• Journal of the East Asian Society of Dietary Life
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• v.22 no.1
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• pp.133-146
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• 2012

University dining services have received less attention than commercial food services or other institutional food services. Marketing practitioners and researchers recognize the major impact that perceived value has on consumer behavior. The mediating role of value has not been verified in relation to satisfaction in university dining establishments, including Korea. This study intends to investigate the relationships among value, satisfaction and revisit intention of university dining attributes. This study also examines whether university dining service attributes dimensions influence value. Further, this study verifies the role of value as a mediator in the formation of customer satisfaction and revisit intention. Structural Equation Modeling has been applied to the collected data from students of three universities in Korea. The study resulted in that university dining attributes, such as food, menu and convenience, positively affected value of the university dining services. Further analysis with examination of indirect effects confirmed the positive impact of value on satisfaction in university dining services. This study verified the mediating role of value on satisfaction as student's satisfaction is enhanced through the elevation of value of university food services. Enhanced satisfaction via value also led to improvement in revisit intention. This study contributes to the academia by verifying the mediating role of value in the formation of customer satisfaction in a university dining context. This study also offers practical implications to the industry, such as suggestions on developing strategies for value-added products and services to the university dining establishments. This value research for university dining services is also meaningful by triggering future research on market segmentation, product differentiation and positioning policies. In the long run, improving value and satisfaction with university dining services need to be realized to enhance overall college experiences and other competitive advantages, such as student recruitment and enrollment, student academic evaluations, and university reputation.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.9
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• pp.267-280
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• 2017

The purpose of this study is to provide cosmetic companies and research institutes with basic data regardingthe development of marketing by making out the influence and characteristics of consumption. A total of 506 questionnaires were used as analysis for the questionnaire survey of twenty female college students who purchased cosmetics within sixmonths in Seoul and the metropolitan area. Consumption propensity varied characteristics depending on the degree of makeup, average number of purchases, main reason for using cosmetics, and where to buy cosmetics. Motivation for purchasing cosmetics varied characteristics depending on the largest skin problem, the degree of usual makeup, the average number of times cosmetics were purchased, and the main reason forusing cosmetics. The results revealed thepropensities of saving resources, planned purchases, consciousness to others, and impulse buying have significant effects on the cosmetic purchase motives of product conversion, being others-oriented, economicsand pursuing beauty(P<0.05).Consequently, this study hopes to contribute to the development of cosmetics companies and research institutes by providingbasic data forfuture development of productsas well as formarketing strategiesusing customer psychology by referring to various perspectives ofconsumer direction and desired purchase behavior.