• Journal of the Korean Society of Food Culture
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• v.38 no.1
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• pp.48-60
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• 2023

The image and emotions associated with Korean food were investigated in 24 food workers (12 Koreans and 12 foreigners) living in Korea. There are a total of 22 terms for the image of Korean food of Koreans and foreigners, including 7 common words, and a total of 33 terms for emotion, including 10 common words. Differences in the images and emotions associated with the perception of Korean food according to the characteristics of the country and region and Korean food experience were established in foreign food workers. In the images of Korean food, Koreans mentioned 'jeong, sharing, balanced, Korean table setting, seasonal (seasonality), yearning, trust', whereas foreigners mentioned 'red, spicy, distinctive flavor, repulsion, sweet, non-salty, tradition and history, and unfamiliarity'. In Korean food emotions, Koreans were "relaxing, friendly, maternal, hospitable, nostalgic, exotic, clean, trust, delicious, touching, and free", whereas foreigners were "happy, appealing, enthusiastic, excited, uncomfortable, worried, adventurous, nervous, joyful, fusion, food-cultural, and amazing".

• Journal of the East Asian Society of Dietary Life
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• v.23 no.2
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• pp.184-196
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• 2013

To investigate the image, preference, importance and satisfaction of foreign visitors to Korean foods, 220 visitors (male 104, female 115) were surveyed with questionnaires in English and Japanese. To achieve this research purpose, frequency analysis, exploratory factor analysis, t-test, and one way ANOVA was performed using the SPSS 15.0 program. Subjects had various nationality such as Europe/Oceania (24.7%/), Asia (23.3%), Africa (12.8), and North America (39.3). The representative food was kimchi > bibimbop > bulgogi but the most favorite food was bibimbop > kalbi > bulgogi in order. Like this, there are some discrepancies among the food choice, especially in kimchi, so the taste of kimchi should be improved according to the foreigners' taste. The results of the preference about the image get the high grade from those factors; the resonable price of Korean food, the spicy taste, various kinds of food according to the settings of the table, good for the health with excellent taste. Foreigners consider that the cleanliness of food and tableware, the sanitation of the restaurants, the taste of the food and freshness of ingredients are the important factors in Korean food and Korean restaurants. According to these factors, the satisfaction is affected by the attitude of servers > the taste of the food > the freshness of the ingredients > the amount of the food > the atmosphere of the restaurants > the cleanliness of the tableware in order. From the relationship between the importance and the satisfaction, the low grade food should improve the color and styling of the food and be served the appropriate amount of the food. Moreover, it is needed to improve the combining the spices and the ingredients to maintain a balance between strong and delicate flavors and with this, Korean food should be more globalized to promote the development of Korea tourism.

• Journal of Distribution Science
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• v.22 no.7
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• pp.107-117
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• 2024

Purpose: Consumers have become more interested in eating organic food in recent decades because of the effect of merchants' advertising. Eating organic food is also shown to strengthen immunity, especially during the recent COVID-19 pandemic. However, consumers may find it more difficult to choose organic food retailers than to purchase conventional goods. This is because of the uncertainty characterizing the process of selecting organic food retailers, despite the growing rivalry across supermarket chains that sell organic goods. This study explores how consumers' perceived image (social responsibility and ability image) of organic food stores affects consumer loyalty. Research design, data and methodology: The data for the analysis were collected using Macromill Embrain, an online research service agency. The data were analyzed using SPSS 26 and Smart PLS 4.0. Results: Based on structural equation modeling, the findings of the study demonstrate that store image positively impactsstore loyalty, and that the mediator (perceived value) affects the relationship between the two variables. Conclusions: Organic food stores must understand consumers to improve store loyalty. Efforts such as providing a user community that enables joint behavior by sharing experiences among customers or launching campaigns to improve consumers' perceived brand identity can increase store loyalty.

• Science of Emotion and Sensibility
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• v.22 no.3
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• pp.65-76
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• 2019

Augmented reality (AR) is the technology in which a virtual image made by computer is integrated with the real world. Food is one of the most popular products purchased online. In this study, we investigated how the presentation of food images with AR affects purchase intention and user engagement. We hypothesized that purchase intention was increased more by AR food images than by static food images. We also examined whether user engagement mediates the relationship between image presentation format and purchase intention. To test this hypothesis, participants in one group saw AR food images, and participants in another group saw static food images on an iPad. All participants then answered questions about user engagement and purchase intention. As predicted, participants who saw an AR food image reported higher user engagement and higher purchase intention than did those who saw a static food image. The indirect effect of user engagement was also significant, and the link between image presentation format and purchase intention was fully mediated by user engagement. We also found that aesthetic appeal, one of the sub-factors of user engagement, fully mediated the link between image presentation format and purchase intention. Thus AR images of food images were aesthetically more appealing, which led to higher purchase intention. These findings suggest that AR technology can be used effectively as a way to advertise food.

• Nutrition Research and Practice
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• v.13 no.6
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• pp.521-528
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• 2019

BACKGROUND/OBJECTIVES: The aim of this study was to develop Korean food image detection and recognition model for use in mobile devices for accurate estimation of dietary intake. MATERIALS/METHODS: We collected food images by taking pictures or by searching web images and built an image dataset for use in training a complex recognition model for Korean food. Augmentation techniques were performed in order to increase the dataset size. The dataset for training contained more than 92,000 images categorized into 23 groups of Korean food. All images were down-sampled to a fixed resolution of $150{\times}150$ and then randomly divided into training and testing groups at a ratio of 3:1, resulting in 69,000 training images and 23,000 test images. We used a Deep Convolutional Neural Network (DCNN) for the complex recognition model and compared the results with those of other networks: AlexNet, GoogLeNet, Very Deep Convolutional Neural Network, VGG and ResNet, for large-scale image recognition. RESULTS: Our complex food recognition model, K-foodNet, had higher test accuracy (91.3%) and faster recognition time (0.4 ms) than those of the other networks. CONCLUSION: The results showed that K-foodNet achieved better performance in detecting and recognizing Korean food compared to other state-of-the-art models.

• Agribusiness and Information Management
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• v.6 no.1
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• pp.12-19
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• 2014

The purpose of this study is to compare and analyze the product image produced by the cinemagraph image and the product image produced by the general image in the electronic trade. The cinemagraph refers to the image with a special characteristic that provides the motion clue by playing the part of the picture endlessly in the form of a video. For this study, we explored how the perceived monetary value, brand attitude, and perceived taste would influence on the purchase intention, and it was analyzed that all of the three factors significantly influenced on the purchase intention. However, it was investigated that the purchase intention of the group watching the image by the cinemagraph was significantly influenced by the perceived monetary value and the perceived taste, and the purchase intention of the other group watching the general image was significantly influenced by the brand attitude and the perceived taste; therefore, it was verified that there was a difference between the group watching the cinemagraph and the group watching the general image. In this result, it could be interpreted that when the people watching the cinemagraph purchase a product in the shopping mall, the price becomes the important requirement, and when the people watching the general image purchase a product in the shopping mall, the brand becomes the important requirement; therefore, these results could provide great implications to the food marketers.

• Culinary science and hospitality research
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• v.22 no.6
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• pp.1-13
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• 2016

Since protecting the environment became a major issue in modern society, an increasing number of individuals have engaged in lifestyles of health and sustainability (LOHAS). The purpose of this study is to investigate the effects of restaurant and LOHAS images on customer satisfaction and loyalty. Particularly, this study analyzes the incremental information content of LOHAS image in the relationship between restaurant image and customer satisfaction/loyalty. A self-administered questionnaire was distributed to customers of casual-dining restaurants in three major cities (i.e., Seoul, Daegu, and Busan) in South Korea. The empirical findings suggest significant incremental information content of LOHAS image beyond general restaurant image in explaining customer satisfaction and loyalty.

• The Korean Journal of Food And Nutrition
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• v.25 no.2
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• pp.338-347
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• 2012

The purpose of this study was to provide basic information regarding desirable body image recognition by examining body image recognition 395 middle school students in the Chungnam area. The average age of the subjects was 13.7 years for boys and 12.6 for girls. Their average height and weight were 165.4 cm and 57.1 kg for boys, and 155.7 cm and 48.8 kg for girls. As for body shape, girls thought that they were overweight more often and wanted to lose weight compared to the boys. Over half of the respondents answered that their weight control efforts were not systematic such ad via professional counseling. Weight control by students was attempted by themselves in order to control their weight by skipping meals. Further, the subjects exhibit dietary behavioral problems such as overeating, skipping meals, unbalanced diet, and eating speed. In conclusion, correct body image recognition is needed and families and schools should make efforts to help students properly control their weight and adopt proper eating habits.

• Journal of Distribution Science
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• v.20 no.3
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• pp.83-93
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• 2022

Purpose: This study aims to investigate the relationship between ESG activities (Environment, Social, Governance) of coffee shops and their brand image, purchase intention. Research design, data and methodology: To test the hypothesis, a survey was conducted for about one month from May to June, 2021, and a total of 311 people responded to the survey, and the responses from 311 copies were used for the analysis. Validity and reliability analysis were performed, and the relationship between latent variables was empirically analyzed using the structural equation modelling. Results: The results of the study are as follows. First, among the ESG activities of coffee shops, the environmental and social sectors had a significant positive (+) effect on the brand image, but the governance aspect showed no significant effect on the brand image. Second, it was found that the symbolic image and the empirical image had a significant positive (+) effect on the purchase intention, but the functional image did not have a significant effect on the purchase intention. Conclusions: The results of this study suggest that as the number of coffee shops and the heated competition are increasing, it is possible to build a differentiated brand image through ESG activities rather than relying on the functions and services of competing products.

• Journal of Nutrition and Health
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• v.50 no.3
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• pp.302-311
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• 2017

Purpose: The aim of this study was to determine the effects of brand image of baby food on brand relationship quality and reuse intentions. Methods: A total of 211 questionnaires completed by customers who bought Brand B baby food were obtained from empirical research. SPSS 22.0 and AMOS 23.0 were employed for statistical analysis. Results: Customers perceived Brand B baby food as "Convenient", "Professional", "Reliable", "Famous", and "Healthy". Overall, the results indicate that perceived image for Brand B baby food had a significantly positive effect on brand relationship quality in terms of self-concept connection, commitment, and partner quality and intimacy. In addition, commitment and partner quality and intimacy had significantly positive effects on reuse intentions for Brand B baby food. Conclusion: The results of this study reveal the importance of brand image in baby food to improve brand relationship quality in terms of commitment and partner quality and intimacy as well as reuse intentions. Therefore, it is necessary to recognize positive brand image as a key factor in forming relationships between consumers and brands as well as search for ways to apply marketing strategies based on brand image.