• Journal of the Korean Home Economics Association
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• v.24 no.3
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• pp.31-42
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• 1986

It is generallybelieved that the values of female students are different depending on the cultural enviromment of society. The purpose of this paper is to discern the value orientation of female students in Korea and America, and how they are related to the clothing behavior. 300 female students were selected as sample from the Univ. of Minnesota and 158 students filled out the questionnair. 420 female students were selected from five unversities in Jinju, Taegy and Pusan. RESULTS : 1) Korean students had highly evaluated theaethetic, political, religious and social values, and American students had higher evaluation on the economic and American students had higher evaluation on the economic and theoretical values. 2) Korean students tended to regard modesty, conformity and management as important factors when they chose new clothes, and for American students, appearance and tool were important. 3) The impact of values on clothing vehavior was as follows. a) Korean students who emphasized theoretical values did not use clothes as an instrument of status symbol and modesty. b) American students who emphasized the economic values tended to have an interest in purchase and wearing of clothes on purpose. c) Korean students who had positive attitudes on the aethetic values tended to be conservative, but they wanted to use the clothes as a demonstration of self exaggeraton. d) Korean students who regarded social values important tended to have a higher interest in the management of clothes. e) Korean students who had highly evaluated the religious values tended to be conservative when the selected new clothes. American students did not want to conform to the group norm when they chose new clothes. On the whole, American students did not put on clothes to achieve a specific goal. In short, it can be concluded that Korean students and American students have different values and they have a great impact on their clothing behavior.

• Journal of the East Asian Society of Dietary Life
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• v.24 no.4
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• pp.488-502
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• 2014

Research on the actual state of healthy Korean food menu items made from environmentally-friendly organic foods showed that 65.6% of subjects had experience of purchasing environmentally-friendly organic foods, and both genders chose 'expensive but reliable' as their prime reason for purchasing. Having no experience of purchasing environmentally-friendly foods constituted 34.5% of respondents, and the reasons were 'high price' and 'finding no difference from ordinary food'. Research on awareness of healthy Korean food menu items made from environmentally-friendly organic ingredients showed that both men and women thought the given menu items were 'fresh' but had little awareness of other factors such as 'good value for price', 'good visual style' and 'various recipes'. Regarding development prospective of environmentally-friendly organic foods, the number of subjects who answered positively was 405 (93%), which indicates that most research subjects showed positive attitudes. Top-selling menu items in the grain section were Sundubu-jjigae, Dubu-kimchi and Jeonju-bibimbap, and pajeon took first place in the vegetable selection. Moreover, Imjasu-tang showed high scores in the meat section. Furthermore, research on menu selection showed that menu selection was usually dependent on 'the price of menu (3.86)', 'fresh ingredients (4.03)', 'harmony of color (3.65)' and 'mood of the day (3.25)'. Research on menu selection revealed that 'quality of food' factors had the greatest influence upon preference and purchase intention for environmentally-friendly organic foods. Visual and psychological factors and values had significant an effect. Therefore, the food service industry should use this study as a source to develop menu items, by considering quality and visual factors. In addition, there should be various research performed on marketing strategies about menus from using environmentally-friendly organic foods and high value products.

• Fashion & Textile Research Journal
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• v.23 no.4
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• pp.458-468
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• 2021

In the context of Sustainable development, China, the world's second-largest apparel market, is also concerned about the environmental impact of fiber waste. Currently, there is a great interest in sustainable fashion in both supply and demand in China. Based on the theory of planned behavior(TPB), the determinants of sustainable fashion consumption(SFC) of Chinese consumers were evaluated in this study: man-nature orientation(MNO) and environmental knowledge(EK) as motivation and perceived online-store accessibility(POA) and perceived money availability(PMA) as barriers. Wenjuanxing, a Chinese professional survey collection agency, conducted an online survey of millennials in Shanghai, China. The final sample size for the survey was 215. Partial least squares structural equation modeling was employed to test the proposed hypotheses. The results indicated that attitudes, subjective norms, and perceived behavioral control significantly affected the purchase intention towards sustainable fashion products. MNO and EK influenced the attitude, whereas EK, POA, and PMA influenced perceived behavioral control. This study contributes to the TPB literature through the examination of four antecedents: MNO, EK, POA, and PMA. The findings provide valuable insights for retailers and markets based on the identification of the motivations and barriers that enhance the purchasing intention of Chinese millennials toward SFC.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.386-403
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• 2021

Preannouncing a new product to its target audiences has been more and more prevalent in a wealth of industries, particularly industries that attach great importance to the speed of entry. Grounded in market signaling theory, the current research advances a theoretical model that takes full cognizance of the relation between preannounced information about an upcoming product and individual customers' behavioral intentions as well as significant moderating effects of prior product knowledge and new product innovativeness. In response, a web-based survey is conducted for data collection and the structural equation model is utilized for data analysis. Results of this study demonstrate that preannounced new product information attributes (i.e., quantity, clarity) may positively influence consumers' attitudes, in turn, lead to a favorable purchase intention. Moreover, the moderating effects of product knowledge and product innovativeness are also confirmed. Specifically, product knowledge moderates the quantity-attitude relation positively and moderates the clarity-attitude relation negatively, whereas product innovativeness does opposite. Both implications and limitations are also described.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.507-519
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• 2021

This paper attempts to explore advertising factors that affect TikTok advertising effectiveness by identifying motivations to use a short-form video social media platform, TikTok and further looking at perceptions of and attitudes toward TikTok advertising. The results of in-depth interviews with 20s-30s TikTok users suggest that users are motivated to use TikTok for information and fun. Further, TikTok is characterized as a short-form video, rich contents, and a novel format. Regarding TikTok advertising, the results reveal that usefulness, enjoyment, easiness of advertising skip, sense of closeness, and interaction are significant factors of TikTok advertising. Finally, it is suggested that users respond to the advertising by clicking 'like', writing comments, sharing, clicking 'purchase link'/advertiser's website, and creating user-created contents and so on. These findings theoretically contribute to the literature on social media advertising, and practically offer strategic guidelines for TikTok advertising.

• Safety and Health at Work
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• v.13 no.1
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• pp.23-31
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• 2022

Background: Potato is the main crop of Ardabil Plain (accounting for one-fifth of potato production in Iran). Its health hazard risk to farmers is rising due to the increasing rate of pesticide use. The present study analyzes potato farmers' health hazard risk in the use of chemical pesticides. Methods: The rate of pesticide use by farmers (n = 370) was first compared with the recommended dosage (on pesticide label). Then, a composite index was employed to estimate the health hazard risk of farmers during pesticide use, and the variables accounting for pesticide overuse and nonoveruse were analyzed. Safety behavior was examined in four steps, namely of pesticide purchase and storage, preparation, application, and postapplication. Results: It was found that 74.6 percent of potato farmers used pesticides in higher concentrations than the recommended dosage. The higher average rate of pesticide use versus recommendation (label instruction) was related to Chlorpyrifos and Trifluralin, and the highest average health hazard risk among farmers was related to the use of Chlorpyrifos and Metribuzin. Farmers with a higher risk of health hazard displayed much lower safety behavior than the other farmers at all steps of pesticide use. Conclusion: The most important variables discriminating the health hazard risk of farmers' overuse included health behavior identity, attitude, knowledge and awareness, and cues to action. Therefore, using social media, holding local exhibitions, and engaging local leaders and skilled farmers in the region to improve farmers' attitudes and health behavior identity toward the dangers of chemical pesticides can play a significant role in motivating farmers' display of overuse preventive behaviors.

• Journal of the Korea Convergence Society
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• v.12 no.7
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• pp.159-167
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• 2021

The increasingly severe environmental problems such as resource depletion and ecological damage, and consumers' concern for sustainable fashion, make the fashion industry chain develop towards green energy saving. The purpose of this study is to explore the attitude and consumption psychology of specific groups towards sustainable fashion consumption, as well as their specific views and attitudes towards recycled textiles or fabrics for re-manufacturing clothing. This paper attempts to understand how the characteristics of recycled clothing affect consumer. Based on the review of relevant literature, a series of determinants affecting consumer behavior is determined, and the characteristics of recycled products, such as expression value and social value, are determined. An online questionnaire was designed based on this conceptual framework, and 226 valid, complete answers were received. The results show that the emphasis on social value and environmental protection consciousness can effectively affect consumers' decision-making. These findings were helpful to the research of whole green environmental protection and ecological clothing recycling industry system, promote the sustainable development of the clothing industry.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.1073-1080
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• 2023

This study aims to explore the psychological factors influencing the persuasive effect of virtual influencers, with a specific focus on the impact of social exclusion. Additionally, it examines the mediating effect of parasocial relationships on advertising effectiveness. To achieve these goals, the study conducted an experiment using a 2 (influencer type: human vs. virtual human) × 2 (social exclusion: social exclusion vs. social acceptance) between-group factorial design. The results revealed that consumers who experienced social exclusion exhibited more positive attitudes toward the influencer and the product, higher intentions to purchase the product, and a greater willingness to share or recommend it, especially when the influencer was a real human (vs. a virtual influencer). These moderating effects were found to be mediated by parasocial relationships.

• Journal of Food Hygiene and Safety
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• v.16 no.1
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• pp.66-75
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• 2001

A survey was conducted to investigate consumers'attitudes toward the foods developed by gene recombination techniques from December, 1999 to April, 2000. The questionnaires were mailed to 1,500 people, and the 1,101 people responded. The consumers were asked about knowledge, acceptance, intention of purchasing, and labeling information. Although the portion of the consumers (88.8%) knowing the genetically modified floods (GMF) was lower than that of the flood expert group (98.7%), many consumers had some knowledge on the GMF, which may be influenced by news released from mass media. Seventy-nine percent of the consumers responded that gene recombination technology is necessary in food production, which is similar to the findings on the survey of the expert group. The portion of the consumers responding that these foods are potentially hazard was 88.1%, which is a little higher than the data (80.9%) from the expert group. The consumers having greater knowledge less worried about a potential hazard of the gene recombinant foods (p<0.01). Although 62.9% of the consumers responded to be willing to purchase those foods, only 16.2% of them responded to purchase the foods with no conditions, which is lower to that from the expert group (23.5%). There was no statistically significant relationship between the knowledge and the intention of purchasing. The ninety point three percent of the consumers wanted the information on gene recombination to be labeled on the foods. The data from this survey suggest that knowledge of the consumers on the GMF are not accurate, so proper strategy for consumer education may need to be developed. In addition, it is necessary to improve safety assessment system and analytical techniques for genetically modified foods (GMF) and to build pre- and post-market surveillance system fur efficient implementation of the GMF labeling.

• The Korean Journal of Food And Nutrition
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• v.25 no.1
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• pp.132-141
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• 2012

This current survey was conducted to examine consumer attitudes toward factors determining beef purchasing and improving distribution systems. The frequency of beef purchasing was shown to reflect social and economic status, where inhabitants in large cities, such as Seoul, with higher salaries showed a higher frequency. In addition, consumers that were in their forties bought beef more frequently than consumers that were in their twenties. Consumers in Seoul and the megalopolis with a monthly income of higher than 200 million won preferred to purchase meat from department stores and discount markets. In contrast, people in small cities with lower incomes tended to buy meat from butcher shops and brand shops. In a question regarding unsatisfaction factors of retail beef, individuals that were in their thirties with a high income had concerns associated with packaging problems. For people under thirty with low income, the consistency of quality and price were the prime concerns. In regards to the beef grading system, consumer response varied between inhabitants, monthly income and age group, where consumers from small cities that were in their twenties and forties with a low income had a negative viewpoint. For the differential beef distribution system, housewives between the ages of 30 and 40 from a small city with an income higher than 200 million won had a positive response; however, a large number of consumers were not familiar with this system. The most demanding beef cuts were in the following order: loin, flank and rib. In addition, the most important factors determining purchasing beef were as follows: price, breed and portion.