• Nutrition Research and Practice
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• 제9권6호
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• pp.644-649
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• 2015

BACKGROUND/OBJECTIVES: Targeting consumers who consume lunches at their worksite cafeterias would be a valuable approach to reduce sodium intake in South Korea. To assess the relationships between socio-demographic factors, consumer satisfaction, attitudes, barriers and the frequency of sodium-reduced meal intake. SUBJECTS/METHODS: We implemented a cross-sectional research, analyzing data from 738 consumers aged 18 years or older (327 males and 411 females) at 17 worksite cafeterias in South Korea. We used the ordinary least squares regression analysis to determine the factors related to overall satisfaction with sodium-reduced meal. General linear models with LSD tests were employed to examine the variables that differed by the frequency of sodium-reduced meal intake. RESULTS: Most subjects always or usually consumed the sodium-reduced meal (49%), followed by sometimes (34%) and rarely or never (18%). Diverse menus, taste and belief in the helpfulness of the sodium-reduced meal significantly increased overall satisfaction with the sodium-reduced diet (P < 0.05). We found importance of needs in the following order: 1) 'menu diversity' (4.01 points), 2) 'active promotion' (3.97 points), 3) 'display of nutrition labels in a visible location' (3.96 points), 4) 'improvement of taste' (3.88 points), and 5) 'education of sodium-reduction self-care behaviors' (3.82 points). CONCLUSION: Dietitians could lead consumers to choose sodium-reduced meals by improving their taste and providing diverse menus for the sodium-reduced meals at worksite cafeterias.

• Nutrition Research and Practice
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• 제12권4호
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• pp.348-354
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• 2018

BACKGROUND/OBJECTIVES: Obesity is a serious concern worldwide, for which the restaurant industry holds partial responsibility. This study was conducted to estimate restaurant consumers' intention to select healthy menu items and to examine the relationships among behavioral beliefs, past behaviors, attitudes and behavioral intentions, which are known to be major determinants of consumer behaviors. SUBJECTS/METHODS: An online, self-administered survey was distributed for data collection. The study sample consisted of customers who reported having visited casual dining restaurants in the last three months at the time of the survey. Structural equation modeling was used to verify the fit of the proposed research model. RESULTS: Structural equation modeling revealed that the proposed model supports the sequential, mediated (indirect) relationships among behavioral beliefs, past behaviors, attitudes and behavioral intentions toward healthy menu selection. CONCLUSION: This study contributes to the available literature regarding obesity by adding past behaviors, one of the most influential variables involved in prediction of future behaviors of consumers, to the TPB model, enabling a better understanding of restaurant consumers' rational decision process regarding healthy menu choices. The results of this study provide practical implications for restaurant practitioners and government agencies regarding ways to promote healthy menus.

• 지식경영연구
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• 제16권1호
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• pp.193-208
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• 2015

With the rapid growth in the use of digital advertising media among consumers, there is an increasing interest in the utilization of virtual advertising and PPL as an alternative to traditional television advertising. Nonetheless, few studies have compared the effects of these new advertising platforms, still lacking knowledge on their relative effects for maximizing advertising effectiveness. This study, thus, intends to compare virtual advertising and PPL with respect to advertising effectiveness (i.e., consumer evaluations of advertising attributes, brand attitudes, and purchase intentions), controlling for the level of product involvement. An experiment was conducted with a sample of 360 participants and actual ads were used as test stimuli. According to the results, consumers exhibit more favorable evaluations on all the three advertising attributes (i.e., entertainment, informativeness, and irritation) for high-involvement products, whereas, for low-involvement products, virtual advertising is perceived to be more irritating than PPL. In particular, the effect of informational value of virtual advertising on brand attitudes was found to be most significant. In addition, for high-involvement products, virtual advertised products. Advertising practitioners may have to consider these results and fully utilize the advantages of virtual advertising and PPL in order to achieve maximum advertising effectiveness.

• 웰빙융합연구
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• 제3권1호
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• pp.33-38
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• 2020

In Korea, where the residential environment of well-being has been especially developed, marketing using well-being brands has been actively carried out, and more recently, there has been a growing interest in the well-being brand experience and the correct understanding of consumers' perceptions and attitudes. This study was intended to reveal that the experience of well-being brands increases the attitude and confidence of brands, and consequently positively acts on the intention and loyalty of purchasing them. First of all, the well-being brand experience not only works positively on brand trust and attitude, but also raises the intention of buying again. Second, well-being brand trust is showing a positive effect on brand attitudes and intent to buy back. Third, the well-being brand attitude turned out to have a positive effect on the intention of repurchase. Unlike conventional well-being brand-related research, this study focuses on brand experience, so it provides a new understanding of well-being brand experience and consumer psychology and behavior in well-being brand marketing. Thus, adding a new perspective to existing well-being brand research, the company's perspective provides practical implications that should be considered for successful well-being marketing.

• 디지털융복합연구
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• 제9권4호
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• pp.51-67
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• 2011

본 연구는 혁신 제품특성, 환경 특성, 그리고 개인 특성을 소비자의 지각된 유용성과 용이성에 영향을 미치는 선행 변수로 두고, 디지털 컨버전스 제품에 대한 소비자들의 태도와 수용의도에 미치는 영향에 관해 분석했다. 연구결과, 상대적 이점과 더 좋은 제품에 대한 기대, 사회적 영향 및 매스커뮤니케이션, 그리고 신기술에 대한 태도 등이 지각된 유용성에 영향을 미치는 것으로 나타났다. 즉 지각된 용이성보다 유용성이 긍정적인 제품태도 형성에 영향을 준다는 결과가 도출되었다. 디지털 컨버전스 제품사용자 들은 제품의 사용편이성 보다는 사용하기에 복잡하더라도 복합적인 기능들의 사용가능성에 더 큰 가치를 두고 있었다.

• Human Ecology Research
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• 제53권6호
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• pp.655-665
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• 2015

This study classified respondents by food-lifestyle and investigated differences in diet-related attitudes and demographic variables among food-lifestyle groups. Diet-related attitudes consisted of variables such as interest in diet, trial number of diet, diet period, weight loss, diet motivation, verification of products approved by the Ministry of Food and Drug Safety, verification of manufacturer's reliability, examination of damage cases and side effects, and awareness of consumer protection law. This study administered a questionnaire survey to adults between the ages of 20 and 39 who lived in Daegu and Uijeongbu from November 17th to December 14th 2014. Data collected from 293 respondents were analyzed using descriptive statistics, factor analyses, cluster analysis, analysis of variance (ANOVA) and chi-square tests. Four clusters (passive eating habit group, active eating habit group, convenience oriented group, and taste and health oriented group) were developed according to four factors of food-lifestyle (health-conscious, popularity-seeking, taste-seeking, convenience-seeking). The results of the ANOVA and chi-square tests indicated significant differences in interest in diet, awareness of consumer protection law, verification of products approved by the Ministry of Food and Drug Safety, verification of manufacturer's reliability, examination of damage cases and side effects, gender, education levels and household monthly income levels among food-lifestyle groups.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제12권5호
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• pp.2194-2210
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• 2018

In the era of big data, consumers capture more and more economic surplus yet the seed of distrust also grows with the fast-spreading of social commerce, this paper began with the idea that product types may determine the degree of consumers' distrust even when identical discounts are offered for those products on Chinese social commerce websites. We also attempted to determine if distrust negatively affected consumers' purchase attitudes. 20 representative products that are commonly sold on social commerce websites in China were chosen to examine the relationships among product types, discount rates, distrust levels, and purchase attitudes. Inductive interview was used to collect the data as well as consumers' perceptions of the relationships. Data analysis results suggested that consumers like deep discounts, but their distrust levels increase along with the discount rates, however, the levels of increasing distrust vary according to product types. High, medium, and low discount rate categorizations were made and three propositions were suggested. This paper will contribute to the body of knowledge on online social commerce market and provide valuable implications for e-retailers and general consumers in online social commerce websites in China.

• International Journal of Advanced Culture Technology
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• 제9권1호
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• pp.28-39
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• 2021

In the new era of IoT, a deeper and richer understanding of consumer characteristics is required to accelerate the acceptance and popularization of different types of smart home services (e.g., hedonic or utilitarian smart home services). In the current research, self-regulation systems are considered one of the consumer characteristics. Therefore, this research examines the role of consumers' regulatory focus (promotion focus vs. prevention focus) in their responses to smart home services, particularly when they are not familiar with the services. Specifically, this research examines whether consumers' attitudes toward utilitarian/hedonic smart home services differ according to their regulatory focus, particularly when they are not familiar with the services. The results indicate that consumers who are not familiar with smart home services have more favorable attitudes toward hedonic smart home services when they are promotion-focused (vs. prevention-focused). In contrast, there is no significant difference in their attitudes toward utilitarian smart home services between promotion- and prevention-focused consumers. Our findings imply that regulatory focus may be an effective marketing and segmentation tool in promoting new smart home services and facilitating low-familiarity consumers' receptiveness to the services.

• 한국식생활문화학회지
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• 제24권3호
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• pp.286-294
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• 2009

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.

• 벤처창업연구
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• 제7권4호
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• pp.55-64
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• 2012

본 연구는 우리나라 소비자의 친환경 제품에 대한 태도와 구매행동에 영향을 미치는 요인을 분석하기 위해 수행되었다. 연구 모델은 가치-태도-행동(V-A-B) 모델에 기초하여 가치와 개성 변수가 친환경 제품에 대한 태도에 영향을 미치며 친환경제품에 대한 태도는 친환경 제품의 구매행동에 영향을 미치는 형태로 구성하였다. 모델에서 가치 변수는 이타주의와 집단주의, 개성 변수로는 우월감과 포용력을 선택하였다. 514개 설문의 분석 결과 이타주의, 집단주의, 포용력은 친환경 제품에 대한 태도에 정(+)의 영향을 미치는 것으로 나타났으나, 우월감은 유의한 영향을 미치지 않는 것으로 나타났다. 그리고 친환경 제품에 대한 태도가 긍정적일수록 친환경 제품을 구매하고 있는 것으로 분석되었다. 소비자가 친환경 제품을 구입할 때 우려하는 요소로는 높은 가격과 친환경 제품의 이익에 대한 불신이 가장 크게 조사되었다. 본 연구의 결과를 바탕으로 그린 마케팅은 친환경 제품의 사회적 가치를 알리고 친환경 제품의 소비자 이익을 신뢰할 수 있는 방법으로 제시하는 것이 중요하다는 것을 강조한다.