• Asia Marketing Journal
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• v.15 no.1
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• pp.83-105
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• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.1
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• pp.329-338
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• 2019

In this study, we analyze consumer preferences based on the agricultural box scheme attributes, and make a suggestion for business revival. We estimate the marginal willingness to pay (MWTP) for box scheme attributes using a choice experiment. Attributes include the bundle method, the delivery method, and price. To select an efficient model for statistical analysis, we evaluate the conditional logit model, heteroscedastic extreme value model(HEV model), multinomial probit model, and mixed logit model under different assumptions. The results of these four models show that the bundle method, the delivery method, and price are statistically significant in explaining the probability of participation in a box scheme. The results of likelihood ratio tests show that the heteroscedastic extreme value model is the most appropriate for our survey data. The results also indicate that MWTP for a change from fixed type to selection type is KRW 7,096.6. MWTP for a change from parcel service to direct delivery and cold-chain delivery are KRW 3,497.5 and KRW 7,532.7, respectively. The results of this study may contribute to the government's local food policies.

• Journal of the Korean Home Economics Association
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• v.33 no.4
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• pp.279-288
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• 1995

The purpose of this study was to compare clothing attitude and clothing purchase behavior of two age groups of adult men,- college students and middle aged. Four aspects of clothing attitude (fashion interest, status symbol, conformity, practicality/comfort) were assessed with 20 Likert type questionnaires adapted from the previous researches. Four aspects of purchase behavior(information sources used, store patronage, importance of store attributes, clothing selection creteria for occasions) were measured with forced choice questionnaire developed or adapted from previous researches. The questionnaire were administrated to 512 male college students and middle aged men. The data were analysed using frequency, percentage, and t-test. The major findings drawn from this study were as follows : 1. Clothing comfort among four aspects of clothing attitude according to the age group was that middle-aged men showed higher conformity than college students. 2. For the information source for apparel purchase, college students used consumer dominated information source while middle-aged men used market dominated information source. 3. For apparel purchase, students preferred brand franchise store, and factory outlet/off-price store, while middle-aged preferred department store and custom-made. Among six store attributes, convenience and price were the most important attributes to the students, while convenience and high quality to the middle aged. 4. The most important clothing selection creteria for formal occasion (job interview, wedding ceremony) was dignity. Comfort/practicality were important creteria for both of leisure occasion and daily attendance (office, school).

• Journal of Nutrition and Health
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• v.56 no.1
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• pp.112-121
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• 2023

Purpose: Eating behaviors are influenced by food environments, such as availability and/or accessibility of healthy food options. In this study, we examined the relationship between healthy eating-out options and the intention to eat healthily in adults residing in Daqing, China, using an extended theory of planned behavior (TPB). Methods: Data were collected via an online survey conducted from April to May 2021 using a previously validated questionnaire in Daqing. A total number of 308 subjects aged 18-64, either Daqing oilfield workers or their family members were eligible and finally included in the analysis. The relationships among the attributes and the quality of healthy eating-out options, the three major constructs of TPB, and the intentions of healthy eating were examined using multiple linear regression analyses. Results: Subjective norms (p = 0.049) and perceived behavioral control (PBC) (p = 0.000) were significantly related to the healthy eating intention. The quality and attributes of the food served statistically significantly explained the intention to eat healthily. After controlling for age, sex, and body mass index, not the quality but the attributes of food served (p = 0.037), subjective norms (p = 0.016), and PBC (p = 0.000) had a significant relationship with the intention to eat healthily. The model explained 83.7% of the variance. Conclusion: The healthy eating-out choices, along with subjective norms and PBC of TPB, may be a potential determinant of healthy eating intention among Chinese adults living in Daqing, China. Policy implications have highlighted that not only the personal intention to eat healthy foods, but also the available healthy food environment may be important for the choice of healthy options by the population of interest. Therefore, building an environment for healthy eating choices and campaigns aimed at increasing consumer awareness of healthy eating are equally important for a smart eating choice.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.10
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• pp.4830-4836
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• 2013

This research was launched as an attempt to help create a new value-added product called "Green Jujube Chip." To accomplish the objectives, consumers value by attributes of Green Jujube Chip should be estimated. We used Choice Experiment for analysis, which we used to arrive at pricing of specialty jujube chips based on the conditional logit model. As a result, MWTP were estimated at 1333 Won/unit for Mid-size Company Product, 1752 Won/unit for Large Company Product, 1703 Won/unit for University Affiliation, 350 Won/unit for packing unit, 548 Won/unit for rating the raw fruit, 1,322 Won/unit for HACCP, and 1,166 Won/unit for ISO22000. The consumer's WTP for Green Juju Chip, associated with the university-brand recognition, was higher than a product produced by a mid-sized company but lower than a product by a large company. Given how the consumers regard the university-brand product as a specialty item, it is necessary to create value-added products that meet such high expectation. Therefore, we recommend the producers to acquire HACCP Food Safety Certification and the value-added product has used the highest quality raw fruit.

• Culinary science and hospitality research
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• v.22 no.8
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• pp.78-88
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• 2016

This study conducted to find influences of selection attributes on consumer satisfaction as perceived by low-cost restaurant visiter by considering personal value. Developed survey was distributed and 428 sample who visited the low-cost franchise restaurant were employed the statistical analyze. The internal value and the external value included individual value in order to estimate the influence of the choice factor of the low-cost franchise restaurant on the quality of the product, and the choice factors were consisted of 3 variables that are quality, accessibility and service. Regression analysis was conducted to verify the relationships among the variables. As a result, the internal value (${\beta}=.236$, p<.0.01), and external value (${\beta}=.352$, p<.001) have the significant positive relationships with respect to quality. Second, the external value (${\beta}=.305$, p<.001) has the positive relationship with regard to accessibility, but the internal value has no significant relationships with level of accessibility. Third, the internal value (${\beta}=.828$, p<.001) has the significant positive relationship with regard to service, but there was no significant influences between external value and service in this study. Fourth, the internal value (${\beta}=.472$, p<.001), the external value (${\beta}=.479$, p<.001) were critical antecedents of the quality. Last, while quality (${\beta}=.858$, p<.001) has significant positive relationship with satisfaction, but it didn't show any relationships with accessibility and service.

• Journal of the Korean Society of Food Culture
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• v.37 no.2
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• pp.99-108
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• 2022

This study identifies the perceptions and choice attributes toward plant-based foods and identifies the differences between vegetarians and omnivores. We conducted an online survey of 245 vegetarians and 246 omnivores. The results reveal a significant difference between vegetarians and omnivores. Compared to omnivores, vegetarians perceived that plant-based food products would be 'good taste', 'animal-friendly', and 'consistent with their personal value'. Omnivore scores were higher in the perception that it would be 'good for health' and 'environment-friendly'. No statistically significant difference was obtained between both diet groups when considering the factor of nutrition. When considering choice as an attribute for plant-based food products, vegetarians responded that 'ingredients' were the most important, while omnivores responded that 'taste' was the most important. These results can be used as basic data for developing and promoting plant-based food products in South Korea.

• The Journal of the Korea Contents Association
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• v.12 no.1
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• pp.485-499
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• 2012

With the maturity of department stores and discount stores, many Korean retail companies have an interest in developing outlet shopping centers such as Yeoju Premium Outlet so on. To develop a successful outlet shopping center, developers should understand consumer's preferences on many attributes of development alternatives. This study analyzes consumer's preferences on outlet shopping center and evaluates various development alternatives by using conjoint analysis. With empirical research for outlet shopping center development, this study can elicit potential shopper's preference for outlet shopping center. The empirical result shows discount rate is most important attribute to develop outlet shopping center. The potential shoppers have higher preference for higher discount rate. Location is the second important attribute. Brand is the least important attribute. By using utilities derived from analysis, this study performs various choice simulations. Through choice simulation analysis, this study tries to find the best development alternative for new outlet shopping center.

• Journal of Distribution Science
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• v.12 no.2
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• pp.49-57
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• 2014

Purpose - Theorists and researchers in the area of customer satisfaction generally agree that product satisfaction intervenes between expectancy disconfirmation and various post-purchase cognitive states including attitude and behavioral intention. Studies in a variety of settings have supported the effect of expectation and its disconfirmation on satisfaction, but only a small number of studies address the cognitive consequences of satisfaction decisions and none report data on choice processes such as brand selection. This study examines the influence of satisfaction and its determinants on behavioral intention and product preference in eight coffee shops across the country. Generally it was found in both overall and summed attribute analyses that satisfaction was a function of expectation and disconfirmation, that intention was a function of satisfaction, and that preference was influenced by satisfaction and disconfirmation, the latter having the greater effect. Research design, data, and methodology - The main objective of this study was to assess the dimensions of consumer selection and satisfaction in choosing a coffee shop. In order to achieve this objective, a study of coffee shops across the country was conducted. This study comprised in-depth questionnaires distributed to coffee shop customers. A survey was conducted from September 1, 2011 to September 30, 2011, involving franchise coffee shop, independently owned coffee shop, and roastery coffee shop customers. Results - Hypothesis 1-1, which states that coffee shop choice attributes differ based on the type of coffee shop, is accepted. It has a significance level of 0.05, according to choosing properties of coffee shop by convenience of transportation, varieties of beans, residence of the owner (manager), information, and relationships. Hypothesis 1-2, which states that satisfaction with the choice factor differs depending on the type of coffee shops, is accepted. The P-values for cleanliness and varieties of beans were 0.04 and 0.00, respectively, and have a significance level of 0.05, according to the satisfaction with the chosen coffee shop. Hypothesis 2-1, which states that the importance of the choice attributes in coffee shop selections differs based on the demographic characteristics of the customers, is accepted. According to the t-test result, convenience of parking and residence of the owner (manager) are significant. Hypothesis 2-2, which states that satisfaction with the choice factor will differ depending of the type of coffee shop, is accepted. According to the t-test result, convenience of parking and residence of the owner (manager) are significant. Conclusions - This study has shown that intention to revisit a certain shop is most likely correlated to satisfaction in all cases. In order to offer subsequent developments for coffee shops, this study also identifies relations between customer satisfaction and selection by finding significant factors. In order to maximize customers' satisfaction, coffee shops should analyze and satisfy customers' needs and wants in terms of coffee service. While the findings do not generalize beyond the mall sampling procedure used here, we have hopefully identified a close approximation of the process of satisfaction decisions used by consumers generally.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.3
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• pp.353-364
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• 1998

Consumer knowledge has been discussed as an important concept to understand information processing such as information search and evaluation process. It has been defined as the amounts and contents of information in consumer's memory accumulated by experiences. According to literature review, experts who have much knowledge are likely to retrieve their information related to products for a purchase efficiency. Therefore, they are likely to simplify the information processing for a choice. The purpose of this study was to examine the relationship between clothing product knowledge and evaluative criteria for a purchase. The results were as follows; First, it was found out that evaluative criteria were composed of four dimensions such as the management, the esthetic, the fitness and the brand. Therefore, it is implied that evaluative criteria for purchasing clothing products were multidimensional. Second, the level of objective knowledge was low, and consumers perceived that they didn't have much knowledge related with clothing products. Also, the relationships between objective and subjective knowledge were positive but low. Third, the evaluative criteria were effected by the level of consumer's knowledge significantly. In subjective knowledge, the subjects in a high group considered all criteria more deeply than in a low group. But there was a significant difference only in the esthetic between two groups in objective knowledge. The results of this study imply that consumer knowledge may influence evaluation process. Knowledgeable consumer would consider product attributes deeply for evaluating clothing products, and especially, the esthetic would be an important factor as an attribute including the instrumental and expressive functions in a purchase phase. Therefore, consumer knowl- edge would be a basis of predicting expert's information processing and managing heavy buyer or loyal consumers in apparel industry.