• Journal of the East Asian Society of Dietary Life
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• v.22 no.2
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• pp.199-207
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• 2012

Many factors influence food choices and many studies show personal traits that influence food choices, which can be called food neophobia and food involvement. For example, an individual's food-related tastes are thought to certainly influence personal food choices. This study aimed to determine food choice motives, the food neophobia scale (FNS) and food involvement scale (FIS) of Asians staying in or leaving Korea, and the relationship of those personal traits and food choice motives. Subjects (N=370) completed a questionnaire consisting of food choice motives (15 questions), FNS (10 questions), FIS (12 questions) and socio-demographic conditions (10 questions). Items were analyzed to determine the differences according to nationality using ANOVA. Factor analysis and reliability analysis were conducted to identify the indicators of food choice motives. And correlation analysis was conducted to confirm the relationship between food choice motives and food neophobia / food involvement. The result of analysis suggests that food neophobia and food involvement affect food choice motives and that food choice motives are unique to ethnicity and culture.

• Journal of the Korean Society of Food Culture
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• v.25 no.2
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• pp.141-149
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• 2010

A number of factors are thought to influence people's food choices, and there has recently been an increasing emphasis on understanding the consumer's motives behind choice of food types. For one thing, an individual's personal food-related tastes are thought to certainly influence personal food choice. This study aimed to discover the new motives for food, and what motives determine the food choice of foreigners living in Korea. Subjects (N=210) completed a Food Choice Questionnaire (65 questions) measuring specific motives and sociodemographic conditions (9 questions). Factor analysis and ANOVA were used to ascertain the food choice motives. Fourteen factors emerged, which were labeled health, mood, convenience, sensory appeal, natural content, price, weight control, familarity, political value, ecological protection. and religion. We also found that motives for new food choices include national image and information, ethnic food, and sanitation. Items were analysed to determine differences according to nationality, religion, occupation, and length of residence in Korea. All subjects thought sanitation is the most important motive in choice of food, and health, natural content, and ethnic food were also important.

• Korean Journal of Human Ecology
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• v.17 no.3
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• pp.511-519
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• 2008

The purpose is to investigate the factors moderating the relationships between food choice motives such as health concern, weight control and ethical concern, and vegetable intake. Data were collected from adult people(N=290) in Jeonnam Province for finding the correlation of the food choice motives and the moderated variables as food involvement and food neophobia with vegetable intake. Moderated regression analysis was used to analyse the survey data. The results indicates that the moderated variables of food involvement and food neophobia significantly affect vegetable intake. However, the food choice motives of health concern, weight control, ethical concern do not have significant effects on vegetable intake. The findings can help adult people prefer healthy eating.

• Fashion & Textile Research Journal
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• v.5 no.4
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• pp.363-371
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• 2003

This study is designed to identify the dimensions of clothing shopping motives and clothing involvements which influence consumers' store choice behaviors and to find out what variables have a direct influence on the attitudes of customers toward stores. The empirical research was made through the survey on 300 female and male shoppers who purchased clothing. The major results of this study are as follows : 1. The dimension of clothing shopping motives is composed of leisure-related shopping motive, products-related shopping motive, and economy-related shopping motive. And the dimension of clothing involvement consists of pleasure involvement factor, fashion involvement factor, and symbol involvement factor. 2. The dimension of the store choice criteria is composed of such five factors as promotion, products, prices/salespersons, service, and location. 3. There is a positive correlation of the products-related shopping factor and the leisure-related shopping motive only. And the store choice criteria have a positive correlation with all the factors of clothing involvement. 4. The high-shopping-motive group turns out to pay more importance to such factors as products and location than the low-shopping-motive group. 5. The variables which have influences on the attitudes of customers toward stores tum out to be such factors as fashion involvement, promotion in the store choice criteria, and gender.

• Journal of the East Asian Society of Dietary Life
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• v.24 no.6
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• pp.915-923
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• 2014

This study investigated organic coffee choice motives from a coffee shop market segmentation perspective in order to understand the potential importance they may have upon attitudes and behavioral intentions to buy organic coffee. A factor-cluster segmentation approach was used for this study. An exploratory factor analysis identified five organic coffee choice motives: 'Sensory', 'Environment', 'Trust', 'Health' and 'Price'. Based upon these five choice motives, cluster analyses classified all respondents into three homogeneous subgroups: 'Highly motivated', 'Moderately motivated' and 'Unmotivated'. Analysis of variance tests indicated that attitudes and intentions to purchase organic coffee were significantly different among the three clusters. In particular, two cluster groups representing 'Highly motivated' and 'Moderately motivated' were found to offer the most utility for further organic coffee market segmentation research. Especially, due to perceptions about high price premium of organic coffee, the 'Moderately motivated' group had higher positive attitudes, although, their intentions to buy organic coffee were not higher than those of the 'Unmotivated' cluster. Findings support previous research propositions that high price could be the strongest barrier for people to purchase organic products including the organic coffee business context. This will assist to market and promote pricing strategies for caf$\acute{e}$s and restaurants to optimize organic coffee sales revenue. Implications for all cluster groups regarding unique socio-demographic characteristics and behavioral intentions are discussed. Organic coffee marketers can apply these findings towards the development of effective target market strategies.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.3
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• pp.282-296
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• 2012

This study identified the types of motives for reading consumer reviews of apparel products for online stores and classified shoppers into the groups based on motives. Data were collected from eleven Korean women by a focus group interview and from 313 females by an online survey. Respondents were in their 20s' and 30s' with significant experience reading consumer reviews of apparel products for online stores. The seven motives found by interviews were reduced to four types of motives by factor analysis: Right product choice and judgment of product value, risk reduction, saving time and money, and fun/killing time. The motive for the right product choice and judgment of product value was the highest and the motive for fun/killing time was the lowest. Consumers were classified into four groups based on motives: Utilitarian shoppers (25.8%), shopping-task oriented shoppers (36.8%), multiple-motive shoppers (19.7%), and moderate-motive shoppers (17.7%). There were significant differences among age groups and the amount of reading reviews posted on a product and the duration of reading reviews for online stores. In addition, managerial implications were developed.

• Journal of Distribution Research
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• v.4 no.2
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• pp.75-91
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• 1999

This study is intended to help internet marketers by trying to segment consumer who had experience in buying clothing in internet shopping-malls. Concrete purpose of this study was 1)to segment by Buying Motives of Internet Clothing Buyer, 2) to identify demographic traits of segmented groups and 3) to identify buying behavior traits, internet shopping-mall choice criteria of segmented groups. The data of 500 respondents were collected by questionnaires in internet survey site. The results were as follows : 1) 5 factors; convenience, informational, hedonic, economic, easiness of refund were revealed by factor analysis, 2) 3 group types by buying motives; information-oriented, hedonic, convenience-oriented were identified by cluster analysis, 3) 3 groups were different in demographic traits, 4) goal-directed/experience-directed behavior and shopping-mall choice criteria of three groups were different. And then marketing implications were discussed.

• Journal of Korean Home Economics Education Association
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• v.25 no.3
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• pp.93-104
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• 2013

The aim of this study was to investigate the associations among the food choice motives, attitude to the traditional fermented food, and traditional fermented food consumption behavior in adolescents. Using a web-based self-completion questionnaire, food choice motives, attitude to the traditional fermented food, and frequency of traditional fermented food consumption were examined in 319 high school students in Seoul. As follows are the results of this study; first, food choice motives were emerged by seven factors, and labeled as good food, healing, convenience, weight control, familiarity, price, and health. Attitude to the traditional fermented food and consumption behavior of traditional fermented food were emerged as independent factor, respectively. Second, food choice motives had the significant effect on the attitude to the traditional fermented food(p<.05). Among them, price had the strongest effect(${\beta}$=.235), followed by healing(${\beta}$=.190), health(${\beta}$=.175), and convenience(${\beta}$=.126). Third, the consumption behavior of traditional fermented food was strongly influenced by the attitude to the traditional fermented food(${\beta}$=.549). Finally, weight control was the only direct driver for traditional fermented food consumption. Price, healing, health, and convenience acted as indirect drivers for traditional fermented food through the positive attitude to the traditional fermented food. In conclusion, since the formation of the positive attitude to the traditional fermented food is important for the increase of traditional fermented food consumption, the analysis of underlying food choice motives and attitude to the traditional fermented would be essential.

• Convergence Security Journal
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• v.16 no.6_2
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• pp.73-82
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• 2016

This study is to investigate the Effect of Career Choice Motives of the Private Security Guards on Job choice evaluation and Job Attitude. For this study visiting the 8 companies around the capital area and surveyed from May 1st to October 10th 2015 using the stratified random sampling method. A total of 240 questionnaires were distributed and among them, 220 copies were used except for analysis. I used SPSSWIN 21.0 and AMOS 21.0 to reliability analysis, factor analysis, analysis of structural equation model, path analysis. The level of statistical significance was set to .05. The following are conclusions. Job choice motivation has a positive effect on Job choice evaluation and Job attitude but Job choice evaluation doesn't play intermediary role on relationship between Job choice motivation and Job attitude.

• Journal of the Korean housing association
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• v.11 no.4
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• pp.9-22
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• 2000

The residential mobility and the housing choice procedures play a significant role on households welfare. This procedure consists of $\circled1$ Moving motives step, $\circled2$ Housing search step, $\circled3$ Assessment of housing alternative step, $\circled4$ Choice and evaluating after choice step, $\circled5$ Intention to move step. There are linkages with each step. The higher the level of moving motives, the higher the level of housing search efforts. The higher the level of housing search efforts, the higher the level of housing alternative evaluating. The higher the level of housing alternative evaluating, the higher the level of housing satisfaction after they choose a house. The higher the level of housing satisfaction after they choose a house, the lower the level of intention to move. So the whole procedure of housing choice among consumers has a main streaming throughout the steps.