• The Research Journal of the Costume Culture
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• v.28 no.3
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• pp.313-329
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• 2020

Social Network Services (SNS) have become a vital means of shopping, significantly influencing consumers' purchases of fashion products. The aim of this study was to identify bandwagon consumption among fashion consumers and to analyze the effects of bandwagon consumption on negative emotions, purchase discontinuation, and switching intention. A survey questionnaire was developed, and data were obtained from 285 female consumers in Korea aged in their 20s and 30s who had experienced guilt, regret, or disappointment after purchasing fashion products using SNS during the previous six months. The survey results indicated four different types of band- wagon consumption: intentional, impulsive, unintentional, and planned. The presence of negative emotions such as guilt, disappointment, and regret were affected by different types of bandwagon consumption. Intentional bandwagon consumption only affected guilt, while unintentional bandwagon consumption affected both guilt and disappointment. Impulsive bandwagon consumption affected guilt and regret; however, planned bandwagon consumption only affected regret. Furthermore, negative emotions affected purchase discontinuation and switching intention. Planned bandwagon con- sumption had an effect on both purchase discontinuation and switching intention, while both impulsive and unintentional bandwagon consumption influenced switching intention only. Intentional bandwagon consumption had no effect on either purchase discontinuation or switching intention. The results of this study indicate that SNS consumers' bandwagon consumption causes different negative emotions, purchase discontinuation, and switching intention.

• Journal of the East Asian Society of Dietary Life
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• v.17 no.6
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• pp.935-942
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• 2007

The purpose of this study was to measure the causal relationships among attitude toward eating seafood, perceived behavioral control (PBC), health involvement, behavioral intention and consumption. A total of 235 questionnaires were completed. A structural equation model was used to measure the causal effects of the constructs. The results of the study demonstrated that the structural analysis results for the data also indicated an excellent model fit. Health involvement had considerable effects on attitude and intention, which were statistically significant. The effects of attitude and PBC on intention were also statistically significant. Futhermore, the effects of attitude, PBC, and intention on consumption were statistically significant. As expected, intention had a significant effect on consumption. Moreover, health involvement had significant indirect effects on intention through attitude and PBC. Attitude had a significant indirect effect on consumption through intention. PBC also had a significant indirect effect on consumption through intention. By developing and testing conceptual models that integrated the relationship among variables such as health involvement and attitude, along with seafood consumption behavior, this study approaches a deeper understanding of how perceptions, on the importance of a healthy diet and other factors, influence consumption behavior.

• Asia Marketing Journal
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• v.23 no.1
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• pp.63-94
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• 2021

Unidimensional construct of conspicuous consumption which focuses on the ostentation of the economic assets are limited in describing today's consumers. We propose that both ostentation of social status and demonstration of uniqueness through overt consumption should be considered in the realm of conspicuous consumption. This research aims to examine the two dimensions of conspicuous consumption tendencies and their impact on new product adoption intention, which is mediated through the perceived value of the new products. This research empirically validates the theoretical conjecture by conducting an online survey (N=272). Our empirical findings reveal that ostentation of social status influences new product adoption intention both directly and indirectly through perceived social value, while demonstration of uniqueness improves new product adoption intention only indirectly through perceived utilitarian and hedonic value. This research identifies the ostentation of social status and demonstration of uniqueness as two dimensions of conspicuous consumption and refines scales to measure them. In addition, this research identifies conspicuous consumption as a driver of new product adoption intention and recognizes the mediating role of perceived value.

• Nutrition Research and Practice
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• v.12 no.6
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• pp.527-534
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• 2018

BACKGROUND/OBJECTIVES: Veggiecation was developed to improve children's vegetable consumption through classroom lecture and cooking activities. In this study, we explored potential determinants of vegetable consumption behavior and intention, and examined the impact of Veggiecation on vegetable consumption behavior, intention and personal factors among Korean children. SUBJECTS/METHODS: The 4-week Veggiecation program was implemented for second-graders in South Korea (35 children in the intervention group, 36 in the control group). We identified personal and environmental factors influencing vegetable consumption behavior and intention using multiple regression analyses. Consumption behavior, intention and, personal factors such as preference, attitude, and self-efficacy were compared between the groups before and after the intervention. RESULTS: Children's vegetable consumption behavior was significantly correlated with personal, social-, and physical-environmental factors as well as intention. Among the variables, preference was the most influential factor on intention, and attitude and intention had great influence on the behavior. After the program, children in the intervention group demonstrated significant improvements in vegetable consumption, intention, attitude, preference, and self-efficacy compared with children in the control group. CONCLUSION: Veggiecation, a school-based culinary nutrition education program, improved vegetable consumption and intention, as well as preference, attitude, and self-efficacy, in second-graders. Veggiecation has great potential, as a global program, to increase children's vegetable consumption. This program can be expanded through various channels, such as after-school programs or camps, to provide a positive impact for children.

• Journal of the Korean Society of Food Culture
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• v.22 no.5
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• pp.590-596
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• 2007

The purpose of this study was to measuring the effects of health involvement, attitude, perceived behavioral control (PBC), behavioral intention on seafood consumption. A total of 235 questionnaires were completed. Structural equation model was used to measure the causal relationships among constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The direct effect of health involvement on attitude was statistically significant. The direct effects of health involvement, attitude and PBC on consumption were statistically significant. As expected, attitude, PBC and behavioral intention had significant direct effects on consumption. Moreover, health involvement had a significant indirect effect on behavioral intention through attitude and PBC. Health involvement also had a significant indirect effect on consumption through attitude, PBC and behavioral intention. Attitude and PBC had significant indirect effects on consumption through behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among health involvement, attitude, PBC, behavioral intention and seafood consumption. Other variables(sensory variable, habit, norm etc) may be incorporated to form models that consist of new antecedent and consequence pairs.

• Journal of the Korean Society of Food Culture
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• v.32 no.5
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• pp.403-411
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• 2017

When purchasing products or services, consumers tend to purchase multiple value attributes through the acquisition of a product rather than physical characteristics. This study empirically analyzed the relations between consumption value, brand attitude, and purchase intention of customers purchasing fair-trade coffee, by dividing consumption values that would have significant effects on consumers' actual purchase behavior into five levels. Among the consumption value factors of customers purchasing fair-trade coffee, the functional value, social value, emotional value, and rare value all had significant effects on brand attitude and purchase intention while the influence of situational value on brand attitude and purchase intention was not verified. These finding are partially concordant with those of preceding studies, and the consumption value of consumers purchasing fair-trade coffee has positive effects on purchase behavior; therefore, it would be necessary for companies selling fair-trade products to understand consumers' specific values. Moreover, analysis of the influence of brand attitude on purchase intention of customers purchasing fair-trade coffee revealed that purchase intention increased when brand attitude was higher. These finding indicate that it is necessary to identify measures to increase purchase intention by targeting consumer groups with high brand attitude with intensive promotions.

• Nutrition Research and Practice
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• v.4 no.1
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• pp.75-81
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• 2010

This study explored the conceptual framework of dieticians' intentions to recommend functional food and the mediating role of consumption frequency. A web-based survey was designed using a self-administered questionnaire. A sample of Korean dieticians (N=233) responded to the questionnaire that included response efficacy, risk perception, consumption frequency, and recommendation intention for functional foods. A structural equation model was constructed to analyze the data. We found that response efficacy was positively related to frequency of consumption of functional foods and to recommendation intention. Consumption frequency also positively influenced recommendation intention. Risk perception had no direct influence on recommendation intention; however, the relationship was mediated completely by consumption frequency. Dieticians' consumption frequency and response efficacy were the crucial factors in recommending functional foods. Dieticians may perceive risks arising from the use of functional foods in general, but the perceived risks do not affect ratings describing dieticians' intentions to recommend them. The results also indicated that when dieticians more frequently consume functional foods, the expression of an intention to recommend functional foods may be controlled by the salience of past behaviors rather than by attitudes.

• Culinary science and hospitality research
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• v.14 no.2
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• pp.205-214
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• 2008

The purpose of this study was to measure the moderating effect of belief homogeneity on the relation-ships among attitudinal ambivalence, behavior intention and consumption behavior. The questionnaire, which consisted of items to measure the constructs of belief homogeneity, attitudinal ambivalence, behavior intention and consumption behavior, were completed by 338 subjects in Jeonnam area. Moderated regression analysis was used to measure the moderating effect of belief homogeneity. To test validity and reliability of constructs, factor analysis and Cronbach's $\alpha$ were used in this study. Results of the study demonstrated that the moderated regression analysis result for the data also indicated a better model fit in Model 2 than Model 1. In the Model 1, the main effects of behavior intention and attitudinal ambivalence on consumption behavior were statistically significant. In the Model 2, the main effects of behavior intention, belief homogeneity and attitudinal ambivalence on consumption behavior were statistically significant. The interactional effects of belief homogeneity$\times$attitudinal ambivalence on consumption behavior were statistically significant. Moreover, the effects of attitudinal ambivalence on consumption behavior were statistically significant at all levels of belief homogeneity, except for when homogeneity was high.

• Journal of the Korean Society of Food Culture
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• v.23 no.3
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• pp.328-335
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• 2008

The objective of this study was to evaluate the causal relationships among environmental belief, ambivalence, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. A structural equation model was employed to assess the causal effects of constructs. The results of the study demonstrated that the structural analysis results for the data also indicated excellent model fit. The effects of environmental belief, ambivalence, and subjective norm on attitude were statistically significant. The effects of environmental belief, subjective norm and attitude on meat consumption were statistically significant. The effects of attitude on intention were statistically significant. As had been expected, intention exerted a significant effect on meat consumption. Moreover, environmental belief and ambivalence exerted significant indirect effects on meat consumption through attitude. Subjective norm exerted a significant indirect effect on meat consumption through attitude and intention. Subjective norm also exerted a significant indirect effect on intention through attitude. In developing and testing conceptual models which integrate the relationship among behavioral belief, attitude variable, behavioral intention and meat consumption, this study may approach a deeper understanding of the complex relationship among meat consumption behavior-related variables. Greater understanding of the complex relationship among meat consumption behavior-related variables can improve the practical or managerial diagnosis of the problem and opportunities for different marketing strategies including meat production and meat product development and marketing communication.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.2
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• pp.17-29
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• 2018

This study aims to determine the effects of clothing consumption value, usefulness of clothing and ease of use on the new product acceptance intention of premium linen apparel. A survey was conducted among male and female consumers, and a total of 328 responses were analyzed. Frequency, factor analysis, and multiple regression analysis were used for data analysis using SPSS WIN Ver.21.0. The results of this study are as follows. First, clothing consumption value was classified into five factors: social value, fashionable value, individual value, practical value and emotional value. Usefulness and ease of use were found two factors and the new product acceptance intention of premium linen apparel was found one factor. Second, all factors of clothing consumption value had a positive effect on usefulness. The higher the values of the five factors of clothing consumption value, the higher usefulness. Third, fashionable value affected ease of use, but individual value had no positive effect on ease of use. The higher the fashionable value, the higher the ease of use, but, the higher the individual value, the lower the ease of use. Fourth, all factors of clothing consumption value had a positive effect on the new product acceptance intention of premium linen apparel. Therefore, clothing consumption value is important to the new product acceptance intention of premium linen apparel. Moreover, usefulness and ease of use influenced the new product acceptance intention of premium linen apparel. This shows that consumers' new product acceptance intention of premium linen apparel increases if the product is they are perceived to be useful and easy to use.