• Health Communication
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• v.12 no.1
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• pp.73-84
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• 2017

Purpose: As the internet use of teenagers become more common, the need for research on the relationship between the internet and youth depression has emerged. The purpose of this study is to investigate the relationship between internet use and adolescent depression. Methods: The subjects of this study were youth attending elementary($6^{th}$ grade), middle($2^{nd}$ grade), and high schools($2^{nd}$ grade) belonging to the Busan Metropolitan City Office of Education. Depression was assessed using the BDI depression scale. Internet functions were classified into 10 categories, and the degree of use by Internet functions was examined. The most frequently used Internet sites were surveyed. Univariate analysis using $X^2$ test and multivariate analysis using logistic regression analysis were conducted to find out the difference of internet and smartphone media function on depression according to elementary, middle and high school students. Results: Depression was higher of 13.2 times for students who use online transactions (goods purchase), 0.07 times for students who use 'bulletin board' activities in elementary students. Depression was higher of 1.55 times for those who use online transactions (purchasing goods), and 2.3 times for those who use adult sites for middle school students. Depression was higher of 2.1 times when using e-mail and 1.9 times when using other information retrieval for high school students. Conclusion: It is necessary to consider characteristics of internet utilizing pattern by school class in policy regulation and prevention program to reduce youth depression.

• Korean Journal of Community Nutrition
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• v.23 no.6
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• pp.488-495
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• 2018

Objectives: This study examined the milk intake patterns with lactose and milk fat in Korean male adults using the following variables: milk intake level, awareness of lactose, and milk fat, health problems, and necessity of milk intake. In addition, the factors affecting milk intake were analyzed by multiple regression analysis. Methods: The subjects were 532 males aged 20 years or older among the nationwide milk purchasing group. The subjects were 223 (41.9%) in the 20-29 year age group, 188 (35.3%) in the 30-49 year age group and 121(22.7%) in the over 50 year age group. The survey was conducted using ANOVA and multiple comparative analysis to examine the differences in age and multiple regression analysis was performed to investigate the factors affecting the intake of milk. Results: The intake of milk in the subjects was $538.14{\pm}494.23ml$ per week. There were statistically significant differences in the subjects' age according to processed milk, low fat, nonfat milk, cheese, and ice cream. The perception of milk and lactose and milk fat was recognized as a good food for skeletal health when milk was consumed. Among the milk nutrients, lactose was highly recognized at the age of 20-29, and milk fat was recognized in those over 50 years. In addition to lactose and milk fat, calcium was the most highly recognized among the milk nutrients. Health problems associated with milk were skeletal health, obesity, and lactose intolerance. The perception of lactose intolerance was related to lactose intolerance and fatness, and the dietary behavior was unaffected. Conclusions: This study examined the milk intake patterns of adult Korean males. Many variables were found to be related to the intake of milk. In this study, the milk intake was high when there was no problem with the perception and dietary behaviors of milk nutrition (lactose and milk fat). This study focused on lactose and milk fat, which are major nutrients in milk, and it is a new perspective study among milk-related research.

• Journal of Global Scholars of Marketing Science
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• v.19 no.3
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• pp.17-27
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• 2009

Price promotion typically reduces the price for a given quantity or increases the quantity available at the same price, thereby enhancing value and creating an economic incentive to purchase. It often is used to encourage product or service trial among nonusers of products or services. Thus, it is important to understand the effects of price promotions on quality perception made by consumer who do not have prior experience with the promoted brand. However, if consumers associate a price promotion itself with inferior brand quality, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. More specifically, low qualitative perception through price promotion will undercut the economic and psychological incentives and reduce the likelihood of purchase. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. Previous literatures on the effects of price promotions on quality perception reveal inconsistent explanations. Some focused on the unfavorable effect of price promotion on consumer's perception. But others showed that price promotions didn't raise unfavorable perception on the brand. Prior researches found these inconsistent results related to the timing of the price promotion's exposure and quality evaluation relative to trial. And, whether the consumer has been experienced with the product promotions in the past or not may moderate the effects. A few studies considered differences among product categories as fundamental factors. The purpose of this research is to investigate the effect of price promotional informations on consumer's unfavorable quality perception under the different conditions. The author controlled the timing of the promotional exposure and varied past promotional patterns and information presenting patterns. Unlike previous researches, the author examined the effects of price promotions setting limit to pretrial situation by controlling potentially moderating effects of prior personal experience with the brand. This manipulations enable to resolve possible controversies in relation to this issue. And this manipulation is meaningful for the work sector. Price promotion is not only used to target existing consumers but also to encourage product or service trial among nonusers of products or services. Thus, it is important for marketers to understand how price promotional informations about a brand have impact on consumer's unfavorable quality perception of the brand. If consumers associate a price promotion itself with inferior quality about unused brand, the promotion may not achieve the sales increase the economic incentives otherwise might have produced. In addition, if the price promotion ends, the consumer that have purchased that certain brand will likely to display sharply decreased repurchasing behavior. Through a literature review, hypothesis 1 was set as follows to investigate the adjustive effect of past price promotion on quality perception made by consumers; The influence that price promotion of unused brand have on quality perception made by consumers will be adjusted by past price promotion activity of the brand. In other words, a price promotion of an unused brand that have not done a price promotion in the past will have a unfavorable effect on quality perception made by consumer. Hypothesis 2-1 was set as follows : When an unused brand undertakes price promotion for the first time, the information presenting pattern of price promotion will have an effect on the consumer's attribution for the cause of the price promotion. Hypothesis 2-2 was set as follows : The more consumer dispositionally attribute the cause of price promotion, the more unfavorable the quality perception made by consumer will be. Through test 1, the subjects were given a brief explanation of the product and the brand before they were provided with a $2{\times}2$ factorial design that has 4 patterns of price promotion (presence or absence of past price promotion * presence or absence of current price promotion) and the explanation describing the price promotion pattern of each cell. Then the perceived quality of imaginary brand WAVEX was evaluated in the scale of 7. The reason tennis racket was chosen is because the selected product group must have had almost no past price promotions to eliminate the influence of average frequency of promotion on the value of price promotional information as Raghubir and Corfman (1999) pointed out. Test 2 was also carried out on students of the same management faculty of test 1 with tennis racket as the product group. As with test 1, subjects with average familiarity for the product group and low familiarity for the brand was selected. Each subjects were assigned to one of the two cells representing two different information presenting patterns of price promotion of WAVEX (case where the reason behind price promotion was provided/case where the reason behind price promotion was not provided). Subjects looked at each promotional information before evaluating the perceived quality of the brand WAVEX in the scale of 7. The effect of price promotion for unfamiliar pretrial brand on consumer's perceived quality was proved to be moderated with the presence or absence of past price promotion. The consistency with past promotional behavior is important variable that makes unfavorable effect on brand evaluations get worse. If the price promotion for the brand has never been carried out before, price promotion activity may have more unfavorable effects on consumer's quality perception. Second, when the price promotion of unfamiliar pretrial brand was executed for the first time, presenting method of informations has impact on consumer's attribution for the cause of firm's promotion. And the unfavorable effect of quality perception is higher when the consumer does dispositional attribution comparing with situational attribution. Unlike the previous studies where the main focus was the absence or presence of favorable or unfavorable motivation from situational/dispositional attribution, the focus of this study was exaus ing the fact that a situational attribution can be inferred even if the consumer employs a dispositional attribution on the price promotional behavior, if the company provides a persuasive reason. Such approach, in academic perspectih sis a large significance in that it explained the anchoring and adjng ch approcedures by applying it to a non-mathematical problem unlike the previous studies where it wis ionaly explained by applying it to a mathematical problem. In other wordn, there is a highrspedency tmatispositionally attribute other's behaviors according to the fuedach aal attribution errors and when this is applied to the situation of price promotions, we can infer that consumers are likely tmatispositionally attribute the company's price promotion behaviors. Ha ever, even ueder these circumstances, the company can adjng the consumer's anchoring tmareduce the po wibiliute thdispositional attribution. Furthermore, unlike majority of previous researches on short/long-term effects of price promotion that only considered the effect of price promotions on consumer's purchasing behaviors, this research measured the effect on perceived quality, one of man elements that affects the purchasing behavior of consumers. These results carry useful implications for the work sector. A guideline of effectively providing promotional informations for a new brand can be suggested through the outcomes of this research. If the brand is to avoid false implications such as inferior quality while implementing a price promotion strategy, it must provide a clear and acceptable reasons behind the promotion. Especially it is more important for the company with no past price promotion to provide a clear reason. An inconsistent behavior can be the cause of consumer's distrust and anxiety. This is also one of the most important factor of risk of endless price wars. Price promotions without prior notice can buy doubt from consumers not market share.

• Korean Journal of Medicinal Crop Science
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• v.2 no.3
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• pp.181-186
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• 1994

Vegetative node and rhizome of Ligusticum chuanxiong Hort. were planted in spring and autumn and harvested after one and two years to determine the appropriate harvesting time which produced a high yield. Plant height, leaf number and branch number per plant were increased in order of rhizome planted in spring and harvested after two year(RST), rhizome planted in autumn and harvested after one year(RAO), vegetative node planted in autumn and harvested after one year(VNAO), and vegetative node planted in spring and harvested after one year(VNSO). Leaf area index and dry leaf weight in VNSO were highest on August 16, but dry weights of stem and rhizome was increased until harvesting time. The appropriate harvesting time was October 17, in RST, November 9 in RAO and VNAO, and November 13 in VNSO. Yield in autumn planting was more increased than that in spring planting and also that in RST was 443kg per 10a and increased by 2.8 times compared to RAO. However the yield in the rhizome planting was more increased by 17 percent than the vegetative node planting, the latter planting was inexpensive and economic for purchasing seed materials.

• Magazine of the Korean Society of Agricultural Engineers
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• v.17 no.4
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• pp.3943-3955
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• 1975

The purposes of this study are to evaluate the utilization characteristics of electrical power consumption, to grasp the present trends in the use of electrical equipments, to estimate the demand factor and load factor being held, and to evaluate the efficiency of electical uses for the recently electrified farms cultivating paddy rice. For the purposes, 109 sample farms located in eleven villiages electrified in six different years from 1968 to 1973, were chosen at random and investigated on 35 items concerning to electrical uses and wiring systems. The survey was carried out in 1975, in the vinicity of Suweon city. The results are summarized as follows: i) The average annual power consumption on sample farms is considered to be low, being 242.9 Kwh. in 1974, and varied according to the different electrified year and size of cultivated land, respectively. It has significant positive correlation to the area of farm, too. ii) Between the number of year of electrical uses and the power consumption, there is very significant positive correlation, which could be expressed as Y=43.041+16.108 X, where X represents the number of years of electrical uses. The annual increment of power consumption is much greater at the beginning of the electrification than that at the later years, its average being approximately 20 percent. However, it is recommended that any estimation of long-term increments should be carefully investigated. iii) The monthly power consumption varies considerably throughout a year, in which the heaviest farm load occurs in November. Observing the seasonal variation of consumption, the winter-time is the heaviest season while the summer is the lowest. The result implies house lighting is chief contribution to the present electrical consumption on the farms. Comparing the variation of monthly consumption ratios between the sample farms and industries, the electrical uses on the farms are independant of the industrial uses, and further, the agricultural uses are of inverse pattern to the farms from the results that there is negative correlationship between them, iv) The number of electrical equipments used on the farms are occupied chiefly by lighting sources. Next to the lighting sources, household appliances of small quantity and some motors are used. The mean electrical quantity is about 1, 127.4 watt, which corresponds to about 37.6 per cent to the contracted quantity. The composition of quantity is chiefly occupied by the electrical motor of about 1.5 hp., single-phased. The number of the annual utilization hours of each equipment is tabulated in Table IV-5. In contradiction to the high utilization of lighting sources and small household appliances, the motor is poorly used for approximately 22 hours in a year. v) More than 55 per cent of farms want to purchase new electrical equipments such as small household appliances and electrical motors in their number. The impulse of purchasing such items is stimulated by the contacts to the mass media and their knowledge on such equipments. Consequently, the increase of electrical uses could be prompted by such trials as education and demonstration. vi) The demand and load factors on the farms vary considerably according to the greater variation of the power consumption, daily or monthly. The daily demand factor is 22.4 per cent and load factor 18.6 per cent, while the annual demand factor is 1.3 per cent and load factor 70 per cent approximately. Therefore, the low efficiency of construction cost requires re-evaluation of the present contracted quantity of 3 Kw. or increase of electrical uses. vii) The electrical energy on the farms devoted chiefly to lighten the farm residences does not contribute to the farm incomes. Consequently, the cost of electrical consumption presses considerably upon the farm economy. Therefore, there is great need to build up the electrical uses on the farms through the development of new works and techinques to utilize any electrical equipments on the production of farm products. Further more, such the development should be related to increase the actual income of the farm consumers.

• Journal of Intelligence and Information Systems
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• v.25 no.2
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• pp.1-23
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• 2019

Big data refers to data that is difficult to store, manage, and analyze by existing software. As the lifestyle changes of consumers increase the size and types of needs that consumers desire, they are investing a lot of time and money to understand the needs of consumers. Companies in various industries utilize Big Data to improve their products and services to meet their needs, analyze unstructured data, and respond to real-time responses to products and services. The financial industry operates a decision support system that uses financial data to develop financial products and manage customer risks. The use of big data by financial institutions can effectively create added value of the value chain, and it is possible to develop a more advanced customer relationship management strategy. Financial institutions can utilize the purchase data and unstructured data generated by the credit card, and it becomes possible to confirm and satisfy the customer's desire. CRM has a granular process that can be measured in real time as it grows with information knowledge systems. With the development of information service and CRM, the platform has change and it has become possible to meet consumer needs in various environments. Recently, as the needs of consumers have diversified, more companies are providing systematic marketing services using data mining and advanced CRM (Customer Relationship Management) techniques. KB Kookmin Card, which started as a credit card business in 1980, introduced early stabilization of processes and computer systems, and actively participated in introducing new technologies and systems. In 2011, the bank and credit card companies separated, leading the 'Hye-dam Card' and 'One Card' markets, which were deviated from the existing concept. In 2017, the total use of domestic credit cards and check cards grew by 5.6% year-on-year to 886 trillion won. In 2018, we received a long-term rating of AA + as a result of our credit card evaluation. We confirmed that our credit rating was at the top of the list through effective marketing strategies and services. At present, Kookmin Card emphasizes strategies to meet the individual needs of customers and to maximize the lifetime value of consumers by utilizing payment data of customers. KB Kookmin Card combines internal and external big data and conducts marketing in real time or builds a system for monitoring. KB Kookmin Card has built a marketing system that detects realtime behavior using big data such as visiting the homepage and purchasing history by using the customer card information. It is designed to enable customers to capture action events in real time and execute marketing by utilizing the stores, locations, amounts, usage pattern, etc. of the card transactions. We have created more than 280 different scenarios based on the customer's life cycle and are conducting marketing plans to accommodate various customer groups in real time. We operate a smart offering system, which is a highly efficient marketing management system that detects customers' card usage, customer behavior, and location information in real time, and provides further refinement services by combining with various apps. This study aims to identify the traditional CRM to the current CRM strategy through the process of changing the CRM strategy. Finally, I will confirm the current CRM strategy through KB Kookmin card's big data utilization strategy and marketing activities and propose a marketing plan for KB Kookmin card's future CRM strategy. KB Kookmin Card should invest in securing ICT technology and human resources, which are becoming more sophisticated for the success and continuous growth of smart offering system. It is necessary to establish a strategy for securing profit from a long-term perspective and systematically proceed. Especially, in the current situation where privacy violation and personal information leakage issues are being addressed, efforts should be made to induce customers' recognition of marketing using customer information and to form corporate image emphasizing security.

• The Journal of Bigdata
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• v.6 no.1
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• pp.83-89
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• 2021

Lifestyle is changing rapidly, and food consumption patterns vary widely among households as dietary and food processing technologies evolve. This paper reclassified the food group of consumer panel data established by the Rural Development Administration, which contains information on purchasing agricultural products by household unit, and compared the consumption characteristics of agricultural products by age group. The criteria for age classification were divided into groups in their 60s and older with a prevalence of 20% or more metabolic diseases and groups in their 30s and 40s with less than 10%. Using the LightGBM algorithm, we classified the differences in food consumption patterns in their 30s and 50s and 60s and found that the precision was 0.85, the reproducibility was 0.71, and F1_score was 0.77. The results of variable importance were confectionery, folio, seasoned vegetables, fruit vegetables, and marine products, followed by the top five values of the SHAP indicator: confectionery, marine products, seasoned vegetables, fruit vegetables, and folio vegetables. As a result of binary classification of consumption patterns as a median instead of the average sensitive to outliers, confectionery showed that those in their 30s and 40s were more than twice as high as those in their 60s. Other variables also showed significant differences between those in their 30s and 40s and those in their 60s and older. According to the study, people in their 30s and 40s consumed more than twice as much confectionery as those in their 60s, while those in their 60s consumed more than twice as much marine products, seasoned vegetables, fruit vegetables, and folioce or logistics as much as those in their 30s and 40s. In addition to the top five items, consumption of 30s and 40s in wheat-processed snacks, breads and noodles was high, which differed from food consumption patterns in their 60s.

• Asia Marketing Journal
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• v.14 no.2
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• pp.127-156
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• 2012

A lot of interest in the baby-boomer generation, those who were born after World War II, has emerged since their retirement has been accelerated. The retirement of baby-boomers has caused many health, public welfare, social policy and family relationship problems. However, their increased purchasing power has made them more attractive consumers than any other generation, and they have become a fascinating niche market in the depressed economy. This research selected middle-class women of the baby-boomer generation who have had powerful effects on society and have emerged as an attractive niche market, and attempted to understand their lives intensively. Based on research activities, the purpose of this research is to identify baby-boomer generation middle-aged women's life values. Qualitative research methodology was used to achieve research objectives, and this research aimed to suggest marketing implications to connected industries based on the research results. The research objectives are as follows. 1. understanding the lives of baby-boomer middle-class women who have powerful effects on socio-economic phenomena 2. identifying the life values of baby-boomer middle-class women 3. generating marketing implications based on an understanding of baby-boomer middle-class women's lives and life values This research conducted FGIs(focus group interviews), one of the qualitative research methodologies, to figure out baby-boomer middle-class women's life values intensively and selected 10 women living in Seoul for data collection. The qualitative data of collected FGIs were analyzed with spiral data analysis methodology proposed by Creswell(2007). The most effective factors to influence these middle-class women's lives powerfully were 'time' and 'independence'. Their consciousness of the importance of using time affects their life pattern generally, and their independence also impacts greatly on the way they exploit time and on their diverse relationships. They maximized their self-realization and showed long-term partnership with their surrounding circumstances because of those effective factors. Baby-boomer middle-class women's self-realization was divided into two areas. One was their outside activities and another was perfect management of their physical appearance and home interior. Like the results of this research, their need for social entrance will be reinforced more strongly since their internal and external activities aim for the achievement of self-realization. In addition, this research suggests that baby-boomer middle-class women's activities are connected with their management of their physical appearance and home interior decorations, and that such management is caused not only by a simple interest in fashion and beauty but also a profound desire for self-realization. On account of their consciousness, which is different from other generations, Korean baby-boomer middle-class women are able to maintain positive partnerships with their surrounding circumstances; however, they also show ambivalent emotions to retain effective partnerships. To overcome those stressful situations, they make greater efforts to keep up their health and youth, and also engage in diverse activities to maintain their mental health. Finally, they generate positive attitudes toward their economic situation and extra time to develop self-realization and pursue happy, youthful and healthy lives. Based on those results, this study suggests the following implications. First, industries targeting the baby-boomer generation should develop innovative products and services which help the baby-boomer generation maximize their efficiency of time since time is one of the most important factors powerfully impacting the baby-boomer generation. They will engage in various activities to fill up their extra time and consume helpful products and services. Second, such industries should supply the baby-boomer generation with opportunities which propose new ways of self-realization since this generation shows a great desire for self-realization because of their self-efficacy. With customized strategies of satisfying their needs, the baby-boomer generation would discover opportunities to utilize their abilities, relationships and aesthetic senses, and industries would develop a niche market. Third, market segmentations which target the baby-boomer generation's desire to maintain their physical appearance and home interior should be executed since such activities are the main strategies to develop this generation's self-realization. The baby-boomer generation's desire to study those areas would be expanded, and those education systems should produce innovative products and services targeting the baby-boomer generation. This implication also offers to government officials new policies related with the baby-boomer generation. This exploratory study utilized qualitative research methodology to understand baby-boomer middle-class women's lives, and proposed propositions and limitations for further researches. As for the limitations, first, it is hard to generalize the research results so that they may apply to all areas and economic classes of the baby-boomer generation since this research selected only 10 women living in Seoul for the data collection process. To overcome this limitation, extended data collections of subjects from diverse regions and economic classes should be designed. Second, quantitative research should be conducted to supplement the findings with validities. Third, this research focused on only general ideas of the baby-boomer generation's lives since the range of this study was focused on their overall lives. Therefore, intensive research related to specific areas of their lives should be conducted.

• 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