• Culinary science and hospitality research
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• v.23 no.3
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• pp.137-146
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• 2017

This study was conducted to examine the sensory quality characteristics of Hobakjook (pumpkin porridge) samples prepared with 0%, 4%, 8%, 12%, 16% of waxy rice powder and non-waxy rice powder. The moisture content and spreadability decreased with the addition of waxy and non-waxy rice powder, while total soluble solid and viscosity increased with the addition of rice powder (p<0.001). The lightness (L-values) of Hobakjook significantly increased with the addition of both rice powder, but the yellowness (b-values) decreased. In the attribute difference test of sensory evaluation, yellowness, gloss, pumpkin flavor, sourness, smoothness and intensity of after-taste were amount-dependently decreased with the addition of both rice powders. However, sweetness, savory flavor, astringency, gelatinized rice flavor, and viscosity significantly increased as the amount of rice powder increased. The rankings of overall acceptance by consumers were 12% > 16% > 8% > CON (0%) & 4% for Hobakjook samples with waxy rice powder, while 8% & 12% > 16% > CON(0%) & 4% for Hobakjook samples with non-waxy rice powder. However, there was no significant preference between waxy rice powder and non-waxy rice powder.

• Journal of Distribution Science
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• v.11 no.11
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• pp.41-47
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• 2013

Purpose -This paper aims to understand how easy and convenient it is for consumers to use mobile services. A mobile service combines hardware and software with information technology. To specifically meet the needs of users of mobile applications, the context of usability was identified in consumer mobile services. Research Design, Data, and Methodology - For usability measurement and evaluation, appliances and software were the main target: this applied to an expanding range, such as a Personal Digital Assistant (PDA), mobile phones, and wired and wireless integrated services. This study extended the Technology Acceptance Model (TAM) by examining the roles of two characteristics of mobile applications'usage: usability and usefulness. Results - The study tested the research model using a structural equation modeling (SEM) technique. Results showed no significant differences between the two models. Usability comprised learnability, efficiency, memorability, errors, and satisfaction: the motivation for using a mobile application was understood as being the usefulness and easy-of-use of the mobile application. This empirical study validated the proposed research model and hypotheses, and found that the hypotheses could be supported. Finally, the phenomena derived from the causal relationships in usability were identified, and their implications considered.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.2
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• pp.205-212
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• 2020

The article aims to identify the main factors affecting customers' decision to use mobile banking service in Vietnam, a case study in Thanh Hoa province. Based on theoretical frameworks of the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), the study has been conducted with 370 questionnaires to consumers who have not yet used and are currently using mobile banking in Thanh Hoa province. The research results indicates that several factors have been evaluated to be more important than others, of which, the social influence is the strongest, the second is the compatibility and some others factors such as perceived ease of use, perceived trust, etc., all affecting the intention to use mobile banking in Thanh Hoa. Based on these important results, the article propose a number of recommendations: (i) Exploiting the advantages of social influence on the increase of intention to use; (ii) Increasing compatibility and minimizing costs for customers when they use Mobile Banking; (iii) Developing a strategy to increase the users' perceived ease of using banking services; (iv) Issuing a policy on increasing the security of Mobile Banking system to meet customers' needs; and (v) Developing an individual customer management system to improve service quality.

• Preventive Nutrition and Food Science
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• v.18 no.4
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• pp.287-291
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• 2013

Physicochemical properties and consumer perception of white pan bread as influenced by the addition of Ecklonia cava powder (ECP) were investigated. Freeze-dried Ecklonia cava were ground, sieved through a laboratory sieve and a fraction with particles less than $250{\mu}m$ was used. Amount of ECP added (0~3%) to the bread was found to affect the bread quality significantly (P<0.05). pH, bread height, and volume of the control was significantly higher than others (P<0.05) and decreased significantly (P<0.05) with the addition of ECP. Moisture content showed no significant differences (P>0.05). There were distinctive color changes with the addition of the powder: $L^*$- and $a^*$-values decreased but $b^*$-value increased significantly (P<0.05). The hardness of bread was found to increase but both cohesiveness and springiness showed a reverse trend with the addition of the powder. Consumer acceptance test indicated that ECP content 1% on wheat flour could be the recommended supplementation level for the consumers without sacrificing sensory quality.

• Journal of Information Technology Services
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• v.10 no.1
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• pp.1-20
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• 2011

The market structure and consumer characteristics are changing dynamically according to internet shopping industry developing based on Web 2.0. But, there is absent typical online service after 'Cyworld.' The social shopping sites based on social networking reflect to present phenomenon that collective intellect, information sharing, participate in making information. The social shopping sites are not limited in particular shopping sites but include all of sites in online. So, consumers can copy various products and display on their own blog provided from social shopping sites and make some purchase reviews and any comments about products can lead transactions among social shopping sites. So, it might be a one of meta-shopping mall like 'Naver.' As the social shopping sites are new form, we just applied to TAM theory to figure out acceptance factors using SEM. The perceived enjoyment affect to usefulness, ease of use and using intension. The perceived ease of use also affect to usefulness and the usefulness affect to using intension positively. But the perceived ease of use was for nothing in using intension. Finally, we provided managerial implications to activate domestic online shopping industry and theoritical meaning using extended TAM.

• The Korean Journal of Food & Health Convergence
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• v.4 no.3
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• pp.12-21
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• 2018

This research was conducted at agric physical lab, Department of Animal science, Faculty of Agriculture to determines the effects of marinating spent layer meat with basil leaf paste on drip loss and sensory attributes under different post mortem conditions. In the light of this, the poultry industry is obliged to continuously grow for a steady supply of quality poultry meat. Marinating the spent layer hen's meat with fresh basil leaves (Ocimum basilicum) in addition to subjecting the meat to 0, 6, 12, and at 24 hours post mortem aging before cooking increased it's organoleptic attributes which was readily acceptable to consumers. Marination of meat with herbs or spices like basil leaves paste had enhanced consumer's preference for taste, texture aroma, colour and overall acceptance. Marination improved consumer acceptance of spent layer meat irrespective of parts and post mortem aging. However, the majority of the respondents preferred meat marinated and subjected to 12 hours of post mortem aging. It is recommended that more quantity of marinate should be added further studies should in order to determine more effect of fresh basil leaves rough paste. And more hours of postmortem aging should be increased in order to determine more effect of fresh basil leaves rough paste marinate.

• Nutrition Research and Practice
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• v.15 no.1
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• pp.122-135
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• 2021

BACKGROUND/OBJECTIVES: The purpose of this study was to measure consumer acceptance of edible insect foods (EIFs) while applying the extended theory of planned behavior (ETPB). Insects as food have attracted interest as potential possible sources of nutrition for the future. This study investigated consumers' perception toward insect food and future purchase behaviors. SUBJECTS/METHODS: A survey was conducted among citizens of Korea. About two thirds of respondents had tried an EIF previously, and the mean value for food neophobia was 3.1 on a 5-point Likert scale. Respondents were divided into 2 groups of those experienced with EIFs and those not and by level of food neophobia. An independent t-test, multiple regression and descriptive analyses were conducted on the data. RESULTS: The primary reason for not eating EIFs was that their insect form induced disgust. Comparisons of ETPB attributes by experience with EIFs showed significant differences between groups for food neophobia, subjective norm, attitude, and behavioral intention. In addition, significant differences were found for subjective norm, perceived behavioral control, attitude, and behavioral intention between 2 neophobia groups. Finally, the results of measuring the relationships between ETPB attributes and behavioral intention showed only subjective norm and attitude affected behavioral intention. CONCLUSIONS: These results suggest that enhanced subjective norms producing a publicly accepted EIFs environment would help encourage the purchase of EIFs. The results of this study can help the development of EIF products for future food markets.

• Journal of Distribution Science
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• v.21 no.2
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• pp.119-129
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• 2023

Purpose: This study intended to examine the effects of the characteristics of platforms for purchasing airline tickets on perceived ease of use, usefulness, and e-loyalty, applying the technology acceptance model. Research design, data and methodology: A research model was established based on previous studies, and data were collected from consumers with experience in the airline ticket purchasing platform. 175 valid samples were used and analyzed using SEM. Results: Characteristics of the ticket purchase platform were classified into sub-factors of accessibility, functionality and information reliability through theoretical consideration. The established hypotheses for the research were partially accepted. Conclusions: First, functionality and information reliability were found to have significant positive effects on perceived ease of use, while accessibility did not have such effect. Second, accessibility did not affect the perceived usefulness, and both functionality and information reliability had a significant positive effect on perceived usefulness. Third, it was found that the perceived ease of use had a positive effect on perceived usefulness. Finally, it was found that perceived ease of use did not affect e-loyalty of the ticket purchasing platform, only perceived usefulness affected e-loyalty. This study had important academic and practical implications in the context of air ticket distribution.

• Journal of Korean Society for Quality Management
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• v.52 no.1
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• pp.115-133
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• 2024

Purpose: The purpose of research is to explore the factors influencing the intention to adopt altcoin investments, based on the Unified Theory of Acceptance and Use of Technology. Through this, it seeks to elucidate the key factors impacting altcoin investment adoption, and provide a comprehensive understanding of the crypto-currency market and investor behavior. Methods: This study analyzed factors affecting altcoin investment intentions using frequency and descriptive analyses, and verified socio-demographic differences with t-tests and ANOVA. Exploratory factor and correlation analyses were conducted for research tool validity and relationship assessment among variables. Hypotheses were tested through regression analysis, integrating control, independent, and moderating variables, along with interaction terms, to establish the model and examine moderating effects. Results: As a result, it is revealed that higher age and experience in crypto-currency investment are associated with intention to invest. Among the independent variables, performance expectancy, social influence, facilitating conditions, and personal innovativeness have positive effects to investment intention to invest, while effort expectancy had a negative effect. The moderating variable, perceived risk, also negatively affected the intention to invest. Notably, significant moderating effects of perceived risk were observed in the relationships between investment intention and both performance expectancy and personal innovativeness. Conclusion: This study provides empirical verification into consumers' intentions to invest in altcoins, offering insights into investors' behavior and decision-making processes based on a practical understanding of altcoin investment acceptance.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.18 no.2
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• pp.35-52
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• 2023

Recently, as the non-face-to-face environment has developed due to COVID-19 and environmental pollution, the importance of online digital healthcare is increasing, and venture start-ups and activities such as health care, telemedicine, and digital treatments are also actively underway. This study conducted the impact on the acceptability of digital healthcare smartwatches with an integrated approach of the expanded integrated technology acceptance model (UTAUT2) and the behavioral inference model (BRT). The most advanced integrated technology acceptance model for innovative technology acceptance research was used to identify major factors such as utility expectations, social effects, convenience, price barriers, lack of alternatives, and behavioral intentions. For the study, about 410 responses from ordinary people in their teens to 60s across the country were collected, and based on this, the hypothesis was verified using structural equations after testing reliability and validity of the data. SPSS 23 and AMOS 23 were used for research analysis. Studies have shown that personal innovation has a significant impact on the reasons for acceptance (use value, social impact, convenience of use), attitude, and non-use (price barriers, lack of alternatives, and barriers to use). These results are the same as the results of previous studies that confirmed the influence of the main value of innovative ICT on user acceptance intention. In addition, the reason for acceptance had a significant effect on attitude, but the effect of the reason for non-acceptance was not significant. It can be analyzed that consumers are interested in new ICT products and new services, but purchase them more carefully and selectively. This study has evolved from the acceptance analysis of general-purpose consumer innovation technology to the acceptance analysis of consumer value in smartwatch digital healthcare, which is a new and important area in the future. Industrially, it can contribute to the product's purchase and marketing. It is hoped that this study will contribute to increasing research in the digital healthcare sector, which will play an important role in our lives in the future, and that it will develop into in-depth factors that are more suitable for consumer value through integrated approach models and integrated analysis of consumer acceptance and non-acceptance.