Food is a kind of unconditional element for the health and survival of humanity. Eating is the most principle desire for humans among others, which can make humans feel stability and pleasure when the desire is well satisfied. The attention to food safety is increasing and food safety accidents are happening constantly, which makes the anxiety to food safety become more serious. Especially after the WTO, the floating of food hazards between countries are increasing, which makes the problems of food safety not just limited to inland but has become a matter of common interest internationally in this liberalization era. Therefore, institutional preparation and persistent management and supervision are necessary for increasing dietary life satisfaction as well as securing food safety. Meanwhile, the consumers also need to understand and trust the food safety information, and have the ability of personally pursuing a safe diet. In this study, sentiment index about food safety and dietary satisfaction were centered on Korean consumers and the factors having an effect on dietary satisfaction were analyzed.Moreover, whether the reliance to food safety information had a moderating effect on the sensory level of food safety and satisfaction to dietary food was also confirmed.The main results were different with those concluded by J. Yun and S. Joo (2014). The sensory level of food safety was decided by the reliance to food production·distribution·provision safety, anxiety to food varieties, and food token. The reliance to food production·distribution·provision safety was lower than the average level. The anxiety to food varieties was slightly higher than the average level. The reliance to food safety information was generally lower than the medium level which showed the distrust to food safety information. The satisfaction of diet by the consumers showed a slightly lower level than the average level. In addition, the reliance to food safety information had a moderating effect on the sentiment index about food safety and dietary satisfaction. Therefore, the consumer organizations or the government should actively expand various consumer education related to food safety in order to apprehend the concrete variables which can have effects on the satisfaction of diet and transform the precise information into accurate knowledge.--

Abstract>Since 1992, with the beginning of trade between Korea and China, their commercial relationship has become closer than before. As a result of better quality of life, the consumers of the two countries value well-being more the before. Thus, this paper examined the information search, awareness, purchasing motivation, and purchasing intention of well-being food of Korean and Chinese consumers, and identified the dominant factors influencing the purchasing intentions of well-being food.Firstly, the information searches of well-being food showed significant differences between the Korean and Chinese consumers.Secondly, the awareness of well-being food between the consumers of the two countries did not show significant differences.Thirdly, the results about the purchasing motivation of well-being food showed that the Chinese consumers had stronger purchasing motivation related to 'social responsibility' than that of Korean consumers, and the differences were significant. Fourthly, the results on the purchasing intentions of well-being food indicated that the Chinese consumers had greater intentions than Korean consumers. Fifthly, for the Korean consumers, the variables influencing the purchasing intentions of well-being food were the considerations of health care, purchasing motivation ('personal desire'), and the awareness of well-being food. For the Chinese consumers, the awareness of well-being food, gender (female), information search of well-being food, and education were formed the main variables.¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯¯▲ 주제어(Key Words) : 웰빙식품(well-being food), 구매의도(purchase intention), 정보탐색(information search), 구매동기(purchasing motivation), 인식(awareness)•

The recent globalization of the consumer market has highlighted the importance of a brand; subsequently, brand extension is strategically used to launch of various products and services. Especially, various and new services based on information and communication technology for the convenience of consumers have been provided continuously. This study examined consumer's evaluation for brand extension centered on the brand extension as a mobile payment service through consumer propensity and familiarity as well as attitude toward a brand. The research is as follows. First, it shows that self-efficacy and implicit theories among consumer characteristics positively influence familiarity and attitude toward a brand. Second, it shows that the planned consumption tendency among consumption characteristics of a consumer positively affect familiarity toward a brand. Third, it is confirmed that the brand extension on parents brand affects the attitude towards brand extension, and the attitude towards brand extension is connected to a willingness to recommend through the purchase intention. This study empirically confirms the importance of consumer propensity, the consumer's perception, and evaluation towards the brand extension of the company as well as the continuous efforts and required company activities to build and form a positive attitude and familiarity of consumers for the brand. This study can be used as basic data for the strategy development of brand extensions in service companies.