E.J. YOON is Ph.D. student in ISOM(Information Systems & Operations Management), Warrington College of Business Administration, University of Florida in 2010. Prior to entering the doctoral program, she earned a B.A. degree in Business Administration and a M.B.A degree in Management Information Systems from Kyung Hee University. She was awarded the ‘Best thesis of the year’ for 2009 at Kyung Hee University for a thesis on ‘U-Display, Design and Evaluation of Ubiquitous Media Business Model’. Her current research interests include Economic of IS, Electronic Commerce.