• Asia Marketing Journal
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• v.10 no.1
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• pp.25-64
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• 2008

Third-Party awards are growing in popularity. They are the hit product of the year chosen by The Korea Economic Daily, the best 10 products of the year chosen by Sports paper, the best hit product chosen by consulting firm and the best venture company of the year chosen by Information and Communication Ministry. Then these questions may be followed. Why industry likes this type of advertisement? Does this type of advertisement influences consumers' purchase intention? And if it does, how? Many researchers have been interested in external cue of product quality by focusing research effort on brand, price, producer, warranty etc. However, important but under-explored area is the role of third-party reference for signaling product quality. This paper comes from the idea that the third-party reference may signal consumers like manufacturer brand, product brand, product price, and shop brand. We develop a related theories to address research questions and drive some research hypotheses based on the previous studies probing source credibility, attribution, and signal theory. We put more emphasis on source credibility. We conducted the research based on 3x2x2x2 between group factorial design to explore causal relationship between the third party award winning advertising(real, fictional, no) and the purchase intention of consumers exposed to other information simultaneously such as product type(experience, search), distribution channel(direct, indirect) and perceived price(high, low). Since subjects are divided into 2 groups based on the means of response without extra experimental stimulus in case of perceived price. 12 different advertisements are used for conducting this study. The results are followings. First, the source credibility of the third party goes up, consumers' purchase intention would go up. It seems that consumers think the credibility of the third-party most when they are exposed to the third party award winning advertisement. Second, the product type does moderate the relationship between the third-party award winning advertisement and purchase intention. And the type of the distribution channel also moderates this relationship. The consumers' purchase intention goes up higher when they buy experience good and there is significant difference of purchase intention when consumers are exposed to direct channel treatment condition. But, perceived price has nothing to do with the third-party winning advertisement context for raising consumer intention to buy advertised product.

• Food Science and Preservation
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• v.31 no.4
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• pp.660-672
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• 2024

This study aimed to suggest the usability and optimal amount of Orostachys japonicas in foods. Orostachys japonicus powder was added at 0% (Con), 3% (O3), 5% (O5), 7% (O7), and 9% (O9) to rice muffins and the quality and antioxidant characteristics of the muffins were determined. The moisture content and pH of the muffins decreased as the amount of Orostachys japonicus powder added increased. The weight increased as the amount of Orostachys japonicas powder added increased, but the volume, specific volume, and baking loss rate decreased. The L-and b-values of the muffins decreased as the a-value increased. The texture, hardness, gumminess, and chewiness of muffins increased while adhesiveness, springiness, and cohesiveness decreased. Polyphenol, flavonoid, DPPH, and ABTS⁺ radical scavenging activity, as well as reducing power, increased as the amount of Orostachys japonicus powder added increased. In the sensory test, the 5-7% addition group showed high scores in appearance, flavor, taste, texture, and overall preference. The degree of flavor and astringency of muffins, which are evaluation items for characteristic strength, increased as the amount of Orostachys japonicus powder added increased, and the level of moistness decreased. Therefore, the addition of 5-7% of Orostachys japonicus powder is thought to have a positive effect on the muffins. The purpose of this study was to suggest the usability and optimal addition amount of Orostachys japonicus powder and to provide basic data on foods with Orostachys japonicus added.

• KOREAN JOURNAL OF CROP SCIENCE
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• v.54 no.1
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• pp.124-133
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• 2009

Demand for the high quality barley with fibroid material and functional substances has been increasing in recent although the amount of barley consumption decreased drastically during the last two decades. But the limited information on quality of barley makes consumers hard when they purchase barley for their own consumption. Therefore, 51 brand barley, .i.e., 28 naked barley and 23 waxy barley from supermarkets and 10 polished barley from local markets were collected, and their external quality were analyzed to provide basic information on brand barley. Among 51 brand barley, 56% were 1kg package and 25% were 800 g package and there was no significant difference ($1{\pm}3.62\;g$) between printed and actual weighs. The weight of 1,000 grains of naked barley and waxy barley ranged $18.6{\sim}26.7\;g$ and $14.6{\sim}24.7\;g$, respectively. Thousand grain weight of 38% of naked barley ranged $20{\sim}22\;g$, while that of 43% of waxy barley ranged $18{\sim}20\;g$. The ratio of normal grains was 88% and 94% for naked barley and waxy barley, respectively, when separated with 1.7 mm sieve. Although 82% of brand barley products were free from foreign substances, in 18% of brand barley products, sands, pieces of cloth and wood, other kinds of grain and insect larvae were found, Average test weight of brand barleys was $843g{\cdot}L^{-1}$ with range of $805{\sim}917g{\cdot}L^{-1}$. Water content was less than 14% in 7.8% of barley products, while it was $14{\sim}15%$ in 62.7% of them. Average whiteness of brand barley was 31.06, while waxy barley had higher whiteness with 27.28 than naked barley with 34.16. Heated water uptake rate of milled naked barley and milled waxy barley were 215.4% and 231.7%, respectively, while expansion rate of milled naked barley and milled waxy barley were 379.7% and 401.6%, respectively. Barley from local markets were as good as brand barley products in 1,000 grain weight, ratio of normal grains, inclusion of foreign substances, test weight, water content, whiteness, water uptake rate, and expansion rate, but they showed higher ratio of foreign substances included.