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

• Asia-Pacific Journal of Business
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• v.13 no.3
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• pp.449-461
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• 2022

Purpose - The purpose of this study to explore factors consumers prioritize when purchasing seafood online. The originality of the study lies on adopting AHP-based approach in analyzing prioritized purchasing factors of seafood online. Design/methodology/approach - A survey was conducted targeting Korean consumers who have purchased seafood online. AHP method was applied to rank factors consumers prioritize before making decision. Findings - First, product's factor ranked first among other high level factors including delivery service, seller, online platform. Second, sanitation, taste, country of origin ranked first, second, third respectively, within product's factors. Third, safe delivery, timeliness, information accuracy ranked first, second, third respectively, within delivery factors. Fourth, consumer reviews, consumer response ability, promotion ranked first, second, third within seller factors. Fifth, Personal information management system, credibility, user-friendliness ranked first, second, third, within online platform factors. Research implications or Originality - To activate seafood online market, it is crucial to assure consumers that the seafood is well managed in a sanitary way from the production site to table. Existing government programs such as seafood traceability system, HACCP, and cold-chain infrastructure needs improvement. Due to highly perishable characteristic of seafood, delivery factors matter when purchasing online. Online platforms needs to continue to improve delivery service. Seafood products are mostly not branded and without objective information about their properties. Creating quality classification and seafood brands are likely to help consumers chose seafood online.

• The Journal of Fisheries Business Administration
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• v.55 no.1
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• pp.37-53
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• 2024

In the post-COVID-19, the food industry is rapidly reshaping its market structure toward online distribution. Rapid delivery system driven by large distribution platforms has ushered in an era of online distribution of fresh seafood that was previously limited. This study surveyed 1,000 consumers nationwide to determine their online seafood purchasing behaviors. The research methodology used factor analysis of consumer lifestyle and Heckman's ordered probit sample-selection model. The main results of the analysis are as follows. First, quality, freshness, selling price, product reviews from other buyers, and convenience are particularly important considerations when consumers purchase seafood from online shopping. Second, online retailers and the government must prepare measures to expand seafood consumption by considering household characteristics and consumer lifestyles. Third, it was analyzed that consumers trust the quality and safety of seafood distributed online platforms. It is not possible to provide purchase incentives to consumers who consider value consumption important, so improvement measures are needed. The results of this study are expected to provide implications on consumer preferences to online platforms, seafood companies, and producers, and can be used to establish future marketing strategies.

• The Journal of Fisheries Business Administration
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• v.49 no.2
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• pp.1-19
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• 2018

This study was targeted on the non-processed, semi-processed, and full-processed seafood to investigate the consumers' importance and satisfaction levels of purchase attributes for each seafood product. The present study conducted a survey on 335 randomly chosen seafood consumers. Respondents' importance-satisfaction scores of purchase attributes were measured. The results were as follows. The importance of purchase attributes was significantly higher than the satisfaction on 21 out of 23 attributes, according to the non-processed, semi-processed, and full-processed seafood(p<0.05). Consumers regarded intrinsic attributes such as 'freshness' of products as very important when purchasing non-processed seafood, and their satisfaction was also high. On the other hand, for semi-processed and full-processed seafood, external attributes such as 'date of manufacture or expiration date' were considered as more important attributes to purchase them. Consumers also perceived that full-processed seafood was less in quantity and more expensive than non-processed and semi-processed ones. In case of semi-processed seafood, the difference of importance-satisfaction score for 'taste' was large, and it was considered the taste should be improved according to consumers' taste.

• Journal of Practical Agriculture & Fisheries Research
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• v.25 no.4
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• pp.148-157
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• 2024

The market size of Korea's seafood industry is estimated to be about 62 trillion won ('19), of which the seafood processing industry is about 10 trillion won ('19), accounting for approximately 16% of the total market size. However, the current level of processing technology required for the development of seafood products is mainly simple primary processing, such as freezing and drying raw materials (in Jeollanam-do, which ranks first in the country in terms of seafood production, primary processors account for 86% of all seafood processors).In the future, trends in the development of processing technology for seafood will become more advanced in response to changes in domestic and international food consumption patterns. Blue food tech linked to ESG, convergence and digitalization linked to the 4th industry revolution will be further advanced in line with the national seafood industry policy direction. Through this, it is expected to establish itself as an axis of future technology management in the fisheries sector based on the large and small success stories of accumulated seafood R&D commercialization.

• The Journal of Fisheries Business Administration
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• v.42 no.2
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• pp.47-68
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• 2011

Values are lasting beliefs that are at the center of human behavior and not be often changed. Different values make different behaviors, and similar values form similar behaviors. Consumers' values affect not only the cognitive process but also behaviors in a powerful and comprehensive way. There have been many studies regarding prediction of consumer patterns and identification, measurement methods of values. This is because if we can accurately measure the value system, it can be used in many areas of marketing such as market segmentation, new product development, and advertisement. In case of seafood, it is also necessary to make marketing strategies by segmenting consumers based on their value systems. The objectives of this study are as follows: First, it is to find out the connection process from the properties of seafood products that consumers consider important, to the benefits, and finally to the values they pursue by applying the means-end chain theory, using the Laddering method. Second, using a two-step cluster analysis, we aim to segment seafood markets based on consumers' values and investigate characteristics of segmented markets. Based on objectives, it is expected that this study would provide informations on seafood consumers and help to establish seafood marketing strategies for producers and distributors. Analytical results of the value system using a means-end chain theory indicated that there were seven complete links, that is, ladders among fresh seafood products. In case of processed seafood products, there were total 9 complete ladders. The empirical analytical results of market segmentation according to the values showed fresh seafood products were divided into three groups. In case of processed seafood products were segmented into two groups.

• Journal of the Korean Dietetic Association
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• v.25 no.3
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• pp.199-216
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• 2019

We conducted this study to compare the awareness and attitude of Busan housewives about consuming marine products. The survey was conducted from April 10 to May 31, 2019 by using a questionnaire. The degree of preference of seafood was higher among individuals in their 40s than those in the other age groups. Among the women in their 30s, 40s, 50s and 70s, the reason for liking seafood was 'taste', and for those in their 60s it was 'nutrition'. Overall the most common reason for disliking seafood was the 'fishy smell (37.4%)'. Conception degree of nutritive value of seafood was higher among individuals in their 30s and 40s than that for those individuals in their 50s, 60s and 70s. As for the price of seafood, the wives over 40s thought seafood was more expensive than did those wives in their 30s. The younger the individuals were, the lower was the perceived degree of safety was 49.8% of the subjects reported that the main concern for purchase was 'freshness'. The perceived degree of safety for imported seafood was better for the wives in their 60s and 70s than that for those wives in their 30s, 40s and 50s. The confidence level for local Korean seafood was higher for the wives in their 60s than that for the wives in their 50s. The degree of preference for seafood was moderate overall, except for Jellyfish. Age was positively correlated with conception for safety and dietary attitude (P<0.01), whereas age was negatively correlated with monthly food expenditure, nutrition knowledge and intake requirements (P<0.01). Preference for seafood was positively correlated with conception for safety (P<0.05), nutrition knowledge (P<0.05), dietary attitude (P<0.01), awareness for nutritive value (P<0.01) and intake requirements (P<0.01). Laws and regulations should be reinforced in order to promote eating more seafood and periodic research to determine the actual amount of consumed seafood and people's preferences should be conducted.

• Journal of Environmental Health Sciences
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• v.37 no.4
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• pp.315-322
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• 2011

Objectives: Organic matter and nitrogen were removed using the EGSB process, a high-rate anaerobic process, in combination with a nitritation-denitritation process, in order to ensure the stable treatment of seafood processing wastewater. Methods: The upflow velocity of an EGGS reactor was operated at 10 m/hr for maximal organics removal efficiency. For removal of nitrogen from seafood processing wastewater a nitritation-denitriation process was applied Results: The efficiency of the EGSB process showed that it has an 80% or more organic matter (CODcr) removal efficiency with an HRT of six hours or more at influent loadings of 17.34 kgCOD/$m^3$/day or less. The methane product for TCODcr removal was 0.23-0.38 $m^3CH_4$/kgCODrem., which was similar to the theoretical generation of STP-state methane, 0.35 $m^3CH_4$/kgTCODrem. In the nitritation-denitritation process, the nitritation conversion rate to $NH_4^+$-N concentration was 82% to 87%, 72% to 81% and 64% to 69% when HRT was 24 hr, 21 hr and 18 hr, respectively. In the denitritation process, the ratio of SCOD consumption to NOx-N removal ranged from 2.347 to 2.587. It was 2.472 on average. Conclusions: The optimal HRT for stable processing of seafood processing wastewater is six hours or more. The ratio of nitrite to total NOx-N was 82% to 96%, which indicates that nitrite accounts for the largest portion of the product.

• Korean Journal of Fisheries and Aquatic Sciences
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• v.47 no.5
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• pp.537-544
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• 2014

Kwamaegi is a traditional Korean seafood made from the flesh of Pacific saury Cololabis saira. It is recognized as a valuable, healthy food containing the ${\omega}$-3 fatty acids EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid). This study was conducted in order to obtain basic data for application to the canning process of Kwamaegi using red pepper paste with vinegar. Commercial Kwamaegi was cut into $2{\times}3cm$ lengths and 90 g was put into cans (301-3). Then, 60 g of water was added and precooked for 10 minutes at $100^{\circ}C$. The water was drained after precooking. The precooked Kwamaegi was packed into cans, and 60 g of red pepper paste with vinegar was added. The cans were seamed using a vacuum seamer, then sterilized for differing times (8-12 minutes) in a steam system retort at $121^{\circ}C$. Parameters such as: pH, TVB-N, amino-N, total amino acid content, free amino acid content, color value (L, a, b), texture profile, TBA value, mineral content, sensory evaluation and viable bacterial count of the product produced under varying sterilization times (8-12 minutes) were measured. There were no remarkable differences between sterilization conditions and textural characteristics. The results showed that product sterilized for 8 minutes proved to be the most desirable.

• The Journal of Fisheries Business Administration
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• v.51 no.2
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• pp.1-13
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• 2020

The purpose of this study is to analyze consumer preference for fish farm HACCP certification using conjoint analysis. This study used raw flatfish product to evaluate the fish farm HACCP. In this study, 500 consumers were surveyed using panel survey and stratified sampling. In the recognition analysis, the farm HACCP certification system was found to be highly recognized by consumers. It can be seen that the brand assets accumulated by existing food and agricultural HACCP certification were transfered to the fish farm HACCP and absorbed. Consumers perceived fish farm HACCP certification as similar one with existing food and agricultural HACCP. Conjoint analysis evaluated three levels factors. The attributes and levels evaluated were : price(25,800 won, 28,400 won, 31,000 won), certification(fish farm HACCP, seafood traceability, and non certified), and origin(domestic, JEJU, and WANDO). The important levels were in order of price(40.8%), certification(30.2%) and origin(29.0%). We found that consumers give higher utility to fish farm HACCP certification compared with non certified and seafood traceability certification. Market simulation results showed that the fish farm HACCP product has 12%p higher market share than non certified products. Seafood traceability certification showed 4.6%p higher market share than non certified products.