The Internet of Things (IoT) has gained enormous popularity in various fields of industry. An IoT shopping environment is considered an effective tool for convenient use by consumers. Perceived values (including convenience and privacy risks) of IoT shopping can be the main factors that influence consumers’ shopping intentions. The current study proposed a research model based on a value-based adoption model, which integrated perceived benefit and sacrifice, shopping attitude, and shopping intention in an IoT shopping environment. As potential customers, participants in their 20s and 30s were recruited through a marketing research firm. Responses collected via an online questionnaire validated the proposed research model and hypothesis. The results confirmed significant, positive relationships between perceived benefit, including both remote control and access convenience, and consumers’ positive attitudes toward IoT shopping. The association between perceived privacy risk and consumers’ shopping attitudes was not significant. The indirect effects of two benefits of IoT shopping on shopping intention were also significant and positive. From a practical perspective, this study can help marketers and service providers manage their IoT shopping platforms or applications more effectively to attract consumers. The implications and limitations of this study are discussed. Directions for future research and development of IoT shopping environment are suggested.

The purpose of this study was to investigate the sensory properties and consumer preference of Korean menu for different cooking water. Mineral water (MW) and bottled water (BW) were used as cooking water. Sensory attributes were derived by qualitative evaluation, and preference tests were conducted using the duo-trio test and 9 point likert scale. Mechanic properties were also evaluated. For the sensory attribute, properties such as tough, greasy, glossy, salty were derived when cooked with MW. For consumer preference, overall taste, aftertaste, and degree of sticky of bap were significantly higher in MW than in BW (p<0.05). The preference for the rich flavor of sagol broth (p<0.05) was significantly higher in MW than in BW. Preference for taste and flavor of omija-hwachae was higher than BW (p<0.01). In the mechanical properties test, food material boiled with MW showed higher property for cohesiveness and gumminess (p<0.05). In conclusion, cooking water with high calcium and magnesium content has been evaluated to enhance the palatability of Korean menus such as bap and sagol broth, and thus it is considered that various Korean menus can be applied. This suggests that dietary calcium and magnesium intake can be increased by using cooking water with a high calcium and magnesium content.

관상어는 최근 전 세계를 비롯하여 우리나라 관상어의 산업적, 사회적 가치가 재인식됨 으로써, 우리나라의 관상어 시장은 지속적으로 성장을 하고 있지만, 상품으로서는 일부 품종에만 한정되어있어 경쟁이 가능한 품종이 부족한 상태이다. 따라서 우리나라는 관상 어의 경쟁력을 확보해야 하고 뿐만 아니라 지속적인 홍보 전략 마련이 필요한 상황이다. 그리하여 본 연구는 한국 토종 담수 관상어의 대중화를 위해 일반인 10대부터 50대까지 의 다양한 연령대를 대상으로 온라인 설문조사를 실시하였다. 설문 결과, 한국 토종 담수어의 관심도는 ‘예’ 32%, ‘아니오’ 68%로 관심이 비교적 적 은 것으로 나타났다. 그리고 한국 담수 관상어의 개발현황 파악 인지도는 ‘예’ 18%, ‘아니 오’ 82%로 일반인 소비자 대부분이 개발현황 파악 인지를 하지 못 하고 있음을 알 수 있 었다. 또한, 우리나라의 소비자가 바라본 한국 담수 관상어의 개선방안은 ‘수입어종보다 아름다운 어종’ 88%, ‘홍보’ 76%, ‘사육난이도’ 43%, ‘분양비용’ 39%로 외관적인 개선과 홍보 전략이 높게 나타났다. 따라서 우리나라는 관상어의 대중화를 위해 한국 담수 관상 어의 외관적인 개선과 지속적인 홍보 전략 방안을 모색하여야 한다.

This study examines the influence of self-identity on sustainable consumer behavior in the context of air traveling and the moderating effect of advertisement addressing these identities. Drawing on the flyers’ dilemma, the identity-based motivation theory and cognitive dissonance theory hypotheses are tested by the means of a scenario-based online experiment.

How much do you like a person who loves the brands you hate? We investigated an effect we call the brand negativity bias, which occurs when an unfavorable brand reduces the attitudes toward an associated target product or person. Using a person perception paradigm in the context of brand placements, Experiment 1 established that unfavorable brands reduced attitudes toward a new digital product (i.e., a movie) in which the brand was placed. Experiment 2 showed this effect was driven by a reduced ability to connect with the character in the movie who was associated with an unfavorable brand in two serial processes (lower perceived similarity leading to lower empathy). These results provide the first evidence showing how unfavorable brands can reduce empathy between people. Supporting the brand negativity bias, we found that unfavorable brands yielded stronger effects across every evaluative outcome suggesting that unfavorable brands held more influence over consumer judgment compared to favorable brands. Lastly, these results add a layer of complexity to B2B partnerships and tell a cautionary story of when unfavorable brand associations transfer between entities.

The current study uses risk theory to explore factors mitigating consumers’ intention to use SSTs. The findings of an empricial study reveal that the perceived time, security and addiction risk indirectly reduce consumers’ intention to use SSTs through the per-ceived psychological risk. Most importantly, this study’s findings show that an increas-ing autonomy of SSTs strengthens the effects of perceived addiction risk.

This paper presents a review of the research literature on overweight and obesity problem by incorporating medical, economic and marketing research perspectives to shed lights on the growing problem across all ages and socioeconomic strata. We draw upon multidisciplinary research literature to gain a better understanding of the major causes as well as proposed remedies. Some are more likely to be more successful in addressing the difficult problem. Our conclusion is that as the issues are quite complex, no one single solution will work. It probably will require all stakeholders to be involved in order to come up with a reasonable solution to address this difficult problem. More researches need to be conducted, especially research involving cross country comparison to provide greater insights since this problem has become a global problem and not just confined to the developed economies in the West.