Consumer Innovativeness and Consumption Behavior of New Sauce Products for the Japanese Consumer / 대한지역사회영양학회지

OBJECTIVES: This study analyzed Japanese consumers on their sauce consumption, and assessed the relationship between consumer innovativeness and consumption behavior for new sauce products. METHODS: The survey was completed by local consumers visiting Korean restaurants in Osaka, Japan, in September 2018. The demographic characteristics, consumption of sauce, consumer innovativeness, and factors of theory of planned behavior were evaluated. Totally, 150 collected data were analyzed using the IBM SPSS Statistics 25.0 Program (IBM SPSS INC, Armonk, NY, USA). RESULTS: Results of the survey indicate that Japanese consumers purchase a sauce by considering the taste and food utilization. Sauce purchases were maximum at mega markets and supermarkets. The consumer innovativeness for Japanese consumers was based on 3 factors: ‘Purchasing adventurous products (3.51 ± 0.96)’, ‘Active information seeking (4.36 ± 1.11)’, and ‘Interactive information seeking (4.33 ± 1.02)’, where the tendency of ‘Active information seeking’ was the highest innovativeness factor. Furthermore, higher values of perceived behavior control (4.68 ± 1.21), attitude (4.66 ± 1.41) and subjective norm (4.39 ± 1.28) were revealed, when assessing for theory of planned behavior factors. Correlating the variables of consumer innovation and factors of planning behavior theory, ‘Active information seeking’ is a positive attribute for attitude (p<0.016), subjective norm (p<0.001), and perceived behavior control (p<0.002). These 3 factors also had significantly positive effects on purchase intention for new sauce product (p<0.000, p<0.000, and p<0.002, respectively). Attitude was determined to be another very influential variable for purchase intention of a new sauce product (B=0.484, t=6.881). CONCLUSIONS: The results of this study determine the consumption patterns of sauce for the Japanese consumer, and the relationship between consumer innovativeness and consumption behavior for Korean traditional sauces. We believe the data generated from this study will help determine a marketing strategy to enter the Japanese market.

Food consumption behaviors of women by marital status: focus on the 2015 consumers survey data on food consumption behaviors / 한국영양학회지

PURPOSE: This study was conducted to analyze food consumption behavior of women by marital status based on the 2015 consumer survey data on Food Consumption Behaviors of the Korea Rural Economic Institute. METHODS: We analyzed data describing 3,312 women aged 19 ~ 75 who were the main buyers of foods in their household. The food purchase patterns, dining-out behavior, and use of food-delivery and take-out were investigated. RESULTS: Overall, 40.5% of unmarried women shopped for food once per week and 37.4% spent 200,000 ~ 400,000 won per month. Additionally, 43.1% of married women shopped 2 ~ 3 times per week and 26.6% spent 400,000 ~ 600,000 won (p < 0.0001). Dining-out frequency and one-time cost per person of dining-out for unmarried women were higher than those for married women. With delivery/take-out food frequency, 2 time per week was the highest rate among married women (34.6%) and once per week was the highest among unmarried women (31.2%) respectively. CONCLUSION: The results of this study indicate food consumption behaviors and trends of Korean women by marital status. This study provides basic data that will be useful for food industries establishing marketing strategies to better meet consumer demands.

An analysis on influencing factors of elders' medical consumption behavior under the back-ground of pension combined with medical service:A case study of Nanjing / 中国卫生政策研究

Objective: Under the background of pension combined with medical service, for the elders to reasonably, effectively and fully utilize the medical resources, it is of vital significance to establish good medical con-sumptive behavior and consumption intention, to promote healthy old age and improve elders' health and happiness to help them cultivate a fine habit in their practical life. Methods: Based on the micro-survey data of investigation in Nanjing, this paper systematically analyzed the factors influencing elders' medical consumption behavior by using the theory of planned behavior and structural equation model. Results:Different factors were classified into behavioral at-titudes, subjective norms and perceived behavior control, and significant variables were found out through behavior model as well as though measuring their relative effects. Conclusion: There is no significant casual relationship be-tween the perceived behavior control and medical consumption behavioral intention. The elders' medical consumption behavior intention is affected by various social network relationships. The belief strength, normative belief, behavioral attitudes and subject norms can affect elders' medical consumption behavior.

Study on Awareness and Consumption Behavior of the General Public and Livestock Farmers regarding Chikhanwoo

This study was conducted to determine recognition of Chikhanwoo, promote its market competitiveness, and vitalize its uses in Korea. This research was carried out on 465 people, including 264 of the general public and 191 livestock farmers. For awareness of Chikhanwoo, 53.6% of the general public and 86.9% of livestock farmers recognized Chikhanwoo (P<0.001) through TV, Internet, news, magazines, and others. For consumption behaviors of Chikhanwoo meat, 4.3% of the general public and 1.9% of livestock farmers have purchased Chikhanwoo meat in the past. Most of them hinted at their intention to repurchase and highly intimated their wish to purchase on whether Chikhanwoo tastes better, is more nutritious and is safer than Hanwoo. In addition, they thought country of origin and price were the most important factors for purchasing (P<0.001). For recognition of the Hanwoo grading system, they preferred 1⁺⁺ and 1⁺, significantly (P<0.001). For need for quality certification, most respondents thought that the government should introduce a quality certification system for Chikhanwoo. For importance factor of prevalence of Chikhanwoo meat, marketability value had the highest degree of importance, followed by taste, quality, tradition and cooking methods (P<0.001). Results of this study show that domestic consumption of Chikhanwoo can be boosted by supplying Chikhanwoo meat with a differentiated taste and a safety assurance to the general public. There is also need to enhance genetic resources and improve brand value of Chikhanwoo. Continuous research and efforts should be made for the development of the livestock market.

Snack Consumption Behaviors and Nutrition Knowledge among Elementary School Students in Siheung-si / 대한지역사회영양학회지

Good snack consumption behaviors are important among elementary students because snack provides additional energy and nutrients and because good dietary behaviors should be formed during early stages of life. This study investigated, among elementary school students, 1) snack consumption behaviors, 2) snack-related nutrition knowledge level, and 3) relationships between snack behaviors and snack-related nutrition knowledge. A convenience sample (N = 372), drawn from 5th and 6th graders of an elementary schools in Siheung-si, Gyeonggi-do, completed a pre-tested questionnaire. More than 85% of the participants snacked more than once per week. Most (77%) had their snacks at home. Fruit and fruit juice were the most frequently consumed and the most liked snack items. Taste was the most important in choosing a snack item closely followed by health/nutrition. Snack-related knowledge level was relatively high and the participants obtained their nutrition knowledge through mass media (30.4%) and family/friends (29.0%). Snack-related nutrition knowledge level and snack consumption behaviors showed positive relationships in various areas such as choosing more nutritious snack items and checking nutrition labels. Although this study was limited by its cross-sectional study design, these positive relationships suggest that better nutrition knowledge could result in better behaviors. Results of this study indicated that factual nutritional knowledge has been well transmitted to students. Therefore, future nutrition education on snacking could focus more on providing problem-solving and operational knowledge.

A Predictive Model Comparison by Sex for Alcohol Consumption Behavior among Korea University Students / 간호학회지

The purpose of this study was designed to develope and test the structural model that explains alcohol consumption behaviors among university students in Republic of Korea. The hypothetical model was constructed on the basis of the literature review and Pender's Health promotion model. Data was collected from questionnaires from 512 university students in Republic of Korea, from August to September, 2000. The reliability of instruments was adequate (Cronbach's alpha= .69-.90). Data analysis was done with SAS 6.12 for descriptive statistics and LISREL 8.13 program for covariance structural analysis. The results are as follows;1. The overall fit of the hypothetical model to the data was moderate. Thus it was modified by male and female models.2. The revised model has become parsimonious and had a better fit to the empirical data (male: x2=87.21 p=.00, GFI=.97, AGFI= .94, NFI=.99, NNFI=1.0, CN=619.17, female: x2=49.29 p=.31, GFI=.45, AGFI= .95, NFI=.99, NNFI=1.0, CN=370.02).3. Self-efficacy was most significant factor and personality of novelty seeking, reward compensation, alcohol expectancy and drinking attitude have significant effects on male alcohol consumption behavior. 4. Personality of novelty seeking was most significant factor and personality of harm avoidance, friend influence, self-efficacies, alcohol expectancy and drinking attitude have significant effects on female alcohol consumption behavior.