2.8 mm 이하의 절개창 크기의 동축 백내장수술에서 난시 유발과 각막 고위수차 비교

문상정,이동준,이경헌,Sang Jeong Moon,Dong Jun Lee,Kyung Hun Lee 대한안과학회 2011 대한안과학회지 Vol.52 No.4

Purpose: To study theeffect of micro incision (1.8 mm) and small incision (2.2 mm and 2.8 mm) coaxial phacoemulsification on surgically induced astigmatism (SIA) and high-order aberrations (HOA) of anterior and posterior corneal surface. Methods: The present randomized clinical study included 32 eyes having a 1.8-mm, 38 eyes having a 2.2-mm, and 30 eyes having a 2.8-mm corneal incision. SIAs were measured at 1 and 3 months postoperatively. HOAs included coma, trefoil, and spherical aberration. The coma–root mean square (RMS) and trefoil-RMS were evaluated at 1 month after the cataract operation. Results: Surgically induced astigmatisms were 0.41 ± 0.30 diopter (D) in the 1.8-mm incision group, 0.47 ± 0.21 D in 2.2-mm group and 0.71 ± 0.50 D in the 2.8-mm group. The SIA of the 1.8-mm group was smaller than the other groups (p = 0.002). There was no statistically significant difference in coma, spherical aberration of the corneal anterior surface and trefoil, or spherical aberration of the posterior surface among the 3 groups at 1 month after surgery. Conclusions: Incision size contributes to postoperative corneal astigmatism. Phacoemulsification cataract surgery with less than 2.8-mm incision does not significantly influence the corneal aberrationsof anterior and posterior corneal surfaces. J Korean Ophthalmol Soc 2011;52(4):407-413

특발성 황반원공 수술 후 장기 시력 변화와 시력 예측 인자

문상정,강재훈,윤희성,Sang Jeong Moon,Jae Hoon Kang,Hee Seong Yoon 대한안과학회 2011 대한안과학회지 Vol.52 No.10

Purpose: To investigate long-term visual outcomes and prognostic factors to predict visual outcomes in patients with anatomic success after macular hole surgery. Methods: Medical records of 36 eyes with successfully repaired stage 3 or 4 idiopathic macular hole and with at least 24 months of follow-up were reviewed. Hole height, stage of macular hole, base diameter, minimum diameter, hole form factor, macular hole index, and hole closure type were measured or calculated, and the correlations of visual outcomes with variables of preoperative optical coherence tomography (OCT) were analyzed. Results: The patients were classified into 3 groups according to the time period necessary to achieve the best corrective visual acuity. The visual acuity of 16 eyes (44.4%) recovered in a mean of 6 months, 13 eyes (36.1%) improved slowly and continuously, and 7 eyes had no improvement despite successful anatomical closure. There were no statistical differences in hole height, base diameter, minimum diameter, hole form factor, macular hole index, or closure type among the 3 groups. Conclusions: The improvement in visual acuity after successful macular hole surgery persisted at the 24-month follow-up and after. There were no correlations between delayed visual acuity after macular hole surgery and minimum diameter, base diameter, hole height, hole form factor, macular hole index, or closure type. J Korean Ophthalmol Soc 2011;52(10):1195-1201

망막대동맥류에 합병된 황반부종에서 유리체강내 베바시주맙 주입술의 치료효과

문상정,김상원,김호숭,강재훈,윤희성,Sang Jeong Moon,Sang Won Kim,Ho Soong Kim,Jae Hoon Kang,Hee Seong Yoon 대한안과학회 2012 대한안과학회지 Vol.53 No.4

Purpose: To study the short-term effect of intravitreal injection of bevacizumab in the treatment of macular edema secondary to retinal macroaneurysm. Methods: Eight eyes of 9 patients who underwent consecutive intravitreal bevacizumab injections for macular edema secondary to retinal macroaneurysm were prospectively evaluated. Complete eye examination including the best corrected visual acuity (BCVA), fundus examination and optical coherence tomography (OCT) were performed at baseline and follow- up visits at 2, 4 and 6 months. Results: The mean age was 73.6 ± 6.9 years, and the mean study period was 7.3 ± 2.6 months. At the final visit, BCVA improved from log MAR 1.92 ± 0.67 to log MAR 0.87 ± 0.57. The mean central macular thickness on OCT image decreased from 388 ± 168 μm at the initial visit to 200 ± 39 μm at the final visit. Three eyes without subretinal hemorrhage presented better visual outcome than eyes with subretinal hemorrhage. All eyes showed some decrease in angiographic leakage. No adverse side effects were observed following the injections. Conclusions: Intravitreal bevacizumab injection can be used as a selective alternative treatment modality for macular edema secondary to retinal macroaneurysm. J Korean Ophthalmol Soc 2012;53(4):522-527

약물 사용에 따른 선택적 레이저 섬유주성형술의 장기 안압하강 효과 비교

문상정,최은수,박종일,이경헌,Sang Jeong Moon,Eun Su Choi,Jong Il Park,Kyung Hun Lee 대한안과학회 2010 대한안과학회지 Vol.51 No.7

Purpose: To assess the efficacy and safety of selective laser trabeculoplasty (SLT) as initial and adjunctive treatment for ocular hypertension and open angle glaucoma. Methods: Twenty-four eyes with ocular hypertension and 63 eyes with open angle glaucoma were treated with a frequencydoubled, Q-switched Nd:YAG laser. Intraocular pressure (IOP) was measured prelaser treatment, one week, one, two, three, six, 12, 18, and 24 months after treatment. Results: The average pre-laser IOP of 87 eyes was 21.6 mmHg. The mean IOP percent reductions at 1 week, one, two, three, six, 12, 18, and 24 months were 15.3%, 20.0%, 21.3%, 19.6%, 23.4%, 23.4%, 20.5%, and 20.9%, respectively. The IOP percent reductions in the initial treatment group at one, 12, and 24 months were 21.1%, 24.8%, and 22.8% respectively. The IOP percent reductions in the adjunctive treatment group at 1, 12, and 24 months were 19.6%, 22.9%, and 20.2% respectively. There were no differences in IOP percent reduction between the initial treatment group and the adjunctive treatment group. Conclusions: Selective laser trabeculoplasty has shown reasonable efficacy in lowering IOP over two-year follow-up period as initial and adjunctive treatment for ocular hypertension and open angle glaucoma.

회복환경지각과 긍정적 정서, 심리적 행복감, 삶의 질의 구조적 관계 -주의회복이론을 중심으로-

문상정 ( Moon Sang-jeong ) 한국관광산업학회 2020 Tourism Research Vol.45 No.1

본 연구에서는 자연관광을 경험한 관광객을 대상으로 회복환경지각과 긍정적 정서, 심리적 행복감 그리고 삶의 질에 대한 각 개별 변인들에 대한 연구 뿐 아니라 이들의 관계를 통합적으로 분석하는데 연구의 목적이 있다. 연구목적을 달성하기 위하여 세계 5대 연안습지인 순천만습지와 순천국가정원을 동시에 방문하는 관광객을 대상으로 설문조사를 실시하였다. 표본추출방법은 편의 표본추출방법을 사용하였으며 2019년 10월 26일부터 11월 3일까지 주말을 이용하여 4회에 걸쳐 순천만습지에서 조사하였다. 설문지는 290부를 배포하여 271부를 분석 자료로 이용하였다. 배포된 설문지를 회수하여 얻은 자료들은 Amos 20.0을 이용하여 공분산구조분석을 실행하였다. 가설검증결과 첫째, 자연관광을 경험한 관광객의 회복환경지각은 긍정적 정서에 유의미한 정(+)의 영향을 미치는 것으로 확인되어 회복환경지각이 높을수록 긍정적 정서가 높아지는 것을 알 수 있었다. 둘째, 자연관광을 경험한 관광객의 회복환경지각은 심리적 행복감에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 자연관광을 경험한 관광객의 긍정적 정서는 삶의 질에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 자연관광을 경험한 관광객의 심리적 행복감은 삶의 질에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 본 연구의 결과는 자연관광을 경험한 관광객의 회복환경지각과 결과변인간의 관계를 규명하고자 시도한 탐험적 연구로서 이론적 가치가 있을 것이다. 나아가 기존에 자연관광 경험을 통한 환경회복지각과 준거변수의 관계에 대한 연구가 매우 부족하였다는 점에서 이 연구는 새로운 연구문제를 제시하였다는 점에서 의의가 있을 것이다. The aim of this study is to investigate the individual variables of perceived restorative environment, positive emotion, psychological happiness and quality of life among tourists who experienced natural tourism and further to verify structural relationships between the variables, using structural equation modeling for the integrated analysis of their relationships. To fulfill the aim, this study conducted surveys of tourists who visited both Suncheon Bay Wetland Reserve, one of the world’s five major coastal wetlands, and Suncheonman National Garden. As for the sampling method, convenience sampling was used, and as for the questionnaire survey, surveys were administered four times at the Suncheon Bay Wetland Reserve on weekends (Saturdays and Sundays) from October 26, 2019 to November 3, 2019. A total of 290 questionnaires were distributed and 271 copies among them were used as data for analysis. Covariance structural analysis (structural equation modeling: SEM) was carried out with data obtained from the collected questionnaires, using BM SPSS Amos 20.0. The results of hypothesis testing were as follows: First, it was found that the perceived restorative environment of tourists who experienced nature tourism had significant positive (+) effects on their positive emotion, thus the higher the perceived restorative environment, the higher the positive emotion. Second, it was found that the perceived restorative environment of tourists who experienced nature tourism had significant positive (+) effects on their psychological happiness. Third, it was found that the positive emotion of tourists who experienced nature tourism had significant positive (+) effects on their quality of life. Lastly, it was found that the psychological happiness of tourists who experienced nature tourism had significant positive (+) effects on their quality of life. The findings of this study might have theoretical value in that it is exploratory research that tried to identify the relationships between outcome variables and perceived restorative environment among tourists who experienced nature tourism. Furthermore, given that there has been very few research on the relationships between criterion variables and perceived restorative environment through the experience of nature tourism, this study might be significant in that it has presented a new research problem.

중년기 여성의 부부갈등과 부정적 정서간의 관계 -여가경험은 심리적 완충효과가 있는가?-

문상정 ( Sang Jeong Moon ) 관광경영학회 2013 관광경영연구 Vol.56 No.-

The purpose of this study is to shed light on buffering effects of leisure experience on middle-aged women`s marital conflicts and negative emotions. In order to achieve the aim, the study uses questionaries as the quantitative method. 378 valid questionnaires out of 400, targeting middle-aged women who live in Daegu, Gyenonguk, Busan, Gyeongnam, Seoul and Gyeonggi were taken for analysis. The survey was taken between September and November of 2012. There appear to be three distinctive outcomes. First, the subfactors of marital conflicts attribute mostly to depression as significant. The interaction between personal conflict and leisure experience as a subfactor of marital conflicts is statistically demonstrated to be a meaningful explanation of depression. Derived from these outcomes, women`s leisure experience appears to be moderating variable as a buffering effect to the marital conflicts of middle-aged women which influences their depressions. Lastly, the final subfactor of marital conflict is the communal life conflict, however, leisure experiences act as a game changing factor for women`s depression. Thus, a community with high level of leisure experience has a lower relation between communal life and depression. The major contribution of this study is to vindicate the importance of leisure experiences for middle-aged women who bear psychological depression due to marital conflicts. It also leads to a new alternative th help the field of psychological therapy.

자연경관 화면은 영상치유 효과가 있는가?

문상정 ( Moon Sang-jeong ),최영준 ( Choi Young-jun ),김기성 ( Kim Ki-seong ),김초하 ( Cho-ha Kim ),주혜선 ( Joo Hye-sun ),한예진 ( Han Ye-jin ) 한국관광산업학회 2021 Tourism Research Vol.46 No.4

본 연구는 우울 증상을 보이는 성인 중 현재 약물 복용을 하지 않는 피험자를 대상으로 TV 영상을 통한 자연경관 노출이 정서적 개선 효과가 있는지 탐색하는 데 목적이 있다. 본 연구의 목적을 달성하기 위하여 TV 화면 영상 자극물은 자연경관 화면으로 구성하여 UHD TV 화면 노출 실험 전후 DMN(Default Mode Network)뇌 활성화 부위에 뇌파(EEG, Electro encephalogram)측정 및 설문지 방식으로 진행하였다. 실험 참여자는 우울척도(CES-D, 20문항)를 통한 사전설문을 진행하여 21점 이상인 사람만 피험자로 선발하였다. 선발된 피험자를 대상으로 면접을 통하여 최종적으로 11명이 실험에 참가하였다. 연구문제 검증결과 첫째, 우울을 경험한 실험집단을 대상으로 사전ㆍ사후 설문을 실시한 결과, 자연경관 화면을 시청한 실험집단에서 우울 개선 효과가 나타났다. 둘째, 자연경관 화면을 시청한 실험집단에서 긍정적 정서 증진 효과가 있는 것으로 확인되었다. 셋째, 자연경관 화면을 시청한 실험집단에서 회복경험 개선효과가 있는 것으로 나타났다. 마지막으로 자연경관 화면을 시청한 실험집단에서 낮은 수준이지만 회복탄력성이 향상되는 것으로 나타났다. 본 연구에서는 실험설계를 바탕으로 한 연구로서 표본의 한계점이 있다. 이러한 문제를 해결하기 위하여 신경생리학을 바탕으로 EEG 분석(뇌파분석)을 함께 수행한 결과, 자연경관을 시청하는 동안 Relative Theta파가 감소하는 것을 확인할 수 있었다, 그리고 피험자들이 영상 시청 전에 비하여 영상 시청 시 Relative Beta파가 증가하는 것으로 나타났다. 본 연구는 일상적으로 접하는 미디어를 활용하여 자연경관 시청이 우울을 경험하는 개인의 정서적 회복과 관계가 있음을 확인한 초기의 연구로서 중요한 가치를 지닌다. 나아가 우울증 치료율이 현저히 낮은 현시점에서 일상적 치유 수단을 제공할 수 있는 가능성을 발견한 연구라는 점에서 매우 큰 의의를 지닌다고 볼 수 있을 것이다. The purpose of this study is to investigate whether exposure to natural landscape on TV screen has emotional improvement effects for adult subjects who show the symptoms of depression but do not currently take medicine. To achieve the purpose of this study, the EEG (electro-encephalogram) of DMN (default mode network) activated brain region was measured before and after the experiment of exposure to UHD TV screen, with natural landscape on TV screen as visual stimuli on the TV screen; and a questionnaire survey was conducted. As for participants in the experiment, only persons who scored 21 points or more in pre-survey using depression scale (CES-D, 20 questions) were selected as subjects. Final 11 persons among the selected subjects participated in the experiment after interviews. Results of testing research questions are as follows: First, pre- and post-surveys showed depression-alleviating effects in the experimental group that watched the natural landscape screen. Second, the effects of promoting positive emotions were found in the experimental group that watched the natural landscape screen. Third, the effects of improvement in recovery experience were found in the experimental group that watched the natural landscape screen. Lastly, it was found that resilience improved, albeit a low degree, in the experimental group that watched the natural landscape screen. This study is based on experimental design, and has limitation in its sample. To resolve this problem, neurophysiology-based EEG analysis (electroencephalogram analysis) was carried out together, and it was found that relative theta waves decreased while the subjects were watching the natural landscape. Also, it was found that the subjects’ relative beta waves increased when they watched visual images, compared with before watching the images. This study has important value as it is initial research that verified the relationship between the watching of natural landscape using everyday media and the emotional recovery of an individual who experiences depression. Further, it may be said that this study is very significant in that it found the possibility of providing an ordinary therapy method at the present time when the cure rate of depression is remarkably low.

호텔종사원의 소명의식과 직무열의, 고객지향성의 구조적 관계: 조직신뢰의 조절효과를 중심으로

문상정 ( Moon Sang-jeong ) 한국관광산업학회 2021 Tourism Research Vol.46 No.1

본 연구는 호텔종사원을 대상으로 소명의식과 직무열의, 고객지향성 그리고 조직신뢰의 개별 변인들에 대한 연구뿐만 아니라 이들의 관계를 통합적으로 분석하는데 연구의 목적이 있다. 또한, 소명의 식이 직무열의에 미치는 영향은 호텔종사원이 지각하는 조직신뢰의 수준에 따라 차이가 있는지를 확인하고자 한다. 본 연구는 서울에 소재한 5성급 호텔에 근무하는 종사원을 대상으로 설문조사를 실시하였으며 표본추출방법은 편의 표본추출방법을 사용하였다. 설문조사는 2020년 2월부터 3월까지 약 2개월에 걸쳐 조사하였다. 설문지는 330부를 배포하여 293부를 분석 자료로 이용하였다. 배포된 설문지를 회수하여 얻은 자료들은 IBM SPSS Amos 20.0을 이용하여 구조방정식 모형분석(structural equation model: SEM)을 실행하였다. 가설검증결과 첫째, 호텔종사원의 소명의식은 직무열의에 유의미한 정(+)의 영향을 미치는 것으로 확인되어 소명의식을 높게 지각할수록 직무열의가 높아지는 것을 알 수 있었다. 둘째, 호텔종사원의 직무열의가 고객지향성에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 호텔종사원의 소명의식이 직무열의에 미치는 영향은 조직신뢰 수준에 따라 차이가 있는 것으로 나타나 조직신뢰의 조절효과를 확인할 수 있었다. 본 연구는 호텔종사원의 소명의식과 직무열의와의 관계를 검증하였다는 점에서 의의를 가질 수 있다. 나아가 호텔종사원의 소명의식이 직무열의에 긍정적 영향을 미치는 것을 조절하는 심리적 기제를 확인하기 위하여 조직신뢰를 조절변수로 사용한 경험적 연구라는 점에서 의의가 있다. 본 연구의 결과를 바탕으로 호텔기업은 조직이 공정하고 외부환경변화에도 불이익을 받지 않을 것이라는 확신을 줄 수 있는 신뢰를 바탕으로 상호협력이 가능한 기업문화를 조성하여야 할 것이다. The purpose of this study is to investigate the individual variables of calling, job engagement and organizational trust, among hotel employees, and further to carry out an integrated analysis of their relationships. In addition, this study intends to ascertain whether the influence of calling on job engagement varies with the levels of organizational trust perceived by hotel employees. For this study, a survey was carried out on employees who served for 5-star hotels located in Seoul, and as for the sampling method, convenience sampling was used. 330 questionnaire copies were distributed, and 293 copies among them were used as data for analysis. Data obtained from the collected questionnaire copies were subjected to structural equation modeling (SEM), using IBM SPSS Amos 20.0. The results of hypothesis testing were as follows: First, it was found that the hotel employees' calling had significant positive (+) effects on job engagement, hence the more highly the calling was perceived, the higher the job engagement became. Second, it was found that the hotel employees' job engagement had significant positive (+) effects on customer orientation. Third, it was found that the influence of the hotel employees' calling on job engagement varied with the levels of organizational trust, and thus the moderating effect of organizational trust was confirmed. This study can have significance in that it verified the relationship between hotel employees' calling and their job engagement. Further, this study is significant in that it is an empirical study that used organizational trust as a moderator in order to confirm a psychological mechanism that moderates the positive effects of hotel employees' calling on their job engagement. Based on the results of this study, hotel companies will have to create corporate culture that enables mutual cooperation on the basis of convincing trust that the organization is fair and will not be disadvantaged despite changes in external environment.

연구논문 : 지체장애인의 관광 컨텐츠 품질과 개인적 가치와의 관계 - 관광기대의 조절효과를 중심으로 -

문상정 ( Sang Jeong Moon ),박상훈 ( Sang Hun Park ),이연숙 ( Yeon Suk Lee ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.2

정보 컨텐츠는 주로 비장애인을 중심으로 이루어져 있기 때문에 편익으로부터 소외된 지체장애인들은 상대적으로 심리적 소외감을 가질 가능성이 높다. 따라서 본 연구는 관광정보를 취득하기 위하여 관광 컨텐츠를 이용하는 지체장애인을 대상으로 관광 컨텐츠 품질과 개인적 가치의 관계 그리고 개인적 가치와 컨텐츠 신뢰와의 관계를 탐색적인 수준에 접근하고자 한다. 또한, 관광 컨텐츠 품질이 개인적 가치에 미치는 영향을 관광기대가 조절하는가를 검증하고자 하였다. 자료조사는 2013년 9월 30일부터 10월 4일까지 제33회 장애인 체육대회기간 동안에 조사가 진행되어, 총270부 중 유효설문지 238부가 분석에 사용되었다. 분석결과, 첫째, 관광 컨텐츠 품질의 모든 하위요인은 개인적 가치에, 개인적 가치는 컨텐츠 신뢰에 유의한 예언력을 보이는 것으로 나타났다. 둘째, 서비스 품질 및 정보품질과 관광기대의 상호작용항은 관광컨텐츠 품질과 개인적 가치와의 관계에서 조절변수로 작용하는 것으로 나타났다. 셋째, 관광기대가 높을수록 개인적 가치가 증가하는 주효과도 함께 발견되었다. 이러한 결과를 볼 때, 첫째, 정보취득에 한계성을 가지고 있는 지체장애인들을 위해 컨텐츠를 구현하는 하드웨어 뿐 만 아니라 제공되는 정보를 서비스화하는 소프트웨어의 질과 양적 측면에서도 지속적인 변화와 성장의 필요성을 시사하고 있다. 둘째, 관광과 관련된 정보취득 통로가 부족한 지체장애인들을 위하여 컨텐츠 제공자들은 그들의 신뢰가 지속될 수 있도록 믿을 수 있는 정보의 제공과 차별화된 정보제공의 필요성을 시사하고 있다. This research examines the relationship between the quality of tourism contents and the individual value and between the individual value and contents confidence to get tourism information, intended for physically disabled people who use tourism contents. The survey had been proceeded during the 33rd disabled people athletic meeting, held from September 30th, 2013 to October 4th, and 238 valid questionnaires among 270 are analyzed. According to the analysis result, first, it displays a prophecy that all sub factors of the quality of tourism contents depends on the individual value, and the individual value depends on contents confidence. Second, it is recognized that the interaction of service quality and the information quality, and tourism expectation acts as variables in relations between the quality of tourism contents and the individual value. Third, as tourism expectation is higher, major influence increasing the individual value is also found. The findings of the study are that necessity of continuous change and development is issued from various angles of quality and quantity of software which provides information services as well as of hardware which constructs contents for physically challenged people who have limitation to acquire information.

프랜차이즈 커피전문점의 가격공정성과 브랜드 이미지, 브랜드 신뢰, 브랜드 충성도간의 구조적 관계

문상정(Moon, Sang-Jeong),송정선(Song, Jung-Son) 대한관광경영학회 2014 觀光硏究 Vol.29 No.3

본 연구는 대구ㆍ경북에 소재한 프랜차이즈 커피전문점을 방문하여 커피고객을 대상으로 설문조사를 실시하였다. 표본추출방법은 편의표본추출방법을 사용하였으며 설문조사는 2013년 5월부터 7월까지 약 2개월에 걸쳐 조사하였다. 설문지는 392부를 분석 자료로 이용하였다. 배포된 설문지를 회수하여 얻은 자료들은 SPSS 20.0을 이용하여 신뢰도 분석 및 탐색적 요인분석을 실행하였고, Amos 20.0을 이용하여 공분산구조분석(structural equation model: SEM)실행하였다. 그리고 조절효과를 검증하기 위하여 χ²차이검증을 실시하였다. 가설검증 결과 첫째, 가격공정성은 브랜드 신뢰에 유의한 정(+)의 영향을 미치는 것으로 확인되어 가격공정성을 높게 지각할수록 커피전문점 브랜드 신뢰가 높아짐을 알 수 있었다. 둘째, 브랜드 이미지는 브랜드 신뢰에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 브랜드 신뢰는 브랜드 충성도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 브랜드 이미지가 브랜드 신뢰에 미치는 영향은 고객의 사전지식 수준에 따라 차이가 있는 것으로 확인되어 사전지식의 조절효과를 확인할 수 있었다. 본 연구의 이론적 시사점은 커피전문점 관련 연구 중 가격공정성, 브랜드 이미지와 브랜드 신뢰, 브랜드 충성도와의 관계에서 거의 다루어지지 않았던 변수인 사전지식을 조절변수로 사용하여 브랜드 신뢰에 미치는 효과를 검증하였다는 점이다. This study conducted a questionnaire survey of coffee customers, through on-site visits to franchise coffee shops located in Daegu and Gyeongsangbuk-do. As for the method of sampling, convenience sampling was used. And the questionnaire survey was conducted for about two months from May 2013 to July 2013. As for the questionnaires, a total of 392 copies were used as analysis data. Reliability analysis and exploratory factor analysis were carried out, using SPSS 20.0, with respect to the data obtained from the collected questionnaires. Further, covariance structure analysis (structural equation model [SEM]) was carried out, using Amos 20.0. And χ² difference test was carried out to test the moderating effect. The results of hypothesis testing were as follows: First, it was found that price fairness had a significantly positive influence on brand trust; and thus, the higher the perception of price fairness was, the higher the coffee shop brand trust was. Second, it was found that brand image had a significantly positive influence on brand trust. Third, it was found that brand trust had a significantly positive influence on brand loyalty. Lastly, it was found that the effects of brand image on brand trust varied with customers’ level of prior knowledge; and thus the moderating effect of prior knowledge was confirmed. The theoretical implications of this study are that effects on brand trust were tested, using as a moderating variable the prior knowledge, which studies on franchise coffee shops had scarcely dealt with in connection with the relationships of price fairness, brand image, brand trust and brand loyalty.