• Asia-Pacific Journal of Business
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• v.13 no.3
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• pp.449-461
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• 2022

Purpose - The purpose of this study to explore factors consumers prioritize when purchasing seafood online. The originality of the study lies on adopting AHP-based approach in analyzing prioritized purchasing factors of seafood online. Design/methodology/approach - A survey was conducted targeting Korean consumers who have purchased seafood online. AHP method was applied to rank factors consumers prioritize before making decision. Findings - First, product's factor ranked first among other high level factors including delivery service, seller, online platform. Second, sanitation, taste, country of origin ranked first, second, third respectively, within product's factors. Third, safe delivery, timeliness, information accuracy ranked first, second, third respectively, within delivery factors. Fourth, consumer reviews, consumer response ability, promotion ranked first, second, third within seller factors. Fifth, Personal information management system, credibility, user-friendliness ranked first, second, third, within online platform factors. Research implications or Originality - To activate seafood online market, it is crucial to assure consumers that the seafood is well managed in a sanitary way from the production site to table. Existing government programs such as seafood traceability system, HACCP, and cold-chain infrastructure needs improvement. Due to highly perishable characteristic of seafood, delivery factors matter when purchasing online. Online platforms needs to continue to improve delivery service. Seafood products are mostly not branded and without objective information about their properties. Creating quality classification and seafood brands are likely to help consumers chose seafood online.

• The Journal of Fisheries Business Administration
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• v.44 no.2
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• pp.51-68
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• 2013

The objective of this study is to analyze how consumption value affects customer satisfaction toward eco-friendly seafood products. Moderating role of gender is also examined. For empirical validation of our model, data were collected from a cross-sectional survey of 307 consumers in the South Korea, who have bought a eco-friendly seafood, a representatives eco-friendly product. The results demonstrated several important findings. First, emotional consumption value, social consumption value and functional consumption value had significant positive effects on eco-friendly seafood product satisfaction, Second, interaction effect of social value and gender had a positive effect on satisfaction. Third, interaction effect of functional value and gender had a negative effect on satisfaction. Theoretical and managerial implications are suggested.

• The Journal of Fisheries Business Administration
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• v.49 no.2
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• pp.1-19
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• 2018

This study was targeted on the non-processed, semi-processed, and full-processed seafood to investigate the consumers' importance and satisfaction levels of purchase attributes for each seafood product. The present study conducted a survey on 335 randomly chosen seafood consumers. Respondents' importance-satisfaction scores of purchase attributes were measured. The results were as follows. The importance of purchase attributes was significantly higher than the satisfaction on 21 out of 23 attributes, according to the non-processed, semi-processed, and full-processed seafood(p<0.05). Consumers regarded intrinsic attributes such as 'freshness' of products as very important when purchasing non-processed seafood, and their satisfaction was also high. On the other hand, for semi-processed and full-processed seafood, external attributes such as 'date of manufacture or expiration date' were considered as more important attributes to purchase them. Consumers also perceived that full-processed seafood was less in quantity and more expensive than non-processed and semi-processed ones. In case of semi-processed seafood, the difference of importance-satisfaction score for 'taste' was large, and it was considered the taste should be improved according to consumers' taste.

• Journal of Practical Agriculture & Fisheries Research
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• v.25 no.4
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• pp.148-157
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• 2024

The market size of Korea's seafood industry is estimated to be about 62 trillion won ('19), of which the seafood processing industry is about 10 trillion won ('19), accounting for approximately 16% of the total market size. However, the current level of processing technology required for the development of seafood products is mainly simple primary processing, such as freezing and drying raw materials (in Jeollanam-do, which ranks first in the country in terms of seafood production, primary processors account for 86% of all seafood processors).In the future, trends in the development of processing technology for seafood will become more advanced in response to changes in domestic and international food consumption patterns. Blue food tech linked to ESG, convergence and digitalization linked to the 4th industry revolution will be further advanced in line with the national seafood industry policy direction. Through this, it is expected to establish itself as an axis of future technology management in the fisheries sector based on the large and small success stories of accumulated seafood R&D commercialization.

• The Journal of Fisheries Business Administration
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• v.42 no.1
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• pp.97-112
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• 2011

Today, the consumer is more careful in buying goods, invests more time in collecting relevant information to avoid any potential danger, and restricts from potential impulse buying. To react this consumer's carefulness, the seafood brands provide much information including the origin labeling system, the traceability, the food's safety & hygiene. Also the branding by region or company is pursued. Like that, a seafood brand's importance is increased, but there lack few researches dealing how current consumer's attitude influences on real purchase behavior, and how the attitude works consumer purchase decision. Therefore, this study researched the brand's influence on the consumer's attitude and purchase intention. For this purpose, this study targeted the salty mackerel and the dried yellow corvina because they are already branded and sold in some popularity, and researched how a brand's popularity, its image, and its recognized quality could effect on the consumer's attitude and purchase intention. As the result, it was appeared that a seafood brand's popularity didn't directly effect on the consumer's purchase intention, but indirectly influenced through the consumer's attitude as a parameter. From this result, improving a seafood brand's popularity needs some time to form the consumer's positive attitude and to lead to consumer purchase intention of seafood brand. So, it is thought that various promotion activities for seafood consumption must be continually performed rather than some temporary special events. Consumers showed more positive attitude on familiar seafood based on a product's original place and the freshness. Also they had better feeling about some seafood with their speciality images rather than the same kinds of products produced in other regions. This attitude temporarily led to purchase intention. Therefore, it is important that the branding strategy development should start from some seafood familiar to us in traditional food culture and food habit, but should delivery the reliance and the freshness in accurately indicating their origins, and should emphasize their differences as specialities. Consumers showed some positive attitudes on the seafood featuring the hygiene, the safety, continual good quality, and their attitudes led to their purchase intentions in temporary. The seafood product reflecting these results the best is the marketing activities on some Andong salty mackerel products acquired HACCP certification. it is thought that a seafood's branding strategy should be established on distinctive branding strategies using reliable certification mark like HACCP based on the hygiene, the safety, and the quality.

• Journal of the Korean Dietetic Association
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• v.25 no.3
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• pp.199-216
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• 2019

We conducted this study to compare the awareness and attitude of Busan housewives about consuming marine products. The survey was conducted from April 10 to May 31, 2019 by using a questionnaire. The degree of preference of seafood was higher among individuals in their 40s than those in the other age groups. Among the women in their 30s, 40s, 50s and 70s, the reason for liking seafood was 'taste', and for those in their 60s it was 'nutrition'. Overall the most common reason for disliking seafood was the 'fishy smell (37.4%)'. Conception degree of nutritive value of seafood was higher among individuals in their 30s and 40s than that for those individuals in their 50s, 60s and 70s. As for the price of seafood, the wives over 40s thought seafood was more expensive than did those wives in their 30s. The younger the individuals were, the lower was the perceived degree of safety was 49.8% of the subjects reported that the main concern for purchase was 'freshness'. The perceived degree of safety for imported seafood was better for the wives in their 60s and 70s than that for those wives in their 30s, 40s and 50s. The confidence level for local Korean seafood was higher for the wives in their 60s than that for the wives in their 50s. The degree of preference for seafood was moderate overall, except for Jellyfish. Age was positively correlated with conception for safety and dietary attitude (P<0.01), whereas age was negatively correlated with monthly food expenditure, nutrition knowledge and intake requirements (P<0.01). Preference for seafood was positively correlated with conception for safety (P<0.05), nutrition knowledge (P<0.05), dietary attitude (P<0.01), awareness for nutritive value (P<0.01) and intake requirements (P<0.01). Laws and regulations should be reinforced in order to promote eating more seafood and periodic research to determine the actual amount of consumed seafood and people's preferences should be conducted.

• The Journal of Fisheries Business Administration
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• v.54 no.1
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• pp.051-069
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• 2023

This study analyzed the determinants that affect the purchase of ready-to-cook seafood products using the "Consumer Attitude Survey on Processed Foods" from 2018 to 2021. Dietary lifestyle, food awareness and preference survey questions were categorized, and factors affecting the purchase probability of ready-to-cook seafood were identified through a binomial logit model. The main research findings are as follows. First, consumers had higher preference for quality, safety, and new taste factors than health and price factors when purchasing HMR (Home Meal Replacement). Second, through binomial logit model analysis, the probability of purchasing ready-to-cook seafood products was low in the group pursuing taste and economy. On the other hand, the purchase probability was high in the group seeking convenience. Third, the purchase probability of ready-to-cook seafood products was higher in households with two or more persons than in single-person households. These results suggest that differentiated product development and marketing strategies should be needed for each consumer groups in the seafood convenience food market.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.53 no.2
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• pp.156-164
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• 2020

To develop a seasoned laver from cooking oyster effluent (C-COE), this study optimized the C-COE concentration, roasting temperature and time using response surface methodology (RSM). The optimal C-COE concentration, roasting temperature and time for producing seasoned laver from C-COE were 31.0%, 182.2℃ and 21.1 sec, respectively. The proximate composition of the seasoned laver prepared with C-COE under the conditions was 5.2% moisture, 37.4% crude protein, 8.2% crude lipid, 11.1% ash, 38.1% carbohydrate. The water activity of the prototype seasoned laver was 0.038. The prototype had stronger taste and flavor intensities than a commercial product. There was no difference (P>0.05) in the Hunter color value between the prototype and the commercial product. The peroxide (POV) and acid values (AV) of the prototype were 6.0 meq/kg and 1.4 mg KOH/g, respectively, which are considered acceptable. The results suggest that the seasoned laver with C-COE developed can be industrialized.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.51 no.5
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• pp.524-534
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• 2018

This study assessed the biological and physicochemical hazards involved in establishing a hazard analysis critical control point (HACCP) for canned seasoned Broughton's ribbed ark Scapharca broughtonii and examined the critical control points (CCPs) in the field. Following the basic principles of the HACCP system, the hazard-evaluation procedures were enacted during the production of canned seasoned Broughton's ribbed ark after field investigation of a seafood product company in Korea. CCPs were determined using canned seasoned Broughton's ribbed ark with the corresponding control measures. The HACCP system was applied to each step in processing the product. The results indicated that inspection of raw materials, filling, sterilization, and alien substance detection were the most important CCPs. These results can be used to prevent and control food safety problems in the production of canned seasoned Broughton's ribbed ark.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.54 no.3
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• pp.261-270
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• 2021

This study was conducted to optimize the processing of seasoned salmon Oncorhynchus keta jerky (SSJ) using response surface methodology (RSM). For seasoning sauces-blending conditions of jerky using the RSM program, salt [X₁, % (w/v)] and amino-basic material [X₂, % (w/v)] were chosen as independent variables, and salinity (Y₁) and amino-N (Y₂) were chosen as dependent variables. The optimum conditions of X₁ and X₂ were 1.2% and 12.9%, respectively. To optimize drying conditions of seasoned salmon jerky using RSM program, soaking time (X₁, min), drying temperature (X₂, ℃) and drying time (X₃, min) were chosen as independent variables, and moisture content (Y₁), hardness (Y₂) and overall acceptance (Y₃) were chosen as dependent variables. Optimum conditions of X₁, X₂ and X₃ were 183.0 min, 62.5℃ and 351.0 min, respectively. In the sensory evaluation, the scores for taste, flavor, and texture for of SSJ were higher than those for a commercial product. The results suggest that the developed seasoned salmon jerky can be industrialized.