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온라인 식품구매 소비자의 전환행동에 관한 연구 - 수정된 Triandis 모델을 적용한 통합 모델 개발을 중심으로 -
유은이 ( Yoo Eunyi ),김주향 ( Kim Joohyang ) 한국호텔리조트학회 2021 호텔리조트연구 Vol.20 No.4
Online food market has been growing continuously in South Korea even though the food and beverage industry has difficulties in preserving the high quality of freshness and standardization different from manufactured goods. However, there is a lack of study to examine consumer switching behavior in online food market. This study analyzed the impact of food purchasing quality, perceived consequences and social factors proposed by Triandis. 400 questionnaires were collected from April 12 to 23 in 2021, and 360 questionnaires except inadequate responses were used for statistical analysis. The results are as follows. First, the procedural switching cost has related to perceived ease of use negatively and social influence positively. Second, the financial switching cost has related to price, perceived usefulness, and social influence positively though product quality and perceived ease of use negatively. Third, relational switching cost has related to social influence negatively but has positive relationship with product quality, price, and perceived usefulness. Fourth, the switching intention has related to perceived usefulness and ease of use, social influence positively. Fifth, the procedural switching cost has positive relationship but the relational switching cost has negative in analysis of effect of switching cost and switching behavior. Sixth, the switching intention has related to the switching behavior positively. It will be contributed to the research of the online food market by specifically exploring consumer switching behavior and providing data to help companies manage their consumers in practice.
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김지형(Jihyung Kim),유은이(Eunyi Yoo) 동아시아식생활학회 2017 동아시아식생활학회지 Vol.27 No.2
The purpose of this study was to determine the possibilities of Korean fermented sauces including red pepper paste, soybean paste, soy sauce, and vinegar as ingredients for Western cuisine. Western cuisine professionals from US and Europe were interviewed for their experienced opinions. To classify the categories, the selected statements were given to other groups of foreign chefs, Korean cuisine professionals and students majoring culinary arts. The first category pointed out that Korean fermented sauces are healthy with ‘umami’ taste using only natural ingredients. They believe it has high possibilities of matching with many of other foods and also has unique tastes. Korean cuisine professionals were mostly occupied in this category. The second category had negative opinions matching with Western cuisines since Korean fermented sauces are rough and have a strong taste & smell. This category had many Western cuisine professionals. The last category was composed of mainly students majoring in culinary arts. They pointed out that Korean fermented sauces use natural ingredients and have a unique flavor with long-term shelf life. Use of Q methodology was significantly different from previous studies researched by quantitative methods especially for the Korea food service industry.
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