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The purpose of this paper is to identify the antecedent factors – perceived usefulness (PU), perceived switching cost (PSC) and perceived web security (PWS) – affecting learners’ attitude toward online lecture website (ATW), which, in turn, affects electronic word of mouth (eWOM) and finds the factor that online lecture business should focus on the most to make learners have positive attitude.

This paper investigates the functional relationship among those five constructs; and examines the moderating role of personal interactivity. Data were collected from learners who had taken online lectures and were using social network sites, and a research model was analyzed using structural equation modeling.

The results show that PU and PSC positively influence ATW but PWS has no significant influence on ATW; PU is the most influential factor to ATW; ATW positively influences eWOM; personal interactivity has a moderating effect on some paths; and path coefficients are higher in the high-interactivity group than the low-interactivity group for all the links except the link from PU to ATW.

This paper contributes to online lecture business by understanding learners’ perception and behavior to the websites. Unlike many previous studies, this study designates eWOM as dependent variable and personal interactivity as moderation variable. This study shows interesting results occurred between low- and high-interactivity groups.

The purpose of this paper is to examine whether cultural differences could explain differences between Korean and American apparel web sites.

The contents of American and Korean apparel web sites are compared. The chi‐square test of independence is used to determine significant differences between the contents of the two countries apparel web sites.

The paper finds that American web sites provide specific information related to products and online purchase of products, while Korean web sites provide information related to consumers' relationships to the larger community. This difference could be due to cultural differences: the Korean culture tends to reflect collectivism while the American culture tends to reflect individualism.

The fundamental limitation of this research is that it is descriptive.

This research suggests that transcultural web sites may not be appropriate and that e‐tailers need to be sensitive to cultural differences.

The primary contribution of this paper is the identification of clear differences between Korean and American apparel web sites and that Hofstede's collectivism/individualism cultural value is a possible explanation of the difference between the two countries.

As the risks associated with sugar-sweetened beverages (SSBs) increase, various policies require sugar to be reduced in beverages. This paper segmented consumers according to food-related lifestyle (FRL), analyzed beverage selection attributes and preference for sugar-reduced beverages (SRBs) for each group and presented basic data for the strategies of SRBs for each consumer group.

In total, 1,000 Korean consumer panels responded to the online survey. The questionnaire consisted of FRL, beverage selection attributes and attitude toward SRBs.

Consumer groups were divided according to FRL: rational, value seeking and careless consumer. Rational consumers tended to be in their 30s or 50s and women, and they focused on product quality/hygiene when choosing beverages. Value seeking consumers were mainly in their 40s and 50s and were characterized by high education and income. They showed high scores in quality/hygiene, economy and sensory traits. Careless consumers were more likely to be in their 20s–30s, unmarried men and considered sensory traits as the most important factor.

The main limitation of this study is the lack of generalization of consumer panels to represent the entire population because they were part of an online research firm.

This study implies that segmenting consumers according to FRL allows detailed analysis of consumer attitudes and behaviors. Using this analysis, the complex consumer pattern can be used as basic data for promoting sugar-reduced beverages.

The study selected five small-scale food operations as visual stimuli and eye-tracking experiment was conducted with 36 female participants in a laboratory setting. Heat maps were used to visualize viewers' visual attention on the storefronts. The eye-movement data were analyzed using one-way repeated ANOVA to identify a significant difference between stimuli in terms of average fixation duration, fixation counts and revisits. An independent t-test was also used to examine statistical difference among text and image in menu board. The significance cut-off of p-value was set to <0.05.

The exteriors of food-service establishments are major business representation. However, few studies have been conducted to examine customers' visual processing toward small-scale restaurants. The present study accordingly aims to discover customers' different levels of attention to the frontage in food stands through eye tracking, which would be practical for future owners to plan their exterior shop design.

The findings can be summarized as follows: First, upper board shows the highest level of attention, suggesting an optimal location of menu board for grasping customers' attention. Second, customers also gaze the inside of a store along with the food on display, which are related with food hygiene and the perception. Third, textual information on menu boards tends to attract more visual attention than those of images. Overall, the current study indicates various customers' attention toward the location of menu boards as well as the type of visual information on menu board.

The results of this study make a new insight into customers' viewing behavior toward exteriors of food-service establishments. This study is one of the first attempts to explore how customers distribute visual attention to the exterior images of food stand by using eye-tracking technology. The findings of this research thus enrich the food-service literature and offer meaningful discoveries on customers' visual behaviors. For example, this study suggests that customers tend to be attracted to textual information on menu boards rather than graphical ones.

The primary aim of this paper is to reveal the changes in perception of East Asian cuisine (Chinese, Japanese, Korean, Thai, and Vietnamese) in New York City between 1997 and 2007. Through analysis of data collected from Zagat Survey food reviews, the research seeks to explore trends regarding each cuisine's social status, quality, and also to observe general comparisons between each ethnicity's cuisine. The secondary aim is to evaluate how each cuisine is currently perceived in the city that is not only beaming with culinary delights, but also deemed the “Restaurant capital of the world”.

Using the Zagat Survey New York City 1997 and 2007, quantitative analyses were performed using the scores for comparison purposes. The mean and the standard deviations are calculated in terms of food, decor, service, and price. The t‐test was used to verify whether there have been statistically meaningful changes in each cuisine for the past ten years in the Zagat Survey.

In terms of popularity, the number of Japanese restaurants has significantly increased in ten years while that of Chinese restaurants decreased about 30 percent. According to the t‐tests, Japanese showed most significant changes in almost all aspects. Thai cuisine also demonstrated remarkable improvements, especially, in decor and service. Korean and Chinese cuisine did not show a noticeable change in food, decor, and service. Only the price showed a little change for these cuisines. Vietnamese cuisine achieved a significant progress in food while no enhancement in other aspects.

Because the scope of the research was “general” restaurants in New York City, the discussion on their price range, quality of food, decor, and service, the type of restaurant under observation was inevitably limited.

The research can help in marketing and development of new restaurants for it provides some insight into the characteristics of each ethnic cuisine and trend changes of restaurants.

The research presented in the paper can be applied both by practitioners and academics in the fields of food service management.

This study analyzed the factors affecting visual attention toward sugar-reduction information (SRI) on sugar-reduced beverages (SRBs) and identified the most optimal SRI type and location using eye-tracking. The eye-tracking results were compared with those of a self-reported questionnaire.

An eye-tracking experiment was conducted on 50 Korean people in their 20s and 30s to analyze implicit responses. Subsequently, a self-reported questionnaire was administered to analyze explicit responses, facilitating the investigation of perceptions, attitudes, preferences, intentions to purchase SRBs, and preferred SRI types and positions.

The results were as follows. First, personal trait-, state-, and product-related factors were found to affect eye movement in relation to SRI. Second, eye-tracking revealed that SRI types and locations that drew long-lasting fixation and attracted considerable attention were similar to those preferred in the self-reported questionnaire. Therefore, to efficiently convey information on SRBs, SRI should be combined with a graphic, and not merely a word, and placed in the upper-right corner, exhibiting consistency with the results of two previous experiments.

This study specifically focused on considering personal and product-related traits while conducting an eye-tracking experiment to investigate the factors that attract consumers' attention. Furthermore, this study is the first to investigate the use of SRI labels to promote SRB selection. What is significant is that both explicit and implicit responses were assessed and compared via a self-reported survey and eye-tracking experiments for various SRB categories.

Man has been seeking an ideal existence for a very long time. In this existence, justice, love, and peace are no longer words, but actual experiences. How ever, with the American preemptive invasion and occupation of Afghanistan and Iraq and the subsequent prisoner abuse, such an existence seems to be farther and farther away from reality. The purpose of this work is to stop this dangerous trend by promoting justice, love, and peace through a change of the paradigm that is inconsistent with justice, love, and peace. The strong paradigm that created the strong nation like the U.S. and the strong man like George W. Bush have been the culprit, rather than the contributor, of the above three universal ideals. Thus, rather than justice, love, and peace, the strong paradigm resulted in in justice, hatred, and violence. In order to remove these three and related evils, what the world needs in the beginning of the third millenium is the weak paradigm. Through the acceptance of the latter paradigm, the golden mean or middle paradigm can be formulated, which is a synergy of the weak and the strong paradigm. In order to understand properly the meaning of these paradigms, however, some digression appears necessary.

This study aims to explore how educational leaders in South Korea adopted equity mindsets and how they organized changes to support students' deeper learning during COVID-19.

The authors developed a comprehensive framework of Equity Leadership for Deeper Learning, by revising the existing model of Darling-Hammond and Darling-Hammond (2022) and synthesizing equity leadership literature. Drawing upon this framework, this study analyzed data collected from individual interviews and a focus group with school and district administrators in the K-12 Korean education system.

The participants prioritized an equity stance of their leadership by critically understanding socio-political conditions, challenging unjust policies, and envisioning the big picture of equity-centered education. This led them to operationalize equity leadership in practice and create a more inclusive and supportive environment for student-centered deeper learning. District leaders established well-resourced systems by creating/developing instructional resources and making policies more useful. School leaders promoted quality teaching by strengthening access, developing student-centered curricula, and establishing individualized programs for more equitable deeper learning.

This study builds on scholarship of deeper learning and equity leadership by adding evidence from Korean educational leaders during COVID-19. First, the findings highlight the significance of leaders' equity mindsets in creating a safe and inclusive environment for deeper learning. This study further suggests that sharing an equity stance as a collective norm at the system level, spanning across districts and schools is important, which is instrumental to scale up innovation and reform initiatives. Second, this research also extends comparative, culturally informed perspectives to understand educational leadership. Most contemporary leadership theories originated from and are informed by Western and English-speaking contexts despite being widely applied to other contexts across the culture. This study's analysis underscores the importance of contextualizing leadership practices within the socio-historical contexts that influence how education systems are established and operate.

Leaders' adopting equity mindsets, utilizing bureaucratic resources in creative ways and implementing a school-wide quality curriculum are crucial to supporting students' deeper learning. District leaders can leverage existing vertical and horizontal networks to effectively communicate with teachers and local communities to establish well-recourced systems. As deeper learning is timeless and requires high levels of student engagement, school leaders' efforts to establish school-wide curricula is critical to facilitate deeper learning for students.

The study provides a nuanced understanding of how equity focused leaders responded to difficulties caused by the pandemic and strategized to support students' deeper learning. Existing studies tend to prioritize teacher effects on student learning, positing leadership effects as secondary or indirect. Alternatively, the authors argue that, without leadership supporting an inclusive environment, resourceful systems and student-centered school culture, deeper learning cannot be fully achieved in equitable ways.