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The Effects of Characteristics of Mobile Coupon Service on Consumers' Intention of Using Mobile Coupons (모바일 쿠폰서비스의 특성이 소비자의 쿠폰이용의도에 미치는 영향과 자기해석의 조절효과에 관한 연구)

  • Jeong, Seong Min;Kim, Sang Hee;Cho, Seong Do
    • Asia Marketing Journal
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    • v.13 no.3
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    • pp.103-134
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    • 2011
  • The recent economic recession and price rise reduces excessive consumption as a whole. So companies take more interest in and use discount coupons as a means of sales promotion to reinforce their competitiveness. The combination of Internet and mobile communication technology leads to an explosive increase in the use of mobile Internet service, which promotes commercialization of mobile coupons. Nevertheless, there are absolutely insufficient researches on mobile coupons than those on paper ones. In this context, this study tries to consider intention of accepting and using mobile coupons. The innovated Technology Acceptance Model (TAM) was used to see factors of using mobile coupons considered important by customers. Through the combination of characteristics of mobile coupon service and values obtained from mobile coupons, effects of variables to enhance intention of using mobile coupons were empirically analyzed. In particular, this study suggested importance of psychological as well as economic values of mobile coupons and emphasized good considerations of the psychological aspect, such as shame, stinginess, and reputation sensitivity, in using mobile coupons as an important factor for intention of using the coupons. Another empirical analysis was made of what moderating roles consumers' self-construalplayed in the effects of mobile coupon values perceived by consumers on intention of using coupons. As a result, immediate connectivity and situational provision among characteristics of mobile coupon service were found to affect ease and usability. It was also shown that perceived ease and usability had significant effects on both economic and psychological values, which then had significant effects on intention of using a mobile system. After testing moderating effects of self-construal, the degree of effects of perceived mobile coupon values on intention of using mobile coupons was greater among inter-dependent self-construal users than among independent ones. This study considered various schemes of improving intention to use mobile coupons and provided a foundation to help companies make a strategy for mobile coupons to be activated in the future.

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Influence on Impulse Buying by Shopping Style according to Sales Promotion : Focusing on Consumers of Low-Cost Cosmetic Goods (소비자의 쇼핑성향이 충동구매행동에 미치는 영향 : 저가화장품의 판매촉진 전략의 매개효과를 중심으로)

  • Bok, Yun-gyoung;Kim, Jun-sung
    • Journal of Venture Innovation
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    • v.4 no.3
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    • pp.109-124
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    • 2021
  • This study intends to find out the influence of a consumer's shopping style on impulse buying mediated by sales promotion, based on low-cost cosmetic goods. For the study, pleasure, economical, and convenience shopping styles were set as the independent variables, and impulse buying was set as the dependent variable, and as the mediating variable between the two, sales promotions such as price discount event, free giveaway event, and visit-inducing activity were reviewed. Accordingly, the influence relation of shopping style, sales promotion, and impulse buying were reviewed with hierarchical regression analysis to examine the mutual influence relation. The data for this study employed a structured questionnaire, and 230 copies were collected against men and women in their 20s-30s, who are the main consumers of low-cost cosmetic goods, and 197 faithful responses were analyzed, and the major findings from the analysis results are as follows. First, pleasure-style consumers were found to have influenced impulse buying, while economical-style consumers were found to have a negative influence, and convenience-style was found to have no significant relation. Second, as for the examination of the mediating effect of sales promotion, price discount event, free giveaway event, and visit-inducing activity were found to have a partial mediating effect on the influence of pleasure shopping style on impulse buying, and did not fulfill the economical shopping style mediating effect condition. Also, as convenience shopping style was found to be insignificant towards impulse buying, it was excluded from the mediating effect. Such result is thought to be a useful elementary material for establishing a sales promotion strategy according to shopping styles through the analysis of styles of major consumers in order to increase the sales of businesses. The theoretical and pragmatic implications of such study results were discussed and the future study directions were suggested.

Customer Value Factors Influencing the Continuous Use Intention of Department Store Mobile Apps : Focusing on the Customer of Sinsegae Department Store (백화점 모바일 앱 지속 이용 의도에 영향을 미치는 고객 가치 요인 : 신세계 백화점 이용 고객을 중심으로 )

  • Kim, So-hyun;Choi, Chang-bum
    • Journal of Venture Innovation
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    • v.6 no.4
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    • pp.23-40
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    • 2023
  • This study examines the customer value factors affecting the intention to continue using the mobile app of department stores, which are traditional offline retailers, in the retail industry that is rapidly digitalizing and becoming mobile. This study clarifies multidimensional customer value in three dimensions; functional, convenience, and social. Functional value refers to the integrated channel, and consistent customer experience provided between channels in the omnichannel retail environment, while convenience value is the convenience of saving time and effort save while customers use a mobile app. Social value refers to the improvement of social approval or social self-concept occurring due to the use of products or services related to green marketing within the mobile app of the department store. The influence of each on the dependent variable, the mobile app's continuous use intention, was analyzed by using the three dimensions of customer value as independent variables. Data was collected from customers who have a history of using the mobile app of Shinsegae Department Store in Korea, and a confirmatory analysis was conducted using Smart PLS 4.0. The analysis results showed that all three dimensions of customer value; functional value, convenience value, and social value, had a positive (+) influence on customers' intention to continue using the mobile app, and the influence of functional value had the greatest impact. As functional value appears to be the most important influencing factor due to the omnichannel retail trend by advancement of technology, it suggests that it is important for department stores, and offline retailers, to provide integrated channels. This provides insights into the direction of customer-centered strategy formulation for activating department store mobile apps and suggests basic analytical data for customized services and marketing activities that department stores can effectively meet the changing expectations and demands of customers through new mobile channels rather than existing offline channels.

The Impact of Entrepreneurs' Cognitive Biases on Business Opportunity Evaluation Depending on Social Networks (기업가의 인지편향이 사회적 네트워크에 따라 사업 기회 평가에 미치는 영향)

  • Jang, Hyo Shik;Yang, Dong Woo
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.18 no.5
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    • pp.185-196
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    • 2023
  • This paper investigates the effects of entrepreneurs' cognitive biases on business opportunity evaluation, given their strong entrepreneurial spirit, which is characterized by innovation, proactivity, and risk-taking. When making decisions related to business activities, entrepreneurs typically make rational judgments based on their knowledge, experience, and the advice of external experts. However, in situations of extreme stress or when quick decisions are required, they often rely on heuristics based on their cognitive biases. In particular, we often see cases where entrepreneurs fail because they make decisions based on heuristics in the process of evaluating and selecting new business opportunities that are planned to guarantee the growth and sustainability of their companies. This study was conducted in response to the need for research to clarify the effects of entrepreneurs' cognitive biases on new business opportunity evaluation, given that the cognitive biases of entrepreneurs, which are formed by repeated successful experiences, can sometimes lead to business failure. Although there have been many studies on the effects of cognitive biases on entrepreneurship and opportunity evaluation among university students and general people who aspire to start a business, there have been few studies that have clarified the relationship between cognitive biases and social networks among entrepreneurs. In contrast to previous studies, this study conducted empirical surveys of entrepreneurs only, and also conducted research on the relationship with social networks. For the study, a survey was conducted using a parallel survey method using online mobile surveys and self-report questionnaires from 150 entrepreneurs of small and medium-sized enterprises. The results of the study showed that 'overconfidence' and 'illusion of control', among the independent variables of entrepreneurs' cognitive biases, had a statistically significant positive(+) effect on business opportunity evaluation. In addition, it was confirmed that the moderating variable, social network, moderates the effect of overconfidence on business opportunity evaluation. This study showed that entrepreneurs' cognitive biases play a role in the process of evaluating and selecting new business opportunities, and that social networks play a role in moderating the structural relationship between entrepreneurs' cognitive biases and business opportunity evaluation. This study is expected to be of great help not only to entrepreneurs, but also to entrepreneur education and policy making, by showing how entrepreneurs can use cognitive biases in a positive way and the influence of social networks.

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The Effect of Social Entrepreneurship on Entrepreneurial Motivation and Intention in Social Enterprises (사회적 기업가정신 및 창업동기가 창업의지에 미치는 영향)

  • Chung, Young-Soo;Jung, Chul-Ho
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.18 no.3
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    • pp.115-125
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    • 2023
  • The purpose of this study is to empirically identify the influence of social entrepreneurship on the formation of entrepreneurial motivation and entrepreneurial intention. In order to effectively achieve the purpose of the study, a research model and hypotheses are developed based on the results of a comprehensive review of relevant prior literature. The research model is set as social entrepreneurship including innovativeness, risk-taking, initiative, and social value orientation as independent variables, and entrepreneurship motivation is divided into intrinsic and extrinsic motivation. For the study, data were collected from a total of 114 social enterprise-related prospective entrepreneurs and early start-ups, and a research model and hypotheses analysis are conducted. The results of the empirical analysis are summarized as follows. First, all four components of social entrepreneurship were found to have a positive effect on intrinsic motivation. However, it is found that innovativeness and initiative among the components of social entrepreneurship has a positive effect on extrinsic motivation, whereas risk-taking and social value orientation has no significant effect on extrinsic motivation. Second, all four components of social entrepreneurship were found to have a positive effect on the entrepreneurial intention. Third, both intrinsic and extrinsic entrepreneurial motivation are found to have a positive effect on entrepreneurial intention. Finally, in the relationship between social entrepreneurship and entrepreneurial intention, both intrinsic and extrinsic entrepreneurial motivation are confirmed to have a positive mediating effect. This study specified the factors of social entrepreneurship and entrepreneurship motivation that affect entrepreneurship awareness and behavior targeting social enterprises with differentiated characteristics from existing for-profit enterprises. And through an empirical analysis of the influence relationship between these factors, an attempt was made to derive academic and practical implications.

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A Study on Factors Affecting BigData Acceptance Intention of Agricultural Enterprises (농업 관련 기업의 빅데이터 수용 의도에 미치는 영향요인 연구)

  • Ryu, GaHyun;Heo, Chul-Moo
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.17 no.1
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    • pp.157-175
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    • 2022
  • At this moment, a paradigm shift is taking place across all sectors of society for the transition movements to the digital economy. Various movements are taking place in the global agricultural industry to achieve innovative growth using big data which is a key resource of the 4th industrial revolution. Although the government is making various attempts to promote the use of big data, the movement of the agricultural industry as a key player in the use of big data, is still insufficient. Therefore, in this study, effects of performance expectations, effort expectations, social impact, facilitation conditions, based on the Unified Theory of Acceptance and Use of Technology(UTAUT), and innovation tendencies on the acceptance intention of big data were analyzed using the economic and practical benefits that can be obtained from the use of big data for agricultural-related companies as moderating variables. 333 questionnaires collected from agricultural-related companies were used for empirical analysis. The analysis results using SPSS v22.0 and Process macro v3.4 were found to have a significant positive (+) effect on the intention to accept big data by effort expectations, social impact, facilitation conditions, and innovation tendencies. However, it was found that the effect of performance expectations on acceptance intention was insignificant, with social impact having the greatest influence on acceptance intention and innovation tendency the least. Moderating effects of economic benefit and practical benefit between effort expectation and acceptance intention, moderating effect of practical benefit between social impact and acceptance intention, and moderating effect of economic benefit and practical benefit between facilitation condition and acceptance intention were found to be significant. On the other hand, it was found that economic benefits and practical benefits did not moderate the magnitude of the influence of performance expectations and innovation tendency on acceptance intention. These results suggest the following implications. First, in order to promote the use of big data by companies, the government needs to establish a policy to support the use of big data tailored to companies. Significant results can only be achieved when corporate members form a correct understanding and consensus on the use of big data. Second, it is necessary to establish and implement a platform specialized for agricultural data which can support standardized linkage between diverse agricultural big data, and support for a unified path for data access. Building such a platform will be able to advance the industry by forming an independent cooperative relationship between companies. Finally, the limitations of this study and follow-up tasks are presented.

The effect of university students' participation in the entrepreneurship planning course on the enhancement of core competencies of entrepreneurship: Focusing on the case of S women's university (대학생의 창업계획 교육과정 참여가 창업가정신 핵심역량 증진에 미치는 효과: S여대 사례를 중심으로)

  • Kyun, Suna;Seo, Heejeon
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.17 no.5
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    • pp.81-94
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    • 2022
  • This study analyzed the effect of the entrepreneurship planning course provided by an women's university in Seoul on the enhancement of the core competencies of entrepreneurship of university students. To this end, pre- and post-test of core entrepreneurship competency were conducted on 63 female university students (32 in experimental group, 31 in control group) and then the results were analyzed. The course in which the experimental group participated was a team-based project learning course and it required a team of three people to draw an entrepreneurship plan containing social problem solving as the final result. The course was operated for a total of 8 weeks. To measure the level of entrepreneurship core competency in the pre- and post- test, the survey tool that was developed by the Ministry of Education and Korea Entrepreneurship Foundation (2020) was used. This tool composed by 'value creation', 'challenge', 'self-directed', and 'group creativity' competencies. As analyses methods, i) covariance analysis was performed using the pretest as a covariate, and then a two-way ANOVA was performed with treatment (experimental group, control group) and time point (pre test, post test) as two independent variables. Results show while there was no significant difference between the experimental group and the control group in the value creation competency, it significantly contributed to the enhancement of challenge, self-directed, and collective creativity competencies. Based on these results, implications and limitations were discussed, followed by future research direction.

A Study on Perceived Government Support and Small and Medium-sized Ventures Performance: The Mediating Role of Entrepreneurial Persistence (중소벤처기업 정책지원의 인식이 성과에 미치는 영향에 관한 연구: 기업가 끈기의 매개효과를 중심으로)

  • Kim, Young Jin;Yang, Dong Woo
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.18 no.6
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    • pp.105-116
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    • 2023
  • While there have been studies on the impact of government financial support on the performance of these enterprises, there is limited research on how entrepreneurs' perceptions of such policies affect business performance. Additionally, there is scarce domestic research on the role of entrepreneurial persistence in achieving and sustaining entrepreneurial goals and its impact on business performance. Therefore, the aim of this study is to analyze how entrepreneurs' perceptions of government policy support affect business performance and to explore the mediating effect of entrepreneurial persistence, shedding light on the significance of perceptions and deepening the understanding of entrepreneurial persistence. This study utilizes entrepreneurs' perceptions of government support for South Korean small and venture enterprises, and entrepreneurship as independent variables, with entrepreneurial persistence as a mediating variable and non-financial performance of businesses as the dependent variable. Data was collected through surveys targeting founders, CEOs, and executives of small and venture enterprises. After excluding incomplete responses, a total of 205 survey responses were used for hypothesis testing. The results of this study are as follows. First, it was verified that the perception of SME policy support and entrepreneurship have a significant positive impact on business performance. Second, it was verified that entrepreneurial persistence partially mediates the relationship between the perception of SME policy support and entrepreneurship and business performance. The theoretical implications of this study are twofold. First, it highlights the significant positive impact of entrepreneurs' perceptions of policy support on the non-financial performance of small and venture enterprises. This contributes to the theoretical understanding by demonstrating that entrepreneurs' perceptions play a role in affecting business performance, in contrast to previous research that focused on the impact of policy financial support on business performance. Second, this study extends the theoretical understanding of entrepreneurial persistence, a relatively understudied concept in domestic research, by demonstrating its mediating role in the relationship between entrepreneurs' perceptions of government support and, entrepreneurship, and business performance. Practically, the study suggests that to enhance the performance of small and venture enterprises, the government should not only expand policy support but also seek ways to increase entrepreneurs' perceptions of such support.

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Studies on the Mechanical Properties of Weathered Granitic Soil -On the Elements of Shear Strength and Hardness- (화강암질풍화토(花崗岩質風化土)의 역학적(力學的) 성질(性質)에 관(關)한 연구(硏究) -전단강도(剪斷强度)의 영향요소(影響要素)와 견밀도(堅密度)에 대(對)하여-)

  • Cho, Hi Doo
    • Journal of Korean Society of Forest Science
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    • v.66 no.1
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    • pp.16-36
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    • 1984
  • It is very important in forestry to study the shear strength of weathered granitic soil, because the soil covers 66% of our country, and because the majority of land slides have been occured in the soil. In general, the causes of land slide can be classified both the external and internal factors. The external factors are known as vegetations, geography and climate, but internal factors are known as engineering properties originated from parent rocks and weathering. Soil engineering properties are controlled by the skeleton structure, texture, consistency, cohesion, permeability, water content, mineral components, porosity and density etc. of soils. And the effects of these internal factors on sliding down summarize as resistance, shear strength, against silding of soil mass. Shear strength basically depends upon effective stress, kinds of soils, density (void ratio), water content, the structure and arrangement of soil particles, among the properties. But these elements of shear strength work not all alone, but together. The purpose of this thesis is to clarify the characteristics of shear strength and the related elements, such as water content ($w_o$), void ratio($e_o$), dry density (${\gamma}_d$) and specific gravity ($G_s$), and the interrelationship among related elements in order to decide the dominant element chiefly influencing on shear strength in natural/undisturbed state of weathered granitic soil, in addition to the characteristics of soil hardness of weathered granitic soil and root distribution of Pinus rigida Mill and Pinus rigida ${\times}$ taeda planted in erosion-controlled lands. For the characteristics of shear strength of weathered granitic soil and the related elements of shear strength, three sites were selected from Kwangju district. The outlines of sampling sites in the district were: average specific gravity, 2.63 ~ 2.79; average natural water content, 24.3 ~ 28.3%; average dry density, $1.31{\sim}1.43g/cm^3$, average void ratio, 0.93 ~ 1.001 ; cohesion, $ 0.2{\sim}0.75kg/cm^2$ ; angle of internal friction, $29^{\circ}{\sim}45^{\circ}$ ; soil texture, SL. The shear strength of the soil in different sites was measured by a direct shear apparatus (type B; shear box size, $62.5{\times}20mm$; ${\sigma}$, $1.434kg/cm^2$; speed, 1/100mm/min.). For the related element analyses, water content was moderated through a series of drainage experiments with 4 levels of drainage period, specific gravity was measured by KS F 308, analysis of particle size distribution, by KS F 2302 and soil samples were dried at $110{\pm}5^{\circ}C$ for more than 12 hours in dry oven. Soil hardness represents physical properties, such as particle size distribution, porosity, bulk density and water content of soil, and test of the hardness by soil hardness tester is the simplest approach and totally indicative method to grasp the mechanical properties of soil. It is important to understand the mechanical properties of soil as well as the chemical in order to realize the fundamental phenomena in the growth and the distribution of tree roots. The writer intended to study the correlation between the soil hardness and the distribution of tree roots of Pinus rigida Mill. planted in 1966 and Pinus rigida ${\times}$ taeda in 199 to 1960 in the denuded forest lands with and after several erosion control works. The soil texture of the sites investigated was SL originated from weathered granitic soil. The former is situated at Py$\ddot{o}$ngchangri, Ky$\ddot{o}$m-my$\ddot{o}$n, Kogs$\ddot{o}$ng-gun, Ch$\ddot{o}$llanam-do (3.63 ha; slope, $17^{\circ}{\sim}41^{\circ}$ soil depth, thin or medium; humidity, dry or optimum; height, 5.66/3.73 ~ 7.63 m; D.B.H., 9.7/8.00 ~ 12.00 cm) and the Latter at changun-long Kwangju-shi (3.50 ha; slope, $12^{\circ}{\sim}23^{\circ}$; soil depth, thin; humidity, dry; height, 10.47/7.3 ~ 12.79 m; D.B.H., 16.94/14.3 ~ 19.4 cm).The sampling areas were 24quadrats ($10m{\times}10m$) in the former area and 12 in the latter expanding from summit to foot. Each sampling trees for hardness test and investigation of root distribution were selected by purposive selection and soil profiles of these trees were made at the downward distance of 50 cm from the trees, at each quadrat. Soil layers of the profile were separated by the distance of 10 cm from the surface (layer I, II, ... ...). Soil hardness was measured with Yamanaka soil hardness tester and indicated as indicated soil hardness at the different soil layers. The distribution of tree root number per unit area in different soil depth was investigated, and the relationship between the soil hardness and the number of tree roots was discussed. The results obtained from the experiments are summarized as follows. 1. Analyses of simple relationship between shear strength and elements of shear strength, water content ($w_o$), void ratio ($e_o$), dry density (${\gamma}_d$) and specific gravity ($G_s$). 1) Negative correlation coefficients were recognized between shear strength and water content. and shear strength and void ratio. 2) Positive correlation coefficients were recognized between shear strength and dry density. 3) The correlation coefficients between shear strength and specific gravity were not significant. 2. Analyses of partial and multiple correlation coefficients between shear strength and the related elements: 1) From the analyses of the partial correlation coefficients among water content ($x_1$), void ratio ($x_2$), and dry density ($x_3$), the direct effect of the water content on shear strength was the highest, and effect on shear strength was in order of void ratio and dry density. Similar trend was recognized from the results of multiple correlation coefficient analyses. 2) Multiple linear regression equations derived from two independent variables, water content ($x_1$ and dry density ($x_2$) were found to be ineffective in estimating shear strength ($\hat{Y}$). However, the simple linear regression equations with an independent variable, water content (x) were highly efficient to estimate shear strength ($\hat{Y}$) with relatively high fitness. 3. A relationship between soil hardness and the distribution of root number: 1) The soil hardness increased proportionally to the soil depth. Negative correlation coefficients were recognized between indicated soil hardness and the number of tree roots in both plantations. 2) The majority of tree roots of Pinus rigida Mill and Pinus rigida ${\times}$ taeda planted in erosion-controlled lands distributed at 20 cm deep from the surface. 3) Simple linear regression equations were derived from indicated hardness (x) and the number of tree roots (Y) to estimate root numbers in both plantations.

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A Study on the Dietary Quality Assessment among the Elderly in Jeonju Area (전주지역 노인의 식사의 질 평가에 관한 연구)

  • 김인숙;유현희;서은숙;서은아;이형자
    • Journal of Nutrition and Health
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    • v.35 no.3
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    • pp.352-367
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    • 2002
  • In order to assess the quality of dietary intake among the elderly, a survey was conducted during Jucy-August, 1999, of 230 subjects who were 65 years or older and who were living in Jeonju City. Results of the analysis of the data are as follows : Regarding Dietery Variety Score (DVS), the average number of food items consumed per person was significantly higher for males (19.6) than for females (17.7). The intake of plant food was higher than animal food for both sexes the proportion of plant versus animal foods consumed by fresh weight was 85 : 15 for males and 89 : 11 for females. Diet Diversity Score (DDS) is determined by how many from five food groups (cereal, meat, dairy, vegetable and fruit) consumed per day while Korean Diet Diversity Score (KDDS) is determined by how many from five different food groups (cereal, meat, vegetable, dairy and oil) consumed per day. The subjects'average DDS and KDDS were 4.0 and 3.5 for males, and 3.7 and 3.2 for females, respectively. Overall, the distribution of DDS was lower than that of KDDS. The average Meal Balance Score (MBS : Apply the KDDS at breakfast, lunch and dinner) was 9.1 for malts and 8.1 for females. Average daily caloric intake for males and females was 1,740 kcal and 1,433 kcal, which was 84.0% and 80.9% of the RDA, respectively. Average daily protein intake for males and females, at 67 g and 49 g (100.7% and 88.3% of the RDA), respectively, was satisfactory. However, intakes of calcium and vitamin A were below 75% of the RDA (calcium : 62.7% for males and 55.3% for females ; vitamin A : 60.7% for males and 53.9% far females). The average proportional contribution of protein/fat/carbohydrate (PFC) to total calorie intake was 15.8 : 15.7 : 68.5 for males and 13.8 : 13.2 : 73.0 for females. Distribution of energy for each meal (breakfast : lunch : afternoon snack : dinner : night snack) was 29.2 : 32.4 : 5.0 : 31.2 : 2.2 among males and 30.5 : 33.5 : 4.5 : 28.6 : 2.91 among females. The Index of Nutritional Quality (INQ) was above 1 for protein, phosphorus, iron, vitamin B$_1$, niacin, and vitamin C. However, the INQ of calcium and vitamin A were below 1 among both males and females, and the INQ of vitamin B$_2$was below l among females. The Nutrient Adequacy Ratio (NAR = nutrient intake %RDA) was below 1 for all nutrients, and the NAR of vitamin A were the lowest among 9 nutrients (protein, calcium, phosphorus, iron, vitamin A, vitamin B$_1$, vitamin B$_2$, niacin, vitamin C) for both males and females, with values of 0.52 and 0.42, respectively. The second and third lowest NAR values were for calcium(males: 0.68: females: 0.54) and vitamin B$_2$(males: 0.77: females: 0.67). Values of Mean Adequacy Ratio (MAR = sum of 9 NARs/9) for males (0.82) were higher than for females (0.73). These results indicate that the intakes of calcium and vitamin A were severely inadequate. The results of a stepwise multiple regression analysis, where the DVS or MAR were the dependent variables and the DDS, KDDS, and MBS were independent variables, indicated that DDS is a more useful variable than KDDS in determining the quality of meals of the elderly.