• Journal of the Korean Society of Food Culture
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• v.25 no.6
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• pp.746-754
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• 2010

Rural tourism is primarily a domestic tourism activity with visitors traveling to non-urban areas. The development of local and regionally denominate food is a way to distinguish agricultural production and to promote rural tourism. Therefore, this study addressed how utilizing regional agricultural products results in increasing the intention of tourists to revisit an area. The purposes of this study were 1) to identify the image and motives for visiting Yesan, 2) to determine the importance of purchasing intention and the regional menu produced from local agricultural/special products, and 3) to identify the impact of purchasing local agricultural/special products and regional menus on the intention to revisit. A total of 202 usable questionnaires were collected at Ducksan Hotsprings and Suduck Temple in Yean area, which are known tourist attractions. The major findings obtained were as follows: First, Yesan was considered a relaxing place ($3.46{\pm}1.09$), which was the highest ranked image score for a tourist attraction. Second, the highest ranked motive for visiting Yesan was to rest ($3.77{\pm}1.18$). According to these findings, Yesan is a relaxing place, as it is a rural area with no known defined attractions. Third, most tourists (78.7%) recognized the apple as a local agricultural/special product. The intentions to purchase local agricultural/special products and the need for regional dishes in the local restaurant was higher than average. Tourists showed interests ($3.88{\pm}1.16$) in eating regional dishes made with local agricultural/special products at the restaurants. Fourth, a significant impact of purchasing local agricultural/special products and the regional menu was observed on the intention to revisit (p<0.000). The results indicate that it is very important to develop proper regional menus that concur with images of the location and the regional farming products.

• Journal of Distribution Science
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• v.11 no.12
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• pp.71-81
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• 2013

Purpose - This study investigated the effects of consumers' selection criteria for environment-friendly agricultural products on purchase intention and the effects of consumers' attitudes and the reliability of environment-friendly agricultural products on purchase intention by using the theory of planned behavior. Subjective norms of variables of behavioral intention, attitudes toward behavior and control of the behavior were used to create selection criteria, consumers' attitudes and reliability of environment-friendly agricultural products. The study investigated the effects of consumers' selection criteria, attitudes, and reliability of environment-friendly agricultural products on purchase intention constructing models and hypotheses of mediation and moderation between selection criteria for agricultural products and purchase intention by consumers' attitudes and reliability. Research design, data, and methodology - The findings were as follows: first, consumers' selection criteria for environment-friendly agricultural products had a significantly affirmative influence upon purchase intention. Health was the most important factor of selection criteria convenience was more important than quality and familiarity was next. Consumers' attitudes and trust had a significant influence on purchase intention. Second, testing showed that consumers' attitude and trust partially mediated selection criteria: sub-factors and purchase intention were important in selection criteria. Third, testing showed that consumers' attitude and trust had a significant moderation effect between selection criteria and purchase intention. In the test of the moderation effect between sub-factors of selection criteria and purchase intention, consumers' attitude had a significantly positive influence upon health, convenience, and familiarity, and had no significant influence upon quality and purchase intention. Consumers' trust had no significant influence upon health, convenience, and quality. Results - The study provided several theoretical implications: first, an empirical analysis was undertaken with selection criteria for environmental-friendly agricultural products, consumers' attitude, and trust to investigate subjective norms, attitude toward behavior and control of behavior based on the theory of planned behavior. Second, this study investigated both the mediation effect and moderation effect of consumers' subjective norms on attitudes toward behavior, the mediating effects of perceived behavior control and changes of behavioral intention depending upon size and direction of the variables. This study also provided several practical implications. Conclusions - First, consumption of environment-friendly agricultural products did not increase despite rapid increase of production therefore, promotion of consumption and distribution was needed considering the supply and demand of the products. Second, definite standards for selection criteria were suggested to build up consumers' attitude and trust. Consumers' attitude could be improved by factors including the brand of environment-friendly agricultural products, consistent quality, solving physiological problems caused by adverse effects of environmental problems, supplementary approaches, treatment of adverse effects by eating food, and the development and supply of products in accordance with changes of lifestyle. Finally, consumers' demand for sub-factors of selection criteria could be much higher than health, convenience, and quality of the products. Therefore, a process was needed that could continuously check consumers' needs for the products. Limitations were described at the end of the study.

• The Korean Journal of Food And Nutrition
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• v.22 no.2
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• pp.166-176
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• 2009

This study was performed to develop dietary education programs for children, by researching the actual conditions of dietary education and its demand aimed at teachers in child centers in Masan. Most of the interviewed teachers were in their 20s(71%) with under 5 years teaching experiences(56.8%), and working in a kindergarten environment(34.9%). The rate of doing dietary education on mealtime was 96.4%. The main items taught pertained to 'not leaving food(20.6%)' and 'washing hands before meals(20.5%)'. The primary teaching method for students with unbalanced eating habits was 'eating after teaching them to understood(76.8%). The primary reward for good behavior was 'using food(76.8%)', usually as 'candy'(50.8%) or 'cookies'(25.8%). The desirable dietary education type was 'during spare moments(52.6%)' and 'at mealtime (23.5%)'. The concepts taught were 'balanced eating(23.2%)' and 'food hygiene(21.2%), and the students were interested in 'the roles of foods and nutrients'(34.5%), 'balanced eating(20.9%)', and 'food hygiene(19.1%)'. Educational activities encompassed 'pictures and drawing(25.7%)', 'fairy tales(23.4%)', 'songs(19.4%)', and 'play(14.1%)'. Also, the activities of most interest were 'fairy tales(29.4%)', 'play(24.4%)', and then 'songs(23.1%)'. The greatest difficulties during dietary education were 'attracting interest from the children(37.8%)' and 'making and purchasing materials(33.9%)'. Approximately, 44.2% of the teachers had experiences in dietary education, and 96.4% stated teachers had the intention to participate in dietary education. They want to address 'child meal direction(23.0%)', 'health problems(22.7%)', and then 'child nutrient requirements (17.3%)'. Also the majority wanted it two times per year(57.6%) or one time per year(30.9%). This study indicated that proper dietary education must be established in child centers by developing various practical dietary education programs and then implementing them.

• Korean Journal of Community Nutrition
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• v.7 no.6
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• pp.794-802
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• 2002

This study was intended to evaluate the overall effects of nutritional education on adults having two or more symptoms of chronic degenerative disease. A nine week nutritional education program was provided for 65 adults with chronic diseases. We assessed the changes in dietary knowledge, eating behavior and socio-psychological factors. When we evaluated the nutrient intakes of the subjects, their energy intake was 79.4% of the Korean Recommended Dietary Allowances (RDA). Their dietary intake of other nutrients was also below the RDA level except for Vitamin C. Their knowledge of dietary therapy was slightly improved after the implementing of nutritional education. The dietary behavior of ‘night snacks before sleep’was significantly improved. While the overall fear due to disease was significantly increased, self-efficacy was not improved. Self-efficacy for eating “three regular meals” and “choosing fruit, vegetable and grain” were significantly decreased. Family support for “buying food which is good for my health” was also significantly increased, whereas “advises me to eat appropriate foods for health” was decreased. Biochemical analysis indicated that blood levels of triglyceride, cholesterol and blood pressure improved after nutrition education. Therefore, we concluded that nutritional education program for people with chronic degenerative diseases could change the diet therapy knowledge, dietary behavior, and the fear due to disease, support from family and behavior intention toward the direction to improve the chronic disease condition. However, it did not improve self-efficacy. Our study also indicated that nutritional education strategies to improve self-efficacy should be an important aspect in a long term education plan for patients to establish desirable eating habits.

• Journal of the Korean Society of Food Culture
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• v.32 no.1
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• pp.18-26
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• 2017

The purpose of this study was to determine the relationship between conspicuous consumption tendency, brand attitudes, and purchase intentions of college students regarding eating out by limiting conspicuous consumption tendency among several psychological variables to acquire a more precise and concrete influence factor on consumption behavior to eat out. First, as for sensing other people, pursuing individuality and brand orientation among conspicuous consumption tendency of restaurant costumers had significant effects on brand attitudes, whereas the influence of status symbols and pursuing trend factor on brand attitudes was not verified. Second, as for sensing other people, pursing individuality, pursuing trends, and brand orientation factor among conspicuous consumption tendency had significant effects on purchasing intention. Otherwise, the significant effect relationship between status symbols factor and purchasing intentions was not confirmed. Third, as purchase intentions increased, brand attitudes of consumers increased according to existing research. Thus, this study suggests a more departmentalized marketing strategy method to create profits and enhance competitiveness of food service enterprises, and academic implications suggest fundamental data of relevant studies on conspicuous consumption tendency and purchasing behavior of consumers to eat out.

• Korean Journal of Human Ecology
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• v.17 no.1
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• pp.141-150
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• 2008

The purpose of this study was to assess the causal relationships among hedonic belief, ambivalence, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. Structural equation model was used to measure the causal effects of constructs. Results of the study demonstrated that fit of the restricted baseline model is significantly worse than that of the unrestricted proposed model, in which more parameters are estimated. The effects of hedonic belief, ambivalence and subjective norm on attitude were statistically significant. The effects of hedonic belief, subjective norm and attitude on meat consumption were statistically significant. The effect of attitude on intention was statistically significant. Moreover, attitude played a mediating role in the relationships between hedonic belief and meat consumption, between ambivalence and meat consumption, and between subjective norm and intention. This study suggested that the consumer decision-making process for eating meat products is best modeled as a complex system that incorporates both direct and indirect effects on meat consumption. This study believed the evidence presented supports this position. Moreover, this study appeared to be a worthy area of pursuit.

• Nutrition Research and Practice
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• v.6 no.6
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• pp.551-558
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• 2012

The purpose of this research was to investigate how university students' nutrition beliefs influence their health behavioral intention. This study used an online survey engine (Qulatrics.com) to collect data from college students. Out of 253 questionnaires collected, 251 questionnaires (99.2%) were used for the statistical analysis. Confirmatory Factor Analysis (CFA) revealed that six dimensions, "Nutrition Confidence," "Susceptibility," "Severity," "Barrier," "Benefit," "Behavioral Intention to Eat Healthy Food," and "Behavioral Intention to do Physical Activity," had construct validity; Cronbach's alpha coefficient and composite reliabilities were tested for item reliability. The results validate that objective nutrition knowledge was a good predictor of college students' nutrition confidence. The results also clearly showed that two direct measures were significant predictors of behavioral intentions as hypothesized. Perceived benefit of eating healthy food and perceived barrier for eat healthy food to had significant effects on Behavioral Intentions and was a valid measurement to use to determine Behavioral Intentions. These findings can enhance the extant literature on the universal applicability of the model and serve as useful references for further investigations of the validity of the model within other health care or foodservice settings and for other health behavioral categories.

• Journal of the Korean Society of Food Culture
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• v.34 no.5
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• pp.543-552
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• 2019

Indonesia has the largest economy in Southeast Asia and is one of the fastest growing economies of the world. This study was conducted to understand Indonesian food consumers, and to provide the marketing implications for food exporting companies in Korea. An online survey was conducted on 795 local consumers in Indonesia and the study analyzed their preference for Korean food and Korean culture. Then this study identified the relationship of these variables and consumers' intention to purchase Korean food. The results of this study were as follows. First, Indonesian consumers had a strong preference for Ramyeon, noodles, snacks and kimchi among Korean foods. Second, the preference for Korean culture was high in a descending order of Korean dramas, cosmetics, songs and news. Third, both Korean food and Korean culture preferences showed significant differences depending on gender, age and the frequency of eating out. Lastly, analysis of the relationships among the variables showed that there is a positive relationship between Korean food preferences and Korean food purchase intentions. Further, the consumers' Korean culture preference had a mediating effect within this relationship. The results of this study imply that marketers in Korea food companies need to consider the consumers' preference for Korean food and Korean culture when they build proper strategies for exporting Korean foods to Indonesia.

• Korean Journal of Human Ecology
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• v.19 no.1
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• pp.103-117
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• 2010

The purpose of this study was broken down into four sections. First, this study identified both single workers' lifestyles and their motives for going to restaurants. The study classified the consumers and then confirmed the attributes of selection that the consumers considered important when eating out at family restaurants. Second, the study analyzed the consumers' lifestyles, motives for going to restaurants (user motive), and the attributes of selection for the restaurant. Third, the study analyzed how the attributes of selection toward the family restaurant affect the consumer's satisfaction and the consumer's intention of revisiting the restaurant. Fourth, the study analyzed how consumer satisfaction affects the intention to revisit the family restaurant. After the execution of the aforementioned four steps, the study was successful in meeting its purpose: to provide information to enhance the satisfaction of the consumer and to provide foundation material for consumer policy. In regards to the analytical method, this study performed a Frequency Analysis, Factor Analysis, Reliability Analysis, Cluster Analysis, ANOVA Analysis, and Multiple Regression Analysis. The analytical results from the study are as follows. Lifestyle was categorized into 4 factors and 4 clusters. User motive was grouped into 3 factors and 4 clusters. The attributes of selection for family restaurants were categorized into 4 factors. Based on the lifestyle cluster, the attributes of selection for family restaurants showed a statistically significant difference. In addition, based on the cluster of user motive, the attributes of selection for family restaurants showed a statistically significant difference. Lastly, the attributes of selection for family restaurants were found to affect both the intention of revisiting the restaurant and consumer satisfaction after the consumers used the restaurants.

• Journal of the Korean Home Economics Association
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• v.44 no.11
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• pp.161-170
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• 2006

The purpose of this study was to research the perception and concern of university students with regard to well-being, and how these affected their assessment and satisfaction of university dormitory foodservice. Therefore, a survey was administered to 328 college students that use a dormitory foodservice. The results of the survey are as follows: First, the more positive the self-centered and society-centered values in relation to well-being, the greater both the concern and will to practice well-being through the eating well-being foods. Second, the attitude toward well-being food was positively correlated with the taste, amount, temperature, appearance and shape of dishes. Third, unlike the will to practice well-being through the eating well-being foods, the greater the concern about foods of well-being, the more positive was the effect on the general satisfaction with the foodservice. The greater the satisfaction with the attributes of a foodservice had a substantial influence on the general satisfaction with the foods. That is to say, the taste and type of dishes played a key role in the general satisfaction with the foods. Fourth, the concern in relation to foods of well-being had no measurable influence on the decisions with regards to the satisfaction of a foodservice or on the intention to reuse that foodservice. In addition, in relation to the degree of satisfaction with the attributes and use of a foodservice, the taste, type, appearance and shape of dishes had an important impact on the decisions to use and reuse a foodservice. Fifth, the general satisfaction with the meals served by a foodservice operation had a measurable influence on the satisfaction with, and intention to reuse that foodservice.