• The Korean Journal of Food And Nutrition
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• v.35 no.6
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• pp.481-490
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• 2022

The influence of the food value consumption type of MZ generation on food choice attribute and sustainable food consumption behavior was studied using structural equation modeling. A survey was conducted on April 11~17, 2022, among panels aged 20 to 39. A total of 350 valid replicates (100%) were analyzed using statistical program SPSS The validity of the measurement instrument was verified through exploratory factor analysis and confirmatory factor analysis. The data reliability was confirmed using Cronbach's alpha coefficient. The hypothesis was verified by performing path analysis through structural equation modeling using AMOS. Regarding the influence of food choice characteristics on sustainable food consumption behavior, health has a significant positive (+) effect on the selection consumption behavior of certified food and local food. Among food value consumption categories social value consumption has a significant negative (-) influence on the consumption behavior of certified food and the choice of local food. Ethical value consumption has a significant positive (+) influence on the selection consumption behavior of certified food and local food. This study is significant because it has identified sustainable food consumption behaviors that domestic consumers can adopt daily. It can use as baseline data for preparing political and institutional measures.

• Journal of Distribution Science
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• v.11 no.2
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• pp.35-44
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• 2013

Purpose - Until recently, studies on customer values for restaurants recognized two path structures; the SERVQUAL model, that is, service quality? perceived value? customer satisfaction? behavioral intention, and the customer value? customer satisfaction? behavioral intention path that categorizes customer values into functional value and hedonic value. This study, instead, classifies the consumption values of fast-food restaurants based on the consumption value system provided by Sheth, Newman and Gross (1991) and illustrates the new path structure, consumption value? customer satisfaction? behavioral intention, targeting college students for a generalization of the consumption value system of fast-food restaurants. Research design, data, and methodology - This study establishes five hypotheses based on the relationship between each type of consumption value (functional, emotional, social, and epistemic) and customer satisfaction, and the relationship between customer satisfaction and behavioral intention. For this analysis, data was collected by conducting a pre-test and administering a survey to 213 college students who are regular customers at fast-food restaurants in Seoul, Korea. The data collected was then analyzed using SPSS 15.0 and AMOS 6.0 statistical packages. Results - The study showed that: First, the consumption values of fast-food restaurants are classified into the following four categories: functional value, emotional value, social value, and epistemic value while consumption value can be applied to customer value of fast-food restaurants. Second, the functional and epistemic values had a positive impact on customer satisfaction. The resulting satisfaction is attributed to the intrinsic characteristics of fast-food restaurants like the consistent quality of food, reasonable prices, fast service, and unique or new experiences on every visit. On the other hand, emotional and social values did not affect customer satisfaction. The results on emotional value differed from the general studies on restaurants while the results obtained for social value were not consistent with the studies on high-end restaurants. Third, customer satisfaction had a positive impact on behavioral intention. The survey showed that college students reflected behavioral intention - repurchase intention and word-of-mouth - if they were satisfied with the food quality and employee services provided. Simultaneously, it was seen that the impact of functional value on customer satisfaction of fast food restaurant goers was more than that of epistemic value. Conclusions - The consumption values of fast-food restaurant users could be classified into four categories, functional, emotional, social and epistemic values, based on the consumption value system provided by Sheth, Newman and Gross (1991). It proved that the customer values of restaurant goers can be extended to the path structure of consumption value? customer satisfaction? behavioral intention to confirm its generalization. The study also showed that marketing managers need to focus more on the factors that influence functional value as the fast-food restaurant users consider timely services with the consistent quality of food at a reasonable price and at a convenient place more important than the new experiences or uniqueness.

• Journal of the Korean Home Economics Association
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• v.45 no.9
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• pp.63-74
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• 2007

The purpose of this study was to investigate types of well-being oriented consumption values that lead to well-being food consumption behaviors, as well as to identify the variables influence well-being food consumption. A survey of 579 women aged 20 or more was conducted through azoomma.com, an online portal site. The findings of the study were as follows: The level of well-being food consumption was above the mid-value for all categories, with the exception of food with added ingredients. In addttion, multiple regression analysis indicated that approximately 22.7% of the environmentally friendly foods consumed were chosen based on emotional value, degree of price perception and educational level. Conversely, 20.8% of the confectionaeries consumed were chosen based on emotional value, age, degree of price perception, average monthly income, and functional value. When food with added ingredients were considered 16.6% of those were chosen based on emotional value, social value, and degree of price perception. Finally, 29.3% of cereals and fish consumed were chosen based on emotional value, degree of family's health, and social value.

• Journal of the Korean Society of Food Culture
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• v.23 no.4
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• pp.462-468
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• 2008

In this study, we assessed college students' consumption values with regard to a seaweed functional food, and compared differences between the respondents' purchasing intentions and their educational levels. A self-administered questionnaire was designed and distributed to college students in Daegu/Kyungbook province. A total of 288 questionnaires were collected, and the total response rate was 96.0%. The results demonstrated that purchasing intention influenced all five consumption values. The high purchasing intention (HPI) group evidenced greater functional value, social value, emotional value, conditional value, and epistemic value than was observed in the low purchasing intention (LPI) group. However, individuals' educational levels, as related to food, influenced only the functional value and epistemic value. These results demonstrate that college students' consumption value in terms of seaweed functional foods is affected by purchasing intentions and educational experience.

• The Korean Journal of Community Living Science
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• v.21 no.2
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• pp.227-242
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• 2010

The purpose of this study is to explore cultural factors that affect food consumption patterns by comparing them for college students in Korea and China. This study includes seeking pleasure, seeking satiety, and seeking well-being. Food consumption patterns, social responsibility, the value of life, faith in God, traditional moral fundamentalism and cultural taste are the cultural factors. To achieve the purpose, SPSS Win.(12.0) and LISREL(8.72) are applied. From the results of this study, first, among food consumption patterns, Koreans and Chinese both are found to put a higher value on seeking pleasure than other consumption patterns, and Chinese are found to put a higher value on seeking satiety. Second, for Koreans, the value of traditional moral fundamentalism and social responsibility are found to significantly influence seeking satiety and seeking well-being. If they had a higher degree of traditional moral fundamentalism, they would like to seek more satiety from food. And if they had a higher degree of social responsibility, they would like to seek more well-being from food. However, for Chinese, seeking pleasure is found to be significantly influenced by social responsibility and a faith in God, and seeking satiety is found to be significantly influenced by social responsibility and the value of a good life while seeking well-being is found to be significantly influenced by social responsibility and a faith in God. Compared with Koreans, cultural factors such as social responsibility, a faith in God, the value of a good life for the Chinese might influence significantly all three types of food consumption patterns. Thus, this study might provide more useful information about finding cultural differences of values and food consumption patterns between Koreans and Chinese.

• Journal of the Korean Society of Food Culture
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• v.25 no.6
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• pp.764-769
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• 2010

The aim of this study was to examine how customers perceive storytelling at a real local restaurant and to understand how consumption reflects their evaluation by understanding their values. Participants received information from a real local restaurant in the Gangneung area to examine the effects of storytelling and to evaluate their affective attitudes towards local restaurant stories, word-of-mouth intentions, and purchasing intentions using a seven-point Likert scale. A total of 310 consumers were used. A factor analysis was performed to identify consumption value characteristics and factor structure, which consisted economic value, emotional value, and epistemic value. To test whether local restaurant consumers could be classified into homogenous groups based on their consumption values, a three cluster solution was selected, and a Kmeans cluster analysis was performed. As a result, three groups were identified and labeled appropriate for their scores based on each of the consumption values; emotional value-oriented consumers to cluster 1, epistemic value-oriented consumers to cluster 2, and economic value-oriented consumers to cluster 3. An analysis of variance was used to examine the differences in the affective attitudes towards storytelling at the local restaurant, purchasing intentions, and word-of-mouth intentions across the three clusters. The epistemic value-oriented consumers had the highest score for all three variables. In contrast, economic value-oriented consumers had the lowest scores for the three variables. A regression analysis revealed that affective attitudes towards storytelling were significantly affected by these three consumption values. It also showed that positive affective attitudes towards storytelling were associated with higher purchasing intention and word-of-mouth. The significance of this study was to show how customers perceive storytelling at a real restaurant and reflect on their evaluation by understanding their consumption values. As a result, this study examined the potential power of storytelling as an effective marketing communication tool for local restaurants.

• Journal of the Korean Dietetic Association
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• v.30 no.4
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• pp.267-281
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• 2024

This study aims to provide basic data for developing home meal replacement (HMR) products and establishing marketing strategies in Thailand. A survey was conducted targeting Thai consumers who have experience using HMR regularly. The food consumption values were used to segment the Thai consumer market, and the differences in HMR purchase behavior were analyzed according to segment. Thai consumers were divided into three types: high, medium, and low interest in food habits. The main reasons for using HMR among Thai consumers were time-saving, convenience, and cost-effectiveness, with a strong preference for products with high convenience. Among the HMR selection attributes, items such as quality, expiration date, hygiene, safety, taste, nutrition, and freshness are generally important factors for consumers. Among the HMR selection attributes, the items that require improvement first were identified most frequently in the high-interest food lifestyle group and include quality, quantity, additives, ingredients, expiration date, and nutrients. This study is significant because it was conducted targeting the Thai HMR market, where research has been limited, and it revealed the characteristics of segmented markets by reflecting the food consumption value characteristics of Thai consumers. The characteristics of each market segment can be used to develop HMR and marketing strategies that fit the market.

• East Asian Journal of Business Economics (EAJBE)
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• v.10 no.3
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• pp.75-91
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• 2022

Purpose - This study aims to predict the future market and draw policy implications by analyzing the trend of outsourcing housework through the food subscription service. Research design, data, and methodology - Content analysis was conducted on the consumption value emphasized in advertisements by item targeting food subscription service advertisements. Advertisements used as research data were extracted via keyword searches on Google web pages. A total of 30 advertisements selected were used for the final analysis. Result -The consumption values emphasized in the advertisements for staple foods, refreshments, and special foods were analyzed by considering the following factors: price, convenience, health, and pleasure. Convenience and health were emphasized in the staple foods, and price and pleasure were emphasized in the snacks. In the case of special foods, convenience and pleasure appeared together with a focus on health. Conclusion - Based on the trend of food subscription services, the implications for the market and policies for outsourcing housework through home meal replacement can be presented. Considering that the consumption value of a food subscription service is differentiated by item, it is necessary to formulate a plan to develop the market and policies related to outsourcing housework.

• Journal of the Korean Society of Food Culture
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• v.38 no.6
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• pp.415-424
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• 2023

This study was undertaken to provide basic data to aid product development and marketing by identifying purchasing behaviors and performing Important Performance Analysis (IPA) according to the consumption values of rice cakes. This study was conducted on 426 consumers who purchased rice cakes. Analysis was performed to determine general characteristics, consumption behaviors, preference for rice cakes, material preferences for rice cake development, need for rice cake development, and importance and satisfaction when selecting rice cakes. Cluster analysis classified consumption values into three clusters. The high and middle consumption value groups contained the greatest proportions of consumers aged over fifty. The high and medium consumption value groups preferred rice cakes more than the low consumption value group. Higher rice cake consumption value was positively associated with the greater preference for rice cakes. Furthermore, the perceived need to develop rice cakes was greatest in the high consumption value group. In addition, importance and satisfaction were positively associated with consumption value. IPA analysis showed that the attributes that require continuous attention because of their contributions to importance and satisfaction were taste, quantity, and hygiene. Different rice cake marketing and product development strategies are required for different consumption values.

• Journal of Korea Society of Digital Industry and Information Management
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• v.15 no.4
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• pp.159-171
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• 2019

The purpose of this study was to understand the influence of research of consumers' consumption values and toward usage attitude, usage intention and willingness to pay of modern people. The study is a consumer research about food delivery services which is rapidly grown up due to recent transformation on a modern dietary life. This study was based on the main survey had conducted from 23th May 2019 to 26th May 2019 by 336 consumers, aged 18 and older, who had experienced Food delivery services in the past. Statistical analysis was performed by using the IBM SPSS v.25.0. In summary, the results of this study are as follows. First, consumption values of food delivery services had a positive influence on usage attitude. Consumption values were catagorized in five sub-values: functional value, social value, emotional value, epistemic value, and conditional value, all of which were found to be significant in affecting on usage attitude. Second, usage attitude toward food delivery services had a positive influence on usage intention. Third, usage attitude toward food delivery services had a positive influence on willingness to pay. Fourth, usage intention of food delivery services had a positive influence on willingness to pay. The results of the study renders industrial and academic implications to the area of Food delivery services industry.