• The Korean Journal of Food And Nutrition
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• v.29 no.6
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• pp.952-961
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• 2016

The objective of this study is to examine the effects of consumer beliefs regarding three food certifications on their behavioral intention and the behavioral intention biases to purchase (purchasing intention biases) certified agricultural products as predicted by a subjective probability model. The food certifications used for this study are 'Organic food', 'Traceability system of food products,' and 'Hazard Analysis Critical Control Point (HACCP)'. Tofu (bean curd) was selected as being representative of agricultural food products, for the purposes of this study. In 2016, we surveyed 243 consumers regarding the strength of their belief regarding their prior beliefs relative to each certification, as well as the strength of their intention to purchase certified tofu based on their belief strengths for this study. The study resulted in the following findings: Firstly, consumers hold more than two different prior beliefs for each of the three certifications included in this study. Consumers' prior beliefs regarding these certifications have an impact on their consideration as to whether they plan to buy those certified agricultural products. Secondly, consumers try to persuade themselves to ensure that their particular belief about the product's certification could lead to a purchasing decision regarding that agricultural product.

• Journal of Information Technology Services
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• v.21 no.4
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• pp.1-26
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• 2022

Recently, the number of cases of purchasing food online has been increased, especially in the open market. Therefore, we examined the characteristics of status quo bias and switching costs in the open market. Also, in this study, the causal relationship between the characteristics of status quo bias and switching costs, switching costs and switching intention in the open market was investigated. The analysis result consists of four parts as follows. First, in the open market, rational decision making, which belongs to the characteristics of status quo bias, was found to have a positive (+) effect on time switching cost among switching costs, but did not have a positive (+) effect on economic and psychological switching cost. Second, cognitive misperceptions was consistent with the assumption that it have a positive (+) effect on all of the economic, time, and psychological switching cost, which are switching costs in the open market. Third, psychological commitment was found to have a positive (+) effect on economic and time switching cost among switching costs, but did not have a positive (+) effect on psychological switching cost. Fourth, psychological switching cost, which belongs to switching costs in the open market, was found to have a negative (-) effect like the hypothesis set in switching intention. However, it was found that economic and time switching cost did not have a negative (-) effect on switching intention. This study subdivided the switching costs into three dimensions and compared the degree of influence on the switching intention, and the degree of influence was different for each dimension. Therefore, it was found that when switching from the existing open market to the new open market, it is not possible to simply judge that the switching costs directly has a negative (-) effect on the switching intention or does not.

• The Journal of Fisheries Business Administration
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• v.47 no.3
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• pp.71-92
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• 2016

This study examines the effects of consumer beliefs for food certifications on the behavioral intentions and the behavioral intention biases to purchase the certified seafoods by a subjective probability model which is on the basis of the mathematical probability model and the covariance model. The food certifications used on this study are 'Organic foods', 'Traceability system of food products' and. 'HACCP'. The representative foods of fishery products on this study is seasoned laver. The current study showed the following results. First, consumers have more than two different beliefs each for all certifications which are the subjects of this study. The beliefs of the certifications have an impact on the consumers when they consider to buy the certified seafood products. Second, consumers try to persuade by themselves to ensure that their particular belief about the certification could lead to a purchase the seafood products. Consumer beliefs of the "environmentally friendly production" on the organic foods certification is an important factor as much as the "guarantee of food safety" belief making a positive purchasing behavior intentions(PBI) bias for the organic seafood products. Consumers also have a positive PBI bias for certified seafood products in all certifications as long as a certification is considered to "guarantee the transparency of the food distribution process" as its belief. 'Traceability system' was the only one which didn't generate a positive PBI bias from the belief of "guarantee of food safety" out of three certifications.