• 한국조리학회지
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• 제19권2호
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• pp.52-64
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• 2013

본 연구의 목적은 (1) 선택결정요인에 따른 가정식사대용식(HMR) 소비자를 세분화 하고, (2) 각 세분시장의 독특한 인구통계적인 특성과 구매행태를 조사하는 것이다. 이를 위해 총 266개의 응답을 SPSS 19.0을 이용해 분석하였다. 통계분석은 빈도분석, 교차분석, 요인분석, 군집분석, 다변량 분산분석, 판별분석이 사용되었다. 요인분석 결과 음식의 질(food quality), 디자인(design), 편리성(convenience), 접근성(accessibility) 과 같이 4개의 요인이 도출되었다. 도출된 요인을 이용해 군집분석을 실시한 결과 2개의 세분시장이 파악되었으며, 각각 고관여 HMR 소비자와 저관여 HMR 소비자로 명명되었다. 고관여 HMR 소비자는 모든 선택결정요인에 걸쳐 저관여 HMR 소비자에 비해 더 중요하게 지각하고 있는 것으로 나타났다. 또한 두 집단은 인구통계적 특성과 구매행태에 있어 차이가 있는 것으로 나타났다. 위와 같은 통계분석 결과에 따른 시사점이 결론부에 제시되었다.

• 한국식생활문화학회지
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• 제29권6호
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• pp.528-538
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• 2014

The purpose of this study was to investigate the relationships among recognition, preference, and purchasing characteristics for Changnyeong onions and garlic as well as festival satisfaction among participants at agricultural product festivals in the Changnyeong region. Results showed that festival satisfaction of 'place of festival' was highest while 'convenience facility & event contents' earned the lowest scores. Most subjects (90.5%) had purchased Changnyeong agricultural and processed products. A major purchasing type was fresh agricultural products (66.7%). The pathways to recognize Changnyeong agricultural products were mostly 'promotion by related institutions' (22.0%), 'family relatives' (20.8%), 'mass media' (16.6%), and 'festivals and events' (16.1%). The most considered factors for purchasing regional products were 'geographical origin' and 'ingredients'. Changnyeong onion showed higher scores for recognition and preference and rate of purchase experience and intention than for garlic. The correlation coefficients of recognition and preference for onion and galic were 0.603 (p<0.001) and 0.598 (p<0.001), respectively. The explanation power ($R^2$) of related variables for purchase of Changnyeong onions was 0.258. The regression coefficients (${\beta}$) for 'recognition', 'preference' and 'convenient facility & event contents' were positive, whereas the regression coefficient for 'price' was negative. Recognition, preference, and convenient facility & event contents with garlic purchase showed a positive relationship ($R^2$=0.253). The most effective promotion method to increase sales of Changnyeong agricultural products was 'local festivals and events' (27.8%).

• Journal of Nutrition and Health
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• 제41권4호
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• pp.353-364
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• 2008

In this study elementary school children's food purchasing and consumer competency for a healthier diet were compared by their attitude toward the meal management. The subjects were 779 sixth grade elementary school children (417 boys and 362 girls) in Busan. They were classified into three groups: 'High' was composed of 226 subjects who had more than the mean +1/2 SD of attitude toward the meal management; 'Medium' was composed of 343 subjects who had the mean ${\pm}1/2$SD; and 'Low' was composed of 210 subjects who had the less than the mean -1/2 SD. The results were as follows. The high group had less pocket money than the low group, and thought that their allowances were adequate to their needs. They also had a habit of entering amounts into an account book. The children in the low group purchased mostly snacks without making or practicing a budget. The high group purchased yogurt, fruit, or bread as snacks more frequently than the low group. More children checked the nutrient facts on the package in high group than in the low group. There were no significant differences in the consumer's knowledge of a healthy diet among the groups; but there were significant differences in the consumer's skill, and the consumer's attitude toward a healthy diet among the groups. The high group had higher skills and more positive attitudes than the low group. This research suggests that education can elevate interest and can help develop more positive attitudes toward healthy diets among children. The education can help them to develop planned food purchasing habits, and improve their consumer competency for a healthy diet.

• 벤처창업연구
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• 제16권4호
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• pp.195-209
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• 2021

서울시 전자상거래센터에서 실시한 2019-2020년 소셜미디어 이용실태 조사에 따르면 소비자 10명 중 5명이 소셜미디어를 통한 쇼핑경험이 있는 것으로 조사되었으며, The CMO Survey에서 2020년 코로나 펜데믹 기간에 실시한 조사에 따르면 전통적인 광고매체의 비용은 축소되고 소셜미디어에 대한 광고지출은 74%나 상승함으로써 소셜미디어가 더욱 중요한 마케팅 요소로 자리하고 있음을 나타내고 있다. 이만큼 소셜미디어의 이용자 증가와 그에 따른 기업의 마케팅 활동이 활발해지는 동안 소셜미디어에 대한 사용자의 이용동기, 만족도, 구매의도 등 다양한 마케팅 측면에서 연구되어져 왔으나, 온라인을 통해 농식품을 구매하는 상황에서 소비자들의 소셜미디어 이용빈도가 실제 구매행위에 어떠한 차이로 나타나는가에 대해 세분화 한 연구는 없었다. 본 연구는 온라인에서 농식품을 구매하는 소비자들을 대상으로 소셜미디어 이용빈도에 따라 유형별로 군집화하여 농식품 구매상황에서 보여지는 군집별 소비자특성의 차이를 파악하고자 하였으며, 제품관여도, 제품필요도, 온라인 구매채널 선택 등 3가지 농식품 구매상황에 대해 각 군집에서 나타나는 인구통계학적 분포, 지각된 위험, 식습관 라이프스타일 등의 소비자 특성을 확인하고 군집별 유형을 제시하였다. 이를 위해 245명의 소비자를 대상으로 소셜미디어 이용빈도 및 온라인 농식품 구매행태에 대한 설문 자료를 수집하였으며, 요인분석과 신뢰성 분석으로 측정변수의 타당성을 확보하였다. 소셜미디어 이용빈도에 따른 군집분석을 실시한 결과 3개의 군집으로 나뉘어졌으며, 첫번째 군집은 주로 개방형 소셜미디어를 사용하는 집단, 두번째 군집은 개방형 소셜미디어와 폐쇄형 소셜미디어, 온라인 쇼핑몰을 고루 사용하는 집단, 세번째 군집은 전반적으로 온라인 매체 사용량이 적은 집단으로 군집별 특성이 나타났다. 각 3개의 군집을 통해 온라인에서 농식품 구매시 제품관여도, 제품필요도, 구매채널 선택에 미치는 영향을 회귀분석을 통해 확인하였다. 회귀분석 결과 온라인에서 농식품을 구매하는 상황에서 보여지는 군집1의 특성은 소셜미디어나 온라인쇼핑몰에서 농식품을 구매하는데 거부감이 없는 지방에 거주하는 30대 남자로 소비자특성이 대표된다. 군집2의 특성은 주로 건강식품 구매에 관심이 많은 소비자로 소비자특성이 대표된다. 군집3의 경우는 온라인에서 제품을 구매하는 경우 품질과 가격을 많이 따져보고 구매하며, 온라인보다 오프라인 구매가 더 안심인 사람으로 소비자특성이 대표된다. 본 연구를 통해 소셜미디어 이용빈도에 따라 농식품 구매상황에서 나타나는 소비자 특성의 차이를 확인함으로써 소셜미디어 고객타겟팅과 고객세분화 등에 대한 마케팅 실무의 전략적인 판단에 도움을 줄 수 있을 것으로 판단된다.

• 대한영양사협회학술지
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• 제14권2호
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• pp.166-175
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• 2008

The effects of nutrition label education on the perception, nutrition knowledge, understanding and applicability of labeling for 81 5$^{th}$ grade students was assessed. Prior to the education, the students' purchasing behavior of processed food was assessed by self-administered questionnaires. The evaluation of subjects' perception and understanding on nutrition label was completed prior to and following four education sessions utilizing materials developed by Korea Food and Drug Administration and Korea Health Industry Development Institute. More than 90% and 15% of subjects purchased processed food weekly and daily, respectively. Considering the nutrition label became an important factor in food purchases following the education sessions. Perception of the value of nutrition label improved from 2.93 to 3.32, although the belief that nutrition labels contributed to the maintenance of good food intake was not significantly increased. The total nutrition knowledge score increased from 5.47 to 7.14 and understanding nutrients composition table was significantly improved (3.17 to 4.80). The results indicate that a school-based nutrition label education program might be an effective aid for adoption of healthier food choices by children.

• 한국식품조리과학회지
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• 제25권5호
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• pp.564-574
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• 2009

This study was conducted to evaluate the effects of the LOHAS index value of school food service employees on the purchase of food materials and foodservice quality. The subjects consisted of 566 foodservice employees. The findings were as follows. (1) The foodservice employee's LOHAS index fell within that of a NOMADICS group with an average of 72.18 points out of 100 points. (2) When the age, working experience and LOHAS index of the foodservice employees was high, the necessity, view, interest and recognition of LOHAS introduction for the improvement of the foodservice environment was high. (3) The amount of environmentally-friendly food materials purchased by foodservice employees was high, when they had a high LOHAS index. (4) High foodservice quality management items of foodservice employees were 'sanitation management' (3.87 points) and 'human resource management' (3.84 points), whereas 'menu management' (3.57 points) and 'food material and inspection management' (3.61 points) scored low. (5) The LOHAS index of foodservice employees has a significant impact on the purchase intention of environmentally-friendly food materials in LOHAS and NOMADICS groups. (6) This study confirmed that a higher LOHAS index of foodservice employees was associated with higher foodservice quality management behavior, which leads to an improved quality of foodservice.

• 한국식생활문화학회지
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• 제24권5호
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• pp.518-524
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• 2009

This study was conducted to investigate the effects of fast food customer's perceived risks on risk reduction behavior, attitude and purchase intention. A total of 268 usable surveys were collected using a stratified random sampling method. Descriptive analysis and factor analysis was then conducted using SPSS 12.0, and a Cronbach's $\alpha$ was generated to estimate the internal consistency of the survey items. Multiple regression analysis was used to evaluate the relationships among variables. The results indicated that fast food safety and monetary risks had a negative effect on customer feelings and satisfaction with fast food, which had a positive effect on buying purpose and recommendation purpose. Conversely, obesity and monetary risks only had a negative effect on buying purpose. An improved menu more effectively reduced the risk perceived by the fast-food customers than an improved image.

• 한국식품조리과학회지
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• 제26권5호
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• pp.649-654
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• 2010

This study investigated the recognition of and preference for consumer root vegetables for the improvement of fresh-cut root vegetable quality. The questionnaires consisted of questions on general preference, purchasing locations and quality factors. Answers to 286 questionnaires were analyzed both descriptively and quantitatively using SPSS for Windows (Version 14.0). The principal results were as follows: 37% of the respondents preferred potatoes to other root vegetables; 52% purchased at wholemarket. Most consumers preferred fresh-cut root vegetables; 56% were un-satisfied with fresh-cut vegetables quality as high quality agents. The most considered factor in purchasing fresh-cut root vegetables was shape/appearance.

• 한국식품조리과학회지
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• 제22권2호
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• pp.229-236
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• 2006

The study investigated the hygienic practice attitudes of 500 housewives living in the Seoul area through survey. The suey questionnaire evaluated general information, purchasing behaviors, 4 parts of hygienic practice attitude and the associated factors. The subjects were mostly full-time housewives aged in their $30{\sim}40's$, high school graduates from middle-class families who had been married for $6{\sim}10$ years. The mean score for hygienic practice attitude was 2.9 out of 5 point scale, representing a fairly low hygienic practice attitude except for food preparation area(3.4 pt.). Factors affecting hygienic practice attitude were age, occupation, and marriage term. Practice attitude was positively correlated with age (p<0.01). Full-time housewives had better practice attitude. Housewives with <5 and >26 years of marriage showed inferior practice attitude (p<0.05). In addition, food purchasing behaviors were strongly related to hygienic practice attitude. Housewives gathering hygiene information from mass media maintained a significantly higher practice attitude (p<0.05), and so did the housewives focusing on 'nutrition' and 'freshness' when fish and frozen foods were purchased (p<0.05). In contrast, housewives focusing on cost had a significantly lower practice attitude (p<0.05). In conclusion, the level of hygienic practice attitude of housewives was fairly low and was affected by age, occupation status, marriage term and several aspects of purchasing behaviors. Therefore, it is extremely important to conduct training and education for housewives to improve their hygienic practice attitude and awareness of hygiene.

• 한국식품영양학회지
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• 제29권1호
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• pp.87-103
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• 2016

The purpose of this study was to analyze the food-related lifestyle choices of female baby boomers and to investigate variables regarding home meal replacement (HMR) buying behaviors and future needs. This study was conducted on 358 female baby boomers 53 years of age living in Gyeonggi and near Seoul. Out of 420 distributed questionnaires, 358 were returned and used for analysis (response rate: 85.2%). As a result of cluster analysis, three groups were identified based on the food-related lifestyles : a value-seeking group, a convenience-seeking group, and a health-seeking group. Among the three groups, there were significant differences in two socio-demographic characteristics, education level (p<0.05) and regular exercise (p<0.01), and in several health- and food-related habits, type of breakfast (p<0.01), type of dinner (p<0.05), dinner details (p<0.05), frequency of eating out (p<0.05), and eating habits score (p<0.01). The health-seeking group was significantly more likely to purchase ready to cook (RTC) items (59.1%) than were the other groups (p<0.001). However, the ratio of HMR purchasing for the purpose of meal replacement (p<0.05) and an HMR purchasing frequency of more than twice a week (p<0.001) were significantly lower in the health-seeking group. Reasons for selecting HMR showed a similar tendency among groups in taste (26.2%), convenience (18.7%), price (16.9%), safety (15.3%) and type of food (14.3%). However, the satisfaction scores for hygiene and safety reported by the health-seeking group were significantly lower than those reported by the other groups. More than two-thirds of all respondents were willing to purchase HMR in the future, though there were significant differences according to group: convenience-seeking group, 73.1%, health-seeking group, 70.1%, and value-seeking group, 65.7% (p<0.05). Our results suggest that the number of baby boomers purchasing HMR products will continue to grow and baby boomers will want HMR products to be more healthy (52.0%), safe (28.5%) and delicious (13.4%). An emphasis on taste was high in the convenience-seeking group, whereas an emphasis on health was high in the health-seeking and value-seeking groups. In conclusion, this study shows various food-related lifestyles amongst female baby boomers and illustrates the need to develop HMR marketing strategies targeted to these different lifestyles.