Joonho Moon

Dr. Joonho Moon

orcid

Research Focus & Metrics

Academic Career Length

13Years (2014-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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4 October 2018 in Journal of Foodservice Business Research
Verified
Journal Article
Closed access
WLWon Seok Lee
Won Seok Lee
Joonho MoonJoonho Moon
Joonho Moon
MSMyungkeun Song
Myungkeun Song
The purpose of this study is to investigate the antecedent attributes of customer satisfaction in the coffee shop business domain. Based on the literature, this research examines “atmosphere,” “employee attitudes,” “information technology service (IT service),” and “coffee quality” in relation to “satisfaction” and “loyalty.” A total of 277 observations were obtained from data collected using Amazon Mechanical Turk. For the data analysis, confirmatory factor analysis and structural equation modeling were conducted to examine the validity of the measurements and to understand the structural relationship. The results showed that the hypothesized antecedent variables were statistically significant to account for satisfaction. In particular, taste was identified as the most influential attribute accounting for satisfaction. Moreover, a significant relationship between “satisfaction” and “loyalty” was identified.


7 March 2022 in British Food Journal
Verified
Journal Article
Closed access
WON SEOK LEEWON SEOK LEE
WON SEOK LEE
MSMyungkeun Song
Myungkeun Song
Joonho MoonJoonho Moon
Joonho Moon
Ruohan TangRuohan Tang
Ruohan Tang
Purpose: This study explores food delivery app users and technology acceptance model as a theoretical underpinning. This study thus investigated the determinants of usefulness, ease of use and intention to use for food delivery app service.Design/methodology/approach: The variables of delivery time, diverse menu, quarantine, review quality and ease of use are employed as determinants of usefulness. The antecedents of ease of use are easy registration and easy payment. This study also examined the association between ease of use, usefulness and intention to use. This study collected data using Amazon Mechanical Turk, and the number of valid observations for statistical analysis was 484. A structural equation model was used to test the hypotheses.Findings: Regarding the results, usefulness was positively affected by delivery time, quarantine, review quality and ease of use. Additionally, ease of use was positively impacted by easy registration and easy payment. Finally, this study showed that ease of use positively affects both usefulness and intention to use, and usefulness is positively associated with intention to use.Originality/value: This study contributes to the literature by ensuring the explanatory power of technology acceptance model for food delivery app.

23 January 2021 in Sustainability
Verified
Journal Article
Open access
PDF file
JJJiwoo Jung
Jiwoo Jung
EPEunkyung Park
Eunkyung Park
Joonho MoonJoonho Moon
Joonho Moon
WON SEOK LEEWON SEOK LEE
WON SEOK LEE
The purpose of this research is to investigate the accountability of the extended technology acceptance model (TAM) in the domain of sharing accommodation platform service. Based on TAM, this research derived attributes such as network externalities, trust, interactivity, ease of use, usefulness, and intention to repurchase. This study selects Airbnb as the context. A survey was adopted as the main instrument of this research. The total number of valid observations is 450. For the data analysis, this study conducted frequency analysis, confirmatory factor analysis, correlation matrix, reliability test, and path analysis using structural equation modeling. The results show that network externalities are essential to account for trust and interactivity. In addition, the results show that interactivity is an influential element to both ease of use and usefulness. Moreover, usefulness is affected by trust and interactivity. Furthermore, this research reveals the positive association between usefulness and intention to repurchase.

1 April 2016 in Tourism Management Perspectives
Verified
Journal Article
Closed access
WLWon Seok Lee
Won Seok Lee
Joonho MoonJoonho Moon
Joonho Moon

Hyejin YoonHyejin Yoon
Hyejin Yoon
WON SEOK LEEWON SEOK LEE
WON SEOK LEE
KKKyoung-Bae Kim
Kyoung-Bae Kim
Joonho MoonJoonho Moon
Joonho Moon
South Koreans’ life expectancy has dramatically increased over the last four decades. However, the life satisfaction index of older Korean adults has been in the bottom third globally. The large majority of older Koreans spend most of the day watching television at home. However, concrete evidence regarding the effects of leisure involvement on older adults’ quality of later life is scant. Only a few existing studies have examined the link via cross-sectional survey data. Thus, the purpose of this study was to investigate whether meaningful leisure participation outside the home in older age plays an essential role in improving life satisfaction. To achieve the research aim, nationally representative panel data from the Korea Employment Information Service were used for the data analysis. The results indicated that social and productive leisure participation in religious activity, social gatherings, and volunteering was significantly related to quality of life in older adults. Moreover, frequent participation in travel and cultural activities outside the home were positively related to life satisfaction. These findings suggest that participation in meaningful leisure activities is a critical factor contributing to subjective well-being and good mental health in older Korean adults and should be encouraged.