• 한국조리학회지
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• 제15권2호
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• pp.121-135
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• 2009

최근 몇 년 전부터 불기 시작한 웰빙(well-being) 트렌드와 소비자들의 건강에 대한 관심 증폭으로 인하여 소비자의 주류 패턴에도 변화가 일어나기 시작하였다. 특히 적당한 와인이 동맥경화, 심장병, 노화 방지 등 각종 성인병의 예방에 좋다는 연구 결과가 속속 발표되면서 와인의 소비를 가속시키고 있다. 이에 본 연구에서는 와인 구매 및 음용 시 고려하는 선택 속성 중요도를 파악하여 고객 만족과 와인 대중화, 저변화에 기여함을 그 목적으로 하였다. 문헌 연구와 실증 연구를 병행한 본 연구는 와인 소매점에서 구매 경험이 있는 서울지역의 내국인 거주자 및 주간 상주 인구를 대상으로 2008년 12월 1일부터 31일까지 설문조사를 하였다. 설문조사에서 수집된 자료의 분석방법은 SPSS 12.0 통계패키지 프로그램을 활용하여 빈도분석, 요인분석, 신뢰성 검증, 일원배치분산분석, 다중회귀분석으로 인구통계학적 특성과 이용 행태에 따른 와인 소비자의 선택 속성 중요도를 분석하였다. 그 결과는 다음과 같다. 첫째, 음용 횟수, 음용 장소, 정보 원천을 제외한 생산지, 구매처, 구매 비용, 와인 음용 동반자에 따라 와인 구매 및 음용에 유의적 차이를 나타내었다. 둘째, 브랜드 특성, 건강상의 역할 등의 와인 선택 속성 요인은 고객 만족에 긍정적인 영향을 미치는 것으로 나타났다.

• 마케팅과학연구
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• 제16권3호
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• pp.125-142
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• 2006

본 연구는 경제적 부가가치를 높일 수 있는 관광자원 중에서 두드러지는 자원중의 하나인 지역축제에 관한 연구이다. 지역축제들이 적극적 이벤트로 잘 포장되어 개발될 때 관광객들이 그 지역주민과 커뮤니케이션을 공유하게 되며, 결국에는 문화적 체험을 할 수 있는 고부가가치 관광자원이 될 수 있다. 지역을 대표할 수 있는 축제인 부여 백제문화제는 제 51 회 대회가 2005 년 10월 3 일 ${\sim}$10월 5 일(3일간)간 지속적으로 개최되고 있는 커다란 지역문화제라고 할 수 있다. 전국 3 대 문화제중 하나인 백제문화제는 지역단위 행사가 아닌 전 국민이 함께 느끼고 즐기며 배울 수 있는 전국 최고의 전통문화축제를 지향하고 있다. 본 연구에서는 부여 백제문화제 방문객들에 대한 주요 선택속성 요인들을 찾아내고, 밝혀낸 선택속성 요인을 근거로 대응일치분석을 통하여 인구통계학적 특성에 따른 선호도를 살펴보고 이에 따른 방문객 유치증대에 기여하고자 한다 또한, 축제 선택속성 요인이 재방문 의사에 어떠한 영향을 미치는지를 밝혀내고, 우리나라의 대표적인 지역문화축제라고 할 수 있는 부여 백제문화제의 문제점 및 장 단점을 분석하여 향후 지역축제 개최시 보다 많은 관광객유치와 관광수입을 올릴 수 있는 개선방안을 강구하고자 한다.

• 유통과학연구
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• 제13권3호
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• pp.79-91
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• 2015

Purpose - First, the study identifies and analyzes consumer preferences with regard to health foods and supplements. Second, it identifies and analyzes consumer preferences with regard to the properties of Vitamin C supplements. Third, in order to provide a basic data for the development of Vitamin C supplements and to measure how consumers value the properties of different Vitamin C products, a consumer survey was conducted through the choice-based conjoint model. Based on the results, the research estimates consumers' relative product-related priorities as well as price levels and willingness to pay (WTP) for different product types, and makes suggestions regarding consumer-oriented new product development and progressive directions for the successful launch of health foods and supplements. Research design, data, and methodology - This study aims to define the attributes of health foods and supplements based on several characteristics including their natural ingredients, product price, product originality, natural ingredient content, and additional functional ingredients, and makes suggestions regarding strategic market pricing and product development for health foods and supplements according to customer attitudes and characteristics. The research used choice-based conjoint analysis methodology based on the Multinomial Logic Model and collected 94 questionnaires filled out by users of Korean Vitamin C supplements. Results - Product price is the most influential factor among the five analyzed properties. When consumers buy Vitamin C products, the relative significance level of four of the examined properties is as follows: 40.9% for product price, 23.3% for product originality, 21.9% for natural ingredient content, and 13.9% for additional functional ingredients. Vitamin C content is excluded as it is not a statistically significant factor. It is interesting that supplement manufacturers and retailers consider Vitamin C content to be very important whereas consumers do not regard it as an important factor at the time of purchase. The results for the marginal willingness to pay (MWTP) for each property of Vitamin C supplements show that consumers are willing to pay an additional 11,146 Korean won for a 50% increase in the natural ingredient content. With regard to product originality, consumers are willing to pay an additional 11,301 Korean won for products manufactured in Europe than for products manufactured in China. Moreover, consumers show a greater preference for products manufactured in Korea than in Europe. However, consumers are not willing to pay more for additional Vitamin C or additional functional ingredients added to Vitamin C products. Conclusions - According to the results of consumer research on Vitamin C supplements, which represent a popular health food supplement in Korea, most Korean health food and supplement companies are not consumer- or market-oriented when developing new products. Companies gather information from either R&D specialists or sales managers and their opinions are highly reflected in new product development. The study's results will help companies recognize the importance of understanding consumers' unmet needs in advance to develop new products in the future.

• Journal of Korea Trade
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• 제27권2호
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• pp.115-129
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• 2023

Purpose - This study empirically analyzes the consumer value of risk management associated with illegal, unreported, and unregulated (IUU) fishing of fishery products imported to Korea. The global regulatory paradigm for IUU fishing has shifted from production-centered to market-centered. As a result, changes in the international fisheries trade environment emphasizing "transparency" and "legality" of the production process are accelerating. Therefore, changes in the management systems of fishery products entering the country are also needed. Accordingly, this study estimated the consumer value for risk management of IUU fishing, targeting major fish species imported to Korea, and derived the feasibility of introducing related policies. Design/methodology - This study used the choice experiment as an analysis model to estimate consumers' willingness to pay for the "possibility to check for IUU fishing." The choice experiment assumes that the value of a good or service is composed of separable attributes and that the sum of the part-worth of these individual attributes becomes the total value. In this study, respondents were presented with profiles comprising three attributes (country of origin, price, and possibility of checking IUU fishing) and the levels of frozen poulp squid, the subject of the analysis. The participants were asked to select their preferred profile. The marginal willingness to pay for each attribute was derived from the results of the respondents' choices using conditional logit model estimates. Findings - There is a marked difference in utility based on the preference of the country of origin of fishery products among consumers. In addition, the utility of fishery products that have undergone IUU fishing verification was observed to be higher, with the utility marked to be higher for lower prices. Originality/value - Estimating the policy value of the risk management in IUU fishing of imported fisheries products in this study is a novel attempt that has never been conducted before. Several studies have been conducted to assess the risk of IUU fishing associated with the import of fishery products internationally. However, such studies are yet to be conducted in Korea. Instead, policies and studies have focused on issues related to complying with trading partners' legal and transparent standards for exporting fishery products. This study should be the beginning of more in-depth empirical and theoretical explorations to establish order in the domestic seafood market and respond to changes in international regulations on IUU fishing.

• 한국식품영양학회지
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• 제22권4호
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• pp.687-695
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• 2009

The present study attempted to offer more insights into the foreign consumers' consumption decision structure of Korean restaurants located in foreign countries. A survey was designed based on the means-end chain theory, using the laddering interview technique. The qualitative data obtained from 10 Americans, 10 Japanese, and 10 Chinese were content analyzed and resulted in categories such as 'new experience', 'interest in Korea', 'recommendation', 'good food', 'easy to access', 'service', 'dining environment', and 'price' as perceived attributes of choice. The hierarchical value maps linking attributes, psychological consequences, and terminal values were presented. The most frequent consequences were 'experience new culture', 'be exposed to new experience', and 'learn more about Korea' which were related to 'happiness', 'pleasure', 'good relationship', 'desire fulfillment', and 'self-satisfaction' as personal values. Laddering interviews, which required laborious analysis, provided important information on the relationship between perceived attributes and the reasons for choosing Korean restaurants.

• 한국식생활문화학회지
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• 제35권1호
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• pp.55-64
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• 2020

This study on the importance and satisfaction of selection attributes for customers using Michelin restaurants. The survey was conducted on 309 respondents who had visited and used restaurants by classifying the Michelin restaurants into starred restaurants and Bib Gourmand restaurants. The data was collected and the frequency analysis, t-test verification, and IPA analysis were performed using the SPSS 25.0 statistical program. The results of the study examined the difference between the importance and satisfaction of the choice of starred restaurants. Overall, the importance was higher than satisfaction. The importance of hygiene and cleanliness was recognized by many customers that the expectation for the overall Starred restaurants was very high. Bib Gourmand, showed that the importance was higher than satisfaction. In terms of importance and satisfaction, the taste of food is the most important and the satisfaction is high. Comparing the IPA analysis of the attributes of 1) hygiene and cleanliness, food quality, convenience, and facade of food, 2) service professionalism and variety of menus, 3) food price, atmosphere and amount, and 4) the attitude and kindness of the employees were shown. This study has great significance in providing practical basic data for the management of domestic Michelin restaurants.

• 한국식생활문화학회지
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• 제32권6호
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• pp.476-486
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• 2017

This study surveyed the recognition, image, preference, attributes, satisfaction and revisit intention for Korean food of local Vietnamese to facilitate the globalization of Korean food. Most participants had recognized Korean food. and, they were especially aware of kimchi (김치), bulgogi (불고기) and bibimbab (비빔밥), Additionally, most repondents thought these foods represent Korean traditions and culture very well. The image of local Vietnamese for Korean food was good. Which was reflected in Korean food having "a good reputation" and a high possibility for "globalization" were high. This study also investigated 16 kinds of Korean food and found the highest preferences to be for bulgogi (불고기), followed by galbitang (갈비탕), whereas that for doenjangchigae (된장찌개) was lowest. Some of the top choice attributes of Vietnamese for Korean food were found to be in "because it is 'colorful', 'prepared sincerely', 'plated neatly', 'fresh' and 'comes with a variety of banchans (side dishes). This is a very meaningful result, making this an important reference for the globalization of Korean food. The local Vietnamese had high satisfaction and reuse intention degree for Korean food, and especially high satisfaction with the colorfulness of Korean food. In addition, the local Vietnamese showed a very high revisit intention for Korean food.

• 디지털융복합연구
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• 제13권10호
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• pp.225-234
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• 2015

본 연구는 캠핑장 선택속성의 의사결정 융복합 프레임워크 구축을 위해 의사결정의 세부단계를 알아보기 위해 수행되었다. 첫째, 캠핑참여동기 및 캠핑장 선택속성을 파악하기 위하여 요인분석이 수행되었고, 둘째, 캠핑참여동기 유형에 따른 캠핑장 선택속성에 미치는 영향관계 분석, 셋째, 캠핑장 선택속성이 만족과 행동의도에 어떠한 영향관계를 미치는지를 검정하기 위해 회귀분석이 수행되었다. 캠핑참여동기로 5개 요인이 도출, 캠핑장 선택속성은 4개 요인이 도출되었으며, 이 캠핑참여동기의 유형에 따라 캠핑장 선택속성에 미치는 영향력이 다르다는 것을 알게 되었다, 그리고 마지막으로 캠핑장 선택속성은 캠핑객의 만족 및 행동의도에 영향을 미친다는 것을 알게 되었다. 이와 같은 결과는 캠핑장 운영자들은 세분화된 캠핑참여동기를 바탕으로 운영하고 있는 캠핑장이 반드시 갖추어야할 속성들에 대해 알게 해 주었고, 실제 캠핑객의 만족 및 행동의도에 미치는 선택 속성들을 파악함으로써 캠핑 사이트 개발자들의 개발계획 수립을 위한 가이드라인을 제시해 준다.

• Asian Pacific Journal of Cancer Prevention
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• 제17권sup1호
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• pp.79-84
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• 2016

Graphic health warnings (GHW) on tobacco packages have proven to be effective in increasing quit attempts among smokers and reducing initial smoking among adolescents. This research aimed to examine the relative importance of different attributes of graphic health warnings on tobacco packages in Viet Nam. A discrete choice experimental (DCE) design was applied with a conditional logit model. In addition, a ranking method was used to list from the least to the most dreadful GHW labels. With the results from DCE model, graphic type was shown to be the most important attribute, followed by cost and coverage area of GHW. The least important attribute was position of the GHW. Among 5 graphic types (internal lung cancer image, external damaged teeth, abstract image, human suffering image and text), the image of lung cancer was found to have the strongest influence on both smokers and non-smokers. With ranking method, the image of throat cancer and heart diseases were considered the most dreadful images. GHWs should be designed with these attributes in mind, to maximise influence on purchase among both smokers and non-smokers.

• Journal of Nutrition and Health
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• 제56권1호
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• pp.112-121
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• 2023

Purpose: Eating behaviors are influenced by food environments, such as availability and/or accessibility of healthy food options. In this study, we examined the relationship between healthy eating-out options and the intention to eat healthily in adults residing in Daqing, China, using an extended theory of planned behavior (TPB). Methods: Data were collected via an online survey conducted from April to May 2021 using a previously validated questionnaire in Daqing. A total number of 308 subjects aged 18-64, either Daqing oilfield workers or their family members were eligible and finally included in the analysis. The relationships among the attributes and the quality of healthy eating-out options, the three major constructs of TPB, and the intentions of healthy eating were examined using multiple linear regression analyses. Results: Subjective norms (p = 0.049) and perceived behavioral control (PBC) (p = 0.000) were significantly related to the healthy eating intention. The quality and attributes of the food served statistically significantly explained the intention to eat healthily. After controlling for age, sex, and body mass index, not the quality but the attributes of food served (p = 0.037), subjective norms (p = 0.016), and PBC (p = 0.000) had a significant relationship with the intention to eat healthily. The model explained 83.7% of the variance. Conclusion: The healthy eating-out choices, along with subjective norms and PBC of TPB, may be a potential determinant of healthy eating intention among Chinese adults living in Daqing, China. Policy implications have highlighted that not only the personal intention to eat healthy foods, but also the available healthy food environment may be important for the choice of healthy options by the population of interest. Therefore, building an environment for healthy eating choices and campaigns aimed at increasing consumer awareness of healthy eating are equally important for a smart eating choice.