• 아태비즈니스연구
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• 제12권4호
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• pp.1-12
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• 2021

Purpose - This study is an empirical study on the relationship of Thai consumers' attitude toward Korean Wave with the visit intention of Korean restaurants and a mediation effect of consumption value of Korean restaurants. Design/Methodology/Approach - Data were collected using a structured questionnaire of 245 Thai consumers and the hypotheses presented were verified by regression analysis and structural equation models. Findings - As a result of the empirical analysis, it was found that the higher the attractiveness and favorableness of Thai consumers for K-Wave, the higher the intention to visit Korean restaurants, and the Korean Wave attitude have a positive effect on the functional and symbolic values of Korean restaurants. In particular, the important result that can be presented in this study is that the better the attitude toward K-Wave, the higher the consumption value (functional/symbolic value) of Korean restaurants and the symbolic value plays a significant mediating effect on the relationship of the attitude of K-Wave and visiting intention, while the effect of functional value is not verified. Research Implication or Originality - These results means that in order to lead Thai consumers to a Korean restaurant using K-Wave, a strategy to make Thai ones perceive symbolic value of a Korean restaurant higher would be more effective. The main strategic implication of this study is that a high-end positioning strategy with a high symbolism, which make Korean restaurant as a suitable place as a means to show off one's value (or self) or as a means to show off one's social status (or role) to Thai consumers, will be relatively effective.

• 유통과학연구
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• 제13권9호
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• pp.59-70
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• 2015

Purpose - This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology - The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results - First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions - The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand's preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.

• 디지털산업정보학회논문지
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• 제19권3호
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• pp.137-148
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• 2023

This study verified the mediating effect of perceived value and the influence of kiosk device characteristics on relationship continuity intention to solve the difficult problems of hotel companies due to the development of current technology and hotel recruitment problems. Two hundred thirty-nine consumers who used kiosk devices in hotels were analyzed using SPSS 23.0 and Smart PLS 4.0. As a result of analysis and verification, it was found that the kiosk characteristics (playfulness, convenience, reliability, usefulness) had a significant effect on all perceived values (emotional value, functional value), and the perceived value also had a significant effect on the relationship continuity intention. Appeared as a result of the influence. However, it was found that the mediating effect of functional value in the relationship between convenience and usefulness among kiosk characteristics was dismissed. These results support the previous studies on hotel kiosks and have academic implications, as well as practical implications for practitioners of hotel companies.

• 한국수산과학회지
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• 제30권6호
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• pp.956-963
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• 1997

To enhance application of FPC in food industry, salmon FPC hydrolysates were produced and their functional properties were investigated. Hydrolysates of salmon FPC showed high solubilities ranged from approximately $80\~95\%$. Emulsifying activity index (EAI) values of hydrolysates were higher than that of egg white, however sugar ester showed the highest EAI value of 32.5. Though sugar ester had the best emulsifying stability value $({\Delta}EAI)$ of 9.65, hydrolysates showed better ${\Delta}EAI$ value than that of egg white. Foam Activity of hydrolysates was predominantly better than those of controls and also foam stability value showed similiar trend. Osmolality of hydrolysates was increased with the increase of degree of hydrolysis (DH) and concentration of protein, but it showed very lower osmolality than that of NaCl. Flow property of hydrolysates showed different upward-downward curves, and hysteresis loop increased with the increase of DH. ACE inhibitory activity showed similiar value ranged from $21.1\~24\%$ at all DH values.

• 동아시아식생활학회지
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• 제24권3호
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• pp.368-374
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• 2014

We investigated the physical and cooking properties of commercial noodles supplemented with functional ingredients. RVA (rapid visco analyzer), color, water activity, texture and cooking properties were tested. Noodles containing kudzu showed the highest initial gelatinization temperatures, whereas noodle containing kelp displayed the highest peak viscosity and set back. Holding strength and final viscosity were highest in noodles containing mugwort. The L value ($94.89{\pm}0.02$) of wheat flour noodle was the highest. Among functional noodles, L value ($88.65{\pm}0.01$) and a value ($7.42{\pm}0.02$) of cactus noodle were the highest, whereas b value of pumpkin noodle was $40.81{\pm}0.03$, which was higher value than in other noodles. Water activity of cactus noodle was highest (0.455), but the difference was not significant. Cooking properties (including weight, volume, and water absorption) and turbidity of pumpkin noodles showed the highest growth rate. In terms of texture, hardness was highest ($12836.8{\pm}7.1g/cm^2$) in green tea noodles, and cohesiveness and gumminess were highest in kelp and mugwort noodles. Considerig the quality characteristics of noodles supplemented with mulberry leaves, cactus, mugwort, green tea, pumpkin, kelp or kudzu, pumpkin noodles were most stable in terms of gelatinization and cooking properties.

• 한국콘텐츠학회논문지
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• 제11권7호
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• pp.467-477
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• 2011

본 연구에서는 방한 일본인 관광객의 관광지 매력성이 관광객의 지각된 가치와 충성도에 미치는 영향을 살펴보고자 하였다. 이를 위해 한국을 방문한 일본인 단체 관광객을 대상으로 설문을 배포하여 수거하였고 구조방정식 모형을 활용하여 실증분석 하였다. 분석 결과는 다음과 같다. 첫째, 관광지 매력성 중 자연 문화 요인은 기능적 가치, 상징적 가치 모두에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 매력성 중 편의성과 접근성은 관광객의 기능적 가치와 상징적 가치 모두에 유의한 영향을 미치는 것으로 나타났고, 편의성과 접근성 모두 상징적 가치보다 기능적 가치에 더 많은 영향을 미치는 것으로 확인 되었다. 셋째, 관광객의 기능적 가치는 충성도에 영향을 미치는 것으로 나타났으나 상징적 가치는 영향을 미치지 않는 것으로 나타났다.

• 한국식품저장유통학회지
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• 제10권2호
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• pp.169-174
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• 2003

본 연구는 서울지역 주부를 대상으로 쌀 생산과 소비측면에서 새로이 주목받고 있는 기능성 쌀 중 다이어트 쌀에 대한 소비자 지불가치와 구매유형별 소비자 선호분석 및 이에 따른 마케팅 전략을 수립하는데 연구의 목적이 있었다. 분석 결과 다이어트 쌀에 대한 소비자의 평균지불가격은 최소 1.17배에서 최대 1.52배까지 일반 쌀 보다 높게 지불하는 것으로 분석되었다. 또한 다이어트 쌀의 선호분석 결과소득이 높을수록 다이어트 쌀에 대한 구입의향이 높은 것으로 나타났다. 소비자 지불가격 및 선호분석을 토대로 기능성 다이어트 쌀에 대한 마케팅 전략은 고 판매 가격 전략, 명품전략 및 직거래 체제의 확립이 중요하다. 또한 디지털시대를 맞아 전자상거래 쇼핑몰에 의한 판매도 필수적인 마케팅 전략으로 수립되어야 함을 지적할 수 있다.

• 한국의류학회지
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• 제41권1호
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• pp.116-130
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• 2017

This study analyzed the effects of consumption value of outdoor female consumers on relationship quality and long-term relationship orientation as well as differences in consumption value, relationship quality and long-term relationship orientation by demographic characteristics. A survey was conducted from May 15-22, 2016; subsequently, 336 responses were used in the analysis. Statistical analysis methods consisted of frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, and regression analysis. The results indicate that the consumption value of outdoor female consumers was composed of functional value, emotional value, epistemic value, situational value, and social value. Relationship quality was composed of satisfaction, commitment, and trust. Consumption value (functional value, emotional value, epistemic value, situational value, and social value) of outdoor female consumers positively affected satisfaction. Emotional value, epistemic value and situational value positively affected commitment; in addition, functional value and emotional value positively affected trust. Satisfaction, commitment, and trust about outdoor brand also positively affected the long-term relationship orientation; in addition, consumption value positively affected long-term relationship orientation. There were significant differences in the consumption value and relationship quality by age and marital status. The study results provide useful information for the marketing strategies of outdoor brands that consider female consumers.

• 유통과학연구
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• 제18권1호
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• pp.35-45
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• 2020

Purpose- This study examines the multi-mediation effect of personal self-congruity and social self-congruity to perceived value and brand attitude on aircraft customers in China. Research design, data and methodology- Survey was conducted on Chinese citizens who had flown via Chinese airlines and lived mainly in the Yangtze River delta. 727 cases were analyzed. SPSS 22.0 and AMOS 24.0 were used to analyze the data. Results - First, perceived economic value has a positive impact on personal self-congruity and social self-congruity but has no effect on brand attitude. Second, perceived functional value has a positive impact on personal self-congruity, social self-congruity, and brand attitude. Third, based on this, perceived economic value is not directly related to brand attitude. However, there is a relationship between perceived functional value and brand attitude, with personal self-congruity and social self-congruity having mediation effects. Conclusions - The Results show that perceived economic and functional value such as competitive airfare, mileage membership, check-in processes, diversified vouchers and coupons, and also basic services such as flight security and flight attendant service having an effect on personal self-congruity. To improve consumer brand attitude, airlines should take into consideration personal self-congruity factors such as their values and lifestyles, and their social self-congruity factors such as their social status and social security.

• 디지털산업정보학회논문지
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• 제18권1호
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• pp.139-149
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• 2022

The study aims to understand the impact the consumption value changed by COVID-19 has on the purchasing behavior of industry foodservices dietitians and to provide baseline data in setting the marketing strategies for the food materials distribution companies in the future. The main survey was conducted for eight days from May 13th to 20th 2021 and 260 copies were collected and analyzed. Through the results of the study, the following conclusion elicited. First, consumption values that impact purchasing behaviors of industry foodservices dietitians are functional value and situational value. Second, for dietitians working at directly managed foodservice establishments, the higher the functional value of the food materials is, the higher the purchasing behavior. But such correlation was not found in the case of dietitians at consignment establishments. Third, compared to before and after COVID-19, the importance of functional value of food materials decreased, while the importance of situational value increased. Therefore, it is assumed that establishing marketing strategies differentiated by direct and consignment management will contribute to the energetic sales of the food material companies in the era of post COVID-19.