• Journal of Distribution Science
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• v.10 no.2
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• pp.19-28
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• 2012

Rapidly growing sales amount and the number of discount stores caused many side effects and sensitive issues in Korea. Because these severe competition due to more expensive cost just like excessive increase in advertising and location selection, and these caused completely ruined small merchants as well as passed on to the consumer. This Study focused on competitiveness of discount store in Korea to the perspective of college students, as explored the relationships between marketing communication and store loyalty. And, examined for two moderating effect, 1) consumers' value separated by hedonic value and utilitarian value between marketing communication and store loyalty, and 2) consumers' value separated by hedonic value and utilitarian value between marketing communication and consumption emotion. Finally, this study examined for mediating effect of consumption emotion between marketing communication and store loyalty. In order to verify the relationship, moderating and mediating effects, data were collected from 130 college students in Whasung, Gyeonggi Province to test theoretical model and its hypotheses. Findings are as followed : First, analysis showed that factors such as advertisement(β =.221, p<.05), publicity(β =.513, p<.01), sales promotion(β =.234, p<.01), word of mouth(β =.627, p<.01) and physical environment(β =.339, p<.01) for marketing communication in the discount store have statistically significant positive effect on store loyalty. But the result of regression analysis for which factors are more impact in marketing communication between store loyalty showed that word of mouth(β =.53, p<.01) is only statistically significant. Second, publicity(β =-.895, p<.05), the sub-dimension of marketing communication shows only statistically significant negative moderating effect on store loyalty. But, the results of the moderating effect of value between marketing communication and consumption emotion verified that utilitarian value show statistically significant, specifically advertisement(β =.294, p<.01), physical environment(β =.418, p<.01), sales promotion(β =.245, p<.01), word of mouth(β =.414, p<.01) and publicity(β =1.137, p<.05), respectively. And hedonic value show statistically significant, specifically advertisement(β =.286, p<.01), physical environment (β =.418, p<.01), sales promotion(β =.236, p<.01) and word of mouth(β =.420, p<.01), respectively. But publicity(β =.145, p=.119) is not statistically significant. Finally, the results verified mediating effect for consumption emotion between all factors for marketing communication and store loyalty showed that factors such as advertisement, publicity, word of mouth and physical environment for marketing communication except sales promotion were statistically significant fully mediated in advertisement, and partially mediated in publicity, word of mouth and physical environment. This testified that the consumption emotion had the most important factor to enhance store loyalty to the perspective of College students. These results can provide important implications and invaluable tips for planning marketing strategies and gaining access to new potential customers. Implications and future research directions are also discussed.

• Journal of the Korean Society of Food Science and Nutrition
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• v.37 no.8
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• pp.1069-1078
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• 2008

The purposes of this study were to identify the consumer behavior using in campus specialty coffee shop and to establish the marketing strategies through Importance-Performance Analysis (IPA) of service quality. Questionnaires were distributed to 725 students at K University located in Masan, from April 23 to May 3, 2007. Finally, 621 questionnaires were included in the final analysis (response rate: 85.7%). For statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, t-test, factor analysis and reliability test. The results of this study were as follows. The average cost of using specialty coffee shop in campus was \ 2,096, the average staying time was 25.92 min and the average number of visits per month was 2.17 times. The importance level of 'employee's attitude', 'physical environment', 'sensory quality of coffee', 'beverage features', 'representativeness' were 3.88, 3.79, 3.73, 3.67, 3.28 points, respectively. Also, the performance level of 'sensory quality of coffee', 'beverage features', 'employee's attitude', 'physical environment', 'representativeness' were 3.13, 3.06, 3.05, 2.77, 2.61, respectively. The importance and performance levels of service quality of specialty coffee shop in campus were significantly different (p<.001). Establishment of marketing strategies for in campus speciality coffee shop was possible through the IPA of service quality. Strategies for improving customer satisfaction were to secure enough chairs/ tables, to procure comfortable chairs for customer and to ensure the quality of coffee bean and service of employee.

• The Korean Journal of Food And Nutrition
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• v.29 no.1
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• pp.65-72
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• 2016

Black tomato (Lycopersicum esculentum) is known to have more ${\beta}-carotene$, lycopene, and vitamin C than general red-colored tomatoes. In this study, we evaluated the quality properties, antioxidant activities and sensory characteristics of black tomato cookies. Cookies were prepared by replacing 0, 1, 3, 5, and 7% of flour with black tomato powder. Density of black tomato cookies tended to be decreased between control (1.20) and 3% added groups (1.12). pH value was decreased from control (6.66) to 7% added group (5.16). Spread factor and loss rate were increased with increasing amounts of black tomato powder. Hardness was gradually increased from $107.77g/cm^2$ in control to $170.50g/cm^2$ in 7% added group. Color measurement indicated that L-value (brightness) was highest in control (70.46) and lowest in 7% added group (45.23); whereas, a-value (redness) increased while b-value (yellowness) tended to decrease with increasing amounts of black tomato powder. Total polyphenol contents and DPPH radical scavenging activities were directly proportional to the amount of black tomato powder. Consumer preference scores in color and flavor of black tomato powder added group were higher than those of control. Characteristic strength test was not significantly different among the groups. Overall, the results indicated that adding 5% black tomato powder is desirable for making black tomato cookies.

• Journal of Internet Computing and Services
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• v.18 no.1
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• pp.105-119
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• 2017

Smartphone users hit over eighty-five percentage of Korean populations and personal private items and various information are stored in each user's smartphone. There are so many cases to propagate malicious codes or spywares for the purpose of catching illegally these kinds of information and earning pecuniary gains. Thus, need of information security is outstanding for using smartphone but also user's security perception is important. In this paper, we investigate about how information security affects smartphone operating system choices by users. For statistical analysis, the online survey with questionnaires for users of smartphones is conducted and effective 218 subjects are collected. We test hypotheses via communalities analysis using factor analysis, reliability analysis, independent sample t-test, and linear regression analysis by IBM SPSS statistical package. As a result, it is found that hardware environment influences on perceived ease of use. Brand power affects both perceived usefulness and perceived ease of use and degree of personal risk-accepting influences on perception of smartphone spy-ware risk. In addition, it is found that perceived usefulness, perceived ease of use, degree of personal risk-accepting, and spy-ware risk of smartphone influence significantly on intention to purchase smartphone. However, results of independent sample t-test for each operating system users of Android or iOS do not present statistically significant differences among two OS user groups. In addition, each result of OS user group testing for hypotheses is different from the results of total sample testing. These results can give important suggestions to organizations and managers related to smartphone ecology and contribute to the sphere of information systems (IS) study through a new perspective.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.5
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• pp.103-118
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• 2018

This study would provide the basic data informative for establishing a VMD strategy, covering design and marketing for business owners and prospective entrepreneurs, including the persons concerned with the food and beverage industries by investigating the relationships of the impacts of several factors in the cognitive dimension factors of VMD in food and beverage stores on consumers' emotional response and behavior intention and the mediating effect of emotional responses, applying the concept of VMD to the food and beverage industries. To check this research purpose, data were collected through a survey, conducted with various consumers in their 20s through 60s who have experienced the use of food and beverage stores. The period of the survey was from September 20 through October 10, 2017, 202 copies of questionnaires were collected without missing values and used as data for the final analysis. As for the analysis of the data, using SPSS statistical software, frequency analysis and descriptive statistics, analysis of reliability and validity, correlation analysis, single and multiple regression analysis were conducted. According to the results of this study, first, the relationship of the impact between the VMD cognitive dimension of food and beverage stores and customers' emotional responses was statistically significant. In concrete, all factors of VMD cognitive dimension, including the factors of suitability and daily escape had positive (+) impacts on positive emotions. Second, as a result of an analysis of the impact of emotional responses felt in the process of visiting the food and beverage stores on customers' behavior intention, it turned out that positive emotions had a positive (+) impacts on visit intention and recommendation intention while negative emotions did not have any impacts on visit intention and recommendation intention. Third, as a result of an analysis of the impact of VMD cognitive dimension on behavior intention, the suitability and balance of the VMD cognitive dimension had positive (+) impacts on visit intention while daily escape and functionality had positive (+) impacts on recommendation intention. Fourth, as a result of checking if emotional responses had a mediating effect in the relationship between the VMD cognitive dimension and behavior intention, positive emotions had a full mediating effect while there was no mediating effect of negative emotions between the VMD cognitive dimension and behavior intention. In conclusion, this study found that the VMD cognitive dimension of food and beverage stores affected consumers' emotional responses and that emotional responses were a factor affecting behavior intention and proved that consumers' emotional responses differed depending on the factors in the cognitive dimension. Thus, in food and beverage stores, it would be necessary to make effective designs of the stores and differentiate the presentation of them through utilizing detailed factors of the cognitive dimension of VMD. Also, the results of this study could be utilized as the appropriate marketing tools for customers in food and beverage stores and as the basic data for establishing the strategy.

• The Journal of Information Systems
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• v.25 no.1
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• pp.1-23
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• 2016

Purpose Self-congruity deals with the effect of symbolic value-expressive attributes on consumer decision and behavior, which is the theoretical foundation of the "non-utilitarian destination positioning". Functional congruity refers to utilitarian evaluation of a product or service by consumers. In addition, recent years, social network services, especially mobile social network services have created many opportunities for e-WOM communication that enables consumers to share personal consumption related information anywhere at any time. Moreover, self-construal is a hot and popular topic that has been discussed in the field of modem psychology as well as in marketing area. This study aims to examine the moderating effect of self-construal on the relationship between self-congruity, functional congruity and tourists' positive electronic word of mouth (e-WOM). Design/methodology/approach In order to verify the hypotheses, we developed a questionnaire with 32 survey items. We measured all the items on a five-point Likert-type scale. We used Sojump.com to collect questionnaire and gathered 218 responses from whom have visited Korea before. After a pilot test, we analyzed the main survey data by using SPSS 20.0 and AMOS 18.0, and employed structural equation modeling to test the hypotheses. We first estimated the measurement model for its overall fit, reliability and validity through a confirmatory factor analysis and used common method bias test to make sure that whether measures are affected by common-method variance. Then we tested the hypotheses through the structural model and used regression analysis to measure moderating effect of self-construal. Findings The results reveal that the effect of self-congruity on tourists' positive e-WOM is stronger for tourists with an independent self-construal compared with those with interdependent self-construal. Moreover, it shows that the effect of functional congruity on tourists' positive e-WOM becomes salient when tourists' self-construal is primed to be interdependent rather than independent. We expect that the results of this study can provide important implications for academic and practical perspective.

• Asia pacific journal of information systems
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• v.20 no.1
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• pp.127-140
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• 2010

The benefit that a consumer derives from the use of a good often depends on the number of other consumers purchasing the same goods or other compatible items. This property, which is known as network externality, is significant in many IT related industries. Over the past few decades, network externalities have been recognized in the context of physical networks such as the telephone and railroad industries. Today, as many products are provided as a form of system that consists of compatible components, the appreciation of network externality is becoming increasingly important. Network externalities have been extensively studied among economists who have been seeking to explain new phenomena resulting from rapid advancements in ICT (Information and Communication Technology). As a result of these efforts, a new body of theories for 'New Economy' has been proposed. The theoretical bottom-line argument of such theories is that technologies subject to network effects exhibit multiple equilibriums and will finally lock into a monopoly with one standard cornering the entire market. They emphasize that such "tippiness" is a typical characteristic in such networked markets, describing that multiple incompatible technologies rarely coexist and that the switch to a single, leading standard occurs suddenly. Moreover, it is argued that this standardization process is path dependent, and the ultimate outcome is unpredictable. With incomplete information about other actors' preferences, there can be excess inertia, as consumers only moderately favor the change, and hence are themselves insufficiently motivated to start the bandwagon rolling, but would get on it once it did start to roll. This startup problem can prevent the adoption of any standard at all, even if it is preferred by everyone. Conversely, excess momentum is another possible outcome, for example, if a sponsoring firm uses low prices during early periods of diffusion. The aim of this paper is to analyze the dynamics of the adoption process in markets exhibiting network effects by focusing on two factors; switching and agent heterogeneity. Switching is an important factor that should be considered in analyzing the adoption process. An agent's switching invokes switching by other adopters, which brings about a positive feedback process that can significantly complicate the adoption process. Agent heterogeneity also plays a important role in shaping the early development of the adoption process, which has a significant impact on the later development of the process. The effects of these two factors are analyzed by developing an agent-based simulation model. ABM is a computer-based simulation methodology that can offer many advantages over traditional analytical approaches. The model is designed such that agents have diverse preferences regarding technology and are allowed to switch their previous choice. The simulation results showed that the adoption processes in a market exhibiting networks effects are significantly affected by the distribution of agents and the occurrence of switching. In particular, it is found that both weak heterogeneity and strong network effects cause agents to start to switch early and this plays a role of expediting the emergence of 'lock-in.' When network effects are strong, agents are easily affected by changes in early market shares. This causes agents to switch earlier and in turn speeds up the market's tipping. The same effect is found in the case of highly homogeneous agents. When agents are highly homogeneous, the market starts to tip toward one technology rapidly, and its choice is not always consistent with the populations' initial inclination. Increased volatility and faster lock-in increase the possibility that the market will reach an unexpected outcome. The primary contribution of this study is the elucidation of the role of parameters characterizing the market in the development of the lock-in process, and identification of conditions where such unexpected outcomes happen.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.4
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• pp.153-165
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• 2021

With the disappearance of boundaries between online and offline, the O2O(online to offline) platform service is rapidly growing. Unlike general products, freshness is an important decision-making factor for agri-food, and there are many limiting factors for growth as an open market among O2O platforms due to the characteristics of difficult refunds and exchanges compared to other items and new transaction methods. In order to overcome these obstacles, consumer innovation must be considered. The purpose of this study was to investigate the influence of O2O(online to offline) platform characteristics perception on agri-food repurchase intentions. And an empirical survey of the hypothesis is made that innovation will show a moderating effect between agri-food O2O platform characteristics and repurchase intention. And an empirical survey of the hypothesis is made that innovation will show a moderating effect between agri-food O2O platform characteristics and repurchase intention. For this purpose, Using a convenience sampling technique, an online survey was conducted through Google survey from April 1 to April 15, 2021. A total of final analysis data were collected from a total of 270 purchase experienced of agri-food O2O(online to offline) platform. The SPSS program was used for analysis, and multiple regression analysis was used for hypothesis verification. The results showed that Economic, Interaction, and Playfulness had a significant positive effect on agri-food repurchase intend. Also, Interactivity × innovation, playfulness × innovation were found to have a significant positive (+) effect on repurchase intention. The results of this study show that innovation reduces the burden on consumers for new systems and mobile transactions. The results of this study suggest that convenient interface design is important for activating O2O transactions of agri-food. In addition, education and support are needed to strengthen the IT competency of farmers. The results of this study will be able to contribute to the establishment of infrastructure for agri-food open market shopping malls. In future studies, the influence of the O2O platform type on the purchase intention should be studied continuously.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.6
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• pp.1-14
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• 2018

As interest and consumption of luxury goods have become more popular, luxury goods market is growing rapidly. Consumers can acquire psychological satisfaction with material abundance by purchasing and using luxury goods. Also, from the view of corporations, luxury goods have price inelastic characteristics, so they can enjoy price premium and it is good to produce good performance. That is the reason why they should pay much attention to securing luxuriousness. This study examined the establishment of brands luxuriousness in Korean SMEs. First, it examined the world market of luxury goods industry and the present condition of Korean market. Then it identified the constituents of luxuriousness by examining the prior studies and related literatures, and designed a research model based on the theoretical grounds to suggest the methods of brand luxuriousness building of Korean SMEs. Luxuriousness can be defined as the attribute of product that distinguishes luxury goods from other products by consumers' perceptions, and the factor that provides situational benefits that motivate consumers' purchasing behavior. In this study, I identified the sub-dimensions of luxuriousness according to whether there are product related attributes and consumers' benefit in consideration of the problems of existing studies. Product related luxuriousness are classified into superiority(functional benefit) and scarcity(experiential benefit), while non-product related luxuriousness are classified into differentiation(symbolic benefit) and traditionality(exclusive benefit). The following are the ways to build brand luxuriousness. First, company can use product factors. High quality, excellent design, high recognized brand with strong, favorable and unique images can enhance the luxuriousness of brand. Second, company can use price factors. Consumers tend to perceive luxury goods as high-priced items, so lowering the price of product can undermine the luxuriousness of product. Third, company can use distribution factors. It is effective for making consumers to perceive the differentiation and scarcity of luxuriousness through limited distribution channel. In addition, store atmosphere suitable for luxury brands should be created. Fourth, company can use promotion factors. The more consumers are exposed to advertisements, the more positive attitudes toward luxury brands are made, and consumers recognize luxuriousness higher. Price promotion negatively affects consumers' perception of luxuriousness. Fifth, company can use corporate factors. Consumer evaluations of products are influenced not only by the product attributes but also by the corporate association and corporate image surrounding the product. Considering the existing researches, it is possible to enhance the brand luxuriousness through high corporate competence and good corporate reputation. In order to increase the competence of the enterprise, it is useful to approach multidimensionally in relation with the knowledge creation capability. In corporate reputation, the external stakeholders' reputation is important, but the internal members' reputation is also important. Korean SMEs will be able to build brand luxuriousness by establishing marketing strategies as above and/or mix(integrate) them according to the situation.

• Journal of Food Hygiene and Safety
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• v.33 no.6
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• pp.417-426
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• 2018

Food preservatives are very important food additives for the biological and chemical safety of processed foods. The purposes of this study were to investigate Korean consumer's perception and information needs on food preservatives, to develop an educational booklet as a risk communication material on food preservatives, and to assess the educational effect of the developed booklet. To understand perception on food preservatives, a self-administered questionnaire survey was conducted by 381 parents having elementary school students at Seoul and Geoynggi area in Korea. Based on the survey results, brain storming of the authors along with consultation from the professionals, we developed a risk communication booklet about food preservatives. It was exposed to 35 parents of elementary school children, and their evaluation was collected by using a questionnaire and analyzed statistically. Respondents considered food safety (44.8%) as the most important factor while purchasing processed foods. They still perceived food additives as the most hazardous one (41.5%), and among those, food preservatives were the most concerned (45.9%). Total 67.7% of the respondents considered the consumption of food preservatives as hazardous or very hazardous. However, 90.6% of respondents did not have any educational experience about food additives and food preservatives. Based on their information needs, a science-based booklet consisting of the definition, classification, safety, intake, and management of food preservatives was developed. When the booklet titled as 'Food preservatives, Just Know Them!' was exposed to the parents via elementary school teacher, their negative perceptions on food additives and food preservatives were changed positively by increasing the understanding level on preservatives from 18.9% to 90.9% and obtaining 72.7% positive answers on their safety. Therefore, it could be used as an effective risk communication material on food preservatives.