• Agribusiness and Information Management
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• v.6 no.1
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• pp.12-19
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• 2014

The purpose of this study is to compare and analyze the product image produced by the cinemagraph image and the product image produced by the general image in the electronic trade. The cinemagraph refers to the image with a special characteristic that provides the motion clue by playing the part of the picture endlessly in the form of a video. For this study, we explored how the perceived monetary value, brand attitude, and perceived taste would influence on the purchase intention, and it was analyzed that all of the three factors significantly influenced on the purchase intention. However, it was investigated that the purchase intention of the group watching the image by the cinemagraph was significantly influenced by the perceived monetary value and the perceived taste, and the purchase intention of the other group watching the general image was significantly influenced by the brand attitude and the perceived taste; therefore, it was verified that there was a difference between the group watching the cinemagraph and the group watching the general image. In this result, it could be interpreted that when the people watching the cinemagraph purchase a product in the shopping mall, the price becomes the important requirement, and when the people watching the general image purchase a product in the shopping mall, the brand becomes the important requirement; therefore, these results could provide great implications to the food marketers.

• Information Systems Review
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• v.8 no.2
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• pp.155-172
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• 2006

The importance and meaning of smell/taste information on online shopping are studied. The first hypothesis deals with this issue directly. We measure the perceived quality and purchase intention at the context of online shopping with/without smell and taste information. As expected, subjects show higher perceived quality/stronger purchase intention of a bar soap and vitamin C product when smell and taste information are provided. Following Peck and Childers(2003), the moderating effects of Need for Smell and Need for Taste are tested at the second hypothesis. Subjects with High in Need for Smell/Touch show stronger responses in terms of perceived quality and purchase intention. The level of trust about the online shopping mall provides interesting results. When the trust level of the online shopping mall is low, the smell/taste information play more important roles in improving the perceived quality and purchase intention. Subjects at the not-so-trusted shopping mall context result in higher perceived quality and purchase intention if perceptual information is provided. One of the theoretical contributions of this study includes the identification of critical information in online purchase decision making-smell and taste. On top of vision and hearing information, smell and taste information also can play critical roles when consumers do online shopping even at the shopping malls of low trust. In addition, managerial implications are provided.

• Culinary science and hospitality research
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• v.23 no.6
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• pp.153-160
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• 2017

This study was intended to examine the influence of health consciousness on health/taste inferences, affect-based inferences, and perceived conflict between taste and health in food decision making. Seven hundred and fifty-four participants completed the survey. Structural equation modeling with a maximum likelihood method was used to test the relationships among constructs, following the two-step approach. The results of this study showed that more health-conscious consumers have a higher perceived healthfulness of food items but lower anticipated taste. In addition, this study also found consumers' cognitive responses influenced affective responses. Results suggested that when restaurants promote menu items as both healthy and tasty, consumers' positive hedonic emotions (such as pleasure) increased and negative self-conscious emotions (such as guilt) decreased, and consumers' efforts to balance health and taste were supported. At last, the implications both for academia and marketing were also established and discussed.

• Journal of Oral Medicine and Pain
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• v.30 no.2
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• pp.149-162
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• 2005

The aim of this study was to measure the suprathreshold taste intensity for sucrose, NaCl, citric acid, and quinine HCl in Korean young people using a whole-mouth, sip-and-spit procedure, employing the method of magnitude matching. The results were analysed in terms of sex, taste preference, and smoker or nonsmoker. One hundred twenty three subjects (61 male and 62 female, mean age of 25.2$\pm$2.1 years) were included for the study. Subjects were instructed to give nonmodulus magnitude estimates to the intensities of five concentrations each of sucrose, NaCl, citric acid, and quinine HCl; distilled water; 6 loudness levels of a 1,000-Hz tone, using the same 9-point intensity scale. Each of the 21 taste stimuli and 6 auditory stimuli are presented in random order twice. The auditory function is used to assess the absolute intensity function of the subject's taste system. The results were as follows; 1. The perceived taste intensity for sucrose, NaCl, citric acid, and quinine HCl increased progressively as the concentrations of taste solutions were increased. Most of the subjects are standing within the zone of mean value $\pm$1standard deviation in their total perceived intensity score, and nobody is outside the limit of mean value - 2standard deviation. 2. There were not significant difference in total perceived intensities for sucrose, NaCl, citric acid, and quinine HCl between males and females. 3. There were not significant difference in total perceived intensities for sucrose, NaCl, citric acid, and quinine HCl according to the difference in taste preference. 4. There were not significant difference in total perceived intensities for sucrose, NaCl, citric acid, and quinine HCl between smokers and non-smokers in males.

• Journal of the Korean Society of Food Culture
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• v.31 no.4
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• pp.364-372
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• 2016

This study was to evaluate the taste of the wine assessment gap analysis to compare the taste of the wine intended for college student wine consumers and wine experts. Research analysis was carried out frequency analysis to the strength of the wine taste a difference in the intensity of the consistency review and wine for the wine flavor between the two groups. According to result, red wine, bitter and salty taste was perceived higher. For white wines are perceived sweetness of wine was sour and higher consumer groups. Body was found that wine experts perceive higher. The Second difficulty is when college student wine consumers selected wine got another show to the lack of information, lack of expertise, price, taste, the combination of food. Another wine on difficult points during the wine expert wine recommendations wine selection, price, prejudices then guest it showed a preference and communication, considering that the customer's budget, customer preferences, taste and aroma, the combination of the food and the customer response was configured. Although the criteria have different tastes for wine through college student wine consumers if future studies presented by symbolic reference to the wine tasting, can be self-objectification of subjective criteria subjective wine experts are wine consumers to take advantage of these data.

• Culinary science and hospitality research
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• v.17 no.1
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• pp.58-77
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• 2011

In this study, the correlation between harmony of coffee-food and taste preference was examined by conducting an investigative analysis in oilier to find out taste preference having effect on the harmony of coffee-food. As a result of study, foreign food was perceived as having average level or higher harmony in confectionery and bread in harmony of coffee-food, coffee beans were perceived as being more harmonious than a coffee mix. Korean food was perceived as average or lower harmony with coffee with s relatively high level in rice cake, traditional snacks and Hangwa, all of which are traditional desserts. In the correlation between taste preference and harmony of coffee-food, foreign food was shown well-matched with coffee as sweet and salty tastes were low; however, for sour, hitter, spicy and plain tastes, the more preference they had, the better-matched they were. As a result, taste preference had effect on harmony with coffee-food. For foreign food, it was shown that sweet and plain tastes influenced it while bitter and plain tastes did in Korean food in general.

• Culinary science and hospitality research
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• v.23 no.7
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• pp.183-193
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• 2017

The present study was conducted at a night market in the Ulsan region, with the purpose of analyzing the impact of menu quality at night markets on customers' perceived value and revisit intention. The study surveyed 323 visitors to the night market, and analyzed the results using the SPSS 18.0 statistics program. The results were the following. Firstly, the results of the exploratory factor analysis regarding menu quality at the night market showed 5 main factors, to a statistically valid and reliable degree: hygiene, price, diversity, originality, and taste. Secondly, it was found that menu quality exerts a positive influence on perceived value, with taste having the biggest influence on hedonic value, and price having the biggest influence on utilitarian value. Thirdly, it was found that menu quality further exerts a positive impact on the revisit intention, with price having the greatest influence in this regard. Fourthly, perceived value was found to have a positive influence on the revisit intention, with utilitarian value having a greater effect than hedonic value in this regard.

• Journal of the Korean Society of Food Culture
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• v.33 no.1
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• pp.18-25
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• 2018

This study examined the sweet taste perception, perception of sugar reduction, and utilization of nutrition labeling according to the awareness of the self-perceived sugar intake reduction of university students in Chungbuk Area. The subjects (n=419) were divided into two groups: Awareness of Sugar Intake Reduction (ASIR) group, male=110, female=109; Non Awareness of Sugar Intake Reduction (NASIR) group, male=115, female=85. The overweight/obesity was significantly higher in the ASIR group than in the NASIR group for both male and female students. The sweet taste perception was significantly lower in the ASIR group in male students than in the NASIR group. The purchase level of a product with reduced sugar instead of the original products was significantly higher in the ASIR group in male students than the NASIR group. Beverage purchases after identifying the sugar content were significantly higher in the ASIR group in male students than in the NASIR group. The necessity of nutrition labeling education was significantly higher in the ASIR group both male and female students. Based on these results, the correct perception of sugar reduction and continuous and practical nutrition education of sugar intake reduction need to maintain healthy dietary habits in university students.

• Korean Journal of Community Nutrition
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• v.15 no.5
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• pp.670-678
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• 2010

Recognition thresholds for NaCl, sucrose, citric acid, and caffeine, as well as the pleasant concentration of NaCl were assessed in 176 males and 312 females aged 50-88 years. Furthermore, relationships among taste sensitivities, taste preferences, and lifestyles were examined. The taste solutions were presented one after the other in ascending order using the sip-and-spit method. For the recognition thresholds of the 4 basic tastes, women perceived significantly lower concentrations than the men. However, the pleasant concentration of NaCl did not show a gender difference. Sensitivities for the 4 basic tastes did not decrease with age in the men, but they did significantly decrease with age for the women, especially for those above 70 years. For men, regular exercise was positively correlated with sensitivities for sour taste and bitter taste, and physical activity was negatively correlated with the pleasant concentrations of NaCl. For women, who had more physical activity, sensitivities for sweet taste and sour taste were lower compared to the others. This study indicates that the sensitivities for 4 basic tastes in water diminished with age, but pleasant salt concentration did not change with age. Further research on pleasant NaCl concentration is required to determine factors affecting salt preference, in order to decrease salt intake in the elderly.

• Journal of the Korean Society of Food Culture
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• v.24 no.4
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• pp.359-365
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• 2009

The objective of this study was to investigate a method to improve and to increase the utilization of Korean traditional food in middle school students by examining preferences and perceptions. Middle school students in Seoul area were surveyed from 29 November to 6 December 2007. The results are summarized as follows: 83.9% students ate Korean food as breakfast. The reasons for the success of Korean food were 'Nation's traditional food' (29.2%), 'fit in taste' (27.4%), and 'suitable match of nutrients' (24.8%). Students responded that the following needed to be changed in order to improve Korean food: 'alleviation of strong taste' (30.3%), 'various cooking methods' (23.9%), and 'convenience of eating the food' (22.1%). Meal preferences in this survey of middle school students were 'Korean food' (4.09), 'Western food' (4.08), 'Japanese food' (4.00), 'Chinese food' (3.91) and 'Fast food' (3.55). Perceptions in the taste of Korean food were 'spicy taste' (3.28), 'hot taste' (3.22), and 'salty taste' (3.15). Male students (3.23) perceived a higher salty taste than female students (3.05). Expectations for the taste of Korean food included 'spicy taste' (3.16) and hot taste (3.03). Male students (3.25) anticipated the spicier taste more than female students (3.05).