• Journal of the Korean Society of Food Culture
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• v.35 no.2
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• pp.193-200
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• 2020

This study was conducted to understand the sensory characteristics and consumer acceptance for the commercially available clear broth for noodles. Totally, eight different clear broth samples were evaluated in this study. Seven trained panelists developed and evaluated sensory characteristics in the descriptive analysis. Significant differences (p<0.05) were obtained for all 28 attributes evaluated. Descriptive data was obtained by performing multivariate analysis of variance to identify differences between samples. Principal component analysis (PCA) was performed on the mean values of descriptive attributes obtained in the descriptive analysis, and summarizes the sensory characteristics of clear broth for noodles. PCA of the clear broths revealed that the first two principal components are responsible for 80.66% variations. For sensory testing, 160 consumers were recruited, and their acceptance for each sample was assessed. Consumer data was obtained by applying partial least square-regression (PLSR) to establish the relationship between the descriptive data and the consumer acceptance data.

• Journal of the Korean Home Economics Association
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• v.41 no.5
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• pp.119-130
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• 2003

This study investigated the consumer acceptance toward irradiated foods and the factors to distinguish subjects with differential levels of the acceptance. Data were collected from 462 adults in Seoul, Daegu and Busan by the self-administered questionnaire. Frequencies and logistic regression analysis were conducted by SPSS. The results were as follows: (1) the level of awareness about irradiated foods was very low, but the acceptance toward them was high; only 2.8% of the respondents answered that they heard about irradiated foods and knew them very well, and 60.4% were wiling to buy them, and (2) sex, subscription of consumer magazines, and concerns about irradiated foods were factors to distinguish accepters from non-accepters; the respondents who were males, subscribed for consumer magazines, and had high concerns about irradiated foods showed less willingness to irradiated foods.

• International journal of advanced smart convergence
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• v.13 no.1
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• pp.129-139
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• 2024

In digital marketing, the strategic use of emojis in social media advertising, particularly on the Xiaohongshu app, significantly influences consumer acceptance and purchase behavior. This study examines the impact of emoji-laden advertisements and the role of brand metaphorical warmth on consumer perceptions. Employing a tailored questionnaire, the research explores how emojis affect brand advertisement reception, filling a gap in empirical research on emoji advertising effectiveness. Findings indicate that emojis, when used judiciously, enhance consumer acceptance and contribute to a positive brand perception. However, excessive use may undermine trust. Brand metaphorical warmth emerges as a crucial factor, suggesting that emojis can effectively convey warmth, fostering a deeper emotional connection with consumers. These insights offer practical implications for refining social media marketing strategies, advocating for a balanced approach to emoji usage in advertisements to optimize engagement and influence consumer behavior.

• Fashion & Textile Research Journal
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• v.18 no.1
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• pp.38-47
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• 2016

This research analyzes the influence of mobile commerce characteristics on consumer's purchase intention using a theoretical Technology Acceptance Model (TAM) constructed on previous studies and a review of the literature to explain the effect of mobile fashion shopping characteristics on consumer's purchase intention. In constructing structural equation model, Mobile commerce characteristics variables such as 'security', 'enjoyment', and 'personalization' were selected as external variables affecting TAM. A questionnaire was distributed to consumers in their 20's-30's who had purchased fashion products using a mobile shopping channel. Statistical methods of confirmatory factor analysis, correlation, and covariance structural analysis using Amos 19.0 package were employed for the analysis of 453 effective data responses. The results were as follows. First, extended TAM was shown be the appropriate model to explain the influence of mobile commerce characteristics on consumer's purchase intention in mobile fashion shopping. Second, 'security' had a significant positive influence on perceived usefulness (PU), however it affected perceived ease of use (PEOU) negatively. Third, 'enjoyment' had a significant influence only on PEOU, while 'personalization' was found to affect both PEOU and PU significantly. Fourth, PEOU affected PU significantly. Finally, both PEOU and PU had a significant influence on consumer's purchase intention.

• Journal of the Korean Society of Food Culture
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• v.19 no.4
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• pp.460-467
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• 2004

Survey on the usage of commercial poggi Kimchi was run and consumer's acceptance test of the Kimchi in the various regions of Korea including Seoul(SE), Kyonggi Province(KG), Kangwon Province(KW), Kyungsang Province(KS), and Jeonla Province(JL) were investigated. Survey result of 34% of consumer showed that they eat Kimchi very much, and 19% answered they ate Wimchi whenever they had chance to eat. The most desired points of improvement in commercial poggi Kimchi were as following; Taste and degree of fermentation should be standardized. Order of preferences of minor ingredients of Kimchi were radish, hot pepper, welsh onion, and leek, respectively. Consumer acceptance test of KS sample group showed higher preference in whole color, salted condition, spicy hot flavor and crispness than the others. In whole color and pickled seafood properties, KG sample group showed significantly higher values than the others. In salty flavor, SE sample group showed lower preference than the others.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.6 no.1
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• pp.83-107
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• 2011

Recently Korea products or companies are conducting to advance to China by rapid economic development of China. In these circumstances, a study on important factors which have effects on acceptance of high-tech product by Chinese consumer will provide important strategic implications to Korea companies that plan to advance to China. But a study on the acceptance factors of high-tech product of existing Chinese consumer is insufficient. In addition, the basic research about acceptance and diffusion of advanced technology and services in China market is still insufficient. Therefore, this study suggested acceptance model of high-tech product by Chinese consumer so the empirical study was conducted. As a result, it shows that system quality has positive effect on usefulness and ease of use. Playfulness has positive effect on usefulness and acceptance intention. In addition, ease of use has positive effect on usefulness and acceptance intention. Usefulness had positive effect on acceptance intention. At the end of this study, the marketing implications for advancing to China market based on the results of empirical analysis were presented.

• Journal of Information Technology Applications and Management
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• v.16 no.2
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• pp.65-77
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• 2009

This study explores the major factors that are likely to affect the acceptance and resistance of innovative products and services. The TAM (Technology Acceptance Model) has been widely used for understanding consumer acceptance of new technology. This model displays perceived usefulness and perceived ease of use as antecedents of intention to adopt and use. However, research has reported a variety of preceding variables for technology acceptance. In addition, considering paradoxes of technology, research regarding both acceptance and resistance in an integrated model can explain consumer perception and behavior in detail. The results of this study states that relative benefits, degree of innovation in technology, perceived usefulness and perceived ease of use have had positive influence on the intention to adopt but negative impact on that of resistance. However, alterations of usage and perceived risk positively affects resistance, but also have negative effects on the intention to adopt. Finally, intention to adopt has comparatively greater influence than that of resistance on intention to use. Theoretical and managerial implications of the results are also discussed.

• Management & Information Systems Review
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• v.26
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• pp.153-180
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• 2008

Most previous electronic commerce studies have focused on a single product or similar products. The effects of different product types have been relatively neglected. and so previous studies have limited the generalization. The purpose of this study was to explore the effects of different product types. The Internet product and service classification grid proposed by Peterson et al.(1997). A survey-based approach was employed to investigate the research questions. Regression analysis demonstrated that the determinants of online shopping acceptance differ among product or service types. As a result of analysis, personal innovativeness of information technology, perceived Web security, personal privacy concerns, and product involvement can influence consumer acceptance of online shopping, but their influence varies according to product or service types.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.4
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• pp.885-895
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• 2021

The purpose of this study is to examine the determinants of intention to borrow consumer credit of Vietnamese people by applying the Technology Acceptance Model (TAM) and extending it with several variables, including anxiety, perceived trust, and perceived financial costs extracted and adapted from the existing literature. A questionnaire survey was administered in the big cities of Vietnam to a total of 602 consumers. Structural equation modeling (SEM) techniques have been employed to investigate the relationship among intention determinants to borrow. Findings show that perceived usefulness mediates the impact of subjective norms on the intention to borrow consumer credit. At the same time, subjective norms also directly influence the intention to borrow. Notably, anxiety, perceived trust, perceived financial cost, perceived ease of use have no significant influence on intention to borrow. Meanwhile, education level is confirmed to have a moderate influence on intention to borrow consumer credit of Vietnamese people. However, there is not enough statistical evidence about the influence of gender and marital status on the intention to borrow consumer credit in Vietnam. Based on the findings of the Vietnamese consumer credit market, we proposed some suggestions to promote the growth of the market in the future.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.1361-1369
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• 2021

Recent technological advancements have had a substantial impact on consumer buying behavior. This research aims to determine the factors affecting consumer behavior related to the adoption of self-service technologies (SSTs). The intended findings of this study are expected to contribute to understanding consumer behavior towards the adoption of SSTs taking into account the logic of two main theories in this regard: the Technology Acceptance Model (TAM) and the assumptions of the Behavioral Perspective Model (BPM). This research follows a triangulation approach. Consequently, a number of semi structured interviews were conducted with experts and executive directors from selected SSTs providers in Jordan. In addition, the convenience sampling technique was employed focusing on current (or) previous users of SSTs in the public and private sectors in Jordan using a self-administrative questionnaire (66% response rate). The results confirmed the influence (direct and indirect) of previous experience and personal initiatives and characteristics on consumer intention to use SSTs. In addition, the results indicated the important role of the mediator variables namely: perceived ease of use (EOU), perceived risk (PR), and perceived usefulness (PU) on consumer attitude towards SSTs which in turn will positively affect consumer intention to use SSTs.