• Journal of the East Asian Society of Dietary Life
• /
• v.22 no.2
• /
• pp.246-254
• /
• 2012

The principal objectives of this study were to analyze the physiochemical properties of four mulberry fruit beverages (MFBs) and develop descriptive analysis procedures for evaluation of their sensory characteristics. Soluble solid, free sugar, pH, acidity, chromaticity, flavonoid, and anthocyanin of MFBs were determined. All MFB samples showed significantly different physicochemical properties ($p$<0.01). Ten highly trained panelists identified the following 11 sensory attributes in the MFBs and defined the terminology for each attribute : turbidity, chromaticity for appearance characteristics, berry, grass, fermented, sweet, astringent, and sour for flavor characteristics, and throat hit, refreshing, and astringent for textural characteristics. There were significant differences in the 10 sensory attributes among the MFB samples ($p$<0.001). In color, the value of MFB3 was significantly higher than those of others ($p$<0.05). In taste and overall acceptance, the values of MFB2 were significantly higher than those of others ($p$<0.01, $p$<0.001). Descriptive terminology of the developed MFBs could explain the sensory attributes of the samples according to this result. Based on this, proper analysis and sensory evaluation techniques could be applied to other fruit beverages to establish their physiochemical characteristic and descriptive sensory attributes.

• Journal of the Korean Society of Costume
• /
• v.65 no.4
• /
• pp.45-60
• /
• 2015

Emotional consumption value orientation has played a significant role to have a direct effect on making purchase in our lives. And emotional value has been dealt within the SPA brand contexts recently. Therefore, the current study investigates how SPA brand consumers' emotional value consumption orientation has affected brand loyalty, with a focus on mediation effects of marketing mix attributes assessment. Results of this research are as follows. First, there was a significant difference between Zara and Uniqlo on the assessment of marketing mix attributes. Second, emotional consumption value orientation had significantly impact on brand loyalty for both Zara and Uniqlo. Third, multi-regression analysis was conducted to find out the mediation effect of marketing mix attributes assessment in the relationships between emotional consumption value orientation and brand loyalty. For Zara, hedonic promotional and pricing attributes of products and place show full mediation effect on brand loyalty. For Uniqlo, utilitarian, hedonic and pricing attributes have impact on brand loyalty. The current study strives to find out how emotional consumption value orientation attected the consumer evaluation process and purchase behavior in the contexts of SPA brand product purchase. Product assessments have stronger effect than place, and hedonic attributes have stronger effect on brand loyalty in comparison with utilitarian attributes. Also, hedonic attributes of product and place have stronger effect on brand loyalty in comparison with utilitarian attributes.

• The Journal of the Society of Korean Medicine Diagnostics
• /
• v.18 no.3
• /
• pp.137-148
• /
• 2014

Objectives This study was conducted to derive consensus about physical attributes in pressure pulse waveform and pulse conditions by Delphi study. Methods Delphi research was conducted for 2 rounds via e-mail. 8 Professors who lecture on a diagnostics of K. M. from the society of Korean medicine diagnostics were participated in this survey. They were asked for answering about series of definition for a physical attribute in pressure pulse waveform and combination for physical attributes of pulse conditions. Results 4 survey items were decided to have high validity and 9 survey items were decided to come to consensus about a physical attribute in pressure pulse waveform. 6 pulse condition were decided to come to consensus. Conclusion Using Delphi method, physical attributes in pressure pulse waveform and combinations of physical attribute in pulse condition come to consensus.

• Korean Journal of Human Ecology
• /
• v.23 no.2
• /
• pp.303-316
• /
• 2014

This study analyzed the effects of price perception and product attributes on brand loyalty and repurchase intention, and compared the differences in high- and low-priced cosmetic brands. Data were collected from female consumers in their 20s to 40s and a total of 411 responses were used for the final analysis. Findings were as follows. First, when comparing high- and low-priced brands, personal attribute and experiential attribute among cosmetic attributes, brand loyalty, and repurchase intention of high-priced showed the higher mean scores than those of low-priced. Second, all of three cosmetic attributes and P-Q/prestige were significant for high-priced brand loyalty, while experiential attribute, personal attribute, P-Q/prestige, and price consciousness were significant for low priced brand loyalty. Third, with respect to repurchase intention, all of three cosmetic attributes, P-Q/prestige, and sales proneness were significant for high-priced, while experiential attribute, personal attribute, and P-Q/prestige were significant for low-priced. Personal attribute contributed the most to high-priced brand loyalty and repurchase intention, whereas experiential attribute to low-priced. The findings of this study would be helpful to understand the purchase of high and low priced cosmetic brands. The managerial implications for cosmetic brand marketers were provided.

• Korean Journal of Human Ecology
• /
• v.22 no.2
• /
• pp.343-355
• /
• 2013

E-reviews, electronic reviews, are generally perceived as trustworthy and credible by the consumers, because it is based on the experiences of other consumers who are independent of the marketers. Therefore, consumers may rely more on the review information as an important cue than direct experience or advertising. This paper explored the structural equation model to investigate the relationships among search motives of e-reviews, attributes of e-review, trust, and purchase intention for cosmetics. A self-questionnaire was developed based on previous researches. Data were collected from 300 female university students experienced purchasing cosmetics at the Internet and were analyzed by AMOS 20.0. Results showed that e-review attributes consisted of three factors: expertise/visuality, quality/functionality and advertising/design. Utilitarian and hedonic search motives were significantly related to expertise/ visuality attributes of e-review and then influenced the purchase intention for cosmetics, mediated by the trust of e-review. However, quality/functionality attributes related by utilitarian motive did not have a significant effect to trust of e-review and purchase intention for cosmetics. Regardless of search motives and trust of e-review, advertising/design attributes of e-review directly related to purchase intention of cosmetics. As predicted, the trust of e-review was an important mediated variable to stimulate the purchase intention of cosmetics at internet. The implications of findings for research and practice are discussed.

• The Journal of the Korea Contents Association
• /
• v.20 no.10
• /
• pp.109-118
• /
• 2020

In this study, the selection attributes of contemporary dance audience were constructed based on prior study and the selection attributes of contemporary dance performance were identified through EFA(Exploratory Factor Analysis). Therefore, Six attributes were derived: physical evidence, tickets, people, information, product, and reputation. Based on these attributes, the selected attributes were identified through 'ETPB(Extended Theory of Planned Behavior)' to see if they affect ticket purchase behavior. In result, Among the selection attributes of contemporary dance performances, three attributes of reputation, people and product influenced the audience's attitude, while only product and human attributes influenced the purchase intention of tickets. Among the variables of ETPB to enhance the ability to purchase intention of tickets, audience attitude, perceive behavior control, and prior knowledge have had a positive effect on purchase intention of tickets, except for subjective norm. Therefore, it is meaningful that this study presented and verified empirically the attributes of select centered on visitors, which can improve the intention of purchasing tickets for contemporary dance performances.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.35 no.7
• /
• pp.775-786
• /
• 2011

This study examines whether there are differences in the evaluation of clothing products according to self-efficacy in purchasing clothes. A total of 300 surveys were distributed and 231 were used for analysis. The data were analyzed by regression and factor analysis. The results are as follows. First, there were significant differences in the product attributes considered according to self-efficacy in purchasing clothes. The consumers with high self-efficacy considered diverse product attributes comprehensively when making purchase decisions and had significantly higher score in perceived value and post-purchase satisfaction level than the consumers with low self-efficacy. Second, there were differences in the attributes of clothing products that effects perceived value according to self-efficacy in purchasing clothes. The attributes of 'clothes that I like' and 'necessary clothes' had a significant effect on perceived value for both consumers. The attributes of 'design that suits me' and 'inexpensive price' had significant effect on perceived value on consumers with high self-efficacy while the attributes of 'harmony with other clothes' had a significant effect on perceived value for consumers with low self-efficacy. Third, there were differences in product attributes and the perceived value that influenced post-purchase satisfaction level according to self-efficacy in purchasing clothes. The attributes of 'design that suits me' and perceived value had a direct effect on the post-purchase satisfaction level four consumers with a high self-efficacy. For the consumers with low self- efficacy, the attributes of 'clothes I like', 'necessary clothes', and 'design similar to that of usually purchased products' had a direct effect on post-purchase satisfaction level; however, the effect of perceived value was not found.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.37 no.7
• /
• pp.907-921
• /
• 2013

This study shows the importance of human factors in relationship marketing by revealing the influence of Hanbok salesperson's attributes on relationship quality and long-term relationship orientation at the time when a culture is newly understood. A questionnaire surveyed 376 women living around the Seoul and Daejeon Metropolitan areas from February to March 2013. SPSS WIN 20.0 and AMOS 20.0 programs analyzed the gathered data. We review the influence of Hanbok salesperson's attributes (expertise, ethics, communication skill, customer orientation, similarity, and likeability) on relationship quality and behavioral intention. The research indicates that only customer orientation and Hanbok salesperson's expertise attributes influence relationship quality. All the attributes had a positive influence; in addition, the relationship quality had a significant influence on customer loyalty. However, communication skill, similarity, and likeability did not influence relationship quality. Customer orientation, which provides a customized service based on the recognition of individual customer trends and expertise in developing a relationship with customers, are important factors to form relationship quality and loyalty.

• Korean Journal of Human Ecology
• /
• v.14 no.1
• /
• pp.155-165
• /
• 2005

The purpose of this study is 1) to investigate the effects of Internet apparel store attributes, shopping values, Internet usage, and consumers' characteristics on consumers' Internet apparel purchasing behavior; and 2) to identify the influence of Internet apparel store attributes, Internet usage, and consumers' characteristics on the Internet apparel purchasing behavior of hedonic or utilitarian consumers. The data were collected via an online survey. A total of 4,254 Internet users participated in this survey. Only 589 out of the users' reponses were used as a sample for this research, because those users had previously experienced Internet apparel purchasing. Factor analysis revealed five dimensions of Internet apparel store attributes: site design/navigation, promotion programs, trust, product assortment/ information, and customer service. Based on the respondents' shopping value scores, we identified them as hedonic or utilitarian consumers. Through multiple regression analyses, site design/navigation and promotion programs among store attribute variables, hedonistic or utilitarian shopping values, the number of years on the Internet, income, and educational level were found to be significant predictors of Internet apparel shopping frequency. Among them, hedonistic shopping values were the best predictor of Internet apparel purchasing frequency. Based on the Internet apparel purchasers' shopping value, purchasers were divided into two groups. For hedonic Internet apparel shoppers, the number of years on the Internet, educational level, sex, age, and income were significant predictors of Internet apparel shopping behavior. On the other hand, promotion programs among store attribute variables was the only significant factor that affects utilitarian consumers' Internet apparel shopping behavior.

• Korean Journal of Human Ecology
• /
• v.21 no.5
• /
• pp.1005-1016
• /
• 2012

Recently, as growing number of consumers publish product and service reviews on the Internet, e-review has received attention from retailers and researchers. E-review, a form of electronic word-of-mouth (eWOM) which is typically shared between strangers whose identity and credibility are unknown, has become an important product information source as social media has facilitated information exchanges between more consumers. The objective of this study was to investigate the effects of e-review attributes on purchase intention for fashion products, which is mediated by trust of e-review, as well as to explore the differences between consumer communities and cooperative communities. A questionnaire was developed based on previous researches. Data were gathered from adults living in Busan. The results were analyzed by factor analysis, t-test, and regression using SPSS 18.0. The results showed that consumers tended to recognize e-reviews from consumer communities as exaggerated information, while they considered reviews from cooperative communities as reliable information, which gave the latter higher purchase intention. There were significant differences in e-review attributes for fashion products (e.g., Exaggeration, Entertainment, Innocence, and Agreement), purchase intention between consumer communities (e.g: Blog, Internet cafe) and cooperative communities (e.g: general malls and specialty malls). For both communities, purchase intention of fashion products was influenced by its entertainment attributes and perceived trust of e-reviews. These results suggest that e-retailers need to focus on understanding the causes of purchase intention with e-reviews for fashion products. Specifically, e-retailers should recognize that e-reviews of fashion products were associated primarily with entertaining and with consumers' trust. Based on these findings, managerial implications are presented.