• The Korean Journal of Food & Health Convergence
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• v.9 no.2
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• pp.7-18
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• 2023

Through these research results, I would like to present some implications for promoting and revitalizing local food sales in Daejeon and establishing a local food system. First, in terms of local food direct stores, when establishing a local food store, location conditions should be considered. If the location cannot be changed, the quality of agricultural products should be improved to improve consumer satisfaction and purchase intention so that consumers can directly feel the value of the product. Second, efforts at the local government level are needed to improve the stability of local food. There are still many consumers who are not properly aware of local food. It is necessary to improve consumers' interest in the value of local food by providing education including social and environmental information on the production and distribution process of local food. Third, policy efforts on local food are needed. It is necessary to introduce and reorganize the local food certification system to emphasize the stability of local food to consumers and form trust. Finally, for the continuous development of local food, research on the satisfaction and purchase intention of local food consumers must be continuously conducted.

• The Korean Journal of Community Living Science
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• v.28 no.4
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• pp.581-597
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• 2017

This study evaluated the effect of consumers' knowledge and attitude toward to local foods on purchase intention. The study data were collected through a three-week online survey of 500 household food purchasers who had bought local foods within the previous year. The results are as follows. First, examining the difference in the knowledge of local foods according to socio-demographic variables revealed that married people had more knowledge of local foods than singles according to marital status, and college graduates and higher had more knowledge than high school graduates and lower according to education level. Second, as a result of examining the difference in attitudes towards local foods according to socio-demographic variables, married people more than single people according to marital status, people in their 30s more than those in their 20s according to age and college graduates and higher more than high school graduates and lower according to education level had more positive attitudes towards local foods. Third, as a result of examining the difference in consumers' purchase intention towards local foods according to socio-demographic variables, according to age, and housewives had the lowest purchase intention towards local foods according to occupation. (Ed- I cannot understand: the section 'according to socio-demographic variables, according to age, and housewives had' is confused) People engaged in office/specialized/managerial jobs and those engaged in production/sales/service had the highest purchase intention. In regard to monthly average income, households that made less than KRW 4 million had the lowest purchase intention, and those that made KRW 4-8 million had the highest purchase intention. Fourth, the knowledge of local foods affected attitudes towards local foods. Fifth, attitudes towards local foods affected consumers' purchase intention. In other words, people with positive attitudes towards local foods had higher purchase intention.

• Agribusiness and Information Management
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• v.6 no.1
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• pp.12-19
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• 2014

The purpose of this study is to compare and analyze the product image produced by the cinemagraph image and the product image produced by the general image in the electronic trade. The cinemagraph refers to the image with a special characteristic that provides the motion clue by playing the part of the picture endlessly in the form of a video. For this study, we explored how the perceived monetary value, brand attitude, and perceived taste would influence on the purchase intention, and it was analyzed that all of the three factors significantly influenced on the purchase intention. However, it was investigated that the purchase intention of the group watching the image by the cinemagraph was significantly influenced by the perceived monetary value and the perceived taste, and the purchase intention of the other group watching the general image was significantly influenced by the brand attitude and the perceived taste; therefore, it was verified that there was a difference between the group watching the cinemagraph and the group watching the general image. In this result, it could be interpreted that when the people watching the cinemagraph purchase a product in the shopping mall, the price becomes the important requirement, and when the people watching the general image purchase a product in the shopping mall, the brand becomes the important requirement; therefore, these results could provide great implications to the food marketers.

• The Korean Journal of Food & Health Convergence
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• v.10 no.2
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• pp.1-5
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• 2024

This study aims to investigate the impact of character collaboration product characteristics on brand awareness and purchase intention within the food and beverage (F&B) industry, with a special focus on Generation MZ's growing interest in such products. The methodology involves a comprehensive review of existing literature on character marketing, brand awareness, and consumer purchase intention, supplemented by case studies of successful character collaborations in the F&B sector. The findings reveal that character collaborations significantly impact brand awareness and purchase intentions, particularly among younger consumers like Generation MZ. These collaborations not only rekindle nostalgia but also introduce new and exciting consumer experiences, effectively attracting a wide demographic. The success of character-themed products, from Pokémon bread to Coca-Cola's League of Legends collaboration, underscores the strategy's effectiveness in boosting brand recognition and consumer engagement. The implications of this research are manifold for the F&B industry. Firstly, it highlights the importance of leveraging popular characters to forge emotional connections with consumers. Secondly, it suggests that product development should closely align with consumer preferences and market trends to maximize appeal. Lastly, it positions character collaboration as a strategic marketing tool that not only enhances product sales but also strengthens brand loyalty and facilitates sustained brand growth.

• Journal of the Korean Society of Food Culture
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• v.34 no.6
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• pp.739-747
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• 2019

This study investigated the effect of offering eco-friendly fashion items on consumers' perceived image of stores and their intention to purchase food in a hybrid cafe setting. The data were collected using an online survey of 465 adults aged 20 to 49 years. In order to compare 'a general cafe' where only food is sold and 'a hybrid cafe' which offers eco-friendly fashion items as well as food, we developed two store types (general×hybrid) with two store designs (modern×eco-friendly) as stimuli, resulting in four scenarios. The results indicated that offering eco-friendly fashion items at a cafe did not significantly affect consumers' perceived eco-friendly image of the store. Further, this negatively affected consumers' perceived healthy and tasty images of the store and intention to purchase food. Such negative effects on the healthy and tasty images of the store increased in the store with a modern design. In conclusion, offering eco-friendly fashion items at cafes may not contribute to enhancing the stores' images or sales.

• Journal of Distribution Science
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• v.19 no.9
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• pp.19-27
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• 2021

Purpose: Purchasing food via online shopping channels is booming during Covid-19 Pandemic in Vietnam. However, the perceived risks of food bought via online shopping channels may discourage consumers. Hence, this study assesses the effects of perceived risks on food purchase intention via online shopping channels in Vietnam. Research design, data and methodology: This study applied the multiple regression analysis with 253 samples collected from consumers who frequently purchase food via online shopping channels in Vietnam. The questionnaire is provided to respondents via Google Form. The sample collection method is convenience sampling. Three hundred samples were collected, but 253 samples are used after filtering the responses with missing data. The Exploratory Factor Analysis (EFA) and regression analysis are used for data analysis on SPSS software version 20. Results: The results show that product risk, security risk, time risk, and fraud risk of the seller negatively affect the intention to buy food via online shopping channels in Vietnam. Conclusions: The study provides several implications and recommendations for food companies and online food sellers. Reducing customers' perceived risks online food makes customers more willing to buy food online during Covid-19 Pandemic. Limitations and suggestions for further research are also discussed.

• Culinary science and hospitality research
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• v.22 no.1
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• pp.108-116
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• 2016

Halal market has been growing tremendously recently. The food products occupies the most share in the Halal market category. The phenomenon could be explained by the increased number of consumer among Halal products. Apart from Muslims, who consumes Halal product due to religious obligations, it is assumed that non-Muslims have also started consuming Halal products, especially food items. Halal food products have been perceived as safer, animal friendly and environmental sustainable. Hence, the awareness of Halal principles, Islamic Brand, moral obligation animal welfare and food safety have been studied in this research in order to investigate the influence of Halal food product purchase intention among non-Muslim consumer using quantitative research method. Food safety has been identified to be the most significant in predicting the purchase intention of Halal food product. Furthermore, future studies are suggested to include additional variables such as habit and self-awareness.

• Journal of Distribution Science
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• v.10 no.10
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• pp.11-16
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• 2012

Purpose - This study focused on consumer perceptions of service quality in organic food shops, the innovativeness of organic products, and which SERVQUAL sub-dimensions increase purchase intentions. Another purpose of this study was to explore the relationship between consumer perceptions of organic food shops, their direct interest in organic food, and their purchase intentions. Research design, data, and methodology - We tested our hypothesized model within a structural equation modeling (SEM) framework, utilizing path-analysis implementation. The AMOS 18.0 software was used, and we found that it fit very well with the observed data. Results - The results of the full model (structural and measurement models) indicated the following fit indices: χ²=39.492, degree of freedom=25, provability level=0.033, RMR=0.047, GFI=0.948, AGFI=0.906, NNFI=0.958, CFI=0.984, and RMSEA=0.060. The effects of service quality on purchase intention, service quality on innovativeness, and innovativeness on purchase intention we resignificant. We also examined the statistical significance of the mediation effects using the Sobeltest and found further evidence to support service quality and purchase intention through innovation. Conclusions - These results suggest that, if organic food shops want to achieve a greater level of competitiveness, they must try to raise the quality of their service and actively promote the innovativeness of organic food.

• 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.

• Culinary science and hospitality research
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• v.14 no.3
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• pp.109-122
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• 2008

This study aims to examine the properties of using bakeries based on demographic variables and repurchase intention and recommendation intention according to participation rates in promotional events. First, demographic characteristics and frequency of using bakeries were analyzed. Second, crosstabulation analysis on usability was conducted according to demographic variables. Third, effects of participation rates in promotional events on repurchase intention and recommendation intention were examined. This study could provide the reasons why bakeries should do promotional events, showing their effects on sales. Surveys were conducted with the students of the culinary department and bakery customers to investigate the influence on repurchase intention and recommendation intention according to participation rates in promotional events. As a result, both repurchase intention and recommendation intention showed a significant result. Also, the study aims to improve understanding by analyzing demographic variables on the properties of using bakeries(frequency in use of bakeries, purchase type, bakery type that is preferred, a time slot being made a purchase, objects of purchase, and purchasing price per person) and create data to help the management of a bakery.