• The Journal of the Korea Contents Association
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• v.16 no.10
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• pp.130-139
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• 2016

This study is intended to investigate what impact consumption value and subjective norm by consumers with regard to the social commerce for the foodservice to affect on the behavior of consumers. The result were as follows: first consumption value and subjective norm has positive effect on perceived usefulness, except for monetary value. Second, consumption value have positive effect on perceived ease of use, except for emotional value and subjective norm. Third, perceived ease of use has positive effects on usefulness. The last, perceived ease of use and usefulness has positive effects on reuse intention. It is to be hoped that this study provides foodservice social commerce service practitioners with guideline for establishing methodical strategies.

• Journal of the Korean Society of Food Culture
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• v.28 no.6
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• pp.631-639
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• 2013

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers' post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu "was not the same as the advertisement shown". It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to 'express dissatisfaction directly to the store', 'leave negative reviews', and 'participate in negative word-of-mouth'. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.

• 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.

• Culinary science and hospitality research
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• v.14 no.4
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• pp.232-243
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• 2008

The purpose of this study is to investigate Korean wine consumers' perceived risk dimensions affecting wine purchasing behavior and identify the differences in the dimensions by wine involvement. Questionnaires were collected from the wine purchasers of wine retailer shops in Seoul. 230 data were analysed using SPSS package(v. 12.0). Findings were as follows: (1) There were 5 dimensions in the perceived risk of wine purchasing: functional, social, physical, psychological, financial. Social dimension was the most serious risk for wine consumers, then come psychological, functional, financial, and physical ones. (2) There were significant differences in the perceived risk dimensions by involvement level except the financial dimension. The perception level of wine purchasing risk was relatively low in the high involvement group while high in the middle and low involvement groups.

• Journal of the Korean Society of Food Culture
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• v.22 no.5
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• pp.521-527
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• 2007

Using a qualitative method, this paper described briefly the well-being-oriented consumers consciousness toward sustainability concept. The paper identified the major obstacles facing well-being society as evidenced by consumers own experiences for consuming products which are meet the necessity for environmental preservation. Over seventy percent of respondents who had a experience consuming the sustainable products said that they consumed it for themselves and their family's health of all things. Beside their interests about health, they made mention of the safety of sustainable products, high quality of sustainable products, to preserve our environment, confidence in sustainable products, encouragement from others, and curiosity for sustainable products. The respondents who did not consume the sustainable products argued that high price of sustainable products, genuineness of sustainable products, lack of information about sustainable products, unconcern about sustainable products, and difficulty to access to sustainable products were not allowed them from consuming the sustainable products.

• The Korean Journal of Community Living Science
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• v.23 no.3
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• pp.329-338
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• 2012

The purpose of this study was to explore consumers' perceptions and satisfaction of Makgeolli in Daejeon. The study examined the perceptions of consumers of a number of Makgeolli characteristics. A total of 199 respondents provided information regarding their perceptions of Makgeolli. Exploratory factor analysis showed that six factors of consumers' perceptions toward Makgeolli were: delight, harmony with food, atmosphere, health /tradition-related, self-fulfillment, and emotion. Examining the effect of each factor on Makgeolli satisfaction showed that delight had a negative relationship with satisfaction while harmony with food and health/tradition-related showed positive relationships. Atmosphere, self-fulfillment, and emotion did not impact satisfaction. Comparisons of the eleven attributes using t-test between Makgeolli and alcoholic beverages showed significant differences in six attributes: creating a special dining ambience(p<0.001), socializing(p<0.001), enhancing the taste of food(p<0.001), satisfying thirst(p<0.01), esthetic(p<0.01), and stylish(p<0.001). Most of the places where Makgeolli was consumed were traditional bars(53.4%) and Korean restaurants(29.1%). In order to make Makeolli as a global beverage further studies regarding Makgeolli purchasing motivation, satisfaction, consumer characteristics should be studied.

• Korean journal of food and cookery science
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• v.32 no.6
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• pp.734-744
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• 2016

Purpose: This study investigated the preference and awareness of consumers residing in the capital area with respect to South and North Korean regional cuisine to provide baseline data for developing effective commercialization strategies. Methods: This survey was conducted among adults over the age of 19 years who were residing in Seoul and Gyeonggi province area, and data analysis was performed using SPSS WIN 18.0. Results: Analysis of the survey participants' preference for South and North Korean regional cuisine showed that Hwanghae province had the highest preference by $4.35{\pm}1.72$ points, whereas Gangwon province had the lowest preference by $3.75{\pm}0.66$ points. Factorial analysis on general characteristics of Korean regional cuisine resulted in 2 factors - 'locality' and 'health'. Cluster analysis showed that participants could be sorted into two clusters by their awareness of Korean regional cuisine - 'the lower cognitive group' and 'the higher cognitive group'. Cluster analysis on the tourism commercialization strategy for Korean regional cuisines showed that 'the higher cognitive group' had significantly higher awareness regarding the following 3 items: 'merchandising strategy', 'popularization strategy' and 'marketing strategy' (p<0.001). Cluster analysis of the world commercialization strategy showed that 'the higher cognitive group' had significantly higher awareness regarding all items of the 'R&D support strategy' and 'Food culture promotion strategy' categories than the 'the lower cognitive group' (p<0.01). Conclusion: Popularization strategies such as value perception based on the well-being concept, and standardization of recipes; merchandising strategies based on storytelling; and food and culture promotional strategies such as Korean cooking classes and food tasting events, were rated as effective commercialization strategies to increase the popularity of Korean regional cuisine.

• Korean journal of food and cookery science
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• v.32 no.4
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• pp.492-502
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• 2016

Purpose: The purposes of this study were to identify the segments of the Home Meal Replacement (HMR) market according to food-related lifestyle of Japanese consumers, and to investigate its demographic characteristics, the HMR purchase status and needs of new HMR product development. Methods: A total of 2,720 domestic consumers living in Japan were surveyed using a self-administered questionnaire and 488 responses were returned. Excluding responses with significant missing data, 467 responses were used for data analysis. Results: As a result of cluster analysis, three consumer segments were identified. The diet-highly concerned segment had the highest food-related lifestyle score, followed by the diet-moderately concerned segment, and the diet-unconcerned segment (p<0.001). A significant difference in demographic characteristics among the three segments was found with respect to the type of residence (p<0.05). There were significant differences in the main place (p<0.01) and average expense (p<0.001) for HMR purchases by food-related lifestyle segments. In the case of new HMR products that need further development, 'low-sodium products' had the highest demand scores in all three segments. In the diet-highly concerned segment, the mean scores of demand for new products were significantly higher than those in the other segments (p<0.001). Conclusion: The findings of this study can be used to develop new products for the Japanese' HMR market. The segments identified in this study should be updated and revised regularly to reflect changes in the characteristics of each food-related lifestyle segment.

• Culinary science and hospitality research
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• v.12 no.2 s.29
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• pp.121-136
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• 2006

This study conducted a survey on 290 employees in 6 theme western restaurants, proposing differences in the menu planning of western food enterprises based on the factors that influence on the inside and outside of western restaurants as well as the theme industries in order to clear up the characteristics peculiar to and factors related to the menu planning of western food enterprises. The results are as follows. According to the results, even with same foodservice industries, they have to search for their own exclusive menu from a marketing aspect because of the full of ups and downs based on the dealing items: for six western restaurants by theme, it showed that there is a significant difference in marketing factors. Particularly, they have to plan these points- considered menu, given that general flavor is the most important point, followed by environment or atmosphere and service. In the result, it should not only apply the developed menu according to industries and dealing items differently, but also arrange a comfortable atmosphere and kind services, centering on health food in the select menu of mid and low prices verified above, through a sufficient location survey in advance and a firm preparation accompanied by consumers.

• Culinary science and hospitality research
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• v.23 no.4
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• pp.66-73
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• 2017

This study was performed to verify the relationships among selection attribute, restaurant trust, experiential value, and recommendation focusing on sport center consumers. The data were collected from visitors who registered more than three months in the sport center in South Korea. Total 500 survey was distributed and 330 participants were used for further statistical analysis. SPSS 23.0 and AMOS 21.0 for Windows were used for statistical analysis. Five factors of selection attribute (menu, interior, exterior, staff, convenience) were extracted, and measured by using 15 questions. According to the results of this study, interior, exterior, and staff factors have positive effects on restaurant trust, and interior and menu were significant predictors of the experiential value. In addition, present study confirmed the theoretical relationship among trust, experiential value, and recommend intention as perceived by sport center visitors. Although there are many studies which demonstrated the relationships among selection attribute and other outcome variables, little research explained the relationships among the variables from sport center consumers. Therefore, this study will contribute to provide meaningful results and some practical implications for both academia and the related foodservice industry.