• The Journal of Fisheries Business Administration
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• v.49 no.2
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• pp.1-19
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• 2018

This study was targeted on the non-processed, semi-processed, and full-processed seafood to investigate the consumers' importance and satisfaction levels of purchase attributes for each seafood product. The present study conducted a survey on 335 randomly chosen seafood consumers. Respondents' importance-satisfaction scores of purchase attributes were measured. The results were as follows. The importance of purchase attributes was significantly higher than the satisfaction on 21 out of 23 attributes, according to the non-processed, semi-processed, and full-processed seafood(p<0.05). Consumers regarded intrinsic attributes such as 'freshness' of products as very important when purchasing non-processed seafood, and their satisfaction was also high. On the other hand, for semi-processed and full-processed seafood, external attributes such as 'date of manufacture or expiration date' were considered as more important attributes to purchase them. Consumers also perceived that full-processed seafood was less in quantity and more expensive than non-processed and semi-processed ones. In case of semi-processed seafood, the difference of importance-satisfaction score for 'taste' was large, and it was considered the taste should be improved according to consumers' taste.

• The Journal of Fisheries Business Administration
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• v.55 no.1
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• pp.37-53
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• 2024

In the post-COVID-19, the food industry is rapidly reshaping its market structure toward online distribution. Rapid delivery system driven by large distribution platforms has ushered in an era of online distribution of fresh seafood that was previously limited. This study surveyed 1,000 consumers nationwide to determine their online seafood purchasing behaviors. The research methodology used factor analysis of consumer lifestyle and Heckman's ordered probit sample-selection model. The main results of the analysis are as follows. First, quality, freshness, selling price, product reviews from other buyers, and convenience are particularly important considerations when consumers purchase seafood from online shopping. Second, online retailers and the government must prepare measures to expand seafood consumption by considering household characteristics and consumer lifestyles. Third, it was analyzed that consumers trust the quality and safety of seafood distributed online platforms. It is not possible to provide purchase incentives to consumers who consider value consumption important, so improvement measures are needed. The results of this study are expected to provide implications on consumer preferences to online platforms, seafood companies, and producers, and can be used to establish future marketing strategies.

• The Journal of Fisheries Business Administration
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• v.41 no.3
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• pp.153-174
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• 2010

In this paper we aim to find out consumer behavior based on fish shares in their buying ingredients, path segmentation, product and service quality, customer satisfaction and then we try to analyze the impact of them on each consumer buying behavior. In this study, first, consumers, divided by general merchandise retail store and traditional fish retail store, these also divided by two groups that are with high spending group and low spending group, so totally we have four parts of consumer behavior segmentation market profiles. Second, we analysis the affect of each factor on consumer behavior. That is, we try to analysis the effect of product and service quality on customer satisfaction in four seafood market group. The results of this study are summarized as follows;

• The Journal of Fisheries Business Administration
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• v.42 no.1
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• pp.97-112
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• 2011

Today, the consumer is more careful in buying goods, invests more time in collecting relevant information to avoid any potential danger, and restricts from potential impulse buying. To react this consumer's carefulness, the seafood brands provide much information including the origin labeling system, the traceability, the food's safety & hygiene. Also the branding by region or company is pursued. Like that, a seafood brand's importance is increased, but there lack few researches dealing how current consumer's attitude influences on real purchase behavior, and how the attitude works consumer purchase decision. Therefore, this study researched the brand's influence on the consumer's attitude and purchase intention. For this purpose, this study targeted the salty mackerel and the dried yellow corvina because they are already branded and sold in some popularity, and researched how a brand's popularity, its image, and its recognized quality could effect on the consumer's attitude and purchase intention. As the result, it was appeared that a seafood brand's popularity didn't directly effect on the consumer's purchase intention, but indirectly influenced through the consumer's attitude as a parameter. From this result, improving a seafood brand's popularity needs some time to form the consumer's positive attitude and to lead to consumer purchase intention of seafood brand. So, it is thought that various promotion activities for seafood consumption must be continually performed rather than some temporary special events. Consumers showed more positive attitude on familiar seafood based on a product's original place and the freshness. Also they had better feeling about some seafood with their speciality images rather than the same kinds of products produced in other regions. This attitude temporarily led to purchase intention. Therefore, it is important that the branding strategy development should start from some seafood familiar to us in traditional food culture and food habit, but should delivery the reliance and the freshness in accurately indicating their origins, and should emphasize their differences as specialities. Consumers showed some positive attitudes on the seafood featuring the hygiene, the safety, continual good quality, and their attitudes led to their purchase intentions in temporary. The seafood product reflecting these results the best is the marketing activities on some Andong salty mackerel products acquired HACCP certification. it is thought that a seafood's branding strategy should be established on distinctive branding strategies using reliable certification mark like HACCP based on the hygiene, the safety, and the quality.

• The Journal of Fisheries Business Administration
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• v.54 no.1
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• pp.051-069
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• 2023

This study analyzed the determinants that affect the purchase of ready-to-cook seafood products using the "Consumer Attitude Survey on Processed Foods" from 2018 to 2021. Dietary lifestyle, food awareness and preference survey questions were categorized, and factors affecting the purchase probability of ready-to-cook seafood were identified through a binomial logit model. The main research findings are as follows. First, consumers had higher preference for quality, safety, and new taste factors than health and price factors when purchasing HMR (Home Meal Replacement). Second, through binomial logit model analysis, the probability of purchasing ready-to-cook seafood products was low in the group pursuing taste and economy. On the other hand, the purchase probability was high in the group seeking convenience. Third, the purchase probability of ready-to-cook seafood products was higher in households with two or more persons than in single-person households. These results suggest that differentiated product development and marketing strategies should be needed for each consumer groups in the seafood convenience food market.

• Journal of the Korean Dietetic Association
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• v.25 no.3
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• pp.199-216
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• 2019

We conducted this study to compare the awareness and attitude of Busan housewives about consuming marine products. The survey was conducted from April 10 to May 31, 2019 by using a questionnaire. The degree of preference of seafood was higher among individuals in their 40s than those in the other age groups. Among the women in their 30s, 40s, 50s and 70s, the reason for liking seafood was 'taste', and for those in their 60s it was 'nutrition'. Overall the most common reason for disliking seafood was the 'fishy smell (37.4%)'. Conception degree of nutritive value of seafood was higher among individuals in their 30s and 40s than that for those individuals in their 50s, 60s and 70s. As for the price of seafood, the wives over 40s thought seafood was more expensive than did those wives in their 30s. The younger the individuals were, the lower was the perceived degree of safety was 49.8% of the subjects reported that the main concern for purchase was 'freshness'. The perceived degree of safety for imported seafood was better for the wives in their 60s and 70s than that for those wives in their 30s, 40s and 50s. The confidence level for local Korean seafood was higher for the wives in their 60s than that for the wives in their 50s. The degree of preference for seafood was moderate overall, except for Jellyfish. Age was positively correlated with conception for safety and dietary attitude (P<0.01), whereas age was negatively correlated with monthly food expenditure, nutrition knowledge and intake requirements (P<0.01). Preference for seafood was positively correlated with conception for safety (P<0.05), nutrition knowledge (P<0.05), dietary attitude (P<0.01), awareness for nutritive value (P<0.01) and intake requirements (P<0.01). Laws and regulations should be reinforced in order to promote eating more seafood and periodic research to determine the actual amount of consumed seafood and people's preferences should be conducted.

• The Journal of Fisheries Business Administration
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• v.42 no.2
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• pp.47-68
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• 2011

Values are lasting beliefs that are at the center of human behavior and not be often changed. Different values make different behaviors, and similar values form similar behaviors. Consumers' values affect not only the cognitive process but also behaviors in a powerful and comprehensive way. There have been many studies regarding prediction of consumer patterns and identification, measurement methods of values. This is because if we can accurately measure the value system, it can be used in many areas of marketing such as market segmentation, new product development, and advertisement. In case of seafood, it is also necessary to make marketing strategies by segmenting consumers based on their value systems. The objectives of this study are as follows: First, it is to find out the connection process from the properties of seafood products that consumers consider important, to the benefits, and finally to the values they pursue by applying the means-end chain theory, using the Laddering method. Second, using a two-step cluster analysis, we aim to segment seafood markets based on consumers' values and investigate characteristics of segmented markets. Based on objectives, it is expected that this study would provide informations on seafood consumers and help to establish seafood marketing strategies for producers and distributors. Analytical results of the value system using a means-end chain theory indicated that there were seven complete links, that is, ladders among fresh seafood products. In case of processed seafood products, there were total 9 complete ladders. The empirical analytical results of market segmentation according to the values showed fresh seafood products were divided into three groups. In case of processed seafood products were segmented into two groups.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.36
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• pp.143-170
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• 2007

In order to analyze the distribution channel of marine products in Korea, this study shows SCM approach to redesign of the marine distribution channel with case study related to previous literatures. In view of the supply chain and the future impact of RFID on the marine SCM on the recognition of the importance of the seafood traceability system, this study also provides the possibility to accomplish effective SCM for integration of production, storage, transportation, delivery, and sale when RFID is used in the seafood distribution channel based on the expansion of awareness on the marine product traceability. The traceability system for seafood is considered as the distribution infrastructure established in RFID deployment. By introducing Lotte mart case, this case study also discusses the marine distribution structure in view of the supply chain, to present an effective foundation for supplying seafood throughout production, distribution, and consumption. This is achieved by introducing RFID in an ubiquitous environment, and suggesting far more efficient control planning throughout the seafood distribution channel in view of the expected effects resulting from the introduction. In addition, as the alternative of solving this situation, this study propose the supply chain in seafoods by comprehensive management in whole distribution channels. In the SCM in seafood perspectives, HACCP can take into account the whole seafood chain from the point of supply to the point of consumption when assessing hazards. As the contributions of this study, this study emphasizes the seafood industry first should require the establishment of the relevant infrastructure, for which the efforts of the government and demonstrative project participants are essential.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.48 no.1
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• pp.26-35
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• 2015

This study compared the meat quality of sea rainbow trout Oncorhynchus mykiss frame muscle (S-FR-TY) and fillet (S-FI-TY) with the frame muscle of freshwater rainbow trout (F-FR). There was a difference of < 1% in the proximate composition of S-FR-TY vs. S-FI-TY, and of S-FR-TY vs. F-FR. The Hunter a value of F-FR-TY was lower compared with that of F-FR cultured in Jecheon (F-FR-JC), but higher than that of F-FR cultured in Pyeongtaek (F-FR-PT). However, no difference in the Hunter a value of S-FR-TY compared with any other F-FR was observed. The odor intensity of S-FR-TY was lower compared with that of F-FR, while the taste of S-FR-TY was milder than that of S-FI-TY, but stronger than that of F-FR. Although its total amino acid content was lower, the essential amino acid content of S-FR-TY was higher compared with S-FI-TY; the potassium content of S-FR-TY was also significantly greater. S-FR-TY contained high levels of nutritional and functional components, such as anserine, lysine, threonine, and eicosapentaenoic and docosahexaenoic acid. These results suggest that S-FR-TY could be used as a resource of canned food or fish jerky for children.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.50 no.3
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• pp.243-249
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• 2017

Crabs are a popular seafood item. However, they can harbor many microorganisms, heavy metals, radioactivity, and benzo(a)pyrene, which are potential health risks to humans. The objective of this study was to assess the potential of swimming crabs for use in foods such as Ganjang-gejang, by measuring their sanitary biological and chemical properties. Viable microbial cell counts in swimming crab samples were $3.4{\times}10^2-6.7{\times}10^4CFU/g$, but no coliform, Escherichia coli, or pathogenic bacteria, such as Vibrio parahaemolyticus, Enterohemorrhagic E. coli, Listeria monocytogenes, Staphylococcus aureus, or Salmonella spp., were detected. Heavy metal concentrations in swimming crab samples were non-detectable to 0.112 mg/kg for total mercury, non-detectable to 0.435 mg/kg for lead, and 0.115-0.836 mg/kg for cadmium. Benzo(a)pyrene concentrations ranged from $0.025-0.060{\mu}g/kg$, and the volatile basic nitrogen content ranged from 8.7-15.6 mg/100 g. No radioactivity was detected in samples. These results suggest that swimming crabs are viable for use in seafood products.