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Comparison of college students' behavior toward nutrition information communication between Korea and the US

  • Kim, Chang-Sik (Department of Hospitality and Tourism Management, Sejong University) ;
  • Bosselman, Robert (Department of Apparel, Events & Hospitality Management, College of Human Sciences, Iowa State University) ;
  • Choi, Hyung-Min (International Center for Hospitality Research & Development, Dedman School of Hospitality, Florida State University) ;
  • Lee, Keum Sil (Department of Tourism Management, Jangan University) ;
  • Kim, Eojina (Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech) ;
  • Moon, Hyeyoung (Department of Food & Nutrition, Institute of Symbiotic Life-TECH, College of Human Ecology, Yonsei University) ;
  • Jang, Yoon Jung (Department of Food & Nutrition, Institute of Symbiotic Life-TECH, College of Human Ecology, Yonsei University) ;
  • Ham, Sunny (Department of Food & Nutrition, Institute of Symbiotic Life-TECH, College of Human Ecology, Yonsei University)
  • Received : 2019.12.17
  • Accepted : 2019.12.27
  • Published : 2020.08.01

Abstract

BACKGROUND/OBJECTIVES: The expansion of menu labeling to restaurants has created a need to study customers' behavior toward nutrition information. Therefore, the purpose of this research was to compare college students' behavior toward nutrition information communication between Korea and the US. This study consisted of three objectives: 1) to compare the frequency of usage as well as degree of trust regarding smartphone-based communication channels in the acquisition of nutrition information among college students between Korea and the US, 2) to compare knowledge-sharing behavior related to nutrition information among college students between Korea and the US, and 3) to identify the role of country in the process of knowledge-sharing behavior. SUBJECTS/METHODS: A survey was distributed via the web to college students in Korea and the US. Data were collected in the 2nd week of March 2017. Completed responses were collected from 423 Koreans and 280 Americans. Differences between Koreans and Americans were evaluated for statistical significance using a t-test. In order to verify the effects of knowledge self-efficacy and transactive memory capability on knowledge-sharing behavior related to nutrition information, a regression analysis was performed. RESULTS: Significant differences were found in the frequency of usage as well as degree of trust in communication channels related to nutrition information between Korean and American college students. While knowledge self-efficacy and tractive memory capability had positive effects on knowledge-sharing behavior related to nutrition information, country had a significant effect on the process. CONCLUSIONS: This study is the first to compare customer behavior toward nutrition information acquisition and sharing between Korea and the US. Comparative research on nutrition information revealed differences among the different countries. Therefore, this study contributes to the body of knowledge on the nutrition information research, in particular, by providing a comparison study between countries.

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