• Korean Journal of Food Science and Technology
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• v.49 no.5
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• pp.486-493
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• 2017

The purpose of this study was to compare the differences of seven distilled soju samples that were presented at the main stage of the 2015 Korean Liquor Contest. The characteristics of the awarded products and other products were compared. The general components of prize-winning soju showed that the total acidity (0.22%) and alcohol content (38.44%) were higher than other soju (0.10, 22.81%), and that these properties influenced various sensory properties. For the sensory characteristics and consumer preference factors, the descriptive analysis and consumer preference testing were conducted. The descriptive analysis revealed that the (aftertaste) bitterness, corn-silk odor, sake odor/flavor, and overall taste intensity were strongly expressed in the prize-winning distilled soju. For the preference analysis, various preferences, such as "flowery odor/flavor" and "rich odor/flavor" appear to have influenced the positive preferences and "too strong an odor/flavor", "aftertaste bitterness", and "sharp tasting" were found to have a negative effect on preference.

• Knowledge Management Research
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• v.24 no.4
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• pp.87-102
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• 2023

Awe is recognized as an emotion linked to enhancing openness to new experiences and broadening one's cognitive perspective through the acquisition of new knowledge. This research aimed to investigate awe's impact on consumer behavior in advertising, using a 2 (emotion: awe/control) × 2 (product type: innovative/non-innovative) experimental design with 118 undergraduate students in Seoul, Korea. Findings revealed that awe-inducing advertising significantly increases product preference and positive technology readiness, particularly for innovative products compared to non-innovative ones or when awe is not elicited. The analysis of moderated mediation showed that positive technology readiness plays a mediating role in the relationship between awe induction and product preference. Notably, in the case of innovative products, awe-inducing advertising heightens positive technology readiness, subsequently increasing consumer preference for these products. These results reinforce existing literature on awe's positive effects, demonstrating its role in augmenting consumers' favorable attitudes toward innovative products. The study offers valuable insights for marketing strategies of companies promoting innovative products or services, highlighting the effectiveness of awe-inducing emotional appeals in shaping consumer attitudes towards innovation.

• The Research Journal of the Costume Culture
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• v.23 no.3
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• pp.353-367
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• 2015

This study analyzed consumers' awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers' attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers' awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers' attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers' effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.

• The Journal of the Korea Contents Association
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• v.19 no.7
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• pp.120-129
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• 2019

Mooncakes are an important traditional food for the Mid-Autumn festival in many Asian countries, especially China. With the development of Chinese design, people pay more attention to the packaging design of mooncakes. Therefore, starting from the packaging design of mooncakes, this paper aims to study and analyze the preference of Chinese consumers for the packaging design of mooncakes and propose directional Suggestions for the packaging design of mooncakes. According to the market report of CNPP, the ten most popular mooncake brands in China are taken as the object, and four elements of packaging design, including brand, color, shape and material, are derived through preliminary research, and a questionnaire survey on the preferences of Chinese consumers is conducted. It is hoped that this paper can become the basic material for moon cake packaging design to improve consumers' preference, which will be helpful for specific packaging design schemes in the future.

• The Korean Journal of Vision Science
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• v.20 no.4
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• pp.393-401
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• 2018

Purpose : This survey aimed to investigate the differences in shape and color preference of eyeglasses and sunglasses between Korean and Chinese consumers. Methods : The questionnaire was conducted on 150 Chinese students studying in Korea and 150 Korean college students. Any student who majors in optometry was excluded. Chinese students were provided with questionnaires that were translated into Simplified Chinese characters, and it was translated by a native Chinese student studying in a master course of a Korean university, on the basis of Korean questionnaire. Results : The Chinese consumer group preferred the global famous brand in sunglasses rather than the glasses, and it was found that they preferred the Korean glasses products relatively. Also, they presented higher preference to half- or rimless frame, gold color, two-tone colored lens, comparing to the Korean consumer group. Conclusion : The results of this study are expected to contribute to Chinese marketing strategy of Korean manufacturing optical shop companies, and to sales strategy of Korean optical shops with Chinese tourists.

• Journal of Korea Society of Industrial Information Systems
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• v.20 no.1
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• pp.79-90
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• 2015

This study investigated the effects of 'K-POP' preference on purchase intention of Korean products. Especially, it revealed the mediating role between the participation intention of Korean culture event and the purchase intention of Korean products. Further, we examined the difference in the path relation according to the use-behavior of Korean wave contents. In this proposed model, we can see 'K-POP' preference had a positive effect on participation intention of Korean culture event, but it was not significant for purchase intention of common products. The participation in Korean culture event had significant effects on the purchase intention of Korean culture products and the purchase intention of common products. However, the purchase intention of Korean culture products had no significant effects on the purchase intention of common products. Thus, our finding showed that higher preference of 'K-POP' did not make cause purchase intention of common products. Further, the higher the preference of 'K-POP' was, the higher the participation intension of Korean culture event was and, as a result, the purchase intention of common products got higher. In addition, path analysis results according to the media usage behaviors show that Chinese consumer who uses the internet and has a higher preference of 'K-POP' had a positive effect on the purchase intention of common products. Furthermore, it has a positive effect on both purchase intension of Korean culture products and purchase intension of common products. In case of Chinese consumer who use the television, radio and newspapers, K-POP preference had no significant effect on the purchase intension of common products.

• Korean journal of food and cookery science
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• v.23 no.3 s.99
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• pp.388-400
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• 2007

The purpose of this study was to identify the characteristics of consumers who purchase home meal replacements (HMR) and to analyze the differences for frequency of use, preference, satisfaction, and repurchase intention based on HMR product categories. The subjects were adults in their twenties or older, who had used HMRs and lived in Seoul and the Gyeonggi Province of Korea. Five-hundred and fifty subjects were chosen by random sampling, and questionnaires were distributed from March 12 to 30, 2005. A total of 451 questionnaires were returned (the rate of return was 82%). The primary results of the study are as follows. First, by analyzing for differences based on the demographical characteristics of the HMR consumers, men had higher 'frequencies of use' and preference, whereas women had higher satisfaction and 'intentions to purchase again.' This implies that HMRs assist women who are usually in charge of home food preparation, based on time and cooking effort; hence a higher satisfaction among the women. Second, by analyzing for differences based on the characteristics of HMR consumers who ate the products, 'frequency of use' (p<.001), preference (p<.01), satisfaction (p<.001), and 'intention to repurchase' (p<.001) for the 'ready to eat' HMR category, by the person who prepared the food, were significantly higher for those subjects in their 20s than for those in other age groups. As for persons influenced by the meal, the teen age group had significantly lower 'frequency of use'(p<.001), preference (p<.05), satisfaction (p<.01) and 'intention to repurchase' (p<.01) than other age groups. 'Frequency of use' (p<.001) and preference (p<.05) were lower if the person influenced by the meal was one's spouse or child than if the person influenced by the meal was oneself. Third, regarding the preference for eating at home or eating out, 'frequency of use' was significantly higher than the other analyzed factors for the 'ready to eat,' 'ready to heat,' and 'ready to end-cook' HMR categories. In short, the 'frequency of use' for HMRs was higher for those who preferred to eat at home versus eating out, simply as a result of being bored with eating out, which is essentially the reason for the origin of HMR.

• Archives of design research
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• v.19 no.2 s.64
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• pp.63-72
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• 2006

The design in modern industrial society is the core of corporate administrational strategy and a factor that determines the competitiveness of a country. And the process of purchasing products is the matter related to the awareness of design which expresses the desire to own the design product that consumers prefer, implying that the aesthetic feature of product has become a critical characteristics of product design rather than the technical function of product. In this regard, the development of product design with a new dimension is urgently called for, by analyzing and shedding light on the aesthetic features of factors related to the preference of consumers. This study considers the preceding studies on the aesthetic factors and the reaction of customers to the product design to figure out the importance of factors related to the preference of customers, in an effort to shed light on the aesthetic factors that affect the customers' preference of product and the evaluation of product. In addition to that, this study investigated the preference that Korean and Chinese customers display toward the product and assessed the aesthetic features of preferred product in order to come to the conclusion from the experiment and analysis on how much effect the aesthetic factors and the aesthetic factors by product have on the preference of customers. Therefore, this study tries to propose the data that can be useful for the design of product targeted for consumers in Korea and China, by shedding light on what aesthetic factors that products preferred by consumers in Korea and China have and how much effect such factors have on the preference of consumers in an attempt to provide the guideline on the aesthetic factors of the product design.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.3
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• pp.537-544
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• 2020

Beef consumption trends are changing according to consumer needs and preferences. This study was conducted to collect the fundamental information by investigating the consumer's preference and purchase propensity of beef(Hanwoo beef) for improvement of Korean beef grading system. Consumers were recruited from Seoul, Gyeonggi-do, and 5 metropolitan cities, and surveyed from July 24 ~ August 14, 2017. The data obtained from 362 consumers were finally selected for the verification process. Results from the Hierarchical Regression Analysis reveal that the increased purchasing frequency is positively correlated with the following factors, in the consumer group showing preference in the Quality Grade (QG) of beef: marbling type 1QG, fat color 1⁺QG, and income, grade opinion, marbling contents and type 1⁺⁺QG. Conversely, no factor affected the increased purchasing frequency in the consumer group having no preferred QG for beef (p>0.05). Our study determined significant differences in the factors affecting increased purchase frequency of beef among the different groups, classified depending on their preferred QG. The grading system is important since it directly correlates with profit for livestock farmers and the industry. We therefore propose that the grading criteria need to be revised reasonably but scientifically, considering various opinions of the producers and consumers.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.15-26
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• 2010

Due to the globalization across various industries and cultural trade among many countries, oriental concepts have been attracting world’s attentions. In fashion industry, one's traditional culture is often developed as fashion theme for designers' creation and became strong strategies to stand out among competitors. Because of the increase of preferences for oriental images, opportunities abound to introduce traditional fashion goods and expand culture based business to global fashion markets. However, global fashion brands that include Korean traditional culture are yet to be developed. In order to develop a global fashion brand with Korean taste, it is very important for native citizen to accept their own culture in domestic apparel market prior to expansion into foreign market. Loungewear is evaluated to be appropriate for adopting Korean traditional details into clothing since this wardrobe category embraces various purposes which will easily lead to natural adaptation and wide spread use. Also, this market is seeing an increased demand for multipurpose wardrobes and fashionable underwear (Park et al. 2009). Despite rapid growth in the loungewear market, specific studies of loungewear is rare; and among research on developing modernized-traditional clothing, fashion items and brands do not always include the loungewear category. Therefore, this study investigated the Korean loungewear market and studied consumer evaluation toward loungewear with Korean traditional fashion design elements. Relationship among antecedents of purchase intention for Korean traditional fashion design elements were analyzed and compared between lifestyle groups for consumer targeting purposes. Product quality, retail service quality, perceived value, and preference on loungewear with Korean traditional design elements were chosen as antecedents of purchase intention and a structural equation model was designed to examine their relationship as well as their influence on purchase intention. Product quality and retail service quality among marketing mixes were employed as factors affecting preference and perceived value of loungewear with Korean traditional fashion design elements. Also effects of preference and perceived value on purchase intention were examined through the same model. A total of 357 self-administered questionnaires were completed by female consumers via web survey system. A questionnaire was developed to measure samples' lifestyle, product and retail service quality as purchasing criteria, perceived value, preference and purchase intention of loungewear with Korean traditional fashion design elements. Also, loungewear purchasing and usage behavior were asked as well in order to examine Korean loungewear market status. Data was analyzed through descriptive analysis, factor analysis, cluster analysis, ANOVA and structural equation model was tested via AMOS 7.0. As for the result of Korean loungewear market status investigation, loungewear was purchased by most of the consumers in our sample. Loungewear is currently recognized as clothes that are worn at home and consumers are showing comparably low involvement toward loungewear. Most of consumers in this study purchase loungewear only two to three times a year and they spend less than US$10. A total of 12 items and four factors of loungewear consumer lifestyle were found: traditional value oriented lifestyle, brand-affected lifestyle, pursuit of leisure lifestyle, and health oriented lifestyle. Drawing on lifestyle factors, loungewear consumers were classified into two groups; Well-being and Conservative. Relationships among constructs of purchasing behavior related to loungewear with Korean traditional fashion design elements were estimated. Preference and perceived value of loungewear were affected by both product quality and retail service quality. This study proved that high qualities in product and retail service develop positive preference toward loungewear. Perceived value and preference of loungewear positively influenced purchase intention. The results indicated that high preference and perceived value of loungewear with Korean traditional fashion design elements strengthen purchase intention and proved importance of developing preference and elevate perceived value in order to make sales. In a model comparison between two lifestyle groups: Well-being and Conservative lifestyle groups, results showed that product quality and retail service quality had positive influences on both preference and perceived value in case of Well-being group. However, for Conservative group, only retail service quality had a positive effect on preference and its influence to purchase intention. Since Well-being group showed more significant influence on purchase intention, loungewear brands with Korean traditional fashion design elements may want to focus on characteristics of Well-being group. However, Conservative group's relationship between preference and purchase intention of loungewear with Korean traditional fashion design elements was stronger, so that loungewear brands with Korean traditional fashion design elements should focus on creating conservative consumers' positive preference toward loungewear. The results offered information on Korean loungewear consumers' lifestyle and provided useful information for fashion brands that are planning to enter Korean loungewear market, particularly targeting female consumers similar to the sample of the present study. This study offers strategic and marketing insight for loungewear brands and also for fashion brands that are planning to create highly value-added fashion brands with Korean traditional fashion design elements. Considering different types of lifestyle groups that are associated with loungewear or traditional fashion goods, brand managers and marketers can use the results of this paper as a reference to positioning, targeting and marketing strategy buildings.