• Food Science of Animal Resources
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• v.42 no.1
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• pp.111-127
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• 2022

This study examined how chicken breed affects consumer behavior. The breeds evaluated were a Korean native chicken (KNC) and a commercial broiler (CB). Consumer behavior was measured by evaluating sensory attributes (taste, odor, and texture) and purchase behaviors [satisfaction, purchase intention, and willingness to pay (WTP)]. The sensory evaluation was conducted using healthy Korean consumers (n=100). The chicken was cooked in baeksuk (Korean traditional chicken soup), which is a seasonal summer health food in Korea. The participants evaluated sensory attributes and purchase behaviors between blinded samples of baeksuk (CB) and unblinded samples of baeksuk (KNC). The sensory evaluation involved chicken breasts and legs. The participants considered KNC as having a more umami taste, a chewier and juicer texture, and a less metallic odor than CB. Moreover, when participants were given KNC breed information, they expressed higher satisfaction, purchase intention, and WTP. The results of this study contribute to consumer behavior literature by revealing the effects of breed information on consumer sensory perceptions and purchase behaviors. Furthermore, the findings provide evidence that branding KNC is one way to increase its demand and low market share while contributing to sustainable consumption.

• Asia-Pacific Journal of Business
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• v.14 no.3
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• pp.271-281
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• 2023

Purpose - The purpose of this study is to investigate influential attributes of intention to purchase in the context of cafe business. Design/methodology/approach - The explained variable is intention to purchase. This study used organic, healthiness, and nutrition disclosure as the main attributes to account for intention to purchase. Research target of this work is consumers experienced with Starbucks. The number of observation is 455. Multiple regression analysis is adopted for testing hypotheses. Findings - The results presented that organic positively affect healthiness. Also, nutrition disclosure positively moderates the relationship between healthiness and organic. Moreover, intention to purchase is positively influenced by healthiness. Research implications or Originality - Given the results, this informs cafe managers. Also, this research sheds light to the literature by unveiling the moderating effect of nutrition disclosure in the cafe consumer research domain.

• Fashion & Textile Research Journal
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• v.17 no.3
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• pp.372-381
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• 2015

This study investigates differences in fashion products attributes, mobile shopping mall attributes, impulse buying behavior, and satisfaction according to mobile shoppingconsumption value. The findings provide new information on marketing strategy for mobile shopping malls. A total of 283 usable questionnaires were obtained from college students. Data were analyzed by frequency analysis, factor analysis, and ANOVA using SPSS 21.0 for Windows. The results were as follows. First, according to the consumption value, consumer were classified into 3 groups: social/functional oriented, indifference and epistemic/emotional oriented. Second, the conspicuous-functional pursuit group considered utility and exhibition more important in regards to fashion products attributes for the consumption value group, the personality pursuit group also considered aesthetics and utility more important than other groups. Third, conspicuous-functional pursuit group considered continuous management more importantin regards to the importance ofmobile shopping mall attributes for the consumption value group, the personality pursuit group considered informationexchange more important than the other groups. Fourth, the conspicuous-functional pursuit group and Personality pursuit group considered impulse purchase behavior more important than the emotionalpursuit group. The conspicuous-functional pursuit group considered satisfaction after impulse purchase behavior more important than other groups.

• Journal of the Korea Safety Management & Science
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• v.26 no.2
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• pp.93-105
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• 2024

In this study, based on previous research on personal broadcasting, we indirectly measured content quality, YouTuber attributes, user satisfaction, and behavioral intention, which are latent variables that cannot be directly measured, as measurement variables, and then measured theoretically between the latent variables. In order to analyze the causal relationship, we used a structural equation model to determine to what extent the content quality of the YouTube mukbang channel and the YouTuber's attributes influence behavioral intentions such as purchase, recommendation, and continued use according to viewers' satisfaction with use. We intend to analyze and verify the relationship between related variables. The research results are as follows. First, the value, relevance, timeliness, completeness, and data quantity of content quality were found to have no significant impact on user satisfaction. Second, the trustworthiness, expertise, attractiveness, and intimacy of YouTuber attributes were found to have a significant impact on user satisfaction, but the similarity of YouTuber attributes did not have a significant impact on usage. Third, user satisfaction was found to have a significant impact on behavioral intentions and purchase intentions. However, user satisfaction was not found to have a direct significant impact on recommendation intentions or continued usage intentions.

• Journal of Fashion Business
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• v.25 no.2
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• pp.18-33
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• 2021

This study sought to understand the clothing consumption values of male consumers and analyze the attributes of online fashion multi-brand stores. The study examined the effect of clothing consumption values of male consumers on the perceived attributes of online fashion multi-brand stores and use intention. The study also aimed to investigate whether online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and use intention. An online survey of male consumers in their 20s and 30s was conducted, and a total of 338 responses were analyzed. The SPSS 24.0 program was used to perform frequency analysis, factor analysis, reliability analysis, regression analysis, and stepwise-regression analysis. The results are as follows. First, fashionableness out of the four attributes of online fashion multi-brand stores (fashionableness, entertainment, variety, and scarcity) influenced the practical and conspicuous values of clothing consumption values. Entertainment had a significant effect on all clothing consumption values. Variety had a significant impact on practical and conspicuous values and the scarcity factor influenced epistemic and conspicuous values. Second, while entertainment, variety, and scarcity influenced sharing intention, fashion, entertainment, and variety influenced purchase intention. Third, online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and sharing intention but not purchase intention.

• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.89-111
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• 2008

Due to the development of digital technology, studies regarding smart wear integrating daily life have rapidly increased. However, consumer research about perception and attitude toward smart clothing hardly could find. The purpose of this study was to identify innovative characteristics and perceived risk of smart clothing and to analyze the influences of theses factors on product attitudes and intention to adopt. Specifically, five hypotheses were established. H1: Perceived attributes of smart clothing except for complexity would have positive relations to product attitude or purchase intention, while complexity would be opposite. H2: Product attitude would have positive relation to purchase intention. H3: Product attitude would have a mediating effect between perceived attributes and purchase intention. H4: Perceived risks of smart clothing would have negative relations to perceived attributes except for complexity, and positive relations to complexity. H5: Product attitude would have a mediating effect between perceived risks and purchase intention. A self-administered questionnaire was developed based on previous studies. After pretest, the data were collected during September, 2006, from university students in Korea who were relatively sensitive to innovative products. A total of 300 final useful questionnaire were analyzed by SPSS 13.0 program. About 60.3% were male with the mean age of 21.3 years old. About 59.3% reported that they were aware of smart clothing, but only 9 respondents purchased it. The mean of attitudes toward smart clothing and purchase intention was 2.96 (SD=.56) and 2.63 (SD=.65) respectively. Factor analysis using principal components with varimax rotation was conducted to identify perceived attribute and perceived risk dimensions. Perceived attributes of smart wear were categorized into relative advantage (including compatibility), observability (including triability), and complexity. Perceived risks were identified into physical/performance risk, social psychological risk, time loss risk, and economic risk. Regression analysis was conducted to test five hypotheses. Relative advantage and observability were significant predictors of product attitude (adj $R^2$=.223) and purchase intention (adj $R^2$=.221). Complexity showed negative influence on product attitude. Product attitude presented significant relation to purchase intention (adj $R^2$=.692) and partial mediating effect between perceived attributes and purchase intention (adj $R^2$=.698). Therefore hypothesis one to three were accepted. In order to test hypothesis four, four dimensions of perceived risk and demographic variables (age, gender, monthly household income, awareness of smart clothing, and purchase experience) were entered as independent variables in the regression models. Social psychological risk, economic risk, and gender (female) were significant to predict relative advantage (adj $R^2$=.276). When perceived observability was a dependent variable, social psychological risk, time loss risk, physical/performance risk, and age (younger) were significant in order (adj $R^2$=.144). However, physical/performance risk was positively related to observability. The more Koreans seemed to be observable of smart clothing, the more increased the probability of physical harm or performance problems received. Complexity was predicted by product awareness, social psychological risk, economic risk, and purchase experience in order (adj $R^2$=.114). Product awareness was negatively related to complexity, meaning high level of product awareness would reduce complexity of smart clothing. However, purchase experience presented positive relation with complexity. It appears that consumers can perceive high level of complexity when they are actually consuming smart clothing in real life. Risk variables were positively related with complexity. That is, in order to decrease complexity, it is also necessary to consider minimizing anxiety factors about social psychological wound or loss of money. Thus, hypothesis 4 was partially accepted. Finally, in testing hypothesis 5, social psychological risk and economic risk were significant predictors for product attitude (adj $R^2$=.122) and purchase intention (adj $R^2$=.099) respectively. When attitude variable was included with risk variables as independent variables in the regression model to predict purchase intention, only attitude variable was significant (adj $R^2$=.691). Thus attitude variable presented full mediating effect between perceived risks and purchase intention, and hypothesis 5 was accepted. Findings would provide guidelines for fashion and electronic businesses who aim to create and strengthen positive attitude toward smart clothing. Marketers need to consider not only functional feature of smart clothing, but also practical and aesthetic attributes, since appropriateness for social norm or self image would reduce uncertainty of psychological or social risk, which increase relative advantage of smart clothing. Actually social psychological risk was significantly associated to relative advantage. Economic risk is negatively associated with product attitudes as well as purchase intention, suggesting that smart-wear developers have to reflect on price ranges of potential adopters. It will be effective to utilize the findings associated with complexity when marketers in US plan communication strategy.

• Journal of Distribution Science
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• v.14 no.4
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• pp.117-125
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• 2016

Purpose - As consumers' needs for purchasing fresh and safe food have been bigger in Korea, their interest in local food is also growing recently. So, the number of local food stores has been increased from 3 in 2012 to 103 in 2015. Local food stores should operate a business responding consumers' needs in order that local food stores are not to be a one-time fad. Therefore, the purpose of this study is to analyze the characteristics of consumers who use a local food store and provide helpful implications to design a strategy for sustainable growth of local food store. Research design, data, and methodology - In this study, Probit model was used for empirical analysis in order to examine the effect of purchase choice attributes of agricultural products, consumer's satisfaction, and their demographic factors upon the intention to use a local food store. After estimating coefficients of the probit model, marginal effects were calculated as a standard normal, and cumulative distribution is differentiated with respect to explanatory variables. To collect the data, questionnaire survey was carried out with the consumers using the local food store (Youngjin Nonghyup near to Jeonju city located in Jeollabuk-do). Result - The data analysis found that the more consumers are satisfied with local food store, the higher intention they have to use the local food store. In addition, it was known that the factors related to quality of agricultural products and shopping convenience among the purchase choice attributes have a considerable impact on the purchase intention of a local food store. In demographic factors, income was turned out to be an important factor affecting purchase intention of local food. Such a result supports the hypothesis that high income consumers are likely to purchase local food, which is based on the inference that consumers who have a high income tend to pursue wellbeing life. Futhermore, information delivery, through a reputable media source among general factors, was known to play an important role in forming an intention to purchase local food. According to the analysis of marginal effects, probability of purchase intention of a local food store is increased by 11.4%, if a monthly average income of a household is above 4.5 million Won(Korean currency). If purchasing satisfaction with local food stores is high, the probability of purchase intention would be increased by 24.1%. Likewise, such a probability goes up by 8.7%, 5.8%, respectively as an increasing one unit of quality of agricultural products and shopping convenience of local food stores, respectively. Conclusion - For attaining sustainable growth in a local food store, it is considered necessarily to establish a proper store operation system to meet consumers' needs, especially for quality and shopping convenience of local food. Moreover, as it was found that appropriate communication through media source has a positive effect on the intention to use local food store, PR activity seems to be necessary to expand the consumers' demands for local foods.

• Journal of Advanced Technology Convergence
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• v.1 no.2
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• pp.37-48
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• 2022

This research is an empirical research of Chinese OTT Audiences on the effects of advertising model attributes on consumers' advertising perception, purchase intention, Flow and addiction. Recently, as the cosmetics market in China has grown, the role of advertising models has been highlighted, and shopping addiction caused by excessive Flow is becoming a social problem. Researchers set up a research model and tried to test which characteristics of the advertising model lead consumers to purchase, Flow and ultimately lead to addiction. Results are as follows. It was confirmed that advertisement model attributes such as recognition and attractiveness had a positive effect on viewers' advertising perception and attitude, and viewers' perceived usefulness had a positive effect on purchase intention and Flow. In addition, the purchase intention of the viewers had a positive effect on the addiction to cosmetics.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1128-1140
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• 2002

As consumers' alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of patronage mix behavior according to product type increases. Understanding consumers patronage mix behavior, finding out the determinant attributes of fashion stores for each product type are important to retailers and marketers for building a successful merchandising and marketing strategies. Most of the previous researches in store selection and patronage assume consumer behavior as single store patronage, and thus relatively little is known about patronage mix behavior. Also, little attention has been given to product characteristics as an important variable in store patronage behavior. The purposes of this study were to determine the effects of product characteristics in consumers patronage mix behavior. In this study, a theoretical model including product characteristics as an intervening variable between store attributes and patronage behavior was developed. A Questionnaire was developed and data were collected form 464 adult women living in Seoul area in Korea. Factor analysis, paired t-test, ANOVA, Duncan test and discriminant analysis were employed to analyze the data. As a result, the suggested model was partially verified. First, the product characteristic was found to have an effect on perceived importance of store attributes and on determinant attributes of stores. Consumers were found to use different evaluative criteria for store attributes when they purchase different product types. Second, the perceived importance of store attributes was determined by consumer characteristics as well as product characteristics. Third, the determinant attributes in store selection were affected not only by the perceived importance of store attributes but also by the type of product to be purchased.

• Journal of the Korean Society of Costume
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• v.59 no.4
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• pp.54-66
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• 2009

An empirical study was conducted on fashion cultural products with Korean image, targeting Korean and American consumers. Its purpose was to identify Korean and English consumers' attitude and purchase intention and to compare difference of its influence factor toward fashion cultural products of which design sources were derived from the Korean culture. The quantitative research using on-line questionnaires was targeted at American and Korean consumers. A total of 400 responses were used in the analysis. Results of data analyses using SPSS 13.0, are as following. First, for American consumers, uniqueness-seeking had a positive effect on attitude toward of cultural product with Korean image, followed by service of salespersons, change-seeking, and appearance of salespersons. For Korean consumers, easy accessibility was significantly related to attitude. Second, for American consumers, uniqueness-seeking and appearance of salespersons had a significant influence on the purchase intention of the cultural product with Korean image. For Korean consumers, no attributes were related to purchase intention. This research about fashion cultural products that will compete in the global market presents exploratory information targeting domestic and foreign consumers and will contribute to the strategic aspect of newly growing high-added-value industries.