• Journal of Digital Convergence
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• v.19 no.11
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• pp.225-234
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• 2021

This study is a cross-cultural study examining whether differences in perceptions of social gender roles in Korea and Uzbekistan have different effects on ad attitudes and product attitudes through the endorsers' gender. In particular, this study was focused on the difference between the facial expression of the endorser and the moderating effect of the ad situation in these relationships. The research results are as follows. First, the difference in the perception of social gender roles was larger in Uzbekistan than in Korea. Second, the influence of gender of endorser on ad attitude was perceived to be higher in Uzbekistan than in Korea. Third, the moderating effect of facial expression(Placid vs. Cold) in the effect of gender of advertising model on advertising attitude was found only in Uzbekistan. Fourth, the moderating effect of the ad situation (Office work vs. Family life) in the relationship between the endorsers' Gender and ad attitude was also found only in Uzbekistan. Fifth, the effect of consumer's ad attitude on product attitude showed a statistically significant positive relationship in both countries. This study reveals that cultural differences in the masculinity (or femininity) dimension between Korea and Uzbekistan are also affecting the effectiveness of ads. Therefore, this study suggests that global marketers should consider not only the existing information source effects such as reliability, professionalism, and attractiveness, but also the gender, facial expression, and ad situation of the endorser according to cultural differences when selecting an ad model.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.401-410
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• 2022

This study deals with the relationship among trust, attachment and brand loyalty of agricultural products' rice co-brands, which are the staple food of the people. The research method established the hypothesis of the study under the foundation of prior research and developed the survey. The subjects of the study were distributed, retrieved, and analyzed the survey of 163 rice farmers in Buyeo-gun, Chungcheongnam-do. The empirical analysis results show that: First, hypothesis 1 of the brand awareness and image that "rice brand assets will be a positive relationship to trust" were statistically adopted. In particular, statistical t values showed a difference in consumer confidence over recognition>images. Second, hypothesis 2 of the trust of agricultural rice brands will be a positive influence on attachment and loyalty' statistically supported. In this regard, brand trust was higher in loyalty than attachment. Third, the attachment of agricultural products to rice brands will be a positive influence on loyalty,' was statistically supported. The strategic implications of this study are as follows. First, consumers should be given clues of trust(ex, GAP of Natioanl Approval Licesing, Fam Tour) as they distrust the perceived quality of the rice in the market. Second, the effect of the origin of rice is questionable, so the spread of the production power system should prevent the mixing of rice varieties, that is the spread of the production history systems.

• Journal of Dairy Science and Biotechnology
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• v.39 no.4
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• pp.129-144
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• 2021

Following the COVID-19 pandemic, many people are increasingly becoming interested in health and environmental issues. Therefore, the sale of vegan or vegetarian products has been increasing over the last few years, as well as interest in non-dairy plant-based milk that can replace cow's milk. Furthermore, the global food industry has developed an interest in such products, considering the recent changes in consumer trends. In Korea, various products are being launched annually due to the increasing interest in non-dairy plant-based milk. However, research with regard to the quality and type of products produced in Korea is still at the preliminary stage when compared to those in the United States and Europe. Therefore, the present review has summarized non-dairy plant-based milk analogues based on the following key aspects. First, the types of non-dairy plant-based milk analogues and their production technologies (in the order of almond milk > cocoa milk > coconut milk > hemp milk > kidney bean milk > oat milk > peanut milk > rice milk, and soy milk). Second, the current status and future prospects for non-dairy plant-based milk analogues. Third, recent trends and future challenges associated with the production and quality improvement of non-dairy plant-based milk analogues. Fourth, the current status and outlook of the non-dairy plant-based milk analogue market in Korea. In conclusion, the present review could provide the food industry with valuable information regarding non-dairy plant-based milk analogues to facilitate the development of related products. Data were obtained from previously published studies.

• The Korean Journal of Franchise Management
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• v.13 no.1
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• pp.35-46
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• 2022

Purpose: With the rapid changes in the technical development and the trend of consumption trend, the convenience store industry is facing an unprecedented competitive situation in the consumption environment where the boundary between online and offline is broken due to the stagnation of offline distribution channels and the spread of online shopping. The biggest innovation strategy of the major convenience store brands in recent years are introducing the O2O (Online to Offline) platform and presenting new products and services beyond the boundaries of online and offline to transform themselves into Omni Channel stores. The study is designed to analyze the effect of innovativeness of convenience store as a stimulus in O2O platform which customers perceive on store loyalty, the final response to external stimuli, through customer engagement with convenience store brands. Specifically, the innovativeness of convenience stores was divided into types of core activities in corporate marketing and focused on innovations in services, products(proposals), promotions and experiences. Research design, data, and methodology: Various hypotheses have been developed to achieve this research purpose. The data were collected from 1,128 questionnaires the age between 15 and 60 who had experience using retail store apps and delivery apps and were analyzed using SPSS 22.0 and SmartPLS 3.3.7 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses were tested using structural equation modeling with SmartPLS 3.3.7 program. Results: First, service innovation has a positive effect on cognitive engagement. Second, product, promotion and experience innovation have a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: All four types of innovation and cognitive engagement have a positive effect on emotional engagement, which has a stronger effect on store loyalty than cognitive engagement. Thus, while innovation can build loyalty through emotional engagement, innovation strategies must be designed and pursued with caution in terms of impact through cognitive engagement may not achieve the planned goals.

• KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY
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• v.28 no.1
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• pp.31-38
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• 2022

Due to the increasing consumer demands for the safety, shelf life, and quality of food, the application and development of active packaging in the food and packaging industry have been improved. According to the standards and specifications of the Republic of Korea for utensils, containers, and packages, the function of active packaging is to remove or alleviate factors that degrade food quality. Although extensive reviews regarding the development and commercialization of active packaging have been conducted, the legal regulations and safety assessments concerning active packaging have rarely been examined. This review provides information regarding the definition, structure, components, operational mechanisms, and applications for active packaging that actively removes oxygen, moisture, carbon dioxide, and ethylene. Furthermore, the legal regulations and research results related to the development of test methods for safety assessments of active packaging are investigated.

• Knowledge Management Research
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• v.23 no.2
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• pp.253-276
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• 2022

Online reviews attract much attention because they play an essential role in consumer decision-making. Therefore, it is necessary to investigate the review attributes that affect the perceived helpfulness of consumers. However, most previous studies on the helpfulness of online reviews mainly focus on quantitative factors such as review volume and reviewer attributes. Recently, some studies have investigated the impact of review content and linguistic style matching on consumers' purchase decision-making. Those studies show that consumers consider additional review attributes when evaluating reviews in decision-making. To fill the research gap with existing literature, we investigated the impact of review content and linguistic style matching on review helpfulness. Moreover, this study investigated how the reviewers' expertise moderates the effect of the review content and linguistic style matching on the review helpfulness. The empirical results show that positive affective content has a negative effect on the review helpfulness. The negative affective content and linguistic style matching positively affect review helpfulness. Review expertise relieved the impact of negative affective content and linguistic style matching on review helpfulness. According to the mechanism confirmed in this study, online e-commerce companies can achieve corporate sales growth by identifying factors affecting review helpfulness and reflecting them in their marketing strategies.

• Research in Plant Disease
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• v.28 no.2
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• pp.61-68
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• 2022

Powdery mildew and two-spotted spider mite are detrimental to strawberry plants and are controlled with traditional pesticides. To accommodate consumer demand, eco-friendly methods of pest control are required. Strawberries were cultivated (in soil and in a hydroponic system) for two years, and ultraviolet B (UV-B) irradiation was used as an alternative pest control during the harvesting season. Three varieties were grown (Seolhyang, Kingsberry, and Durihyang), and four UV-B lamp/mulch (black, green, and light reflection sheet [LRS]) combinations were used during harvesting: UV-B+black or green mulch, UV-B+black or green+LRS, no UV-B+black or green, and no UV-B+black or green+LRS. In all varieties, powdery mildew was 65% more controlled when UV-B irradiation was used. The adult two-spotted spider mite density was lowest in the UV-B lamp+black or green+LRS treatments. Therefore, UV-B irradiation during the strawberry harvesting season could effectively control powdery mildew and two-spotted spider mite with little side effect on the plants.

• Journal of Nutrition and Health
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• v.55 no.4
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• pp.492-505
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• 2022

Purpose: This study was undertaken to examine the perception of Korean consumers regarding soybean meat. Using the Dietary Identify Questionnaire (DIQ), the data obtained were analyzed to identify various factors related to a plant-based diet. Methods: A consumer survey was conducted from June 1^st to 30^th, 2021, targeting 260 Korean consumers over the age of 20 years. Subjects were asked to answer six questions related to the perception of soybean meat. Of the 52 items present in the DIQ, 33 items were verified and reconstructed. All data were analyzed using the SPSS statistics (ver.25). Results: The subjects were divided into two groups, 'passive consuming group' and 'active consuming group', based on their perception of soybean meat. Demographic analysis according to the perception of soybean meat showed significant differences in age, marital status, academic background, and family members. The DIQ was categorized into 7 types: prosocial motivation, out-group regard, centrality, public regard, personal motivation, strictness, and private regard. Comparing by perception about soybean meat, significant differences were obtained between both groups for 'prosocial motivation (p < 0.01)', 'centrality (p < 0.01)', 'private norm (p < 0.05)', and 'personal motivation (p < 0.001)'. The 'passive consuming group' showed relatively low scores in all 4 factors. Conclusion: In the future, the results of this study can be applied to define the meaning of vegan in Korea. We believe our results will provide basic marketing data for the plant-based meat market. This will help expand the soybean meat market for a sustainable life for consumers, which is based on various needs such as health and the environment.

• Journal of Internet Computing and Services
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• v.24 no.1
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• pp.71-86
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• 2023

The purpose of this exploratory study is to compare the differences in public perceptual characteristics of Korean and Chinese societies regarding the metaverse using big data analysis. Due to the environmental impact of the COVID-19 pandemic, technological progress, and the expansion of new consumer bases such as generation Z and Alpha, the world's interest in the metaverse is drawing attention, and related academic studies have been also in full swing from 2021. In particular, Korea and China have emerged as major leading countries in the metaverse industry. It is a timely research question to discover the difference in social awareness using big data accumulated in both countries at a time when the amount of mentions on the metaverse has skyrocketed. The analysis technique identifies the importance of key words by analyzing word frequency, N-gram, and TF-IDF of clean data through text mining analysis, and analyzes the density and centrality of semantic networks to determine the strength of connection between words and their semantic relevance. Python 3.9 Anaconda data science platform 3 and Textom 6 versions were used, and UCINET 6.759 analysis and visualization were performed for semantic network analysis and structural CONCOR analysis. As a result, four blocks, each of which are similar word groups, were driven. These blocks represent different perspectives that reflect the types of social perceptions of the metaverse in both countries. Studies on the metaverse are increasing, but studies on comparative research approaches between countries from a cross-cultural aspect have not yet been conducted. At this point, as a preceding study, this study will be able to provide theoretical grounds and meaningful insights to future studies.

• Journal of Mushroom
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• v.21 no.3
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• pp.88-92
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• 2023

In this review, we examine the latest technological developments in the utilization of truffles, a gourmet ingredient reputed to be one of the "world's three greatest delicacies," considering changing global consumption trends. Global demand for truffles is expected to increase steadily, with an average annual growth rate of 8.9% from 2023 to 2030. As truffles are expensive, the demand for truffles is expected to be concentrated in developed countries such as the United States, European countries, and Japan. In Korea, truffles are utilized in various industries, including food, functional foods, and cosmetics. Korean consumer demand for truffles has consistently remained high since 2019, and truffle products have been performing well in the market. Consequently, there exists substantial potential demand for newly developed truffle-related products and technologies. This review aims to provide objective research information through the systematic analysis of patent applications in Korea and internationally, focusing on technologies involving truffles, and can aid in setting directions for research and development.