• The Research Journal of the Costume Culture
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• v.9 no.6
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• pp.842-854
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• 2001

The purposes of this study are to find out the factors of consumers attitude toward Fashion luxury products; to identify the effects of demographics to influence on consumer's attitude toward fashion luxury products; to identify the effects of the attitude toward fashion luxury to influence on the concern for fashion luxury. The subjects were Korean 445 women from 20's to 50's living in Seoul. The mean, ANOVA, factor analysis, regression analysis, Duncan test were used for statistics analysis. The results are as follows; Seven factors of the attitude toward fashion luxury products were identified: the involvement for fashion luxury, the duality of fashion luxury, the negative response toward the consumption of fashion luxury, the luxurious aspect of fashion goods, the traditional value of fashion luxury, the rarity of fashion luxury. Among demographics, age and income influenced on fashion luxury products involvement, the quality of luxury products. The perception of good quality and hedonic consumption of luxury good influence highly on the involvement for the luxury products.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.186-198
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• 2020

The current study examines how product type and attitudes toward the webtoon - a digital comic that originated in Korea - affect consumer responses to webtoon product placement (PPL). Specifically, it examines the following responses: the perception of PPL intrusiveness, attitudes toward the PPL, attitudes toward the brand, word-of-mouth intention, and purchase intention. It further investigates how PPL type interacts with product type and attitudes toward the webtoon on consumer responses to the PPL. The findings from a 2 (product type: functional vs. hedonic) × 2 (attitudes toward the webtoon: negative vs. positive) × 2 (PPL type: creative placement vs. on-set placement) between-subject experimental study suggest the following: consumer responses to PPL in webtoon is more positive when the product is hedonic (vs. functional) and when attitudes toward the webtoon are positive (vs. negative). This study further suggests when subjects felt favorably toward the webtoon, the creative placement produced weaker perceptions of PPL intrusiveness and more favorable attitudes toward the PPL than the on-set placement. On the other hand, when subjects felt negatively toward the webtoon, the on-set placement evoked weaker perceptions of intrusiveness and more favorable attitudes toward the PPL than did the creative placement.

• Journal of Distribution Science
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• v.16 no.1
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• pp.37-46
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• 2018

Purpose - This study is to investigate the effects of consumption motives of restaurant customers on the perception of the importance of restaurant attributes, and to determine the influence of the consumption motives on the empirical and functional attributes between Vietnam and Korea. Research design, data, and methodology - Questionnaire items from previous studies were revised to fit the research purpose of the present study. From August 1 to August 25, 2017, questionnaires were simultaneously administered in Korea and Vietnam using both on-line and off-line survey methods (including SNS and e-mail). With 381 surveyed questionnaires in Vietnam(219) and Korea(162), this study was conducted by using SPSS 22.0 to verify the reliability and validity of the measured variables. Structural equation model (SEM) was employed as a statistical method for the hypotheses test of this study. Results - The results showed that hedonic eating-out motive has more influence on the importance of empirical attribute than that of functional attribute in restaurant. In addition, utilitarian eating-out motive has more influence on functional attributes than empirical attributes. However, these relationships showed the difference between countries in Vietnam and Korea. As for in Korea, consumers' hedonic and utilitarian motives of eating-out were more influential on experimental and functional attributes. Conclusions - This study analyzed the influence on the importance of the eating-out motives of restaurant attributes and how this differed between Vietnamese and Korean.

• Journal of the Korean Society of Food Culture
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• v.32 no.3
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• pp.175-184
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• 2017

Despite growing interest in Korean foods, South-east Asian consumers' perception and acceptance of Korean foods have not been well elucidated. This study was conducted to understand South-east Asian Muslim consumers' perception and acceptance of Korean foods and the association with their food neophobia level. Ninety-three Muslim consumers (mean ages 25.2, men 35.5%, women 64.5%) from Malaysia (72%), Indonesia (16.1%), and Singapore (11.9%) rated their degree of food neophobia as well as recognition and acceptance of representative Korean menu items. Background data such as duration of stay and Korean food consumption habits were collected. Overall, participants perceived Korean foods positively (4.04 on a 5-point hedonic scale). Most well-recognized Korean foods were gimbap and bulgogi, whereas less-known spicy foods such as ojingoe deopbap were most liked among items that were actually consumed. A neophobic group rated Korean foods less favorably than neutral and neophilic groups (p<0.05). Future studies are required to identify whether or not South-east Asian Muslim consumers' food neophobia is formed under the influence of religious regulations or reflect individual consumers' personal traits.

• Knowledge Management Research
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• v.16 no.3
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• pp.41-63
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• 2015

This paper investigated main determinants of purchase intention for VOD contents by employing an extended technology acceptance model. The findings showed that 'user activeness' is the critical external variable influencing five perceived belief variables, namely perceived usefulness, perceived playfulness, perceived quality, perceived complexity and perceived cost. Regarding consumer satisfaction for free VOD service, it had no direct effect but indirect effect on the purchase behavior, meaning that the satisfaction causes purchase intention for VOD contents via the cognitive attitude. Also, the moderating e!ect of use experience on the relationship between the belief variables and the purchase intention was confirmed. Users with much experience showed a higher perception for usefulness and quality, whereas users with less experience placed a higher value on the hedonic factors and costs. In contrast to previous studies on IPTV that mainly focused on determinant of IPTV subscription, this paper analyzed VOD that is a killer application of IPTV in identification of key factors for the acceptance. The findings provide IPTV operators some strategies to create customer value and improve profitability.

• Journal of the East Asian Society of Dietary Life
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• v.27 no.2
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• pp.124-136
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• 2017

This study was performed to investigate the perception and preferences regarding commercial universal design foods (UDF) made with different ingredients. A one-to-one interview was used for data collection and the survey was conducted on 41 elderly people (over age 65; males: 11, females: 30) attending senior welfare centers in Seoul. Twelve UDF samples were collected, which were widely sold in Japan. Majority of respondents prepared meals (53.7%) and ate alone (43.9%), respectively. The preferred cooking level of elderly food was "ready to eat (RTE)" (43.9%) or "ready to heat (RTH)" (43.9%) rather than fresh cut product. In most, the elderly had no problem with chewing-action (90.2%). Generally, food ingredients such as grain, meat, seafood and fruits showed higher preference than vegetable and nuts. Among 12 UDF samples, pumpkin gratin (4.17) and peach flavored jelly (4.27) showed higher preferences among tested samples on a 5-point facial hedonic scale. There were no significant differences in overall preferences of all samples by difficulty in terms of chewing and swallowing of respondents. Demi-glace sauce hamburger and pot sukiyaki were more preferred as age increased (p<0.05).

• Food Science and Industry
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• v.52 no.1
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• pp.20-31
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• 2019

Sensory perception of food/beverage products is one of the most important quality factors to determine consumer acceptability and thus sensory discrimination methodology has been a vital tool for quality management. Signal detection theory(SDT) and Thurstonian modeling provide the most advanced psychometric approach to modeling various discrimination methods. In these theories, perceptual and cognitive decisional factors are considered so that, a fundamental measure of sensory difference (d') can be computed, independent of test methods used. In this paper, sensory discrimination analysis based on SDT and Thurstonian modeling is introduced for more accurate and systematic applications of sensory and hedonic quality management in industry. Ways to realize the statistical power and relative sensitivity of sensory discrimination methods theorized in SDT and Thurstonian modeling in practice, are also discussed by using a case study of the Nongshim quality management program for drinking water in which SDT A-Not A test methodology was further optimized.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.1
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• pp.85-109
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• 2023

Laundry has traditionally been regarded as one of the most demanding household chores, but the introduction of smart washing machines is changing this perception. Although smart washing machines have been on the market for several years and consumers' perceptions of washing machines have changed, little is known about consumers' perceptions of smart washing machines. The purpose of this study is to determine what users expect from smart washing machines. We conducted two focus group interviews with sixteen participants who had used smart home appliances to acquire qualitative data. Stimuli created by the interviewees were applied in the focus group interviews to collect more insightful data. We analyzed the data using the three-step method and QSR NVivo. Analysis revealed ten categories of predictive expectations, including seven utilitarian attributes (i.e., smart functionality, smart user interface, reliability, controllability, interactivity, functional value, and economic value) and three hedonic attributes (i.e., fashionable value, psychological value, and social value). The results of this study have implications for the development of smart washing machines that would satisfy consumers by taking user expectations into account.

• Journal of Distribution Science
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• v.21 no.1
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• pp.119-128
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• 2023

Purpose: Due to COVID-19, the rapidly changing untact culture from offline to online has spread rapidly, increasing the utilization of omni-channel. However, among the studies on consumers in the online market, there are not many studies that analyze Shopping Values and attitudes toward omnichannel Acceptance. Research design, data, and methodology: This study investigated through empirical analysis how Shopping Values and innovation propensity of consumers using omni channels affect omni channel Acceptance attitudes. The analysis results based on a total of 268 questionnaires using SPSS v.23 and AMOS v.23 statistical programs are as follows. Results: First, it was found that the perceived Value of omnichannel use had a positive effect on the innovation tendency, and the pleasure Value had a greater effect than the actual Value. Second, it was found that the practical and hedonic Value of the omnichannel had a positive effect on the attitude of service Acceptance. Third, it was found that Omni Channel's consumer innovation tendency had a positive effect on service Acceptance attitude. Conclusion: This study proved that Shopping Value perception and individual innovation propensity for omnichannel services have a positive effect on Acceptance attitude, and it is of academic significance in that it expanded understanding of what factors are needed to increase Acceptance attitude of Omni Channel services.

• Journal of the Korean Society of Food Culture
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• v.25 no.4
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• pp.378-388
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• 2010

This study investigated the preference, intake condition and awareness of Kimchi of 660 elementary students in the Seoul area surveyed during June, 2008. The preference test was performed by using 5-point hedonic scale (1=dislike very much, 5=like very much). The most preferred types of Kimchi were Baechukimchi (4.32), Bossamkimchi (4.08) and Kkakdugi (4,01). The most preferred foods prepared with Kimchi were Kimchi jjige (4.59), Kimchi bokkeumbap (4.47), fried Kimchi (4.35), Kimchi pancake (4,31), Kimchi mandu (4.20) and Kimchi kimbap (4.06). Kimchi pizza (2.88), Kimchi hamburger (2.85) and Kimchi spaghetti (2.81) were not preferred. Most students (62.7%) ate Kimchi at almost every meal. The main reason for eating Kimchi was its delicious taste (50.3%). Concerning intake of Kimchi provided at school lunch, 48.4% of students ate some, 45.9% ate all and 5.8% ate none. Various kinds of Kimchi should be developed for elementary school students to meet their taste.