• Culinary science and hospitality research
• /
• v.19 no.1
• /
• pp.85-102
• /
• 2013

The purpose of this study is to examine the effect relation of the external variables of the RFID for eco-agricultural products, that of the external variables on TAM approachableness and usefulness, that of TAM approachableness on usefulness, that of TAM as approachableness and usefulness on trust and behavior intention, and the effect of trust on the behavior intention. The subjects of the actual analysis are the ordinary consumers aged 20 and over living in Seoul and Gyeong-gi Province and have the experience of purchasing eco-agricultural products. Total 300 copies of questionnaire were distributed for 14 days from September 24, 2012 until October 7, 2012, and total 278(92.7%) copies of survey materials were used for the final statistical analysis data except some found too strong unequal distribution of the response value or the value unknown at present. In the analysis results of this study, by examining the effects of the external variables of the RFID for eco-agricultural products on TAM's accessibility and usefulness and verifying the causal relationship between TAM's accessibility and consumers' trust and behavioral intent, this study has a sufficient value as an initial study on the RFID for eco-agricultural products. Thus, the results of this in-depth study show that producers and distributors maintaining and providing with safer eco-agricultural products food directly influence service companies' visible achievements.

• Korean Journal of Poultry Science
• /
• v.42 no.1
• /
• pp.1-8
• /
• 2015

Recently, duck meat consumption has been rapidly increased because consumers recognized duck meat for healthy food. In relation to this, Korean duck industry need to develop Korean native duck (KND) breed for both conservation perspective and self-sufficient of the breeding stocks. In this study, 24 microsatellite (MS) markers were investigated for classification of KND and commercial duck (CD) breeds in the Korean market. Using these MS markers, the calculated number of alleles (K), expected heterozygosity (He) values and polymorphic information contents (PIC) were 1~16, 0~0.865 and 0~0.841, respectively. Also, the expected probability of identical values in random individuals (PI), random sib ($PI_{sib}$) and random half-sib ($PI_{half-sib}$) were estimated as $1.64{\times}10^{-16}$, $2.60{\times}10^{-7}$ and $1.30{\times}10^{-12}$, respectively. The results indicated that the expected probabilities of identity powers were enough for the individual identification. However, KND and CD breeds were not fully discriminated well using the 24 MS markers, which may CD and KND has shared same origin or crossbred. Therefore, further studies will be ultimately needed for developing a genetically pure line of KND breed even though the DNA markers used. Finally, these results will provide useful information for individual traceability system in ducks.

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

• Korean Journal of Agricultural Science
• /
• v.38 no.2
• /
• pp.369-381
• /
• 2011

Ginseng in Korea has not only the big production value but also till a good reputation from overseas in the name of 'Korea Ginseng'. Having spread rapidly nationwide from 2000 year, its production keeps on increasing but its consumption becomes lazy and its price is also falling down because of comsumer's concern about mainly overusing pesticide for ginseng. In order to cope with this problem, the government introduced the GAP certification system to ginseng in 2006 to reflect consumer's needs for food safety. This system will be a good opportunity to promote ginseng consumption dramatically. In this aspect it is very important to know how well this system is established and how ginseng farmers build marketing strategies to draw new wind in the market. This study was carried out to look over the GAP certified ginseng system and show its marketing strategies using 4P's(product, place, promotion and price). The main results are as follows. GAP ginseng system currently has some weaknesses such as lack of systematic certification management and after-service, nonrealistic certification fee and poor linkage from production to consumption. In the marketing mix strategies, product strategy suggests that the most desirable appearance be transplanted ginseng filled with branch roots and 4 to 5 year-ginseng, and it is necessary to choose multi-brand strategy divided for present into for self-sufficiency and family brand strategy by use if its brand enlarges to processed products in the future. In the place strategy, 3 stages like 'producer group' - 'GAP certified facility' - 'sales shop' are based as the physical marketing channel according to traceability, and connected with giant retail market and environment friendly stand, and if its sales volume enlarges, it should be considered the GAP ginseng specialized marketplace which is a type of chain store. In the promotion strategy, the promotion of government level is necessary at first and producer alliances require the promotion targeting at the group of women under 40 with differentiation from price, quality, and safety. In the price strategy, the early stage-high price strategy which sets 20~25% higher for self-sufficiency and 30~35% for present is desirable.

• Culinary science and hospitality research
• /
• v.19 no.2
• /
• pp.149-166
• /
• 2013

The purpose of this study is to investigate what influence the external variables of the RFID system for eco-friendly agricultural products such as reliability, safety, effectiveness and innovation have on ease and usefulness, perceived value and behavioral intention. An empirical analysis were conducted to the general consumers over the age of 20 years who live in Seoul and Gyeonggi areas having experience of buying eco-friendly agricultural products in department stores, supermarkets and eco-friendly agricultural product specialty stores from November 10 to November 23, 2012, A total of 350 copies of questionnaire were distributed for this research and, excluding partial ones that were too concentrated on one side or found missing values, a total of 305 copies(87.1%) were used as the final statistical analysis data. The result shows that such external variables of the RFID system for eco-friendly agricultural products as liability, safety, effectiveness and innovation are useful enough as a theoretical basis for later study on RFID systems for eco-friendly agricultural products. Also, it reveals that, since all the process from production to sale of agricultural products can be seen, the products are provided safely for consumers, are objectively and rapidly investigated when problems occur, induce a positive attitude with their historical information, and are supplied through systematic management such as consumers' rights to know and choose and recall of unfit products.

• Korean Journal of Agricultural and Forest Meteorology
• /
• v.6 no.2
• /
• pp.107-117
• /
• 2004

If doubtlessly contributes much to agriculture and rural development. The roles can be summarized as; 1. to activate rural areas and to provide more comfortable and safe rural life with equivalent services to those in urban areas, facilitating distance education, tole-medicine, remote public services, remote entertainment etc. 2. To initiate new agricultural and rural business such as e-commerce, real estate business for satellite officies, rural tourism and virtual corporation of small-scale farms. 3. To support policy-making and evaluation on optimal farm production, disaster management, effective agro-environmental resource management etc., providing tools such as GIS. 4. To improve farm management and farming technologies by efficient farm management, risk management, effective information or knowledge transfer etc., realizing competitive and sustainable farming with safe products. 5. To provide systems and tools to secure food traceability and reliability that has been an emerging issue concerning farm products since serious contamination such as BSE and chicken flu was detected. 6. To take an important and key role for industrialization of farming or lam business enterprise, combining the above roles.