 1월부터 2012년 5월 말까지 경기 및 부산지역의 소비자를 대상으로 실시하였다. 설문은 전체 300부를 배부하여 253부(84.3%)를 회수하였으며, 그 중 응답이 누락되었거나 불성실한 설문을 제외한 245부(81.6%)를 유효 표본으로 최종분석에 활용하였다. 연구결과 PB상품에 대한 선택속성으로서의 지각품질, 브랜드이미지 및 지각가치는 브랜드신뢰 및 브랜드자산에 유의적인 정(+)의 영향을 미치는 것으로 나타났으며, 나아가 이들 브랜드신뢰와 브랜드자산은 관계지속의도에 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 그러나 PB상품을 판매하는 할인점의 점포이미지는 브랜드신뢰에는 정(+)의 영향을 미치지만 브랜드자산에는 유의적인 영향을 미치지 않는 것으로 분석되었다. 즉, 전반적으로 PB상품에 대해 소비자가 지각하는 품질, 점포이미지, 브랜드이미지 및 지각가치와 관계지속의도간의 관계에서 브랜드신뢰 및 브랜드자산 요인이 이들 관계를 매개하고 있음을 구조적으로 확인할 수 있었다. 이러한 연구결과를 바탕으로 볼 때 PB상품에 대한 소비자의 관계지속의도를 극대화하고 재구매를 지속적으로 유도하기 위해서는 PB상품의 품질향상, 브랜드이미지 개선 및 브랜드가치를 향상시키는 기본적 노력 위에 PB상품의 브랜드에 대한 신뢰와 자산가치를 극대화시키는 전략적 접근이 요구된다고 할 수 있다.

• 한국전통조경학회지
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• 제39권2호
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• pp.29-38
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• 2021

집중력회복 이론(ART)에 의하면 인간이 치유특질을 가진 경관을 경험하면 의도적인 집중력으로 유발된 정신적 피로감이 치유될 수 있다. ART에서는 다양한 경관이 치유특질을 가질 수 있다고 인정하고, 경관의 네 가지 치유특질은 지각강도가 클수록 치유효과가 강해진다고 설명하였다. 지금까지 치유경관에 대한 연구는 주로 자연경관과 도시경관을 대상으로 연구되어 왔다. 본 연구의 연구목적은 다음과 같다. 첫째, RCS를 이용하여 양동마을 경관을 대상으로 치유특질을 평가하고, 치유특질이 대상지경관의 방문 선호도에 미치는 영향을 조사하고자 한다. 둘째, 양동마을경관을 대상으로 경관이미지를 평가하여, 경관이미지가 경관의 치유특질에 미치는 영향을 조사하는 것이다. 본 연구의 대상지는 경주시 양동마을이며, 127명의 대학생이 설문조사에 참여하였다. 그리고 경관 이미지를 분석하기 위한 SD 16항목, 치유특질을 평가하기 위한 Laumann (2001)의 RCS 22항목을 측정도구로 사용하였다. 연구결과는 다음과 같이 요약한다. 첫째, SD법을 통해 양동마을의 경관 이미지를 분석하였으며, 양동마을 경관 이미지에 대한 요인분석 결과는 장소성 요인과 특이성 요인으로 도출되었다. 둘째, RCS의 신뢰성과 타당성을 입증하고 있으며, 요인분석 결과 세 가지 요인이 추출되었다. 셋째, 경관 이미지가 RCS의 세 가지 치유특질에 긍정적인 영향이 있는 것으로 나타났다. 넷째, 도출된 RCS의 세 가지 치유특질이 방문선호도에 긍정적인 영향을 미치는 것으로 나타났으며, 상대적인 방문선호도에 미치는 영향력의 순서는 매력·적합, 탈출감, 공간감으로 분석되었다. 앞으로의 연구에서는 RCS의 신뢰성을 재검증하기 위한 연구가 필요하다. 또한, 다양한 경관유형을 대상으로 경관 이미지를 분석하여 치유특질에 미치는 영향을 구체적으로 파악하는 것도 필요하다고 판단된다.

• 한국농림기상학회지
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• 제24권4호
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• pp.285-294
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• 2022

본 연구에서는 벼 재배 부문 질소 비료 시용에 따른 N₂O 배출량 평가를 위해 경기도 화성시 경기도농업기술원 내 벼논에서 폐쇄형 챔버법으로 측정하였으며, 미량의 N₂O 배출량이 과소평가되지 않도록 현장 측정 플럭스 자료에 대한 방법검출한계(MDL; Method Detection Limit)와 실용정량한계(PQL; Practical Quantitation Limit)를 산정하고 이를 바탕으로 QA/QC 방법을 설정하여 원시자료와 QA/QC 방법을 수행한 N₂O 배출량을 비교하였다. 벼 재배 표준시비량인 3요소 N-P₂O₅-K₂O = 90-45-57 kg ha^-1 기준 질소 0배, 1배, 1.5배, 2배로 4처리하여 평가한 N₂O 배출량 변화에서는 N₂O 배출량이 가장 적었던 질소 0배 처리구 외에는 원시자료와 QA/QC 방법을 수행한 자료 모두 유의한 차이가 없었으며, 질소 비료 시용량이 많을수록 N₂O 배출량이 높게 나타나 질소 1배 처리구 대비 질소 2배 처리구는 191% 높게 나타났다. 질소 시비량에 따른 N₂O 배출량의 회귀관계 분석에서는 지수회귀모형에서 결정계수가 가장 높았으며, 선형회귀모형으로 산정한 기본배출계수는 IPCC에서 제공하는 기본배출계수 값과 동일하게 나타났다. 본 연구결과는 농업부문 온실가스 배출량 산정을 위해 보편적으로 사용하고 있는 폐쇄형 챔버법의 플럭스 자료에 대한 QA/QC 방법을 제시하고, 원시자료와의 비교분석을 통해 질소 비료 시비에 따른 벼논에서 발생하는 N₂O 배출량에 대한 신뢰성 있는 평가가 가능한 것으로 판단할 수 있다.

• Asia pacific journal of information systems
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• 제20권1호
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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.

• Asia pacific journal of information systems
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• 제18권4호
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• pp.27-55
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• 2008

Due to the increasing and intensifying competition in the Internet shopping market, it has been recognized as very important to develop an effective policy and strategy for acquiring loyal customers. For this reason, web site designers need to know if a new Internet shopping mall(ISM) will be accepted. Researchers have been working on identifying factors for explaining and predicting user acceptance of an ISM. Some studies, however, revealed inconsistent findings on the antecedents of user acceptance of a website. Lack of consideration for individual differences in user ability is believed to be one of the key reasons for the mixed findings. The elaboration likelihood model (ELM) and several studies have suggested that individual differences in ability plays an moderating role on the relationship between the antecedents and user acceptance. Despite the critical role of user ability, little research has examined the role of user ability in the Internet shopping mall context. The purpose of this study is to develop a user acceptance model that consider the moderating role of user ability in the context of Internet shopping. This study was initiated to see the ability of the technology acceptance model(TAM) to explain the acceptance of a specific ISM. According to TAM. which is one of the most influential models for explaining user acceptance of IT, an intention to use IT is determined by usefulness and ease of use. Given that interaction between user and website takes place through web interface, the decisions to accept and continue using an ISM depend on these beliefs. However, TAM neglects to consider the fact that many users would not stick to an ISM until they trust it although they may think it useful and easy to use. The importance of trust for user acceptance of ISM has been raised by the relational views. The relational view emphasizes the trust-building process between the user and ISM, and user's trust on the website is a major determinant of user acceptance. The proposed model extends and integrates the TAM and relational views on user acceptance of ISM by incorporating usefulness, ease of use, and trust. User acceptance is defined as a user's intention to reuse a specific ISM. And user ability is introduced into the model as moderating variable. Here, the user ability is defined as a degree of experiences, knowledge and skills regarding Internet shopping sites. The research model proposes that the ease of use, usefulness and trust of ISM are key determinants of user acceptance. In addition, this paper hypothesizes that the effects of the antecedents(i.e., ease of use, usefulness, and trust) on user acceptance may differ among users. In particular, this paper proposes a moderating effect of a user's ability on the relationship between antecedents with user's intention to reuse. The research model with eleven hypotheses was derived and tested through a survey that involved 470 university students. For each research variable, this paper used measurement items recognized for reliability and widely used in previous research. We slightly modified some items proper to the research context. The reliability and validity of the research variables were tested using the Crobnach's alpha and internal consistency reliability (ICR) values, standard factor loadings of the confirmative factor analysis, and average variance extracted (AVE) values. A LISREL method was used to test the suitability of the research model and its relating six hypotheses. Key findings of the results are summarized in the following. First, TAM's two constructs, ease of use and usefulness directly affect user acceptance. In addition, ease of use indirectly influences user acceptance by affecting trust. This implies that users tend to trust a shopping site and visit repeatedly when they perceive a specific ISM easy to use. Accordingly, designing a shopping site that allows users to navigate with heuristic and minimal clicks for finding information and products within the site is important for improving the site's trust and acceptance. Usefulness, however, was not found to influence trust. Second, among the three belief constructs(ease of use, usefulness, and trust), trust was empirically supported as the most important determinants of user acceptance. This implies that users require trustworthiness from an Internet shopping site to be repeat visitors of an ISM. Providing a sense of safety and eliminating the anxiety of online shoppers in relation to privacy, security, delivery, and product returns are critically important conditions for acquiring repeat visitors. Hence, in addition to usefulness and ease of use as in TAM, trust should be a fundamental determinants of user acceptance in the context of internet shopping. Third, the user's ability on using an Internet shopping site played a moderating role. For users with low ability, ease of use was found to be a more important factors in deciding to reuse the shopping mall, whereas usefulness and trust had more effects on users with high ability. Applying the EML theory to these findings, we can suggest that experienced and knowledgeable ISM users tend to elaborate on such usefulness aspects as efficient and effective shopping performance and trust factors as ability, benevolence, integrity, and predictability of a shopping site before they become repeat visitors of the site. In contrast, novice users tend to rely on the low elaborating features, such as the perceived ease of use. The existence of moderating effects suggests the fact that different individuals evaluate an ISM from different perspectives. The expert users are more interested in the outcome of the visit(usefulness) and trustworthiness(trust) than those novice visitors. The latter evaluate the ISM in a more superficial manner focusing on the novelty of the site and on other instrumental beliefs(ease of use). This is consistent with the insights proposed by the Heuristic-Systematic model. According to the Heuristic-Systematic model. a users act on the principle of minimum effort. Thus, the user considers an ISM heuristically, focusing on those aspects that are easy to process and evaluate(ease of use). When the user has sufficient experience and skills, the user will change to systematic processing, where they will evaluate more complex aspects of the site(its usefulness and trustworthiness). This implies that an ISM has to provide a minimum level of ease of use to make it possible for a user to evaluate its usefulness and trustworthiness. Ease of use is a necessary but not sufficient condition for the acceptance and use of an ISM. Overall, the empirical results generally support the proposed model and identify the moderating effect of the effects of user ability. More detailed interpretations and implications of the findings are discussed. The limitations of this study are also discussed to provide directions for future research.