- E-ISSN2508-4593
- KCI
16권 1호
초록
Abstract
Purpose: This study investigates the causal relationship study between seven sub-dimensions of perceived risk(quality risk, psychological risk, health risk, financial risk, environmental risk, time-loss risk, and social risk) and behavioral intentions in the context of food upcycling. Furthermore, this study analyzes the differences in perceived risk based on the respondents’ demographic factors. Research design, data, and methodology: As food upcycling products have yet to achieve widespread adoption, this study collected data from potential consumers through a professional online survey company in South Korea. The empirical analysis was conducted using SPSS 25.0 and AMOS 21.0 software, and differences based on demographic factors were analyzed through t-tests, One-way ANOVA, and post hoc LSD pairwise comparisons. Result: The results of this study indicated that three dimensions of perceived risk(health risk, financial risk, and social risk) negatively affect behavioral intentions. In addition, the results indicated that differences in seven sub-dimensions of perceived risk were found in demographic factors, such as gender, age, and marital status. Conclusions: The findings of this study are expected to contribute to the theoretical expansion of food upcycling and provide practical marketing implications for popularization for food upcycling products.
초록
Abstract
Purpose: Traditional manufacturing brands face fierce competition in various consumer product markets. The main reason for the competition is that more wine brands are entering the domestic market. Wine brands should consider ways to improve communication with consumers to meet or increase brand preference. Wine can increase by improving key elements such as branding. Research design, data, and methodology: To verify the hypothesis of this study, a survey was conducted from February 11 to February 19, 2023, and 306 questionnaires were used for analysis. Result: The findings are as follows. Functional image and affective image were found to have a significant positive effect on satisfaction and attitude, but symbolic image did not have a significant effect on satisfaction and attitude. In addition, satisfaction was found to have a significant positive effect on attitude and purchase intention, and attitude was found to have a significant positive effect on purchase intention. Conclusions: This study applied dual processing theory to study the effect of brand image on satisfaction and attitude. The results of this study suggest that wine brand labels should be designed so that consumers can recognize them as traditional brands, wine brands should set their wine prices appropriately.
초록
Abstract
Purpose: As the food and beverage (F&B) industry becomes increasingly competitive, companies employ diverse marketing strategies to enhance consumer engagement. One such strategy is the use of metaphorical expressions in product descriptions, which can evoke sensory and emotional responses, potentially influencing consumer perception and purchase decisions. Additionally, sales promotion cues such as "Limited Edition" and "Best-Seller" play a crucial role in shaping consumer attitudes. This study examines how the interaction between metaphorical expressions and sales promotion cues affects consumer attitudes and purchase intentions in the F&B industry. Research design, data and methodology: This study employed a 2 (sales promotion cue: Best-Seller vs. Limited Edition) × 2 (product description: Metaphorical vs. Literal) between-subjects experimental design. Result: The analysis revealed a significant interaction effect between metaphorical expressions and sales promotion cues on consumer responses. Specifically, when the "Limited Edition" cue was presented, metaphorical expressions led to more favorable attitudes and higher purchase intentions than literal descriptions. Conversely, when the "Best-Seller" cue was used, literal descriptions resulted in more positive consumer evaluations and stronger purchase intentions compared to metaphorical expressions. Conclusions: For products emphasizing exclusivity metaphorical expressions can enhance perceived uniqueness. In contrast, for products positioned as popular choices, literal descriptions provide clarity and reinforce trust. These insights offer valuable implications for designing effective promotional strategies in the F&B industry.
초록
Abstract
Purpose: This study examines how IT affordances—visibility, metavoicing, and shopping guidance—affect consumer purchase behavior in live commerce. It explores the mediating role of relationship quality, specifically swift guanxi and trust in streamers, in shaping purchase intentions. Research design, data and methodology: A survey was conducted with 504 Chinese consumers experienced in live commerce. Structural equation modeling (SEM) and bootstrapping analyses were used to test the relationships among IT affordances, relationship quality, and purchase intention. Reliability, validity, and mediation effects were examined to ensure robustness. Results: Shopping guidance had the strongest impact on relationship quality, followed by metavoicing and visibility. Swift guanxi and trust in streamers significantly mediated the effects of IT affordances on purchase intention. These findings emphasize the critical role of real-time interaction and personalized engagement in enhancing consumer trust and purchase decisions. Conclusions: By integrating IT affordance theory with relationship quality literature, this study provides insights into consumer behavior in live commerce. The findings suggest that platform managers and streamers should leverage interactive features and personalized services to strengthen consumer relationships, foster engagement, an
초록
Abstract
Purpose: The franchise system in China has experienced rapid growth. However, behind this growth, conflicts between franchise headquarters and franchisees have frequently occurred. The purpose of this study is to clarify the causal relationship between franchiser’s leadership, relationship bonding, and franchisees' boundary spanning behavior. Research Design, Data, and Methodology: A survey was conducted on 200 store owners operating in the food and beverage franchise business in China. The collected data were analyzed using SPSS and AMOS to verify reliability, validity, correlation analysis, and hypothesis testing. Results: The findings of this study showed that both transactional and transformational leadership positively (+) influence franchisees' relationship bonding (guanxi), and relationship bonding positively influences boundary spanning behavior. Additionally, transformational leadership positively influences boundary spanning behavior, whereas transactional leadership does not have a statistically significant effect. Conclusion: Both transactional and transformational leadership serve as positive factors in inducing relationship bonding and boundary spanning behavior among franchisees. However, the fact that transformational leadership directly influences boundary spanning behavior has significant implications for franchiser’s channel management strategy.
