With the development of the Internet, online content service industries have recently grown rapidly in the form of online game, e-book, e-learning, e-music, Internet broadcasting, and video on demand.Furthermore, monetization as a creating profit strategy, more and more online services are changed from free to monetization or partial monetization at least. However, when among the free internet environment, there are many examples of service monetization failed, so the strategy of service monetization especially online services is not that easy so far.While previous research has studied online content service, but few of people studied about the service monetization on online service and how the changes influence consumers` attitude and behavior like consumer’s enduring involvement to the trust and loyalty. Therefore, the main purpose of this study is to investigate theimportance of involvement, addiction and satisfaction to online service, and explore the customers` attitude and behaviors while the online services change from free to charge or monetization and compare before monetization with after monetization to find the differences among consumers` attitude and behavior, and also compare two countries that Korea and China. Finally, under the analysis result to recommend effective strategy for the future service monetization.In this study used survey paper that a total of 420 questionnaires were distributed and 350 were collected, SPSS 19.0 as the statistic tool in the whole analysis. Afteranalysis, under the degree of involvement, satisfaction and addiction to 4 types of online services, there has differences in consumer’s attitude – trust and behavior– loyalty. However, among the countries, there have no differences between monetization and partial monetization.