• 한국식품조리과학회지
• /
• 제30권3호
• /
• pp.291-306
• /
• 2014

The purpose of this study was to examine the use of social commerce restaurant products by college students according to demographic characteristics and eating out behavior. The questionnaire for the survey was distributed to 450 college students, who have experiences of purchasing a restaurant product on social commerce, with 286 responses used for analysis. From the result, college students frequently use smart phones and SNS for making such purchases. While the awareness of social commerce was high, they sometimes visited the websites and purchased products. The awareness and purchase experience of Coupang and Ticket Monster turned out to be the highest. The most frequently purchased product was restaurant discount coupons, followed by fashion/accessories, movie or concert tickets, food products, and beauty shop discount coupons. The discount rate was mostly 30 to 40% on average. The most significantly considered matter in purchasing products and services was product quality, followed by discount rate and consumer review. The respondents ate out at least 3 to 5 times a week, spent $100,000{\leq}200,000$ won, and were generally satisfied with the restaurant products from social commerce sites. The main satisfaction reason was price, whereas the dissatisfaction reason was false and puffy advertising. Service quality improvement and variety of category were the most necessary factors for improvement. Among the demographic characteristics, there was a difference in purchase expenditure of social commerce restaurant products, as well as purpose, companion, time used and word-of-mouth experience according to gender. According to grade, there was a difference in purchase expenditure, companion, area of use and impulsive purchase. Among the eating out behavior, there was a difference in purpose, companion and word-of-mouth experience according to the eating out frequency. Meanwhile, there was a difference in purchase expenditure, companion, time used, word-of-mouth experience and tool according to the eating out cost.

• 한국식품조리과학회지
• /
• 제24권6호
• /
• pp.919-930
• /
• 2008

This study was conducted to survey the attitudes of oyster consumers and to analyze their purchase behaviors based on demographic variables. To accomplish this, a questionnaire that was developed based on content analysis and panel discussion was distributed to 467 general consumers. The majority of the respondents ate oysters (90.6%), although the proportion of oyster consumers increased with age. The primary reasons for not-eating oysters were odor (33.3%), flavor (16.7%) and concern for safety (11.9%). Most respondents consumed raw oysters (96.1%) during winter (70.0%) at discount stores (51.3%). Fishery wholesale markets were the most common places to purchase oysters for respondents in their 60 s, while the other groups reported that discount stores were the most common place to purchase oysters. Most respondents ate oysters the day of purchased (53.2%). Furthermore, most respondents (39.2%) reported that they consumed the oysters only after evaluating the appearance and odor and that they avoided oysters during summer for safety. Women were more likely to check the expiration date than men, while housewives were the most likely to check the expiration and usually kept the oysters at refrigerator. Overall, the results of this study suggest that the various types of oyster products must be targeted toward different demographic markets. Moreover, this study will be useful for promoting the safer and more effective consumption of oysters.

• 한국식생활문화학회지
• /
• 제13권1호
• /
• pp.37-46
• /
• 1998

Distribution structure is the link between a society's needs and its industrial responses. A change in distribution structure brings about a consumption structure which may results in considerable changes in lifestyle including food habits. The purpose of this study was to evaluate a effect of change of distribution structure on the food purchase. The survey was carried from May to June, 1997 by way of questionnaire of 407 housewives, aged 23-64 years, in Seoul and the capital area. The questionaire consists of sociodemographic characteristics of the subjects and distribution channel, information route of food selection, acknowledgement and coefficient of utilization of new distribution channel, mainly used distribution channel in food purchase, important factors in food selection, and food purchasing behavior. Their data were statistically analyzed based on frequency, mean, and $X^2-test$. The major findings of this study were as follows; 1) Most frequently used distribution channels in food purchase were supermarket(38.53%), department store(15.23%), discount store(14.05%), a conventional retail market(13.87%), membership wholesale club(8.07%), and a conventional wholesale market(6.53%). 2) The new distribution channels that subjects have ever used were discount store(75.4% of the subject), membership wholesale club(63%), mail order house(32%), outlet store(29.4%), home shopping(10.3%). 3) Compared to the subject living far from the new distribution channel, the subject living close to the new distribution channel was higher in frequency of new distribution channel utilization. These observations suggest that change of the distribution structure promotes the change of the food purchasing behavior.

• International journal of advanced smart convergence
• /
• 제12권2호
• /
• pp.127-134
• /
• 2023

Existing studies on this topic have focused on the effect of online content quality on consumer attitudes and behavior, with very few illustrating the effect of influencer image on consumer attitudes and behavior. The purpose of this study intents to reveal how influencer image affect consumer behavior. We have developed an image transfer theory-based research model to reveal how influencers transfer their image to endorsed products to influence consumer behavior. The results show that influencer image positively affects satisfaction, which in turn affects the product's cognitive and affective images in the vlog. Moreover, it was found that a product's cognitive image and affective image influence consumer behavior intention. Furthermore, purchase experience exhibits significant differences in its path. Based on these results, the social media-related research theoretical implication will be offered, and managerial implications will be provided for foreign brand promotion strategies

• 한국식생활문화학회지
• /
• 제28권6호
• /
• pp.631-639
• /
• 2013

The purpose of this study was to analyze the post-purchase behavior of customers who experienced cognitive dissonance after exposure to a franchise foodservice advertisement. The study adopted cognitive dissonance theory to explain the dissonance resulting from the combination of advertisements and actual product that consumers received. In detail, the research hypothesized that cognitive dissonance will affect consumers' post-purchase behavior as well as their efforts to reduce dissonance. Exactly 274 questionnaires were used in the analysis. The results showed that more than 80% of respondents were influenced by advertisements when purchasing menus, and 50% were unsatisfied when the provided menu "was not the same as the advertisement shown". It was found that advertisement type did not significantly affect either group that experienced dissonance. In terms of satisfaction, however, the former group showed greater dissatisfaction when dissonance occurred (p<.001). Finally, there was a significant difference between the two groups regarding post-purchase behavior (p<.05). Customers with dissonance were likely to 'express dissatisfaction directly to the store', 'leave negative reviews', and 'participate in negative word-of-mouth'. Thus, the results revealed that cognitive dissonance could significantly influence customer satisfaction and consequently lead to negative post-purchasing behaviors.

• 한국식생활문화학회지
• /
• 제36권4호
• /
• pp.373-381
• /
• 2021

The number of vegans has increased rapidly due to religious and ethical beliefs, environmental concerns, health, etc. Also, as interest in healthy and safe food increases, the demand for organic products or nutrition-enhanced products is increasing. Therefore, this study aimed to investigate the selection attributes and purchasing behavior for protein-fortified and vegan snacks. It is anticipated that the results would find use as basic data for developing protein-fortified snacks for vegans that can meet consumer needs and derive marketing strategies. A survey was conducted on 140 consumers. According to the analysis of their purchase behavior, the number of people who had purchased high-protein snacks and vegan snacks was higher than those who did not have prior experience. The reasons for the purchase of protein fortified snacks included 'meal replacement' at 'offline-convenient store/supermarket'. Vegan snacks were purchased for 'ethical beliefs, health, environment' at 'offline-vegan restaurant, bakery'. Both snacks showed above-normal preferences. However, it is necessary to improve taste and flavor when developing these products as these were the factors that negatively impacted the preferences. The attributes were factorized into the 'showing off factor', 'sensory factor', 'credence factor', and 'functional factor' and the 'sensory factor' was considered the most important.

• Nutrition Research and Practice
• /
• 제15권1호
• /
• pp.122-135
• /
• 2021

BACKGROUND/OBJECTIVES: The purpose of this study was to measure consumer acceptance of edible insect foods (EIFs) while applying the extended theory of planned behavior (ETPB). Insects as food have attracted interest as potential possible sources of nutrition for the future. This study investigated consumers' perception toward insect food and future purchase behaviors. SUBJECTS/METHODS: A survey was conducted among citizens of Korea. About two thirds of respondents had tried an EIF previously, and the mean value for food neophobia was 3.1 on a 5-point Likert scale. Respondents were divided into 2 groups of those experienced with EIFs and those not and by level of food neophobia. An independent t-test, multiple regression and descriptive analyses were conducted on the data. RESULTS: The primary reason for not eating EIFs was that their insect form induced disgust. Comparisons of ETPB attributes by experience with EIFs showed significant differences between groups for food neophobia, subjective norm, attitude, and behavioral intention. In addition, significant differences were found for subjective norm, perceived behavioral control, attitude, and behavioral intention between 2 neophobia groups. Finally, the results of measuring the relationships between ETPB attributes and behavioral intention showed only subjective norm and attitude affected behavioral intention. CONCLUSIONS: These results suggest that enhanced subjective norms producing a publicly accepted EIFs environment would help encourage the purchase of EIFs. The results of this study can help the development of EIF products for future food markets.

• 한국조리학회지
• /
• 제21권5호
• /
• pp.109-118
• /
• 2015

본 연구의 목적은 Ajzen(1991)의 계획된 행동이론을 바탕으로 로컬 푸드를 구매와 관련한 기초적인 인지적 근거를 조사하는 것이다. 개방형 문항으로 이루어진 온라인 설문조사를 통해서 163명의 응답자로부터 자료를 수집하였으며, 수집된 로컬 푸드 구매와 관련한 소비자의 핵심적인 행동적 신념, 규범적 신념, 통제적 신념에 대한 자료를 분석하고 평가했다. 응답자들의 가장 핵심적인 행동적 신념은 지역경제 발전에 이바지함으로 나타났으며, 뒤를 이어 신선함, 식품의 원산지와 취급과정에 대한 지식, 환경혜택, 건강혜택으로 나타났다. 규범적 신념으로는 지역 사업가, 지역 농부, 가족, 지역민, 친구의 순으로 로컬 푸드 구매를 지지하는 것으로 나타났다. 반면, 로컬 푸드 구매와 관련한 장애물로는 불편한 로컬푸드 상점의 위치와 영업시간, 높은 가격, 상품의 제한성과 다양성, 구매처에 대한 제한된 지식등이 주로 거론되었다.

• 농업과학연구
• /
• 제42권4호
• /
• pp.455-460
• /
• 2015

Even though many Korean consumers have bought environment-friendly fruits, including grapes and mandarins, farmers and suppliers still have little information about how they make a decision for the actual purchase in the real markets. Without the suitable information of purchase behavior of environment-friendly fruits, farmers and suppliers cannot set up the efficient marketing strategy which can create the better agricultural products for Korean consumers. The purpose of this paper is to analyze the consumers' purchase behavior of environment-friendly fruits in Korea. Especially, this study was focused on the grapes and mandarins, through the survey research and the frequency analysis. The results of study in this paper present a few findings useful as follows: First, Korean consumers have the strong concern of environment-friendly agricultural products, including fruits. Second, consumers usually buy environment-friendly fruits by two times per month. Third, consumers generally concern taste, freshness, and food-safety, when they buy environment-friendly grape or mandarin.

• 한국식품조리과학회지
• /
• 제32권3호
• /
• pp.333-341
• /
• 2016

Purpose: In this study, we comparatively investigated the nutrition knowledge, dietary attitude, and dietary behavior related to salt according to the types of dietary life style for differences between the groups. Methods: The survey was conducted between May 1 to July 31, 2014 among 500 adults aged >19 years in Seoul, Gyeonggi-do and Chungcheong-do areas. Results: Factor analysis of the dietary life style, indicated 4 factors including food convenience factor, food information emphasis factor, behavior factor of pursing food taste, and food purchase standard factor, which were classified into 3 groups according to differentiated dietary life style types; group 1 emphasized convenience and diversity of food, and price sensitiveness. and included subjects who had low interest in health and nutrition and were less likely to take care of their health through regular exercise,; group 2 emphasized food ingredients, food additives, usage and food purchase standards. and included subjects who were more likely to take care of their health through exercise and showed lower intake of fast food and less cases of eating out.; and group 3 showed relatively higher tendency toward dietary life style factors than the other two groups. The level of nutrition knowledge in sodium intake differed according to dietary life styles, and showed a significant difference in the dietary practice of sodium intake. Conclusion: Nutrition education on the healthy dietary habit of reducing sodium intake be based on ge and gender. In addition, an effort is required to improve behavior, interest, and attitude according to the important tendencies of the dietary life style.