• Journal of Distribution Science
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• v.20 no.5
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• pp.105-117
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• 2022

Purpose: This research investigates ready-to-drink (RTD) coffee. Although the RTD coffee market is growing competitively, few studies have examined behavioral re-intention or repurchase intention in the context of this industry. Therefore, the objective of this study was to explore factors affecting the behavioral re-intention to purchase RTD coffee. Research design, data and methodology: Using the theory of planned behavior (TPB) as the underpinning theoretical framework, this study hypothesized that behavioral re-intention to purchase RTD coffee is influenced by the variables of the TPB and additional variables. A mixed-method research design was applied, starting with qualitative in-depth interviews and followed by a quantitative method. Data were collected using an online survey of coffee lovers. Multiple linear regression (MLR) was used to assess the hypothesized relationships in the proposed conceptual framework. Results: The results reveal that content sensory attribute beliefs are the strongest positive predictor of behavioral re-intention in Thailand, followed by perceived utilitarian value. In contrast, price signaling was negatively related to behavioral re-intention. Conclusions: The findings can help food and beverage companies to develop new coffee product lines to gain more market share, create integrated marketing communications to build brand awareness, and manage distribution channels and the supply chain.

• Journal of the East Asian Society of Dietary Life
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• v.17 no.5
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• pp.653-660
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• 2007

The purpose of this study was to measure the causal relationships among such variables as moral concerns for animals, meat texture, meat color, satiety from meat, disgust with meat and pork consumption. A total of 250 questionnaires were completed. Structural equation models were used to measure the causal effects of the constructs. The study outcomes demonstrated that the structural analysis results of the data were an excellent model fit. The effects of moral concerns for animals, meat texture and satiety from meat on the disgust with meat were statistically significant. As expected, disgust with meat had a significant effect on pork consumption. Moreover, moral concerns for animals and satiety from meat had a significant indirect effect on pork consumption through disgust with meat. Also, satiety from meat alone had a significant indirect effect on pork consumption through disgust with meat. By developing and testing conceptual models that integrated the relationships among ideational variables, sensory affective variables, anticipated consequences variables, emotional variables, and behavioral variables, this study may approach a deeper understanding of the complex relationships among pork consumption-related variables. A greater understanding of these complex relationships can improve the managerial diagnosis of problems as well as opportunities for different marketing strategies, including pork production and pork product development, and marketing communications.

• The Journal of Economics, Marketing and Management
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• v.11 no.4
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• pp.41-52
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• 2023

Purpose: The study examines the effect of TechTubers' unboxing videos on consumer buying behavior by highlighting the role of product touch, visual and verbal sensory cues. The study integrates the vicarious touch and the dual coding theory to analyze the Smartphone purchase behavior of Generation Z. Research design, data and methodology: The study collected data from 349 respondents who were viewers of YouTube unboxing videos. A structured questionnaire using a 5-point Likert scale was employed as a survey instrument. Convenience sampling technique was utilized to select the samples. The data were analyzed using structural equation modeling (SEM). Results: Results reveal that vicarious touch and verbal description have a statistically significant positive effect on Generation Z's purchase intention of Smartphone. Moreover, purchase intention positively affects Generation Z's actual purchase behavior of Smartphone. However, the visual images did not significantly affect purchase intention. Conclusions: The study offers significant theoretical and practical implications. The study adds new knowledge to the extant literary field by highlighting the impact of digital product presentation in the form of Unboxing videos on purchase intention for technology products. Moreover, the study suggests content sponsorship and advertising opportunities for marketers in collaboration with the TechTubers on YouTube unboxing video platform.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.4
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• pp.624-637
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• 2022

The purpose of this study was to develop a compression inner layer (CIL) that can be attached to dress shirts for men who have gynecomastia (male breast enlargement). For this, we developed shirts with CIL prototypes based on the functional, expressive, and aesthetic (FEA) consumer needs model. The user-centered design principle guided the design process. Based on size measurements, in-depth interviews, and an online survey, the design requirements for dress shirts with a CIL were determined, and the prototype was developed. The dress shirts were constructed of polyester and spandex mixed materials, while the CIL was made of thin mesh fabric knitted from 80% polyester and 20% spandex. A CIL prototype was developed with a front zipper fastening to hold the upper body tight and compress the breast area. The CIL was attached by connecting a strap with snap buttons to loops sewn into the shoulder line of the dress shirt. In the trial and sensory test, the prototype helped breast size decrease while meeting target consumer needs. The outcomes of this study provide necessary insights to develop garments for gynecomastia patients.

• Food Science and Preservation
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• v.15 no.4
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• pp.491-496
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• 2008

To develop a freshness indicator of Chonggak-kimchi for marketing purposes, Chonggak-kimchi was prepared and pH, total acidity, total aerobic bacterial load, lactic acid bacterial levels, and reducing sugar content were measured. Sensory evaluation tests on product stored at $4^{\circ}C,\;10^{\circ}C,\;and\;20^{\circ}C$, were performed. The pH increased slightly early in storage, and then decreased to pH 4.2-4.3 for all samples. The rate of decrease of pH rose with increasing storage temperature. Total acidity values rapidly increased after 1, 5, and 7 days of storage at $20^{\circ}C,\;10^{\circ}C,\;and\;4^{\circ}C$, respectively. Populations of total aerobic bacteria and lactic acid bacteria increased slightly until 4 days, 10 days, and 30 days of storage at $20^{\circ}C,\;10^{\circ}C,\;and\;4^{\circ}C$, respectively, and then decreased drastically. Sensory evaluation data showed that Chonggak-kimchi was edible until 4 days(pH 4.5), 10 days(pH 4.4), and 30 days(pH 4.3) of storage at $20^{\circ}C,\;10^{\circ}C,\;and\;4^{\circ}C$, respectively. These results clearly suggest that the shelf-life of Chonggak-kimchi depends on storage temperature, and the pH limit for marketing is 4.3; this is a freshness indicator for Chonggak-kimchi.

• Korean Institute of Interior Design Journal
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• v.26 no.3
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• pp.91-100
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• 2017

The rapid growth of Korean-style buffet in recent years has increased the size of corporate investment. Under this circumstance, businesses make various marketing efforts while highlighting the features and advantages of their brands. Against this backdrop, this study aims to understand which space branding has been applied to the Korean-style buffet through case studies and to propose a method of application of space branding to increase sales in an effective manner in the future. First, the research is theoretical examination and case studies with focus on the characteristics of expressions of Korean-style buffet space branding. Basically, upon completion of examining the concept and the characteristics of expressions of the Korean-style buffet and analyzing the concept of space branding, the components of space branding have been reconstructed based on preceding studies on space branding and then have been applied to each brand space. Also, the hands-on experience of the characteristics of expression of the Korean-style buffet with space branding incorporated in it and prepared a checklist via visual inspections. And then, the field surveys based on these examinations and took approach of drawing a conclusion based on the results analysis conducted by using the SPSS statistical program. Through preceding studies, the three components of space branding, that is, sensory element, emotional element, and cognitive element have been reconstructed before proceeding with this study, which has obtained five major findings as a conclusion. First, the sensory element should be given elements differentiated enough to attract consumers' attention along with a sustainable effort to have brand image imprinted in their mind. Second, in terms of emotional element, the study has found that the brand experience oriented toward interest and participation results in higher utility frequency. Third, the study has found that the cognitive element should seek consistency in communicating with consumers with focus on face-to-face contact on the display in space. Fourth, it has been found that arranging independent spaces is necessary to attract consumers' participation. Finally, the study has identified in which location area of buffet the sensory, emotional, and cognitive elements have placed a significant weight.

• Applied Biological Chemistry
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• v.49 no.2
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• pp.158-162
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• 2006

To determine freshness and quality change of tofu during storage, we manufactured a freshness indicator and monitored the surface pH, volatile basic nitrogen (VBN), thiobarbituric acid reacted substance (TBARS), total bacterial counts, and sensory evaluation. Tofu had a change in color of the freshness indicator after storage of 8 days at $4^{\circ}C$, and its pH and total bacterial counts reached 5.6 and 7.63 log CFU/g, respectively. VBN and TBARS values increased and reached the decay point at the time of color change of the freshness indicator. Sensory evaluation also indicated that samples were unacceptable by off-odor and decrease of firmness at day 8 of storage. These results suggest that a freshness indicator should be useful in determining expiration date of tofu products during marketing by indicating the microbial safety as well as sensory change.

• International Journal of Advanced Culture Technology
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• v.8 no.2
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• pp.116-128
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• 2020

In this study, we introduce a multi-modal mixed reality (MR) application for advertising the main touristic landmarks on Jeju Island, and evaluate its effectiveness based on the Technology Acceptance Model (TAM) with a focus on the user's involvement in Korean culture (K-Culture). Specifically, we deployed several stimuli to enable users to retrieve information, visualize a variety of heritage content such as text, images, videos, virtual artifacts, and immerse in a VR environment to experience the heritage locations. The results of the online survey with 436 participants showed that for consumers with low K-Culture involvement, Perceived Usefulness and Perceived Ease-of-Use did not affect their Intention to Visit the island. Still, it had a significant impact on their Intention to Use the application. On the other hand, for the group with high K-Culture involvement, Perceived Usefulness had no effect on the Intention to Use and Intention to Visit. However, Perceived Ease-of-Use had a significant impact on their Intention to Use the application and Intention to Visit Jeju Island. Therefore, when user involvement in K-Culture is high, convenience of use has played a significant role in sensory media usage and the intention to visit, regardless of the usefulness of the mixed reality content. In contrast, users with low K-Culture involvement primarily focused on the functional aspects of the application. These findings open the path for follow-up studies on K-Culture involvement and immersive media tourism marketing, which will benefit digital tourism marketing and Korea's tourism industry.

• Food Science of Animal Resources
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• v.20 no.2
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• pp.87-92
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• 2000

This study was performed to provide scientific information for consumers and to increase the quality and consumption of Sullungtang prepared with bone from Hanwoo. The physico-chemical, sensory, nutritional properties of Sullungtang by different parity were investigated. The extracting extents of blood were significantly higher for heifer among Hanwoo cows with different parity(none, the second or the fourth) and for back bones among different bone portions (round, hind shank, arm, fore shank or back bone) (p〈0.05). For Sullungtang extracted from bones of heifer was higher in collagen contents than those extracted from cows with the second or the fourth parity. Sullungtang extracted from bones of heifer and cows with the second parity had significantly higher contents of condroitin and viscosity than those of cows with the fourth parity, however there was no significant difference between heifer and cows with the second parity. In color, L values were significantly high, and a and b values were significantly low for Sullungtang extracted from bones of heifer when compared to those extracted from the other cows with the second parity. The contents of total nitrogen, sodium, or calcium were higher for Sullungtang extracted from heifer than those from the cows with the second or the fourth parity. In amino acid compositions, the percentages of glycine were highest and proline and glutamic acid were followed fro all Sullungtang samples from Hanwoo. The results showed that the overall quality of Sullungtang significantly decreased as the parity increased for Hanwoo cows. The Sullungtang extracted from bones of heifer had the best sensory scores as well as nutritional quality when compared to those extracted from the cows with parity. Therefore, the labeling and price for cow bones should be differently evaluated by their parity and age in marketing system.

• Korean Journal of Microbiology
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• v.7 no.2
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• pp.45-56
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• 1969

The rapid deterioration of fermented rice-wine, called Tak Joo and Yak Joo, is one of the serious problems for brewing and marketing in Korea. In this study the biochemical and microbiological investigations have been performed for extension of shelf-life of the rice-wine by the method of combined heat and radiopasteurization. Major microflora in this wine is proved as Saccharomyces cereoisiar, which is destroyed by h-at treatmznt ($70^{\circ}C$, 10 min.) combined with gamma-irradiation of 240 K, rads doses. The changes of chemical constituents of them were investigated during the storage period at room temperatures of summer days($33^{\circ}C$). The results of sensory test for gamma-irradiated rice-wine with lower doses show no significant unfavourable off-odor nor color change compared with the fresh rice-wine. Therefore, it is revealed that the combined process makes possible extension of shelf-life of fermented rice-wine in markets without any deterioration and loose of its particular tastes at least for three weeks.