• Asian Pacific Journal of Cancer Prevention
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• v.17 no.6
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• pp.2923-2933
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• 2016

Recently, we reported an inverse association between high 'mate' intake (infusion of Ilex paraguariensis herb, a staple beverage in temperate South America) and breast cancer (BC) risk. Stronger inverse associations were found in high strata of tea, vegetable, fruit and energy intakes, and in overweight/obese women, suggesting possible roles for 'mate' mainly from its antioxidant contribution. The present study attempted to thoroughly explore possible associations among 'mate' and tea intake, dietary antioxidants and BC risk. Combining two databases of previous studies, 572 BC incident cases and 889 controls were interviewed with a specific questionnaire featuring socio-demographic, reproductive and lifestyle variables, and a food frequency questionnaire (64 items), focusing on 'mate' intake (consumer status, daily intake, age at start, age at quit, duration of habit). Food-derived nutrients were calculated from available databases. Odds ratios (OR) and their 95% confidence intervals were calculated through unconditional logistic regression, adjusting for relevant potential confounders. The highest 'mate' intake was significantly inversely associated with BC risk for both low and high carotenoids (OR=0.40 vs. 0.41), vitamin C (OR=0.33 vs. 0.50), vitamin E (OR=0.37 vs. 0.45), flavonols (OR=0.38 vs. 0.48) and reduced glutathione (OR=0.48 vs. 0.46) strata. High tea intake showed significant inverse risk associations only with high carotenoids (OR=0.41), vitamin E (OR=0.48) and reduced glutathione (OR=0.43) strata. In conclusion, a strong and inverse association for 'mate' intake and BC was found, independent of dietary antioxidant levels. Also strong inverse associations with tea intake were more evident only at high levels of certain dietary antioxidants.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.254-266
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• 2020

The purpose of this study is to analyze the influence of the type of recommender system on consumer's perceived benefit and privacy risk. The result showed that the perceived usefulness and intension to click was high in the order of Hybrid-filtering, Bestseller, and SNS-based system. Privacy concern was high in order of SNS-based system, Hybrid-filtering, and Bestseller. Moderating effects of perceived personalization on the type of recommender system and perceived usefulness were significant. Finally perceived usefulness had positive effect, and privacy concern had negative effect on consumer's intension to click. This study has significant implications for digital marketing bt comparing consumer responses according to the type of recommended service. The result of this study can be helpful for providing and developing future recommender service.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.10
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• pp.214-221
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• 2018

This study was conducted to identify the negative effects of sports sponsorships on consumer attitudes towards sports celebrities and the products advertised by them. The results of this study verified the main effects of sports celebrities' responsibility level on consumer attitudes toward the sports celebrity and his/her products in cases of negative incidents. Furthermore, the moderating roles of sports celebrities' response strategies were identified. Data were collected from 135 undergraduate students in the Republic of Korea using a questionnaire. The data from nine participants were discarded because of disingenuous answers to the questionnaire; thus, the final sample consisted of 126 participants. Multivariate analysis of variance (MANOVA) of the obtained data revealed that a sports celebrity's responsibility level has negative effects on consumer attitude toward the sports celebrity and the product. The moderating effects of the sports celebrity's response strategies were also significant.

• The Journal of the Korea Contents Association
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• v.22 no.1
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• pp.224-239
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• 2022

Despite an impressive growth of online sales, the bricks-and-mortar bandwagon still remain high-profile in the realm of consumer channel switching behavior. Different from the existing research exploring the consumer switching behavior from the offline to the online retailer, this study is an effort to investigate why and when do consumers switch from the online to the offline channel by applying the push-pull-mooring framework. Thus, structural equation modeling and SPSS were used to test the established hypotheses. The results, as expected, show that both push factors (i.e., perceived risk and dissatisfaction) and pull factors (alternative attractiveness and perceived ownership) are positively related to a consumer's intention to switch from the online to the offline channel. Moreover, all of expected interactions between push factors and mooring factors (i.e., switching costs, variety seeking, and subjective norms), and between pull factors and mooring factors are supported, except for the interactions between push factors and switching costs as well as between pull factors and subjective norms. Finally, implications and limitations are discussed.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.1-18
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• 2020

Fine dust is one of the top ten causes of deaths globally. More than 95% of the world's population are endangered by it. However, as the fine dust problem is difficult to address immediately, people should be informed of its risk and prepared to deal with it. This study explores the methods used to define, efficiently provide, and manage the complementary relationships between various types of media providing risk information utilizing the competitive characteristics of media in niche theory. A survey consisting of 348 Korean university students was conducted over 12 days, to analyze three factors: consumer perception of fine dust, media usage, and media use gratification. The response value for media gratification was substituted in the equation to derive the niche breadth, niche overlap, and competitive superiority. It was found that 1) for providing fine dust forecast and fine dust response guidance information, a smartphone application was the most effective; 2) smartphone applications were limited in providing additional information such as the severity and origin of fine dust, and hence, it is necessary to establish the functionality of the Internet and TV to complement smartphone applications. Thus, a system considering the above should be developed.

• Asia-Pacific Journal of Business
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• v.10 no.1
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• pp.55-72
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• 2019

Natural disasters and transient resource extraction cause new environmental problems and the waste of resources has also become a big problem. Because these kinds of environmental damage and pollution are harmful to human beings, the problem of environmental protection has become a global issue. In this situation, most consumers prefer Eco-Friendly products that benefit their health and can reduce environmental pollution as well. Businesses also try to develop marketing strategies that position products focused on the environment. At this point, the study has categorized extrinsic properties of Eco-Friendly products into brand images, the reliability of Eco-marks, advertisement views, and researches how the properties have effects on the perceived values and perceived risk in the process of consuming and how the perceived values and perceived risk have implications for purchasing intention. The consumer's perceived values are classified into emotional, social and Eco-friendly values. On the research of existing Chinese consumers or organic milk products, this study explains how the Chinese consumers make an assessment of the extrinsic property of Eco-Friendly products in the Chinese market and provide strategic implications to the Chinese market entrants.

• Asian Pacific Journal of Cancer Prevention
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• v.17 no.3
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• pp.1453-1461
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• 2016

Regarding 'mate' intake (infusion of Ilex paraguariensis herb, a staple beverage in temperate South American regions), most epidemiologic studies showed positive associations with risk of some cancers, (e.g. upper aerodigestive tract), but evidence on breast cancer (BC) risk is limited to a previous multi-site study, which reported a non significant odds ratio [OR]=0.85, 95% confidence interval [95% CI] 0.67-1.09, p for trend=0.31) for the highest quartile of intake. The present study was conducted in order to further assess associations of 'mate' intake with BC risk. We combined two databases of women belonging to public and private healthcare hospitals. The sample included 572 BC incident cases and 889 controls interviewed with a specific questionnaire featured by socio-demographic, reproductive and lifestyle variables, and a food frequency questionnaire of 64 items, also analyzing 'mate' intake (consumer status, daily intake, age at start, age at quit, duration of habit, intensity of intake). ORs and their 95%CI were calculated through unconditional logistic regression, adjusting for relevant potential confounders. The highest quartile of 'mate' intake was inversely associated with BC risk (OR=0.40, 95%CI 0.26-0.57, p for trend <0.001). Stratified analyses also displayed strong significant inverse associations for 'mate' in frequent tea drinkers (OR=0.22), high energy intake (OR=0.23), high body mass index (OR=0.29) and in postmenopausal women (OR=0.36), among other results. As conclusions, we found evidence of a significant inverse association for 'mate' intake and BC risk.

• Journal of Food Hygiene and Safety
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• v.31 no.3
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• pp.167-175
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• 2016

After Fukushima Daiichi nuclear disaster, Korean government banned to import of Japanese fishery products that comes from north region of Japan. As 'fishery product trade dispute' between Korea and Japan is still in progress, consumers have been threatened their food safety. This study is to examine the factors influencing consumer's risk perception to Japanese fishery products and risk taking behavior. Survey was conducted with 1,500 adult during sep-oct 2012. The result can represent the role of affect with risk perception of Japanese fishery product. People who have negative affect to Japanese fishery products have higher risk perception. Also negative affection can influence to risk taking behavior. However the degree of fatalism is not significant factor to risk taking behavior.

• Asia Marketing Journal
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• v.13 no.3
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• pp.55-77
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• 2011

This study investigate the interaction effects of bundle price discount framing and message framing on consumer's attitude of bundle component. Although each effect of bundle price discount framing and message framing has been explored individually, few attempts have been made to invest them jointly. This study tests the interaction effects of bundle price discount framing and message framing on consumer's evaluation of bundle component. Moreover, this research focuses on consumer's evaluation of individual bundle component while the existing research on bundling primarily focused on consumer's evaluation of the bundle. Prior research suggests that consumers are sensitive to the framing of prices and discounts in the presentation of the bundle offer. For example, there is considerable evidence that partitioning or consolidating the prices of a bundle can influence the attractiveness of the bundle offer. Similarly, there is evidence that an equivalent price reduction to the overall bundle, one of the individual products in the bundle, or distributed among the individual products in the bundle can alter the perceived attractiveness of the offer (e.g. Chakravarti, Krish, Paul, and Srivastava 2002; Hamilton and Srivastava 2008; Janiszewski and Cunha 2004; Johnson, Herrmann and Bauer 1999; ; Morwitz, Greenleaf, and Johnson 1998; Yadav 1994; 1995). In line with these earlier research, this research suggests that the bundle type can influence the consumer's evaluation of bundle component. There are two types of bundle - mixed-leader bundle and mixed-joint bundle. In mixed-leader bundling, the price of one of the two products is discounted when the other product is purchased at the regular price. In mixed-joint bundling, a single price is set when the two product are purchased jointly. This study supposes that the teeth whitening product is the leader product in a mixed-leader bundle. So bundle price discount framing is manipulated such as "Buy the teeth whitening product (regular price \80,000) and get 50% discount on the functional toothpaste(regular price \40,000), special set price \100,000" or "Buy the functional toothpaste and the teeth whitening product as a set and get discount for the set, special set price \60,000". Message framing is manipulated through the product claims described in an advertising bill. The positive framing presents that "Over 95% of users achieved the expected 2-3 shades of improvement in two weeks" where as the negative framing presents "less than 5% of users did not achieve the expected 2-3 shades of improvement in two weeks". This study uses hypothetical brand name of the teeth whitening product and the functional toothpaste This study is based on a 2x2 factorial design with bundle discount framing (mixed-leader bundle vs. mixed-joint bundle) and massage framing (positive vs. negative). The dependant variables are consumer's perceived quality and attitude of the teeth whitening product The data reveals that two dependant variables are correlated, so the data is analyzed with two-way MANOVA. This research explores the significant interaction effect of bundle discount framing and message framing on consumer's perceived quality and attitude of the teeth whitening product. When the message framing is positive, consumer's perceived quality and attitude of the teeth whitening product is higher in mixed-leader bundle than mixed-joint bundle condition. However, when the message framing is negative, consumer's evaluation is higher in mixed-joint bundle than mixed-leader bundle. The author explains this result by stating that consumers are less likely to use heuristics such as price-quality association and value discounting hypothesis(Raghubir 2004) in the negative message framing condition. Additionally, consumer's perceived risk of the teeth whitening product in the negative message framing condition can be more reduced by the bundle partner(e.g. the toothpaste) in mixed-joint bundle than mixed-leader bundle. Based on the results, marketing managers are advised to use different bundle type based on message framing of their product.

• The Journal of the Korea Contents Association
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• v.10 no.2
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• pp.412-420
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• 2010

With increased complexity of product and market, the phenomenon that a consumer get paradoxical attitude toward marketing object has been increased. And this phenomenon eventually affects the relationship between consumer and product. In this study we tried to find more paradoxical phenomenon and understand consumer behavior confronting these situations when they buy agro-product based on ground theory methodology. According to the results, consumer's expectation and purchase experience can promote quality paradox experience during confronting various marketing activities such as price, product, promotion, place. Also these experience can cause quality paradox related interaction and communication even though there could be differences in their experience according to demographic characteristics, personal preference, and risk perception. Consumer will develop multiple strategies against quality paradox to manage the uncomfortable paradox experiences.