• Journal of the East Asian Society of Dietary Life
• /
• v.18 no.2
• /
• pp.221-225
• /
• 2008

The objective of the study was to examine the distinct qualities of Dasik containing added silkworm powder. In order to discern the differences in characteristics among samples the silkworm powder was added as at ratios of (0%, 10%, 20%, 30% and 40%), respectively. Measurements for moisture, chromaticity and mechanical and physical properties were performed, in addition to sensory evaluations. The results were as follows. The moisture contents of the Dasik samples changed as the added silkworm powder content increased. A lower L-value resulted as the amount of silkworm powder increased (p<0.05), the a and b values also showed decreasing tendencies. In the texture analysis, hardness increased as the amount of added silkworm powder increased from 0% to 40% (p<0.05). Adhesiveness was highest in the 40% silkworm powder group, and the 30% and 20% groups had the highest springiness values respectively (p<0.05). In terms of sensory quality overall surface color, texture and taste were perceived as superior for the 30% and 20% add silkworm powder groups gumminess was lowest for the 0% group (p<0.05), and overall quality was lowest for the 40% added silkworm powder group. Consequently, there was greater preference for the samples containing less than 40% added silkworm powder, and the 30% treatment had the best overall quality.

• Convergence Security Journal
• /
• v.20 no.2
• /
• pp.15-28
• /
• 2020

Smart City is highly anticipated to solve the problems of existing cities and create new added value, but there is also increasing concern about security risks. The negative view of smart city according to security risk awareness is a problem that needs to be improved in order to activate the fourth industrial revolution technology and develop smart city. This study examined risk factors in smart cities based on perceived risk and user resistance theory, and empirically analyzed the relationship with resistance attitudes. According to the empirical analysis with 288 research samples, security, social, and physical risk factors directly affect smart city resistance, while financial, performance, and privacy risk have no significant effect. In addition, it was verified that the security risk can is an antecedent factor for other risk factors, and it was confirmed that it is required to separately discuss the security and privacy risk in the smart city environment. This study shows that it is necessary to prepare policy supports for social interactions as well as security and physical safety issues in order to activate smart city by discussing the risk factors that negatively affect smart city perception from the public's point of view.

• Journal of Global Scholars of Marketing Science
• /
• v.18 no.4
• /
• pp.245-276
• /
• 2008

Brand equity is one of the most important concepts in business practice as well as in academic research. Successful brands can allow marketers to gain competitive advantage (Lassar et al.,1995), including the opportunity for successful extensions, resilience against competitors' promotional pressures, and the ability to create barriers to competitive entry (Farquhar, 1989). Branding plays a special role in service firms because strong brands increase trust in intangible products (Berry, 2000), enabling customers to better visualize and understand them. They reduce customers' perceived monetary, social, and safety risks in buying services, which are obstacles to evaluating a service correctly before purchase. Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Brand equity can be considered as a mixture that includes both financial assets and relationships. Actually, brand equity can be viewed as the value added to the product (Keller, 1993), or the perceived value of the product in consumers' minds. Mahajan et al. (1990) claim that customer-based brand equity can be measured by the level of consumers' perceptions. Several researchers discuss brand equity based on two dimensions: consumer perception and consumer behavior. Aaker (1991) suggests measuring brand equity through price premium, loyalty, perceived quality, and brand associations. Viewing brand equity as the consumer's behavior toward a brand, Keller (1993) proposes similar dimensions: brand awareness and brand knowledge. Thus, past studies tend to identify brand equity as a multidimensional construct consisted of brand loyalty, brand awareness, brand knowledge, customer satisfaction, perceived equity, brand associations, and other proprietary assets (Aaker, 1991, 1996; Blackston, 1995; Cobb-Walgren et al., 1995; Na, 1995). Other studies tend to regard brand equity and other brand assets, such as brand knowledge, brand awareness, brand image, brand loyalty, perceived quality, and so on, as independent but related constructs (Keller, 1993; Kirmani and Zeithaml, 1993). Walters(1978) defined information search as, "A psychological or physical action a consumer takes in order to acquire information about a product or store." But, each consumer has different methods for informationsearch. There are two methods of information search, internal and external search. Internal search is, "Search of information already saved in the memory of the individual consumer"(Engel, Blackwell, 1982) which is, "memory of a previous purchase experience or information from a previous search."(Beales, Mazis, Salop, and Staelin, 1981). External search is "A completely voluntary decision made in order to obtain new information"(Engel & Blackwell, 1982) which is, "Actions of a consumer to acquire necessary information by such methods as intentionally exposing oneself to advertisements, taking to friends or family or visiting a store."(Beales, Mazis, Salop, and Staelin, 1981). There are many sources for consumers' information search including advertisement sources such as the internet, radio, television, newspapers and magazines, information supplied by businesses such as sales people, packaging and in-store information, consumer sources such as family, friends and colleagues, and mass media sources such as consumer protection agencies, government agencies and mass media sources. Understanding consumers' purchasing behavior is a key factor of a firm to attract and retain customers and improving the firm's prospects for survival and growth, and enhancing shareholder's value. Therefore, marketers should understand consumer as individual and market segment. One theory of consumer behavior supports the belief that individuals are rational. Individuals think and move through stages when making a purchase decision. This means that rational thinkers have led to the identification of a consumer buying decision process. This decision process with its different levels of involvement and influencing factors has been widely accepted and is fundamental to the understanding purchase intention represent to what consumers think they will buy. Brand equity is not only companies but also very important asset more than product itself. This paper studies brand equity model and influencing factors including information process such as information searching and information resources in the fashion market in Asia and Europe. Information searching and information resources are influencing brand knowledge that influences consumers purchase decision. Nine research hypotheses are drawn to test the relationships among antecedents of brand equity and purchase intention and relationships among brand knowledge, brand value, brand attitude, and brand loyalty. H1. Information searching influences brand knowledge positively. H2. Information sources influence brand knowledge positively. H3. Brand knowledge influences brand attitude. H4. Brand knowledge influences brand value. H5. Brand attitude influences brand loyalty. H6. Brand attitude influences brand value. H7. Brand loyalty influences purchase intention. H8. Brand value influence purchase intention. H9. There will be the same research model in Asia and Europe. We performed structural equation model analysis in order to test hypotheses suggested in this study. The model fitting index of the research model in Asia was $X^2$=195.19(p=0.0), NFI=0.90, NNFI=0.87, CFI=0.90, GFI=0.90, RMR=0.083, AGFI=0.85, which means the model fitting of the model is good enough. In Europe, it was $X^2$=133.25(p=0.0), NFI=0.81, NNFI=0.85, CFI=0.89, GFI=0.90, RMR=0.073, AGFI=0.85, which means the model fitting of the model is good enough. From the test results, hypotheses were accepted. All of these hypotheses except one are supported. In Europe, information search is not an antecedent of brand knowledge. This means that sales of global fashion brands like jeans in Europe are not expanding as rapidly as in Asian markets such as China, Japan, and South Korea. Young consumers in European countries are not more brand and fashion conscious than their counter partners in Asia. The results have theoretical, practical meaning and contributions. In the fashion jeans industry, relatively few studies examining the viability of cross-national brand equity has been studied. This study provides insight on building global brand equity and suggests information process elements like information search and information resources are working differently in Asia and Europe for fashion jean market.

• Korea Trade Review
• /
• v.44 no.6
• /
• pp.105-118
• /
• 2019

In the past two decades, due to the rapid fluctuations in the oil supply and demand in Northeast Asia as well as a surge in oil prices in the early 2000s, Korea has been developing the Northeast Asia Oil Hub project as a national project. This project was promoted based on the policy consideration that the nation's energy security and regional development can be promoted by establishing an oil hub in Northeast Asia that can eventually replace Singapore as East Asia's oil logistics hub. Following the construction of a large-scale oil storage facility in Yeosu in 2013, the main project in Ulsan has suffered many difficulties due to environmental changes such as the supply and demand of oil and political factors. The survey, which investigated the performance, problems, and prospects of the oil hub project, illustrates that scores of all sectors are of average level. In terms of performance and prospects, policies such as facility investment, law, and system improvement were determined to be rather high while operational areas such as value-added activities, profitability, and marketing activities were perceived as having more serious problems by respondents. In conclusion, despite the strong potential of Korea's oil hub based on its geographical location, facilities, and oil product capacity, there are problems related to policies, institutions, and investment. In the future, the oil hub business should be reviewed by considering environmental factors, and a drastic improvement plan for attracting foreign investors and oil traders should be established.

• International conference on construction engineering and project management
• /
• 2015.10a
• /
• pp.523-526
• /
• 2015

In recent years, building commissioning has often been part of a standard delivery practice in construction, particularly in the high-performance green building market, to ensure the building is designed and constructed per owner's requirements. Commissioning, therefore, intends to provide quality assurance that buildings perform as intended by the design and often helps achieve energy savings. Commissioning, however, is not as widely adopted as its potential benefits are perceived. Owners are still skeptical of the cost-effectiveness claims by energy management and commissioning professionals. One of the issues in the current commissioning practice is that not every project is guaranteed to benefit from the commissioning services. This, coupled with its added cost, the commissioning service is not acquired with great acceptance and confidence by building owners. To overcome this issue, this paper presents a unique methodology to enhance owner's predicting capability of the degree of success of commissioning service using the Bayesian theorem. The paper analyzes a situation where a future building owner wants to use a pre-commissioning in an attempt to refine the success rate of the future commissioned building performance. The author proposes the Bayesian theorem based framework to improve the current commissioning practice where building owners are not given accurate information how much successful their projects are going to be in terms of energy savings from the commissioning service. What should be provided to the building owners who consider their buildings to be commissioned is that they need some indicators how likely their projects benefit from the commissioning process. Based on this, the owners can make better informed decisions whether or not they acquire a commissioning service.

• Korean Journal of Culture and Social Issue
• /
• v.24 no.4
• /
• pp.563-592
• /
• 2018

In this research, it was examined whether the importance of value of self(i.e., self-referenced values) and the perceived importance of values of average Koreans(i.e., culture-referenced values) differ according to social class. In Study 1, differences in the importance of self-referenced values according to the social class of 1,140 adults aged over 19 years old were examined using Korean data from the World Values Survey. Findings showed that higher social class was associated with higher levels of Hedonism (which belongs to the individualistic value domain) and Benevolence, and lower levels of Tradition (which belongs to the collectivistic value domain) and Universalism. In Study 2, culture-referent questionnaires were added to examine the differences in self-referenced values and culture-referenced values according to social class. Findings showed that higher social class was associated with greater importance attached to individualistic value domain (namely, Power and Achievement), and as a result of Study 1, less importance attached to Benevolence towards the self. On the contrary, for culture-referent ratings, higher social class was associated with lower perceptions of the importance of individualistic value domain (namely, Self-direction and Hedonism) and greater importance attached to Tradition (which belongs to the collectivistic value domain) for average Koreans. These results suggest that the importance of self-referenced values and culture-referenced values differ by social class. The need for social class research taking into account culture and the importance of the culture-referent ratings is highlighted. Future directions for research are discussed.

• Korea Science and Art Forum
• /
• v.31
• /
• pp.105-118
• /
• 2017

The purpose of study is to examine the effectiveness of exhibition sales promotions and purchase intention for reasonable visitors. Perceived behavior control determining moderating effects on the relationship among their sales promotions and purchase intention is used as a predictive variable of unexpected impulsive purchases or negative purchase intention contrary to business intention. A total of 315 visitors who experienced the sales promotions of G-Star 2016 in Busan respond to the questionnaire and 259 forms are used to analyze the data. The main results of this study were as follows. First, except to value-added sales promotion, all of sales promotions positively impact on visitors' purchase intention. Second, as a result of analyzing the moderating effects of the perceived behavioral control consisting of control belief and perceived power on the relationships among the sales promotions and purchase intention, the control belief moderated the sales promotions such as price-off and education on purchase intention. In addition, the perceived power moderated the sales promotions such as escape and entertainment on purchase intention. In a nutshell, the degree of perceived behavior control makes critically impact on the effectiveness of exhibition sales promotions. Based on this results, it yields new insights into the way of developing various sales promotion strategies according to different features of visitors.

• Journal of Global Scholars of Marketing Science
• /
• v.19 no.1
• /
• pp.47-58
• /
• 2009

The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

• Journal of Applied Tourism Food and Beverage Management and Research
• /
• v.16 no.2
• /
• pp.175-199
• /
• 2005

Family Restaurant is a service business of a kind. The role of service operator is to improve a sales of service goods through maximizing the service value with customer satisfaction at the moment of MOT(moment of truth). Family Restaurant come to the great growth on the face of it. In future, it will place emphasis more and more on not hardware but software including service quality. The purpose of this study, therefore, is to research the effect on service quality of the job satisfaction of Family Restaurant's service staff. Data was collected from the employee who are working at Family Restaurant located in Taegu. The empirical research has been done over 50days from 1April, 2004 to 20May, 2004. In conclusion of empirical analysis, 4 hypotheses were significant among 7 hypotheses suggested in this study. The research showed as follows : First, the organic trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed positive influence on job satisfaction. Second, the personal trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed positive influence on service quality. Third, the official trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed negative influence on job satisfaction. Fourth, the organic trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed positive influence on service quality. Fifth, the personal trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed negative influence on service quality. Sixth, the organic trait among the effect factor of job satisfaction perceived by Family Restaurant service staff showed negative influence on service quality. Seventh, the job satisfaction of Family Restaurant service staff showed positive influence on service quality. Besides, the critical points of this study are as follows; First, we designated the subject of research to the employee of Family Restaurant only. Second, multi-situations(time, holiday) which can happen as service was offered, wasn't concerned. Third, as service quality was estimated by general service quality, the research in future should subdivide service quality more. I, finally, applied the pervious researches on job satisfaction and service quality in the employee of Family Restaurant. To extend more this research model in future, the variables like customer satisfaction should be added.

• Journal of the East Asian Society of Dietary Life
• /
• v.22 no.1
• /
• pp.133-146
• /
• 2012

University dining services have received less attention than commercial food services or other institutional food services. Marketing practitioners and researchers recognize the major impact that perceived value has on consumer behavior. The mediating role of value has not been verified in relation to satisfaction in university dining establishments, including Korea. This study intends to investigate the relationships among value, satisfaction and revisit intention of university dining attributes. This study also examines whether university dining service attributes dimensions influence value. Further, this study verifies the role of value as a mediator in the formation of customer satisfaction and revisit intention. Structural Equation Modeling has been applied to the collected data from students of three universities in Korea. The study resulted in that university dining attributes, such as food, menu and convenience, positively affected value of the university dining services. Further analysis with examination of indirect effects confirmed the positive impact of value on satisfaction in university dining services. This study verified the mediating role of value on satisfaction as student's satisfaction is enhanced through the elevation of value of university food services. Enhanced satisfaction via value also led to improvement in revisit intention. This study contributes to the academia by verifying the mediating role of value in the formation of customer satisfaction in a university dining context. This study also offers practical implications to the industry, such as suggestions on developing strategies for value-added products and services to the university dining establishments. This value research for university dining services is also meaningful by triggering future research on market segmentation, product differentiation and positioning policies. In the long run, improving value and satisfaction with university dining services need to be realized to enhance overall college experiences and other competitive advantages, such as student recruitment and enrollment, student academic evaluations, and university reputation.