• Journal of Distribution Science
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• v.13 no.9
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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.

• Journal of Korea Society of Digital Industry and Information Management
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• v.19 no.3
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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.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.30 no.6
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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.

• Journal of the East Asian Society of Dietary Life
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• v.24 no.3
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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.

• The Journal of the Korea Contents Association
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• v.11 no.7
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• pp.467-477
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• 2011

The purpose of this study is to examine the structural relationship among the destination attractiveness, perceived value and loyalty of Japanese tourists. In this study, 2 hypotheses based on literature reviews were employed. Questionnaire was also developed based on the previous study. Data were collected from Japanese tourists. Then the data and hypotheses were examined using structural equation modeling(SEM) by AMOS. The results are as follows. Firstly, 'nature culture' factor has no effect on tourist perceived value. Secondly, 'convenience' and 'access' factor have positive effects on both functional value and symbolic value. Moreover, these factors have stronger effects on functional value. Lastly, tourist's functional value has a positive effect on loyalty while symbolic value has no effect on loyalty. The contribution and limitations of this research were discussed and the future possible researches were mentioned.

• Food Science and Preservation
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• v.10 no.2
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• pp.169-174
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• 2003

This study is to estimate consumers' value of the functional processing diet rice using the multi bounded discrete choice CVM. The results is shown that householders are willing to pay 2,637won/kg, 2,983won/kg and 3,428won/kg(definitely, sure, not sure) for buying the the functional processing diet rice. Results also show that the estimate of the aggregated buying value of the functional processing diet rice is approximately 2,239 billion won in the definitely scenario in Seoul province. The marketing strategy of the functional processing diet rice is divided by the on line and off line marketing.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.1
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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.

• Journal of Distribution Science
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• v.18 no.1
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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.

• Journal of Korea Society of Digital Industry and Information Management
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• v.18 no.1
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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.

• The Journal of Korean Physical Therapy
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• v.15 no.3
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• pp.388-411
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• 2003

The purpose of this study has been conducted to reduce the lower limbs' spasticity of the patients with hemiplegia caused by cerebral stroke of apoplexy and find differences about spasticity effects among each group. The objects of this study covered 24 patients with hemiplgia who are either in the oo hospital in Daegu or under treatment from home to hospital. The objects fall into three groups which are a group of neurological development treatment, a group of functional stimulus treatment and a group of neurological development treatment and functional stimulus treatment. The result of this study were as follows : 1) The neurological development treatment has been found to reduce the lower limbs' spasticity of patients with hemiplegia caused by cerebral stroke of apoplexy and compared to before-treatment, the MAS value of spasticity has been shown to be statistically meaningful ,and gradually over the period of between 4 weeks and 8 weeks(P <.05). 2) The functional electric stimulus treatment has been shown to reduce the lower limb's spasticity of patients with hemiplegia caused by cerebral stroke of apoplexy and compared to before-treatment, the MAS value of spasticity was statistically meaningful and compared to 4 weeks, even at the time of 8 weeks, the MAS value of spasticity have shown statistical meaningness. (P <.05) 3) When neurological development treatment and functional electric stimulus treatment was applied at the same time, the lower limbs' spasticity of patients with hemiplegia was reduced meaningfully(P <.05). Compared to before-treatment at the time of 4 weeks, the MAS value of spasticity was statistically meaningful and compared to 4 weeks at the time of 8 weeks the MAS value of spasticity was also statistically meaningful(P <.05) 4) In the case of time-based MAS value of each group, functional electric stimulus treatment reduced the spasticity more meaningfully than neurological development treatment, and the group of same application of functional electric stimulus treatment and neurological development treatment showed better statistical meaningness than functional electric stimulus treatment alone(P <.05) and finally the group of same application of neurological development treatment and functional electric stimulus treatment showed more meaningful difference than neurological development treatment alone(P <.05)