• The Journal of the Korea Contents Association
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• v.10 no.2
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• pp.165-175
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• 2010

This paper claims the argument that the taste of own is not the intrinsic value but is determined by the environment or habitus, based on Bourdieu's theory. This concept of taste leads up to a natural stream of imitation and alignment. We conclude that the stream is the fashion which be justified by the major agreement. But the nature of fashion exists in hegemony and determines a sense of kinship or a point of difference. In this regard, popular cultures as a window circulated fashion have a negative consequence that can be method of discriminating the minority and justifying vested rights. Accordingly, we have to become wary of the strategy of control using fashion and popular cultures, and need to recognize the prior paradigm about fashion. In the process, we can expect that fandom or counter cultures based on digital high technology constitute subjectivity and dynamics of popular by interaction between the objects.

• The Journal of Industrial Distribution & Business
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• v.10 no.6
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• pp.39-50
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• 2019

Purpose - Since the local liquor industry uses the agricultural products produced in the region as the main raw material, cultivation of the industry can be a way to expand the demand for domestic agricultural products and can contribute to the income increase of the farmers. In addition, the local liquor industry can be developed into a region-specific industry differentiated from other regions by linking with the region's tourism resources. Therefore, in order to achieve various derivative effects through promotion of the local liquor industry, it is necessary to precisely understand the factors related to the purchase and consumption of local liquor which then will lead to an increase in consumption. This study analyzes the current status and problems of local liquor industries and examines the determinants of consumers' purchasing decisions of regional specialties through questionnaires. We will then propose a strategy to promote consumption of locally produced alcoholic beverages. Research design, data, and methodology - An online Domestic Consumer Survey was conducted to identify the actual purchases and uses of local liquors for 500 consumers nationwide. Based on the questionnaire results, the analysis uses an ordered probit model. Results - As a result of analyzing the effect of consumer characteristics on the purchase of local liquors, it was found that the average cost of drinking, income, local specialty, brewery experience, and health concerns have a significant effect on gender, drinking frequency. All the variables except the participation in the training of the special provincial manufacturing method were found to be statistically significant. The statistical significance was at a 1% significance level for the remaining factors excluding the bottle design. This shows that the higher taste, quality, price, and harmony with food, the higher the probability of purchasing local liquors. Conclusions - In the analysis of factors influencing the purchase intention of local liquors, it was found that factors such as taste, quality, price, and harmony with food had a significant effect. Given the diversity of purchasing factors, the importance of diversification strategies is emphasized again. In particular, it will be important to secure wide publicity for local liquors through various PR strategies.

• Culinary science and hospitality research
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• v.18 no.3
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• pp.90-107
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• 2012

This research has been conducted to discover the consumer's behavior in the purchase and consumption of korean alcoholic beverages. The intent of these works are to contribute to the growth of the traditional alcoholic beverages markets by giving necessary data for the marketing strategies and the development of favorite beverage to meet the consumer's tastes. The surveys have been conducted against a group of people ranging from their 20's to 60's randomly picked from seoul. The duration of the surveys was from August 1st to September 30th, 2010. We also examined the relationship between the selection attributes of traditional liquor and purchase satisfaction by consumer's life-styles. SPSS 18.0 statistical package was used to process data. Frequency analysis, factor analysis, a reliability test, K-means cluster analysis, one-way ANOVA and multiple regression were executed. As a result, through factor analysis and cluster analysis, authors identified 6 factors in the selection attributes of traditional liquor(characteristics, taste & fragrance, popularity, design, harmony, interest), 4 consumer groups(expert, fan, beginner, indifference), 4 consuming lifestyles(social oriented consuming style, maniac consuming style, pursuit of knowledge consuming style, outsider consuming style). Among the selection attributes of traditional liquor, taste & fragrance and popularity had effects on purchase satisfaction.

• Journal of Korean Society of Water and Wastewater
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• v.37 no.6
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• pp.425-435
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• 2023

Organoleptic parameters such as color, odor, and flavor influence consumer perception of drinking water quality. This study aims to evaluate the taste of the selected bottled and tap water samples using an electronic tongue (E-tongue) instead of a sensory test. Bottled and tap water's mineral components are related to the overall preference for water taste. Contrary to the sensory test, the potentiometric E-tongue method presented in this study distinguishes taste by measuring the mineral components in water, and the data obtained can be statistically analyzed. Eleven bottled water products from various brands and one tap water from I city in Korea were evaluated. The E-tongue data were statistically analyzed using multivariate statistical tools such as hierarchical clustering analysis (HCA), principal component analysis (PCA), and partial least squares discriminant analysis (PLS-DA). The results show that the E-tongue method can clearly distinguish taste discrimination in drinking water differing in water quality based on the ion-related water quality parameters. The water quality parameters that affect taste discrimination were found to be total dissolved solids (TDS), sodium (Na+), calcium (Ca²⁺), magnesium (Mg²⁺), sulfate (SO₄^2-), chloride (Cl^-), potassium (K⁺) and pH. The distance calculation of HCA was used to quantify the differences between 12 different types of drinking water. The proposed E-tongue method is a practical tool to quantitatively evaluate the differences between samples in water quality items related to the ionic components. It can be helpful in quality control of drinking water.

• The Korean Journal of Food And Nutrition
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• v.30 no.3
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• pp.560-567
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• 2017

In this study, we investigated the quality characteristics and optimum conditions of porridge containing rice incubated with Phellinus linteus mycelium (PLMR). Composition measurements of PLMR were moisture 13.05%, ash 0.88%, carbohydrate 78.65%, crude protein 6.29%, and crude lipid 1.13%, also glutinous rice composition was moisture 13.99%, ash 0.32%, carbohydrate 77.18%, crude protein 7.85%, and crude lipid 0.66%. The water absorption rate of PLMR increased with increasing soaking time during 6 hours. However, the water absorption rate of glutinous rice increased until 30 minutes of soaking time. The pH of porridge was decreased as PLMR contents increased. The viscosity of porridge was increased as PLMR contents increased, and it was the lowest for the control at 914.77 cP. However, spreadability of porridge was decreased as PLMR contents increased. In terms of color, lightness was the highest for the 50% level, redness was the highest for the 75% level, and yellowness was the highest for the 25% level. In terms of textural characteristics, hardness and fracturability were increased as PLMR contents increased, whereas springiness, cohesiveness and resilience showed reverse results. In terms of consumer acceptance, flavor, appearance, viscosity, delicate taste, and overall acceptability were not significantly different between samples. Hot taste was decreased as PLMR contents increased, whereas grittiness showed reverse results. In conclusion, the results indicate that adding 25~50% PLMR to porridge is optimal for a recipe.

• Journal of the East Asian Society of Dietary Life
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• v.19 no.1
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• pp.78-88
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• 2009

The mechanical characteristics (texture and color) and consumer preference of Doraji Yanggengs using different pre-treatments and added levels of Doraji were presently evaluated. Three kinds of Doraji Yanggengs were made with differing amounts of Doraji powder (DPY; 30, 50, or 70 g), ground raw Doraji (GRDY; 100, 200, or 300 g), and Doraji juice (DJY; 100, 200, or 300 g). Texture characteristics (hardness, adhesiveness, springiness, chewiness, gumminess, cohesiveness) and color values (lightness, redness, yellowness) were measured three times in three experiments conducted with each formulation. Preference was measured with a nine-point hedonic scale for Yanggengs once every three experiments. Consumer preference was measured with color, flavor, taste, appearance, texture, and overall acceptability. Significant differences according to the amount of Doraji powder were evident with DPY for hardness (p<0.001), adhesiveness (p<0.05), and cohesiveness (p<0.001). Hardness (p<0.001), adhesiveness (p<0.001), chewiness (p<0.01), and gumminess (p<0.01) of 100 g GRDY displayed higher scores than 200 g and 300 g GRDY, but displayed significantly lower scores in cohesiveness (p<0.01). Hardness (p<0.001), adhesiveness (p<0.001), chewiness (p<0.001), gumminess (p<0.01), and cohesiveness (p<0.05) of DJY showed significant differences according to amount of Doraji juice. The highest score in a preference test among DPYs was evident for 30 g DPY. There were no significant differences in preference among GRDYs and DJYs. Color, flavor, taste, appearance, texture, and overall acceptability were significantly (p<0.01) correlated in all Yanggengs. DJY was preferred more than DPY and GRDY. Women in their forties and fifties preferred Yanggeng more when compared to women in their twenties and thirties.

• Journal of the Korean Society of Costume
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• v.51 no.7
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• pp.49-62
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• 2001

The purposes of this study were to find out the catalogue and online-order apparel shoppers' impulsive purchase orientation and impulsive purchase stimuli. Self-administered questionnaires were distributed to women over than 20 years, and collected from middle to the end of November in 2000. Frequencies, percentages, and mean were calculated. One-way ANOVA, chi-square test, factor analysis, and cluster analysis were used, and Duncan's Multiple Range test was followed. 1. Factors of impulsive purchase orientation were relax from negative moods, design property, inducement from neighbors, taste congruence, price property of apparel, positive moods, and loose-control, and were segmented into the low impulsive purchaser, the reasonable purchaser, the fulfilled with positive moods, and the high impulsive purchaser. The factors of impulsive purchase stimuli were apparel property, consumer service, sales promotion on the point of sales, and low price. 2. The low impulsive Purchaser was affected little by impulsive purchase stimuli, spent a little money on apparel, and the married with high education level were the most. The reasonable purchaser was affected by sales promotion on the point of sales or low price, spent a little money on apparel, and students or house-wives were the most The fulfilled with positive moods was affected by low price, and students or career women with high education level were the most, but spent less money on apparel. The high impulsive purchaser was affected by various impulsive purchase stimuli, the young unmarried with high education level were the most, and spent more money on apparel. 3. The younger, the unmarried, students or career women, and shoppers with higher income or apparel expenditure showed a higher impulsive purchase tendency for relax from negative mood, design property, for inducement from neighbor, taste congruence, and positive moods. 4. The older, the married, house wives, and shoppers with higher apparel expenditure were stimulated by apparel property or consumer services.

• Culinary science and hospitality research
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• v.17 no.5
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• pp.30-41
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• 2011

This study investigates coffee consumers' perceptions of coffee shops, using the Importance-Performance Analysis and the Fishbein Attitude Model approach. A survey was carried out in coffee shops(2010, 12/6~12/20), and 175 out of 200 copies of questionnaire were returned from the coffee shops. After excluding 27 unusable cases which had an unacceptable level of missing data, 148 cases were used for analysis. The IPA showed that an attractive facade, toilet cleanliness, coffee freshness, coffee taste were included in the area of maintaining good results while coffee price was in the area of concentrating efforts, which coffee shop managers should improve. Also, the analysis using the Fishbein attitude model showed that coffee taste, an attractive facade, toilet cleanliness, and coffee freshness were in order of importance, and Starbucks, Angelinus, Caffebene, and Pascucci are in order of brand preference. Although this study has some limitations(such as self-report, common method bias), it shows significant implications to coffee shop managers.

• Journal of the Korean Society of Food Culture
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• v.19 no.2
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• pp.239-249
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• 2004

To develope a sauce using Gochujang which can give foreigners good overall acceptance such as good flavor, taste, color, viscosity and versatility to many foods, we studied on the rheological properties and color control, recipes with spices, herbs, syrup, salt and flavor ingredients and sensory evaluation by Chinese, American and Japanese including Korean. From the survey, the Americans suggested that the proper fellow food of Gochujang sauce be fried chicken, barbecue, hamburger and pina, and hoped to reflect red color, low viscosity, hot taste, low sweetness, salty and sourness and diet effect. The Chinese suggest pork and fried food as a fellow with Gochujang sauce and showed similar opinion in the sensory attributes like the Americans except sweetness. When 5% of starch and xanthan gum was added to sauce, respectively, the yield stress of Gochujang sauce showed 33.21 Pa similar to tomato ketchup. In fluidity measured by voistic flow meter, Gochujang sauce showed 6.2 cm/30sec more or less faster than tomato ketchup which showed 4.7 cm/30sec. Gochujang sauce tended to show strong red color and lightness as pH decreased. The pH adjustant and Paprica oleoresin(2%) improved a value to 12.11 and L value to 24.24 similar to tomato kechup(a:12.42, L:25.48). The 1st gochujang sauce product show 4.50 to 5.75 pots in the overall acceptance in the consumer test including foreigners and koreans. However, the 2nd Gochujang sauce product showed 5.90 points and 6.30 points in the pina and fried chicken, respectively, in the same consumer test. Therefore, we propose that Gochujang can be used for developing sauce products which is most acceptable for various foreigners.

• Journal of the Korean Society of Food Science and Nutrition
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• v.42 no.3
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• pp.478-486
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• 2013

The purpose of this study was to analyze consumer consumption and product concept demands of Korean rice-wine. An online survey, conducted from April 28, 2010 to May 6 2010, targeted 200 consumers in Seoul and the Gyeonggi-do area. More than half of the respondents (51.3%) drank rice-wine because of the taste. The common reasons for dissatisfaction with rice-wine were hangovers (35.7%) and taste (16.9%). From analyzing rice-wine preferences, the most preferred ingredient was rice (57.8%), while the most preferred aroma and taste was derived from the fruit (48.7% and 58.4%, respectively). The most common methods consumers observed for promoting rice-wine consumption were the "development and management of rice-wine brands" (59.7%), and "continuous promotion" (44.8%). The most important attributes of a rice-wine product included its taste (4.60), followed by its quality (4.41) using 5-point Likert scale. An importance-performance analysis (IPA) was performed for the 17 attributes of rice-wine and identified targets for product management strategies, including the "usage of domestic ingredients", "ease of purchase", clarity of "product information", and "external image". Therefore, developing solid concepts in marketing strategy are required and may be achieved by understanding the consumer preferences and demands of rice-wine.