• Journal of Venture Innovation
• /
• v.4 no.3
• /
• pp.1-15
• /
• 2021

Due to long-term social distancing due to the spread of COVID-19, business trends of restaurant companies are being implemented in accordance with the changed environment such as packaging and subscription. However, even in this environment, upscale restaurants are generating high profits by trying to differentiate themselves from existing restaurants by providing high-quality services with the best facilities. Therefore, this study describes how customers' experience of upscale restaurant service influences behavioral loyalty. That is, the purpose of this study is to determine the effect of service experience on cognitive satisfaction and emotional attachment, and to examine the causal role of cognitive satisfaction and emotional attachment by confirming the relationship between these constructs and relationship commitment and behavioral loyalty. To verify this, data were collected through face-to-face interviews with 300 consumers who recently used a upscale restaurant. Of the collected data, 275 copies(91.6%) were used for the final analysis, and inaccurate or erroneous data among 25 response sheets were excluded. In this study, the validity and reliability of the data were checked and the research hypothesis was verified by using SPSS 21.0 and AMOS 20 statistical package. Frequency analysis was performed to confirm the demographic characteristics of the respondent. Structural equation model analysis(SEM) was used to confirm the fit of the research model and to verify the research hypothesis. As a result of the research hypothesis analysis, it was found that service experience had a positive effect on cognitive satisfaction, and cognitive satisfaction had a positive effect on emotional attachment, relationship commitment, and behavioral loyalty. Also, it was found that emotional attachment had a positive effect on relationship commitment and behavioral loyalty, and relationship commitment had a positive effect on behavioral loyalty. However, service experience did not affect emotional attachment. With this study, marketers and managers of upscale restaurants such as hotel restaurants need to accurately select their target audience, understand their service needs, and then present the appropriate service to them. In addition, they should not only induce cognitive satisfaction by providing excellent service to their customers, but also identify moments of truth and present appropriate services so that satisfied customers can strengthen their emotional attachment. In addition, it is necessary to strengthen the relationship with their firms by forming friendly relationships with customers who have high emotional attachment, and also to induce relationship commitment so that such customers have a strong sense of belonging and attachment to their firms.

• Journal of Venture Innovation
• /
• v.4 no.2
• /
• pp.77-95
• /
• 2021

In the midst of the progress of the 4th industrial revolution, the Corona19 Pandemic was forming giant double wave. Companies riding this wave can win, but companies that do not will fall into the wave and struggle. In connection with the 4th industrial revolution, various technologies are emerging and commercialized. At this point, consumers, especially digital natives, who have been with digital since birth, tried to find out what factors affect the intention to use these technologies and which factors have the most important influence. For this purpose, data were collected through a survey on factors affecting the intention to use FinTech technology and AR technology for 150 digital natives in their 20s. Based on this, statistical analysis was conducted and the following results were obtained. As a result of the overall analysis regardless of the type of technology, it was found that performance expectancy, effort expectancy, social influence, and habits have a positive (+) effect on digital natives' intention to use the 4th industrial technology. On the other hand, a significant influence relationship between the facilitating conditions, hedonic motivation and intention to use the 4th industrial technology was not tested. It was found that the influence was greatly influenced by social influence and habits. In the case of FinTech and AR, which were further subdivided into this study, different aspects were revealed as a result of separate analysis. In the case of FinTech technology that emphasizes utilitarian value, performance expectancy, effort expectancy, social influence, and habits had a positive (+) effect on intention to use. It was found that the influence was greatly influenced by habits and social influence. In the case of AR, which emphasizes the hedonic value, all the variables adopted in this study had a positive (+) effect on the intention to use the technology. It was found that hedonic motivation and social influence had a great influence. Combining the results of the analysis, social influence was found to be an important influence variable regardless of the type of 4th industrial technology. FinTech technologies such as mobile banking, where services are becoming more common, are habits, and in the case of AR, which has not yet been universalized and is provided mainly for entertainment, hedonic motivation was found to be an important factor. This study was able to present academic and practical implications based on the above confirmation of factors affecting digital natives' acceptance and use of the 4th industry technology.

• Journal of Venture Innovation
• /
• v.6 no.4
• /
• pp.23-40
• /
• 2023

This study examines the customer value factors affecting the intention to continue using the mobile app of department stores, which are traditional offline retailers, in the retail industry that is rapidly digitalizing and becoming mobile. This study clarifies multidimensional customer value in three dimensions; functional, convenience, and social. Functional value refers to the integrated channel, and consistent customer experience provided between channels in the omnichannel retail environment, while convenience value is the convenience of saving time and effort save while customers use a mobile app. Social value refers to the improvement of social approval or social self-concept occurring due to the use of products or services related to green marketing within the mobile app of the department store. The influence of each on the dependent variable, the mobile app's continuous use intention, was analyzed by using the three dimensions of customer value as independent variables. Data was collected from customers who have a history of using the mobile app of Shinsegae Department Store in Korea, and a confirmatory analysis was conducted using Smart PLS 4.0. The analysis results showed that all three dimensions of customer value; functional value, convenience value, and social value, had a positive (+) influence on customers' intention to continue using the mobile app, and the influence of functional value had the greatest impact. As functional value appears to be the most important influencing factor due to the omnichannel retail trend by advancement of technology, it suggests that it is important for department stores, and offline retailers, to provide integrated channels. This provides insights into the direction of customer-centered strategy formulation for activating department store mobile apps and suggests basic analytical data for customized services and marketing activities that department stores can effectively meet the changing expectations and demands of customers through new mobile channels rather than existing offline channels.

• Journal of Venture Innovation
• /
• v.3 no.2
• /
• pp.147-175
• /
• 2020

This study analyzed the effects that digital experience factors influence on purchase intention and the purchase. The study targeted an online shopping mall with a strong digital experience value among industries. The research model was derived by adding variables to independent and mediating variables according to the industry context of online shopping which is based on the theoretical background and previous studies. Product variety, price efficiency, convenience and conversation were used by terms of digital marketing mix as independent variables. Personalization has been very important factor in online shopping malls, and therefore added as a independent variable. Flow has been added as a mediating variable. Purchase and purchase intention has been used as dependent variables. For empirical testing of established research models and generalization of research results, research was conducted on online shopping malls where digital experiences are important. To do this, a survey was conducted for existing users of online shopping malls. In hypothesis testing, the hypothesis was established that product diversity, price efficiency, convenience, conversation and personalization influenced the intention to purchase online shopping. In particular, the product diversity and conversation variable were tested as the most influential factors on purchase intention. For price efficiency and personalization there were no statistically significant effect. Flow has been shown to be a partial mediator between Product variety and purchase intention in online shopping. In particular, in the case of personalization, it was tested to have a significant influence on purchase intention only when there was a flow experience called pleasure and immersion. This is because the flow experience of pleasure and immersion has played a full mediating role and significantly has affected the purchase intention, because the consumers themselves have to carry out the overall purchase journey without human help due to the nature of online. In the digital experience economy, since consumers are mostly digital consumers, where communication and sharing are the basics, they have been conducting digital word-of-mouth communication and sharing naturally before purchasing. Based on these results, theoretical and practical implications were suggested.

• Journal of Nutrition and Health
• /
• v.57 no.3
• /
• pp.336-348
• /
• 2024

Purpose: The use of food delivery services is increasing continuously in Korea, which may lead to nutritional problems and obesity. Despite this, the research on the association between delivered food consumption and obesity has been insufficient. This study examined the relationship between delivered food consumption and dietary behaviors and obesity among young adults in Jeju. Methods: An online survey was conducted from March 15 to April 5, 2023; 312 participants aged 19-39 years were included in the final analysis. The frequency, types, and time of delivered food consumption were measured using a questionnaire. The dietary behaviors included the following: eating out, breakfast consumption, recognition of nutrition labels, and eating salty foods, vegetables, and fruit. Obesity was defined using the body mass index based on self-reported body weight and height. Results: Approximately 59.3% of the participants ordered delivery foods more than one time/week. The frequency of delivered food consumption was higher in people who consumed breakfast < 5 times/week than those who consumed ≥ 5 times/week (p = 0.0088). People who usually eat salty foods tended to consume delivered food more frequently than those who did not (p = 0.0377). On the other hand, people who consumed fruits ≥ 1 time/day had a higher frequency of delivered food consumption than those who consumed fruits < 1 time/day (p = 0.0110). After adjusting for the confounding variables, the group who consumed delivered foods more than three times/week had an increased odds ratio (OR) of obesity compared to those who consumed less one time/week (OR, 2.38; 95% confidence intervals, 1.12-5.06). Conclusion: Young adults in Jeju who frequently consume delivered foods tended to have poor dietary habits including skipping breakfast and eating salty, and they had an increased odds of obesity. The overall dietary patterns can be improved by providing nutrition education and developing policies to promote or support healthy food choices when ordering delivered foods or eating out.

• Journal of Internet of Things and Convergence
• /
• v.10 no.3
• /
• pp.35-48
• /
• 2024

This study analyzed the value empathy of environmentally sustainable fashion products, encompassing environmental, economic, and social values, drawing from existing literature. We sought to verify the relationship between empathic value and the likability and purchase intention towards these products. To validate these relationships, we formulated research hypotheses and conducted an online survey targeting female college students residing in Guangzhou, Guangdong Province, China, who have experience purchasing environmentally sustainable fashion products. The survey was conducted from August 10th to August 20th, 2023, with a total distribution of 352 questionnaires. Among the collected responses, 313 valid responses were utilized for data analysis. The collected survey data underwent frequency analysis, exploratory factor analysis, reliability and validity analysis, correlation analysis, and multiple regression analysis using SPSS 26.0 software. The analysis yielded the following results. First, the empathy value of environmentally sustainable fashion products was classified into environmental protection values, economic values, and social values. Second, the economic and social values of environmentally sustainable fashion products were found to have a positive effect on favorability. Third, it was found that the environmental protection value and social value of environmentally sustainable fashion products had a positive effect on purchase intention. Fourth, it was found that Chinese female college students' favorability toward environmentally sustainable fashion products had a positive effect on their purchase intention. Based on these results, it is judged that companies need to emphasize the characteristics of products such as environmental protective value, economic value, and social value in order to promote consumers' purchase of environmentally sustainable fashion products. The purpose of this study is to help develop marketing strategies for environmentally sustainable fashion products by providing basic data, development ideas, and methods useful for environmentally sustainable fashion-related industries and companies by analyzing the relationship between empathy value, favorability, and purchase intention.

• Proceedings of the Korean DIstribution Association Conference
• /
• 2005.05a
• /
• pp.383-405
• /
• 2005

The traditional market is foremost a regionally positioned place, wherein the market directly represents regional and cultural centered traits while it plays an important role in the circulation of facilities through reciprocal, informative and cultural exchanges while sewing to form local communities. The traditional market in Korea is one of representative retail businesses and premodern marketing techniques by family owned business of less than five members such as product management, purchase method, and marketing patterns etc. Since the 1990s, the appearance of new circulation-type businesses and large discount convenience stores escalated the loss of traditional competitiveness, increased the living standard of customers, changed purchasing patterns, and expanded the ubiquity of the Internet. All of these changes in external circulation circumstances have led the traditional markets to lose their place in the economy. The traditional market should revive on a regional site basis through the formation of a community of regional neighbors and through knowledge-sharing that leads to the creation of wealth. For the purpose of creating a wealth in a place, the following components are necessary: 1) a facility suitable for the spatial place of the present, 2)trust built through exchanges within the changing market environment, which would simultaneously satisfy customer's desires, 3) international bench marking on cases such as regionally centered TCM (England), BID (USA), and TMO (Japan) so that the market unit of store placement transfers from a spot policy to a line policy, 4)conversion of communicative conception through a surface policy approach centered around a macro-region perspective. The budget of the traditional market funding policy was operational between 2001 and 2004, serving as a counter move to solve the problem of the old traditional market through government intervention in regional economies to promote national economic strength. This national treasury funding project was centered on environmental improvement, research corps, and business modernization through the expenditure of 3,853 hundred million won (Korean currency). However, the effectiveness of this project has yet to be to proven through investigation. Furthermore, in promoting this funding support project, a lack of professionalism among merchants in the market led to constant limitations in comprehensive striving strategies, reduced capabilities in middle-and long-term plan setup, and created reductions in voluntary merchant agreement solutions. The traditional market should go beyond mere physical place and ordinary products creative site strategies employing the communicative approach must accompany these strategies to make the market a new regional and spatial living place. Thus, regarding recent paradigm changes and the introduction of region-based site functions into the traditional market, acquiring a conversion of direction into the newly developed project is essential to reinvestigate the traditional market composed of cultural and economic meanings, for the purpose of the research. Excavating social policy demands through the comparative analysis of domestic and international cases as well as innovative and expert management leadership development for NPO or NGO civil entrepreneurs through advanced case research on present promotion methods is extremely important. Discovering the seeds of the cultural contents industry cored around regional resource usages, commercializing regionally reknowned products, and constructing complex cultural living places for regional networks are especially important. In order to accelerate these solutions, a comprehensive and systemized approach research operated within a mentor academy system is required, as research will reveal distinctive traits of the traditional market in the aging society.

• Journal of Food Hygiene and Safety
• /
• v.23 no.3
• /
• pp.239-247
• /
• 2008

Objective of this study was to investigate residual the levels of heavy metals in rice grain and soils of "Top-Rice" and common rice cultivation areas from 2005 to 2007. Soil and rice grain samples were taken from 33 "Top-rice" areas and neighboring paddies, and analyzed for the elements using ICP-OES and ICP-TOF-MS after acid digestion. A concentration of arsenic in paddy soil was 1.33 mg/kg which was below 1/5-1/11 fold of the threshold levels(concern: 4 mg/kg, action: 10 mg/kg), and paddy soil was 0.06 mg/kg of Cd(cadmium) being below 1/25-1/67 fold of the limits(concern: 1.5 mg/kg, action: 4 mg/kg). A level of Cu(copper) in paddy soil was 4.57 mg/kg which was below 1/11-1/27 fold of the threshold levels(concern: 50 mg/kg, action: 125 mg/kg), and Pb(lead) concentration in paddy soil was found to be a 4.68 mg/kg. In addition, Hg(mercury) concentration in paddy soil was to be a 0.03 mg/kg, which was below 1/131-1/328 fold of the threshold levels(concern: 4 mg/kg, action: 10 mg/kg). The average concentrations of As, Cd, Cu, Pb and Hg in the polished rice samples were 0.037, 0.043, 0.280, 0.048 and 0.002 mg/kg, respectively. These levels are lower than those of other countries in rice grains. Assuming the rice consumption of 205.7 g/day by total dietary supplements in Korea, the amount of total weekly metal intake of As, Cd, Cu, Pb and Hg by polished rice were estimated to be 0.0892, 1.035, 6.712, 1.161 and 0.054 ${\mu}g/kg$ body weigh/week, respectively. The PTWI(%) of As, Cd, Cu, Pb and Hg were 5.95(inorganic arsenic), 0.26(total arsenic), 14.79, 0.19, 4.65 and 1.07% estimated to be 0.0892, 1.035, 6.712, 1.161 and 0.054 ${\mu}g/kg$ body weigh/week, respectively. In conclusion, it was appeared that the heavy metals contamination in the brown and polished rice should not be worried in Korea.

• Journal of Nutrition and Health
• /
• v.46 no.1
• /
• pp.50-60
• /
• 2013

The aims of this study were to estimate daily intake of macrominerals from beverages, liquid teas, and liquid coffees and to evaluate their potential health risks for Korean children and adolescents (1-to 19 years old). Assessment of dietary intake was conducted using the actual level of sodium, calcium, phosphorus, potassium, and magnesium in non-alcoholic beverages and (207 beverages, 19 liquid teas, and 24 liquid coffees) the food consumption amount drawn from "The Fourth Korea National Health and Nutrition Examination Survey (2007-2009)". To estimate the dietary intake of non-alcoholic beverages, 6,082 children and adolescents (Scenario I) were compared with 1,704 non-alcoholic beverage consumption subjects among them (Scenario II). Calculation of the estimated daily intake of macrominerals was based on point estimates and probabilistic estimates. The values of probabilistic macromineral intake, which is a Monte-Carlo approach considering probabilistic density functions of variables, were presented using the probabilistic model. The level of safety for macrominerals was evaluated by comparison with population nutrient intake goal (Goal, 2.0 g/day) for sodium, tolerable upper intake level (UL) for calcium (2,500 mg/day) and phosphorus (3,000-3,500 mg/day) set by the Korean Nutrition Society (Dietary Reference Intakes for Koreans, KDRI). For total children and adolescents (Scenario I), mean daily intake of sodium, calcium, phosphorus, potassium, and magnesium estimated by probabilistic estimates using Monte Carlo simulation was, respectively, 7.93, 10.92, 6.73, 23.41, and 1.11, and 95th percentile daily intake of those was, respectively, 28.02, 44.86, 27.43, 98.14, and 3.87 mg/day. For consumers-only (Scenario II), mean daily intake of sodium, calcium, phosphorus, potassium, and magnesium estimated by probabilistic estimates using Monte Carlo simulation was, respectively, 19.10, 25.77, 15.83, 56.56, and 2.86 mg/day, and 95th percentile daily intake of those was, respectively, 62.67, 101.95, 62.09, 227.92, and 8.67 mg/day. For Scenarios I II, sodium, calcium, and phosphorus did not have a mean an 95th percentile intake that met or exceeded the 5% of Goal and UL.

• Journal of Global Scholars of Marketing Science
• /
• v.20 no.1
• /
• pp.35-48
• /
• 2010

Today, the fashion market challenged by a maturing retail market needs a new paradigm in the "evolution of brand" to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as "prospects"-Baby Boomers who are renovating their lifestyle, and generation Y experiencing changes in their life stage-with demands for buying new products. Therefore, it is imperative that apparel companies pay special attention to the consumer cohort for brand extension to create and manage their brand equity in a new product category. The purposes of this study are to (a) evaluate brand equity between parent and extension brands; (b) identify consumers' perceived marketing elements for brand extension; and (c) estimate a structural equation model for examining causative relationship between marketing elements and brand equity for brand extensions in lifestyle product category including home fashion items for the selected two groups (e.g., Gen Y, and Baby boomer). For theoretical frameworks, this study focused on the traditional marketing 4P's mix to identify what marketing element is more importantly related to brand extension equity for this study. It is assumed that comparable marketing capability can be critical to establish "brand extension equity", leads to successfully entering the new categories. Drawing from the relevant literature, this study developed research hypotheses incorporating brand equity factors and marketing elements by focusing on the selected consumers (e.g., Gen Y, Baby Boomer). In the context of brand extension in the lifestyle products, constructs of brand equity consist of brand awareness/association, brand perceptions (e.g., perceived quality, emotional value) and brand resonance adapted from CBBE factors (Keller, 2001). It is postulated that the marketing elements create brand extension equity in terms of brand awareness/association, brand perceptions by the brand extension into lifestyle products, which in turn influence brand resonance. For data collection, the sample was comprised of Korean female consumers in Gen Y and Baby Boomer consumer categories who have a high demand for lifestyle products due to changing their lifecycles. A total of 651 usable questionnaires were obtained from female consumers of Gen Y (n=326) and Baby Boomer (n=325) in South Korea. Structural and measurement models using a correlation matrix was estimated using LISREL 8.8. Findings indicated that perceived marketing elements for brand extension consisted of three factors: price/store image, product, and advertising. In the model of Gen Y consumers, price/store image had a positive effect on brand equity factors (e.g., brand awareness/association, perceived quality), while product had positive effect on emotional value in the brand extensions; and the brand awareness/association was likely to increase the perceived quality and emotional value, leading to brand resonance for brand extensions in the lifestyle products. In the model of Baby Boomer consumers, price/store image had a positive effect on perceived quality, which created brand resonance of brand extension; and product had a positive effect on perceived quality and emotional value, which leads to brand resonance for brand extension in the lifestyle products. However, advertising was negatively related to brand equity for both groups. This study provides an insight for fashion marketers in developing a successful brand extension strategy, leading to a sustainable competitive advantage. This study complements and extends prior works in the brand extension through critical factors of marketing efforts that affect brand extension success. Findings support a synergy effect on leveraging of fashion brand extensions (Aaker and Keller, 1990; Tauber, 1988; Shine et al., 2007; Pitta and Katsanis, 1995) in conjunction with marketing actions for entering into the new product category. Thus, it is recommended that marketers targeting both Gen Y and Baby Boomer can reduce marketing cost for entering the new product category (e.g., home furnishings) by standardized marketing efforts; fashion marketers can (a) offer extension lines with premium ranges of price; (b) place an emphasis on upscale features of store image positioning by a retail channel (e.g., specialty department store) in Korea, and (c) combine apparel with lifestyle product assortments including innovative style and designer’s limited editions. With respect to brand equity, a key to successful brand extension is consumers’ brand awareness or association that ensures brand identity with new product category. It is imperative for marketers to have knowledge of what contributes to more concrete associations in a market entry into new product categories. For fashion brands, a second key of brand extension can be a "luxury" lifestyle approach into new product categories, in that higher price or store image had impact on perceived quality that established brand resonance. More importantly, this study increases the theoretical understanding of brand extension and suggests directions for marketers as they establish marketing program at Gen Y and Baby Boomers.