• The Korean Fashion and Textile Research Journal
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• v.26 no.1
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• pp.88-98
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• 2024

With the growing preference among Chinese consumers for purchasing beauty products through social media networks (SNS), influencer marketing has recently emerged as a crucial strategy for maximizing word-of-mouth effects. This study aims to ascertain the impact of SNS beauty influencers' characteristics on trustworthiness and consumers' intentions to engage in word-of-mouth promotion. Furthermore, the study seeks to explore the moderating role of consumer involvement in the relationship between SNS beauty influencer characteristics and the trust consumers place in them. As part of an empirical analysis, an online survey was administered to 259 Chinese female consumers who had previously purchased beauty products through influencers on SNS. The data gathered were scrutinized by conducting multiple and hierarchical regression analysis to test the proposed hypotheses. The findings indicated that the attributes of "expertise,"' "intimacy," and "homogeneity" in SNS beauty influencers significantly affect influencer trust, whereas "charm" does not have a significant impact. Moreover, consumer involvement was found to moderate the relationship between SNS beauty influencer characteristics (expertise, intimacy, charm, and homogeneity) and influencer trust. Additionally, influencer trust positively influenced the intention to engage in word-of-mouth activities. These findings signify that leveraging influencers possessing qualities such as expertise, intimacy, and homogeneity can help enhance product exposure, popularity, and sales of the beauty industry. This study contributes valuable insights into the strategic utilization of influencer characteristics in the beauty industry and digital marketing, highlighting their pivotalrole in consumer engagement and the success of marketing strategies.

• Journal of the Korean Society of Food Science and Nutrition
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• v.33 no.2
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• pp.356-364
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• 2004

The preference and frequency of use on instant foods were investigated for university students studying tourism science. The most preferred instant food group was noodles, and Tangs, Baps, Gooks, Zooks, one-dishfoods were preferred in order. The most preferred instant food was Cupramyeon. The preference score on instant foods of Tangs, Gooks and One dish foods for male students significantly was higher than that of female students. Also, students majoring non-cooking like instant food more than those majoring culinary science (p<0.05). The highest frequency of use was shown in group of Baps and noodles, followed by one-dish food, Gooks, Tangs, Zooks in order. The largest number of students answered 'TV' and 'curiosity' to the question on the motives of use. The most students Purchased instant foods at 'convenience store' and 'small retail store'.

• Korean journal of food and cookery science
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• v.27 no.3
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• pp.11-20
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• 2011

The purpose of this study was to investigate the use and perception of adults concerning bokbunja (Rubus coreanus Miquel) products. Self-administered questionnaires were collected from 502 residents in the Daegu and Gyeongbuk area. According to the survey more females in their 20s responded than males (45.2 and 54.8%, respectively). In total, 82.6% of respondents had an income of under 4,000,000 won per month and most were living in the city. The results regarding knowledge about bokbunja products showed that the bokbunja wine score was highest (3.66), and intake frequency showed that over half of the respondents had never eaten bokbunja products. The preference for bokbunja wine by males was higher than that for females, whereas the others products showed higher scores for females than for males. When asked about how they knew about bokbunja products, 37.0% of males and 46.9% of females responded a family member or neighbor. When purchasing bokbunja products, males and females answered that they considered taste, country of origin, and manufacturer, and price. Approximately 48% of the respondents answered that they purchased bokbunja products in the grocery and department store. As a result, popularization of bokbunja products was based on product development and sales promotion, and the product development factor significantly influenced preference for bokbunja products.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.8
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• pp.236-250
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• 2016

This study was conducted to provide baseline data regarding functional cosmetics so that Inula. based cosmetics can increase its competitiveness in the market as well as to understand current trends to enable anticipation of demands for future product development. For this research, general consumers over the age of 20 residing in Seoul and the Gyeonggi district were surveyed. The results show consumers preferred serum-type products among various types of cosmetics, and that they purchased these once every 1-3 months. Consumers also preferred these products in less than 10-30ml capacity, and at costs of less than 30,000-50,000 KRW. For whitening, functional cosmetics consumers also preferred the serum type, in less than 30-50ml capacity and priced less than 30,000-50,000 KRW. Consumers preferred to purchase functional cosmetics in single units. The major purchasing location, with a high preference rate, was cosmetic stores, and the major sources of information, also with high preference rates, were 'experienced reviews from family, friends and acquaintances' and 'TV advertisements'. Respondents selected 'over 50,000 KRW' the most for all items when responding to 'Purchase Intent for Functional Cosmetics containing Inula', and responded that they were willing to pay 10%-30% more for functional cosmetics containing Inula compared to standard functional cosmetics. These results show that businesses in the cosmetics industry need to take consumer demand into account when developing new functional cosmetic products, as well as establish plans to create specialized spaces that provide better quality service and increase word of mouth effect through better utilization of various types of offline media, social media, and blogs. The study also shows a need for businesses to develop products fully utilizing the Inula flower, which has been shown to be effective as a natural skin whitener, wrinkle reducer and skin moisturizer, to appeal to the increasing number of customers interested in health and beauty.

• Journal of Ginseng Culture
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• v.2
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• pp.71-83
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• 2020

College students are the potential income classes preparing for income activities and are the main consumers of the future that are very important. In order to understand the current state of ginseng-related consumption culture of young consumers, this study wanted to examine university students' attitudes toward ginseng-related products and services in the future, and to find out their purchasing status, satisfaction, and intent to purchase them. In doing so, we looked at the relative influence of the relevant variables that affect the intent of the purchase. As a result, the variables that affect college student consumers' intention to purchase ginseng-related products were shown in the order of their reliability, economy, purchasing experience, subjective interest, monthly income, monthly allowance, pride in ginseng, and age. Of these, most of the variables had positive effects, but the average monthly income, monthly allowance, and age had negative effects. In other words, the higher the reliability, economy, and self-esteem of ginseng, the higher the willingness to buy ginseng, the higher the subjective interest in ginseng, the higher the age, the lower the monthly allowance, and the lower the income, the lower the willingness to buy ginseng. To promote college students' consumption of ginseng products, it is necessary to cut prices for the younger generation, enhance the quality of the products for the younger generation, improve the taste to overcome the negative aspects of rejecting the bitter and bitter taste, and, above all, induce consumers' attention. It is also necessary to expand accessibility through the development of convenient and easy-to-eat products for young people and the expansion of sales outlets. Recently, young consumers are interested in new products they have never experienced before, products that are good to certify because of their unique design or packaging, and retro products that stimulate nostalgia in the past, so they need to promote and provide information related to consumption of ginseng products in this regard. Considering the practicality and convenience of consumers, we propose consideration of personal consumers' taste curation services, which reflect their preference for products that are convenient to carry with them in line with various living environments, and can have synergy with other products.

• Journal of the Korean Society of Food Culture
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• v.13 no.4
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• pp.267-274
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• 1998

The consumption patterns of the minimally processed fruits and vegetables were surveyed in this present study. Eighty four women who were resident in either Seoul and Kyongki-do in Korea were participants in this study as respondents to our various questionnaire. The result are summarized as follows; The respondents had a preference for a supermarket (46.4%) as the place of purchase (or fruits and vegetables and the frequency of purchase was two or three times per week. The residents of apartment preferred department stores and supermarkets to stalls in the immediate residential area (p<.05). Fifty percents of the unmarried women respondents indicated that they only purchased once a week. Approximately 70% of the respondents rated quality considerations over the price and quantity when they choose their fruits and vegetables. This behavioral tendency was stronger for the residents of the apartment and amongst the more highly educated women. The type of fruits and vegetables purchased were mainly unprocessed. However, minimally processed products appeared to be popular especially among unmarried or married who did not have children, were highly educated and aged between 20 and 30. These observations are supported by data in which 82% of respondents whose ages were ranged between 20 and 30, with high educational backgrounds and who had experienced in the purchase of minimally processed fruits and vegetables. The motivation for purchasing minimally processed fruits and vegetables generally resulted from a consideration of the saving in cooking time, the ease of handling and the desire to serve appropriate portions. On the other hand, the reasons for not purchasing minimally processed fruits and vegetables were the comparatively high price, a perception of unsanitary handling and pack size that were considered too small. Ninety-three percent of the respondents exhibited a positive response to the need for minimally processed fruits and vegetables. Freshness was considered to be the most important factor when purchasing these products. The preferred price for the minimally processed fruits and vegetables was approximately $110{\sim}120%$ of that for the unprocessed products.

• Journal of the Korean Society of Food Science and Nutrition
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• v.37 no.5
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• pp.578-588
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• 2008

The objective of this study was to evaluate associations of dietary sodium (Na) intake with salt-related dietary behaviors of 218 university students (95 men; 123 women) living in Gyeonggi area. Dish frequency questionnaire (DFQ) was used to identify salt-related dietary behaviors and to determine Na intakes. In men, systolic & diastolic blood pressures, Na intakes and DFQ-15 scores were significantly higher than in women. High-salt intake group (HS), classified by DFQ-15, had higher scores of high-salt dietary attitude and more Na intakes than low-salt intake group (LS). HS took protein foods and had balanced diets less frequently than LS (p<0.05). HS had fried dishes & fatty meats, and added salt to dishes more frequently (p<0.05). HS and LS had differences in preference of soy-boiled and Chinese or Japanese foods, in intake frequency of bean-paste soup, in use of soy sauce with fried food or raw fish, and in salt addition to dishes at the table (p<0.05). HS, classified by Na intakes, had high-salt dietary attitudes such as preference of seasoned rice & soy-boiled foods and habitual addition of soy sauce or salt to dishes at the table. The subjects using food labels when purchasing had better salt-related attitudes & behaviors, and lower DFQ-15 scores & Na intakes than the non-users (p<0.01). Self-assessed HS (SHS) had worse salt-related attitudes and behaviors (p<0.05). Male self-assessed LS (SLS) had higher Na intakes, which indicated that self-assessment of salt preference did not actually reflect Na intake. In summary, male university students belonged to a high-risk group of salt intakes, and HS preferred soy-boiled foods or fatty dishes, frequently added salt to dishes and rarely had balanced diets. These results suggest that nutrition education programs for university students should include fundamental dietetics and a balanced diet, in addition to a low-Na diet.

• Journal of the East Asian Society of Dietary Life
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• v.19 no.5
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• pp.783-790
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• 2009

This study was conducted to investigate the recognition and uses of Angelica gigas Nakai. A survey methodology was employed consisted of 37.8% males and 62.2% females from the Seoul and Kyunggido area. The main results are as follows: The older generation have liked and eaten Angelica gigas Nakai rather than the young. The most popular reason provided for the preference of Angelica gigas Nakai was good health benefits. People indicating a dislike for Angelica gigas Nakai had little previous experience of eating this plant. The purchasing main place is appeared the supermarket and traditional market. Angelica gigas Nakai was acknowledged as having the following characteristics 'to do excellent nutrition' (3.82), 'natural food' (3.76), 'to doing for the anti-cancer and anti-oxidization' (3.70), 'good for anemia and women, diseases' (3.64), and 'good for anodyne and diuretic effect' (3.57), but was not associated with 'price is cheap' (3.02) and 'to difficult for buy' (3.10). Recognition and eating experience was low for Angelica gigas Nakai kimchi and rice bread, bread, sauce and healthy drink added with Angelica gigas Nakai, but the opinion of the taste appeared highly.

• Korean Journal of Poultry Science
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• v.30 no.1
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• pp.29-34
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• 2003

It has been well documented that white egg layers are far more resistant to fowl typhoid than the brown egg layers. In Korea, however, most consumers prefer brown eggs to white ones. Therefore, a study was conducted to Produce fowl typhoid-resistant crossbred layers producing somewhat brown-colored eggs. Several crossbred strains were obtained from crossbreeding white egg lines (W) with brown egg lines (B). These crossbred layers (W${\times}$B) produced eggs with varying degrees of brown-colored shells between the white eggs obtained from W (White) and the brown eggs from B (Brown). Eggs from the peak stage of production were collected and their eggshell color values were measured. The mean eggshell color values of White and Brown were 81.9 and 36.4, respectively. Eggs from the crossbred lines (W${\times}$B) were collected, and their eggshell color values were measured to re-group these eggs according to their color. The mean eggshell color values of Trt-White, Middle, and Trt-Brown were 70, 60, and 50, respectively (Fig. 1). A total of 247 people living in Daejeon area, mainly housewives, took part in this survey. First, they were offered eggs with varying degrees of eggshell color in a paper egg-tray, together with a questionnaire. After they filled out the first questionnaire, they were instructed that the eggshell color has nothing to do with its nutritive value. In the second questionnaire, their preference on both eggshell color and price, i.e., purchasing will, were investigated. In the first questionnaire, the Brown (eggshell color lightness 36.4) were most preferred, and the Trt-white (eggshell color lightness 70) were least preferred. No statistical significance was detected between Brown and Trt-Brown, and White and Trt-White. In the second questionnaire, the trend was the same as in the first. Although no significant difference was found between Trt-Brown and Brown, however, the Trt-Brown were most preferred, surpassing the Brown. In conclusion, regardless of the nutritive values, the Korean consumers prefer brown eggs to white ones, and this trend could be changed gradually through consumer education.

• Journal of Intelligence and Information Systems
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• v.22 no.1
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• pp.43-61
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• 2016

Customer reviews help potential customers make purchasing decisions. However, the prevalence of reviews on websites push the customer to sift through them and change the focus from a mere search to identifying which of the available reviews are valuable and useful for the purchasing decision at hand. To identify useful reviews, websites have developed different mechanisms to give customers options when evaluating existing reviews. Websites allow users to rate the usefulness of a customer review as helpful or not. Amazon.com uses a ratio-type helpfulness, while Yelp.com uses a count-type usefulness index. This usefulness index provides helpful reviews to future potential purchasers. This study investigated the effects of sentiment and readability on useful votes for customer reviews. Similar studies on the relationship between sentiment and readability have focused on the ratio-type usefulness index utilized by websites such as Amazon.com. In this study, Yelp.com's count-type usefulness index for restaurant reviews was used to investigate the relationship between sentiment/readability and usefulness votes. Yelp.com's online customer reviews for stores in the beverage and food categories were used for the analysis. In total, 170,294 reviews containing information on a store's reputation and popularity were used. The control variables were the review length, store reputation, and popularity; the independent variables were the sentiment and readability, while the dependent variable was the number of helpful votes. The review rating is the moderating variable for the review sentiment and readability. The length is the number of characters in a review. The popularity is the number of reviews for a store, and the reputation is the general average rating of all reviews for a store. The readability of a review was calculated with the Coleman-Liau index. The sentiment is a positivity score for the review as calculated by SentiWordNet. The review rating is a preference score selected from 1 to 5 (stars) by the review author. The dependent variable (i.e., usefulness votes) used in this study is a count variable. Therefore, the Poisson regression model, which is commonly used to account for the discrete and nonnegative nature of count data, was applied in the analyses. The increase in helpful votes was assumed to follow a Poisson distribution. Because the Poisson model assumes an equal mean and variance and the data were over-dispersed, a negative binomial distribution model that allows for over-dispersion of the count variable was used for the estimation. Zero-inflated negative binomial regression was used to model count variables with excessive zeros and over-dispersed count outcome variables. With this model, the excess zeros were assumed to be generated through a separate process from the count values and therefore should be modeled as independently as possible. The results showed that positive sentiment had a negative effect on gaining useful votes for positive reviews but no significant effect on negative reviews. Poor readability had a negative effect on gaining useful votes and was not moderated by the review star ratings. These findings yield considerable managerial implications. The results are helpful for online websites when analyzing their review guidelines and identifying useful reviews for their business. Based on this study, positive reviews are not necessarily helpful; therefore, restaurants should consider which type of positive review is helpful for their business. Second, this study is beneficial for businesses and website designers in creating review mechanisms to know which type of reviews to highlight on their websites and which type of reviews can be beneficial to the business. Moreover, this study highlights the review systems employed by websites to allow their customers to post rating reviews.