The Internet and related technologies are being developed rapidly. While most online data are developed in HTML format, semantic Web, the 3rd generation Internet, is a new efficient way of representing data on the World Wide Web. Semantic web allows information to be understood by computers by giving meanings (semantic) and semantic web-based search as opposed to existing HTML-based search engines can provide more accurate and customized search results by understanding user profiles and surroundings. In order for online consumers to fully realize the potential benefits of semantic-web based search, they should provide more keywords and richer information, which raises search costs on the customer side. Most online consumers of Internet search are accustomed to old search interface that requires only one or two key words, thus a certain leval of customer resistance can be expected in the diffusion of semantic web-based search. Drawing on existing literature, we identified factors perceived as costs and benfits of online search. Using 106 usable survey results, we confirmed cost and benefit factors and examined how they affect consumer search behavior and sastiscation. Managerial implications for customer-centered interface development of semantic-web based search technologies are offered.