• Asia-Pacific Journal of Business
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• v.14 no.4
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• pp.129-150
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• 2023

Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities. Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust. Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior. Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

• Korean Journal of Community Nutrition
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• v.8 no.4
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• pp.556-565
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• 2003

Market segmentation helps providers to find better marketing opportunities and allows foodservice managers to develop the right product for each target market. Therefore, this study, taking university faculty and staff as subject, is intended to diagnose the relative value of service quality attribute, on the basis service quality scenario of faculty foodservice; to suggest price for improving customer loyalty in market segments. A questionnaire was developed ar d mailed to 600 Yonsei university faculty and staffs. A total of 385 questionnaires were usable; resulting in a 58.7％ of faculty and a 69.7％ of staff response rate, respectively. Statistical data analysis was completed using the SAS/Win 6.12 for descriptive Analysis, ANOVA, principal factor analysis, cluster analysis, reliability test and discriminant analysis. The results of the study are as below. Eighteen questions were selected for measuring respondents' lifestyle by AIO method and the seven lifestyle factors derived from factor analysis and aggregated distinct 4 clusters. Service quality attributes of the scenario were determined with 'food quality', 'menu variety', 'atmosphere', 'fast service', and 'clean and sanitation'. 'Food quality', 'menu variety', 'atmosphere', 'fast service', and 'clean and sanitation', in decreasing order, were identified as improving customer loyalty. However, most faculty and staffs were satisfied with the present meal price. The result of this study indicates that the relative value of service quality was differed significantly among the various market segments. 'Food quality', 'menu variety', and 'atmosphere' were determined as major service quality attributes. Thus, customer loyalty could be increased by improving food taste and quality, atmosphere, and service delivery. (Korean J Community Nutrition 8(4) : 556 ∼565, 2003)

• Korean Journal of Community Nutrition
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• v.15 no.5
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• pp.687-693
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• 2010

This study investigated difference of general eating habit and eating-out behavior between men and women of university students in Gyonggi area. The survey was conducted from 1 March to 1 April 2010, in Gyeonggi area. Self-administered questionnaires were collected from 250 students in Gyeonggi area. The research results show, first of all, that they eat twice a day, and they usually do not eat breakfast. The main reason why they do not eat breakfast is that they do not have enough time to eat. Between men and women, there is significant difference in eating amount and eating speed at 0.001 levels. Men's problems of eating behavior are irregular meal time and speed of eating time, and in case of women, they do not have a meal regularly and overeat at one time. Second, they usually eat out for a meal and gather with friends once to three times a week. Also, the lunch set-menu promotion is the most preferred one. Third, when men choose a restaurant, they consider in order of taste, convenience, amount, and service; women consider in order of atmosphere, taste, convenience, and service. Taste is the most important for men; atmosphere is the most important consideration for women. Taste (at 0.01 levels), sanitation (at 0.05 levels), and atmosphere (at 0.001 levels) are significantly different between men and women in choosing restaurant.

• Journal of Korean Society of Rural Planning
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• v.21 no.2
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• pp.163-175
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• 2015

This study aimed to analyze factors of importance and performance picked by customers of Bibijeong, a farm restaurant operated by the local community of Wanju-gun. Major points include: Recognition paths mostly were word of mouth and mass media, types of visit were in the company of friends, family members or work colleagues, and purposes of visit included consumption of meal and identifying features of the restaurant. Secondly, factor analysis showed that level of facility, atmosphere/cleanness, diversity of menu, employees, ingredients and network. The Cronbach Alpha coefficient was +0.6. Thirdly, average of importance of factors was 3.861 while average performance was 3.429. IPA analysis showed that employee(communication, customer contact) in the first quadrant proved the need for fast improvement through training. Atmosphere/cleanness (interior atmosphere, table clean, kitchen cleanliness, clean dishes, interion design) and employee(proficiency, menu recognition), foodstuff(freshness, origin, safety) in the second quadrant showed that the marketing strategy of improvement as well as maintaining current status is needed, including regular training and hygiene inspection. The third quadrant contains facilities(disability, baby, fire protection) and food menu(food packing, various menu, creative menu, menu description), network(village economic links), which showed the need for gradual improvement. The forth quadrant contains network(sights's near contains. The results so far can be summed into the statement that overcoming the basic functionality of providing meals and linking the restaurant with local attractions and local economy would be need, as well as building up the image of unique farm restaurant with local features, so that Bibijeong can serve as the centerpiece of community and foundation of exchange with other areas.

• Journal of Families and Better Life
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• v.20 no.5
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• pp.1-11
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• 2002

This study was conducted to investigate how the community values taught at home by parents affect the soundness of family life. The 914 participants in the sample were parents residing in Seoul. Major findings are described in the following: 1) The general level education of community-oriented values at home, which was measured by the level of parents' practice of community-oriented behavior, was very insufficient. 2) The soundness of family life was measured in six sub-areas. The six areas showed varying degrees of soundness, but the overall level of soundness was satisfactory. The conjugal relationship had the highest degree of soundness, whereas the general everyday atmosphere at home marked the lowest level. 3) The only significant independent variable that affected the practice of community values was the participants's subjective perception of their social class standing. 4) The level of practice of community values and social class variables were found to influence the soundness of family life. The level of practice of community values was an especially strong predictor in all areas of family soundness. In conclusion, the education of community values at home, measured by the parental practice of community-oriented behavior, positively influences the soundness of the family.

• Journal of the Korean Institute of Rural Architecture
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• v.17 no.1
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• pp.121-128
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• 2015

The elderly rate in South Korea in 2013 is over 12%. Especially, the elderly rate in rural area is 36%, i.e., in rural area, one of three is people aged 65 and over. Senior community project in rural that is being promoted by the government. This project is to improve the quality of life health and welfare services for the elderly in rural Area. This paper investigates cases used as living space by interview and remodeling senior centers (village community center) for the elders living alone in rural areas. In Gimje two the nation's first senior centers were remodeled in 2006 (for both the village community center) and were begun to use these as group homes. Evaluation was a success. Since then, these were increased by approximately 20 centers per year by year and are currently 108 centers at the end of 2011. In Chungcheongnam-do, a pilot project has been begun for communal living by remodeling the senior center (for both the village community center) and elderly housing. Municipalities are similar in their business (is mostly). Senior community center projects can proceed smoothly in the direction of some of the following tips and suggestions to promote. Senior community center should be expanded for 'private room type'. Government must support the operating costs. It will increase employment in rural areas. Senior community center should be 'Home Atmosphere'.

• The Korean Journal of Community Living Science
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• v.23 no.3
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• pp.329-338
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• 2012

The purpose of this study was to explore consumers' perceptions and satisfaction of Makgeolli in Daejeon. The study examined the perceptions of consumers of a number of Makgeolli characteristics. A total of 199 respondents provided information regarding their perceptions of Makgeolli. Exploratory factor analysis showed that six factors of consumers' perceptions toward Makgeolli were: delight, harmony with food, atmosphere, health /tradition-related, self-fulfillment, and emotion. Examining the effect of each factor on Makgeolli satisfaction showed that delight had a negative relationship with satisfaction while harmony with food and health/tradition-related showed positive relationships. Atmosphere, self-fulfillment, and emotion did not impact satisfaction. Comparisons of the eleven attributes using t-test between Makgeolli and alcoholic beverages showed significant differences in six attributes: creating a special dining ambience(p<0.001), socializing(p<0.001), enhancing the taste of food(p<0.001), satisfying thirst(p<0.01), esthetic(p<0.01), and stylish(p<0.001). Most of the places where Makgeolli was consumed were traditional bars(53.4%) and Korean restaurants(29.1%). In order to make Makeolli as a global beverage further studies regarding Makgeolli purchasing motivation, satisfaction, consumer characteristics should be studied.

• Korean Journal of Community Nutrition
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• v.4 no.3
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• pp.454-465
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• 1999

Consistently delivering good service quality is a complex and dynamic process. In this matter, service differs from tangible products and is highly dependent on the business and service provider. Therefore, efficiently managing the process of delivering service quality can contribute to profits for organization and satisfaction to customers. This study was performed to define service quality, and to investigate the personal and operational characteristics that impacts the service quality provided by foodservice provider. The responses from 278 foodservice providers and 427 customers in 82 fast-food and family restaurants were used in this analysis. Descriptive, Factor Analysis, T-test, ANOVA, and Correlation Analysis were used for statistical Analysis. The Results of this study were as follows : 1) The perception of foodservice provider was significantly higher than that of the customers in most of the 21 service quality attributes. 2) The 6 dimensions derived from Factor Analysis explained 56.8% for service quality. 3) Among the personal characteristics of the foodservice provider, the level of education and the position in the job led to a significant difference in some of the service qualities. 4) The type of restaurant played an important role in foodservice providers'perception of service quality. 5) Month since opening had a negative correlation with 'Atmosphere' and a positive correlation with 'Reputation', while the number of seats showed a positive correlation with 'Atmosphere' and a negative correlation with 'Food'and 'Convenience'. 6) In general, the characteristics of sales had a positive correlation with service quality. 7) The proportion of part-time employees showed a negative correlation with 'Atmosphere' and 'Food', and a positive correlation with 'Reputation'.

• The Korean Journal of Community Living Science
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• v.19 no.4
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• pp.497-507
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• 2008

This study investigated relationships between the importance and satisfaction of rice-based menu selection attributes at family restaurants. For data collection, a total of 250 copies of questionnaires were distributed to 4-year college students who had an experience of a rice-based menu at casual dining restaurants, and finally 221 surveys (88.4%) among them were analyzed by using SPSS Win ver. 11.5. Twenty selection attributes were used to test the level of importance and satisfaction for rice-based menu. The factor analysis identified six dimensions of the importance of rice-based menu selection attributes; variety of items, menu information, recommendation & atmosphere, food quality, preferred menu, and price. Also, five dimensions of satisfaction were identified as nutrition & taste, menu information, preferred menu & atmosphere, variety of items, and cooking. Canonical correlation analysis revealed that preferred menu factor of importance was highly correlated with preferred menu and restaurant atmosphere factor of satisfaction of rice-based menu selection. The managerial implications of these results for rice-base menu selection attributes are as follows: There seems to be a need to develop a variety of rice-based menus, because rice-based menus tend to be considered as an additional menu, not a main course. Aggressive marketing and communication strategies are necessary to position rice-based menu as a main course for college students and as a major maket segment to family restaurants.

• Journal of the Korea Convergence Society
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• v.13 no.5
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• pp.295-305
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• 2022

This study aimed to present a realistic policy direction to reduce human rights violations by analyzing the mechanisms of its factors affecting the experience of human rights violations for middle and high school student athletes. The method analyzed the response data of 13,205 student athletes through a structured questionnaire using logistic regression analysis. The independent variable consisted of sexual violence, sexual shame, physical violence, verbal violence, bullying, invasion of privacy and learning rights, and unfair leaders' actions related to exercise. As a result of the analysis, first, the team atmosphere, human rights consciousness in their sports and in the sports field were found to have a significant influence on physical and language violence, bullying, privacy and infringement of learning rights. Second, for the experience of sexual violence, the team atmosphere and the level of awareness of human rights violations in the sports community had a significant effect, but the permission of violence in the sports community and human rights consciousness in their sports did not appear as meaningful variables. Third, it was found that the unfair experience related to exercise had a significant effect on the team atmosphere, the overall level of violence in the sports community, and the its awareness of human rights violations in the sports community.