• Culinary science and hospitality research
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• v.19 no.1
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• pp.103-120
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• 2013

This study aims to examine consumers' trust and purchase intention in environment-friendly agricultural products and factors influencing purchase intention degree of environment-friendly agricultural products. In addition, it aims to help seek national health promotion methods through purchase of consumers' environment-friendly agricultural products by providing the government, businesses, consumer organizations, etc. with basic data on them. The survey was performed for 2 months from August 1, 2012 to September 30, 2012, and a total of 350 questionnaires were distributed and 321(91.7%) copies out of them were used as final analysis data. The results of the study are as follows. First, the analysis of the effects of environment-friendly consumption value on trust in environment-friendly agricultural products showed that all the independent variables including environmental conservation value and economic value had a significant influence on trust in environment-friendly agricultural products, and economic value among them was the most influential item. Second, the analysis of the effects of environment-friendly consumption value on purchase intention for environment-friendly agricultural products showed that all the independent variables including environmental conservation value and economic value had a significant influence on purchase intention for environment-friendly agricultural products, and economic value was the most influential item. Third, the analysis of the effects of trust in environment-friendly agricultural products on purchase intention for environment-friendly agricultural products showed that as trust in environment-friendly agricultural products gets higher, consumers' purchase intention for them increased.

• Culinary science and hospitality research
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• v.17 no.3
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• pp.20-32
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• 2011

The purpose of this study is to analyze customers' behavior in using word-of-mouth(WOM) information about Korean local food restaurants. The questionnaire developed for this study was distributed to 500 customers living in Jeonbuk area and a total of 455 copies (91.0%) were used for analysis. The statistical analysis was conducted using SPSS Win(12.0). The results were summarized as follows. The recommendation of people experienced'($M=3.57{\pm}1.24$) and 'word-of-mouth through people around'($M=3.52{\pm}1.20$) were major word-of-mouth information sources of Korean local foods; 'taste of food'($M=4.16{\pm}1.15$) and 'service quality'($M=3.79{\pm}1.11$) were important attributes in word-of-mouth information. In addition, to the question about the reasons for recommending the restaurant to the people around, the most people replied that 'flavor, nutrition and quality of local foods can be kept only in the specific location' ($3.53{\pm}1.08$), followed by 'to keep the memory of the visit to the areas in mind through local foods'($3.51{\pm}1.03$). These results showed that people usually recommend a restaurant based on the quality of the food itself or local characteristics. As a result, it is deemed that word-of-mouth effect is an important factor for the spread of Korean local foods.

• The Journal of Industrial Distribution & Business
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• v.10 no.5
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• pp.27-36
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• 2019

Purpose - Naver has emerged as a new leader in the open market. While existing open markets such as Gmarket, 11th Street, and so on are suffering from profitability deterioration, Naver is attracting sellers based on low commission and powerful search engine. We would like to analyze the impact of Naver shopping on the national economy, especially on employment, in a situation where the market reaction to Naver's strength as a leader in online shopping is mixed. Research Design, Data, and Methodology - Through the demand inducing inter-industry analysis, we estimate the employment inducement effect by Naver shopping from its shopping transaction. In turn, through the supply inducing inter-industry analysis, we estimate the employment inducement effect by Naver shopping from its low commission and powerful search engine. For the purpose of inter-industry analysis, as of 2018, the most recently announced 2014 inter-industry table (extension table) from the Bank of Korea is used. Results - The results of this study are as follows. First, Naver Shopping is expected to generate 7.8 trillion won's trade in 2018, resulting in 244,225 of job inducement, and 158,598 of employment inducement. In addition, Naver Shopping is estimated to benefit KRW 213 billion to its sellers due to low commission and powerful search function, resulting in 8,667 of job inducement, and 5,655 of employment inducement. Second, in terms of job inducement and employment inducement due to Naver Shopping's trade, transportation, business support service, information and communication, broadcasting, restaurants and lodging were ranked. Third, in terms of job inducement and employment inducement due to Naver Shopping's low commission and powerful search function, restaurants and hospitality, f/b and cigarette manufacturing, construction, and transportation equipment manufacturing were ranked. Conclusions - The number of job inducement resulting from low commission and powerful search engine of Naver shopping in 2018 was 8,667 (3.7% of 244,225, which was caused by transaction in Naver shopping in 2018), and employment inducement was 5,655 (3.7% of 158,598, which was caused by transaction in Naver shopping in 2018), which can be considered as additional employment impacts of Naver Shopping compared to the other online shopping operators.

• Culinary science and hospitality research
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• v.16 no.5
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• pp.25-36
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• 2010

This study identified the causal relationships among customer satisfaction, consumer commitment, and relational outcomes(i.e., positive word-of-mouth intentions and increased customer share) in coffee houses. The results showed that satisfaction had positive impacts on consumer commitment(${\gamma}$=0.40, t=5.44, p<0.001), positive WOM intentions(${\gamma}$=0.49, t=7.47, p<0.001), and increased customer share(r=0.52, t=7.49, p<0.001). Consumer commitment also had positive impacts on positive WOM intentions(${\beta}$=0.41, t=6.52, p<0.001) and increased customer share(${\beta}$=0.26, t=3.97, p<0.001). Considering the direct effects only, satisfaction had the largest impact on increased customer share while consumer commitment did on positive WOM intentions. In addition, the direct effects of satisfaction on relational outcomes were greater than those of consumer commitment In terms of the total effects, however, relational outcomes were maximized when we combined the direct effects of satisfaction and the indirect effects of satisfaction through consumer commitment. This result supported that consumer commitment played a partial mediating role between satisfaction and relational outcomes. Furthermore, it implied that coffee houses would take full advantage of relational outcomes when they made their customers satisfied and committed to the relationship.

• Culinary science and hospitality research
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• v.15 no.3
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• pp.1-14
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• 2009

One of the tasks given to the hotel business is to improve ES(Employee Satisfaction) through educational training for enhancing job efficiency and service quality, not product competition. In the current domestic field, however, ES(Employee Satisfaction) based on appropriate educational training hasn't been established yet. The purpose of this study is to verify the effect of educational training including recognizing the necessity of frequency, the level of lecture conscience, motivation, and internalization along with job commitment. The cohort of women(n=128, 44.4%) and men(n=160, 55.6%) was monitored by the questionnaire data from October 13th to 31st, 2007. It was assessed by (1) the recognition of educational training, (2) educational training practices, (3) organizational identification, (4) brand identification, and (5) job commitment. Statistical analysis was conducted using SPSS (Statistical Package for Social Science), data coding, and the data cleaning system. As a result, it was proved that frequency, the level of lecture conscience, motivation, the recognition of necessity are in proportion to brand identification and organization identification. In addition, identification through educational training can raise the efficiency of job commitment.

• Culinary science and hospitality research
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• v.15 no.3
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• pp.344-355
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• 2009

This study is to set up a hypothesis and a research model based on how much the relational benefits can affect customer satisfaction and long-term relationship with the theoretical and practical results of established precedent researches, to analyze the structural equation model on casual dining restaurant diners, to evaluate the research model and subsequently to provide marketing implications. First of all, social and psychological factors prove to be influential among relational benefits felt by diners-out. Secondly, customer satisfaction has influence on long-term commitment for a restaurant. In other words, the higher customer satisfaction level for a restaurant is, the stronger willingness a customer has to recommend or revisit the restaurant, as several precedent studies support. As demonstrated in indirect advantages, these social and psychological benefits felt by diners-out have mighty effects on long-term relationship orientation, and satisfaction levels prove to be an important medium which can make these influences. As a result, restaurant employees' attitude toward customers is the most important factor rather than economic benefits such as reduced price, free gifts and coupons are, since customers put social and psychological benefits forward like intimate terms with restaurant workers, a sense of stability, and a relief from uneasiness. Therefore, constant service education should be done from the start to cope with customers' demands fast and flexibly and increase customer satisfaction.

• Culinary science and hospitality research
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• v.22 no.7
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• pp.58-71
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• 2016

This study aimed to gauge the public awareness of the cultural value and superiority of Korean traditional sweets. Furthermore, it evaluated the obstacles that the Korean traditional sweet industry faces in the modern society, and a method to popularize it. It also analyzed the awareness of Korean traditional sweets. Both male and female study subjects showed the highest awareness of yakgwa and the lowest of chasugwa. Female respondents showed significantly (p<0.05~p<0.001) higher awareness of Osaekdasik, Hukimjadasik, Bellflower-junggwa, and Genseng-junggwa than male respondents. Maejakgwa, Osaekdasik, Rice-dasik, and Hukimjada- sik showed significant difference in awareness by the area survey respondents originated. Contrarily, Walnut-gangjung had significantly (p<0.001) higher awareness in rural areas than in more urban areas (e.g., large cities and small and medium-sized cities). Both male and female respondents answered (OR indicated) that the obstacles facing the Korean traditional sweet industry are uncommon products and expensive price. Both male and female respondents said that they had Korean traditional sweets less because it was harder to purchase than western sweets (due to limited access to these sweets), less delicious, and too expensive. Both male and female respondenst suggested that the urgent tasks to popularize the Korean traditional sweets were diversification in shape and ingredient, developing various new flavors, and cheaper products. Both male and female respondents responded that product diversification and strengthened marketing were urgent tasks to industrialize Korean traditional sweets. Therefore, it was believed that failure in generalization was the urgent problem of the Korean traditional sweet industry, and that Korean traditional sweets were harder to purchase because of lower accessibility than western sweets. To popularize Korean traditional sweets, it may be necessary to develop sweets in various shapes and ingredients, flavors suiTable to modern people, become cheaper in price, and have fancier (OR better) packaging.

• Culinary science and hospitality research
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• v.22 no.7
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• pp.11-21
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• 2016

The purpose of this study was to analyse the impact of food tourism experience types on purchase intention and further to verify the influence of purchase intention on visitor satisfaction. For these purposes, a survey was given to 233 participants at the $15^{th}$ Daegu Food Tour Expo held from $9{\sim}12^{th}$ June 2016. The studay also carried out analysis of frequency, reliability, and correlation employing SPSS V. 20.0. The findings of the study are as follows. 1) Among 4 factors of food tourism experience types, gourmet, knowledge and healing pursuit groups havd a positive influence on purchase intention, although relation pursuit group had no significant influence on purchase intention. 2) It was discovered that purchase intention had a positive influence on visitor satisfaction. The results shown that food tourists have basic experience of gourmet with paying attention on knowledge and healing, as well. But food tourist has no significant influence on the group of relation pursuit. Accordingly, in order to encourage food tourists to re-visit, it is necessary to continuously develop and improve tour programs with well organized tour destinations and social system.

• Culinary science and hospitality research
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• v.22 no.7
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• pp.131-147
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• 2016

The purpose of this study was to verify the effects of two types of social capital on trust and purchase intention of food products. In addition, the moderating roles of perceived risk and SNS receiver characteristics were also examined. The survey for this study was conducted from the 17th to the 30th of June, 2016 through SNS using the convenience sampling method. A total of 230 responses were collected, of which 200 were used for analysis, after excluding responses containing missing data. Multiple regression and moderated regression were conducted to verify the hypotheses. The results from this study are as follows. First, it was found that social capital (bridging social capital and bonding social capital) had an effect on trust of food product. Second, perceived risk of food product was found to moderate the relationship between social capital (bridging social capital and bonding social capital) and trust. Third, trust of food product significantly impacted purchase intention. Fourth, SNS receiver characteristics of food product were found to moderate the relationship between trust and intention;, and trust of food product was found to mediate the relationship between bridging social capital and purchase intention.

• Culinary science and hospitality research
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• v.22 no.7
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• pp.173-186
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• 2016

This study was conducted to investigate quality characteristics of white pan bread with Cudrania tricuspidata leaf powder having functional components. Mixograph, pH, TPA, volume, specific volume, moisture, CrumbScan, color value, sensory evaluation and shelf-life test were performed on the white pan bread with Cudrania tricuspidata leaf powder. The obtained results are as follows. Mixogram analysis results showed that the dough with Cudrania tricuspidata leaf powder was suitable for baking quality. The more Cudrania tricuspidata leaf powder was added in the dough, the higher dough pH was and the lower pH values after fermentation and of the final productwere. TPA analysis results showed that higher amounts of Cudrania tricuspidata leaf powder resulted in increased hardness, chewiness, and gumminess of the white pan bread. Volume and specific volume of white pan bread were decreased with increased amounts of Cudrania tricuspidata leaf powder. CrumbScan images showed that fineness of grain, crust thickness, and volume of the bread were significantly different depending on the amount of Cudrania tricuspidata leaf powder. While color value analysis showed that increasing the amount of Cudrania tricuspidata leaf powder resulted in low L and a values. The results of the acceptance test showed that CLP3 had better scores in the appearance and texture characteristics than the control, while taste and overall acceptance were higher in the CLP2 compared with the control. According to the results of the shelf-life test, the white pan bread with 1~2% of Cudrania tricuspidata leaf powder had a significantly lower hardness when compared with the control. It was judged that a lower amount of Cudrania tricuspidata leaf powder could help in maintaining the softness of bread crumbs. Moisture content in the white pan bread decreased with the increased amounts of Cudrania tricuspidata leaf powder, but there were no significant differences among specimens.