• Journal of the Korean Operations Research and Management Science Society
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• v.42 no.3
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• pp.51-69
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• 2017

TVarious studies in different industries have proven the effectiveness of nanotechnology, which is considered as a representative technology that makes lives faster and more convenient and economical. However, as nanomaterials are tiny, consumers are concerned on whether they can do any physical harm. Therefore, based on the perceived usefulness and ease of use from the generally used Technology Acceptance Model (TAM), this study added additional variables including perceived risk. Moreover, this study introduced three kinds of trust (institution, people, and technology trust) as moderating variables, which can reduce the negative effect of perceived risk. Based on the analysis using the Structural Equation Model, we determined that perceived usefulness and ease of use positively influenced the intention to adopt nanotechnology products. Thus, when consumers regarded nanotechnology products as efficient and convenient, they showed increased intention to adopt the technology. Furthermore, perceived risk negatively affected the intention to adopt nanotechnology products, that is, when customers' perceived risk increased, the adoption intention of nanotechnology product decreases because of the potential risk from nanotechnology. On the one hand, the negative effect of perceived risk on adoption intention decreased when trust in nanotechnology washigh and when consumers highlytrust experts or administrators. On the other hand, trust in government, public institutions, and companies which produce nanotechnology products showed no significant moderating effect. This study is meaningful as it generalized TAM by applying the model to new nanotechnology products and extended existing studies by the addition of perceived risk and various trust factors to the model.

• Journal of the Korean Society of Food Culture
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• v.24 no.6
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• pp.805-812
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• 2009

The consumer acceptance of food is not only affected by the sensory characteristics of food but also by the non-food factors, including food experience, consumption frequency, and food attitudes. Therefore, food attitude scales such as the food neophobic scale, VARSEEK scale, Dutch restrained eating scale, health taste attitude scale, etc. have been developed and effectively used to predict consumer liking and behaviors. Since the globalization of Korean food is currently one of the hottest topics in the Korean food industry, the aim of this study was to identify the tastes and flavors that may represent Korean cuisine. Additionally, an attitudinal scale for Korean taste and flavors was developed, which can then be utilized to predict a consumer's liking of Korean food. In the first stage of the experiment, the representative taste and flavors of Korean cuisine was surveyed by a Korean culinary expert group (n=23) and general consumers (n=62). As a result of these surveys, 4 types of flavors, hot pepper flavor, 'goso' flavor, garlic flavor, and fermented flavor were shown to be the most representative flavors of Korean cuisine. Based on these results, the second stage of the experiment was carried out to develop an attitudinal scale for Korean style flavors. Eleven to 17 questionnaires were developed for each of the 4 types of flavors. The survey consisted of a total of 53 questionnaires and 154 female consumers and 158 male consumers participated in the survey. The data was analyzed by factor analysis. For each type of flavor, the final attitudinal questionnaires were selected based on the following criteria: 1. high absolute factor loading value, 2. carrying clear meaning of the corresponding flavor attitude, and 3. delivering the meaning sufficiently when translated into other language. The final Korean style flavor attitude scale consisted of 7 hot pepper flavor, 6 'goso' flavor, 6 garlic flavor, and 7 fermented flavor questionnaires. In the next step of this study, experiments will be carried out to validate the Korean style flavor attitude scale.

• Journal of the Korean Operations Research and Management Science Society
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• v.38 no.2
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• pp.117-139
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• 2013

Due to the recent development of SNS(Social Network Service) which is represented by Twitter and Facebook, social commerce market which combines on-line shopping mall and SNS is expanding. With increasing speed of its market, this study is to focus on detecting the crucial variables promoting the use intention, which results in the sustainable competitive advantage in social commerce market. This research empirically analyzed the use intention of social commerce. Also, this study explores the moderating effects of gender in explaining intention to use social commerce. A technology acceptance model is applied for pinpointing the antecedents of intention to use social commerce and for revealing cross-gender differences. The results from a survey of 452 participants reveal that the effects of perceived risk, perceived usefulness, ease for use and subjective norm on intentions to use social commerce differ across gender. Findings imply that the risk-free quality and portrayal of in-group or out-group situations of social commerce need to be communicated to female consumers, along with the social norms of using social commerce. When targeting male consumers, the technological features illustrating the usefulness of social commerce should be focused. This study will provide diverse implications companies providing social commerce services.

• Journal of the Korean housing association
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• v.16 no.6
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• pp.139-147
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• 2005

The purpose of this study was to determine the factors which affect older people's innovativeness toward technologies and factors which affect their demand of home automation system. The study collected data from 289 persons who are 50 years and older with experience living in an apartment currently or past. Innovativeness toward technologies of respondents were low level and the significant factors which affected their innovativeness were age, education, employment, marital status, current housing types, health status of self and spouse, consideration of home automation system for a newly-moved house. Education, employment types, consideration of home automation system for a newly-moved house, and plan for moving were the major factors which affect demand of home automation system. Also, older people's innovativeness toward technologies was the most important factor which affected demand of home automation system. Th results of this study explained that high technologies which are adopted in residential environment should be considered target consumers' abilities and attitudes for acceptance toward new ideas. Especially, for older consumers, various ideas to expand their understanding of new technologies should be developed and the positive effect of technologies to increase the quality of their later life should be educated.

• Journal of the Korean Society of Food Culture
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• v.35 no.5
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• pp.450-458
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• 2020

This study examined the optimal temperature and time conditions to maintain high quality Dongchimi during the fermentation and storage period. Dongchimi was fermented at low (5℃), medium (10 and 15℃), and high (20℃) temperatures until the acidity reached 0.2, 0.3, and 0.4%. respectively. From the consumer's preference test enrolling five consumers, Dongchimi fermented at 15℃ until an acidity of 0.3% (for approximately six days) was evaluated to be the optimal status because of its high score of overall acceptance, taste, and odor of consumers. To determine the optimal storage temperature of fermentation, Dongchimi was stored at three different temperatures (-1, 2, 5℃) for four weeks after fermenting at 15℃ for six days. During the storage period, most of the physicochemical properties (pH, acidity, reducing sugar content, and organic acid) and microbiological properties changed significantly in the 2 and 5℃ groups, resulting in a significant change in descriptive sensory analysis of Dongchimi. These results indicate that fermentation at 15℃ and storage at -1℃ for Dongchimi enables it to maintain the best quality for a long time.

• The Korean Journal of Food And Nutrition
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• v.29 no.4
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• pp.449-455
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• 2016

We developed a type of sausage made of chicken breast and liquid egg whites for consumers interested in weight management. To determine the quality of the product, its chemical characteristics, fatty acid composition, free amino acid contents, and nucleotides contents were evaluated during 4 weeks of storage. Sensory evaluation was conducted by both general consumers and body-builders. The sausage was proposed as a fat-free product as fat content was 0.12% based on the Korean Indication Standard of Animal Origin Food. Protein content was 13.42% and calorie value was 61.50 kcal/100 g of the sausage. In sensory evaluation, the mixture of chicken breast and egg whites stuffed into the same casing had an adverse effect on taste, color, texture and overall acceptance while the product that contained egg white stuffed separately into the outer casing enclosing the chicken breast (double layer) improved these attributes. The developed double-layer sausage can last for at least 4 weeks of storage without quality deterioration of flavor-related compounds, such as fatty acids and nucleotides.

• The Research Journal of the Costume Culture
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• v.25 no.6
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• pp.928-942
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• 2017

Social media has become an integral part of consumers' daily lives. Individuals connect with one another on social networking sites to like, share, and post information and experiences. As social media become popular among millennials, a growing number of fashion retailers use social media networks in the context of online commerce transactions. Accordingly, an increased number of fashion retailers has been using social media as an advertising tool and a retail channel. Despite the popularity of social media among millennials, empirical findings are limited to reveal factors associated with young consumers' intentions to use social commerce in fashion shopping. This study sought to examine factors affecting millennials' intentions to use social commerce in fashion shopping by adopting the technology acceptance model. A total of 524 college students completed an online survey in the U.S. The results of structural equation model confirmed that perceived ease of use, usefulness, and enjoyment had a positive impact on millennials' attitudes and intentions toward fashion shopping in social commerce. While both perceived ease of use and usefulness positively influenced enjoyment, usefulness had a stronger impact than ease of use. Compared to usefulness, enjoyment had much stronger impact on attitudes. Further structural model analysis revealed a direct, positive influence of perceived usefulness of social commerce on perceived enjoyment of social commerce, which has not been explored in prior studies. These findings provide theoretical and managerial implications.

• Journal of Fashion Business
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• v.23 no.6
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• pp.49-63
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• 2019

The purpose of this study was to determine the satisfaction, trust and word-of-mouth intention of online information according to the type of information search by female cosmetics consumers in their 20's to 40's. For this study, online and offline surveys were conducted by 307 people. Factor, correlation, and multiple regression analysis were used to analyze the data. The main results are summarized as follows. First, the cosmetic consumer's information search types were identified as active, playful, and economic information search types. Second, the results of examinations on the effect of consumer information search types on satisfaction, reliability, and word-of-mouth intention of the online information searches showed that the active information search type had a positive effect on satisfaction, reliability, and word-of-mouth intention. The economic information search type had a positive effect on satisfaction. The active information search type was confirmed to have high satisfaction, reliability, and word-of-mouth intention for the provided information and thus, the acceptance of the provided information was high. The playful information search type was divided into continuous, habitual, and independent information search and a tendency to assign a low value to consumer information was confirmed. The economic information search type showed high satisfaction with the information obtained by searching, but also a passive attitude toward trust or word-of-mouth intention and was categorized as a passive search type. Online information search is a communication channel with a great influence that can provide various benefits to cosmetic consumers.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2005.11a
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• pp.67-72
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• 2005

The purpose of this study was to determine the factors which affect older people's innovativeness toward technologies and factors which affect their demand of home automation system. The study collected data from 289 persons who are 50 years and older with experience living in an apartment currently or past. Innovativeness toward technologies of respondents were low level and the significant factors which affect their innovativeness were age, education, employment, marital status, current housing types, health status of self and spouse, consideration of home automation system for a newly-moved house. Education, employment types, consideration of home automation system for a newly-moved house, and plan for moving were the major factors which affect demand of home automation system. Also, older people's innovativeness toward technologies was the most important factors which affect demand of home automation system. Th results of this study explained that high technologies which are adopted in residential environment should be considered target consumers' abilities and attitudes for acceptance toward new ideas. Especially, for older consumers, various ideas to expand their understanding of new technologies should be developed and the positive effect of technologies to increase the qualify of their later life should be educated.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.3 s.162
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• pp.410-419
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• 2007

The purposes of this study were to segment consumers by on-line word of month and to find the differences among the segmented groups in regard to fashion involvement, internet perceived risk, and internet purchase behavior. The subjects of this study were female consumers who were members of online cafe in Korea. The data were collected during October, 2004. The respondents returned the questionnaires through internet and 480 questionnaires were finally used in the data analysis. The statistical analyses used for the study were factor analysis, cluster analysis, t-test, and $X^2-test$. The results showed that word-of·mouth communication on internet(e-WOM) is composed of two factors, word-of-mouth transmission and word-of-mouth acceptance. These two factors were put under cluster analysis and were classified into two groups of the word-of·mouth communication: WOM group and non-WOM group. T-test showed that word-of-mouth communication groups were significantly different in regard to fashion involvement, internet perceived risk, and internet purchase behavior. For example, WOM group was more uncertain of their clothing choices, put more weight on the internal factors of clothing selection, and was a frequent purchaser of internet fashion products. Internet fashion business needs to implement the proper marketing strategies based on the results of the study.