HMR is a home-style food product designed for convenience and cooked outside the home leaving out cumbersome cooking process and consumed at home. The present paper aims to find out factors that influence the consumption of HMR by analyzing data on food consumption during the 3 years between December 2010 and November 2013. Following the classification of Costa et al. (2001), this study categorized HMR products as 3 types as follows: C1 (ready to eat), C2 (ready to heat) and C3 (ready to cook), and examined factors affecting purchase rate and per capita purchase price for each type of HMR product. The results of our analysis show that only the purchase rate of C3 products was influenced by whether the purchaser was housewife with job or not. For those who do not live together with parents, per capita purchase price for HMR was high; and the more they ate out, the higher the purchase rate of HMR was.

The world is in the process of a structural change related to ICT convergence knowledge industries. ICT is leading to the creation of new products and services, and is making our lives more convenient, safer, and more efficient. In advanced countries, many studies have been conducted with the goal of developing new business models converged with ICT, and this is also the case in the food industry. Korea possesses world-leading ICT, and if this ICT is applied to the food industry, a world-class new business model can be developed. The u-Food System, which is in the process of development in Korea, is a next-generation food system that can allow food providers, consumers, and distributors to access various types of information about food products, including traceability, distribution, safety, quality, and freshness, and manage this information. It is a future food system that converges ICT, biotechnology and sensing technology with food. Based on the u-Food System, this paper will introduce the status of current smart quality distribution technologies that converge ICT (such as sensor tag, sensor network, LBS, GIS, and CDMA) with food technologies (such as traceability, quality, distribution management) to manage the safety and quality of fresh food in the distribution process.

This paper is a study on what kind of effect non-verbal communication in mobil electronic commerce has on purchase intention and visual attention. For this purpose, the screen of mobile shopping mall produced arbitrarily was exposed to the experimental group and the control group. The experimental group was exposed to the screen of mobile shopping mall that expressed non-verbal communication making use of cinemagraph images and the control group was exposed to the screen of mobile shopping mall based on still images. For the study, survey research and experimental research were conducted simultaneously. Data of survey research were analyzed by MANOVA and t-test, and by using eye-tracker experimental research recorded the duration of time that the subjects stared images. The results of experiment show that in non-verbal communication the experimental group that saw cinemagraph images recorded shorter average staring time than the control group that saw ordinary images, and the cinemagraph had statistically significant effect on visual attention as well. And it was analyzed that non-verbal communication had significant effect on the purchase intention of the experimental group, but had no effect on the purchase intention of the control group. The results can be interpreted that the people who saw cinemagraphs in mobile shopping environment had spent shorter time in seeing products than the people who saw ordinary images, but still the former came to have purchase intention on the products. The results of the present study can be useful for marketers who try to sell agrifood in mobile environment.

The goal of this research was to develop a portable system that could be used to evaluate the quality of milk in real time at a raw milk production site. A real-time portable quality evaluation system for raw milk was developed to enable non-destructive quality evaluation of somatic cell count (SCC), fat, protein, lactose, and total solid (TS) in milk samples. A prediction model of SCC, fat, protein, lactose, and TS was constructed using partial least squares (PLS) and 200 milk samples were used to evaluate the prediction performance of the portable quality evaluation system and high performance spectroscopy. Through prediction model development and verification, it was found that the accuracy of high performance spectroscopy was 90% for SSC, 96% for fat, 96% for protein, 91% for lactose, and 97% for TS. In comparison, the accuracy of the portable quality evaluation system was relatively low, at 90% for SSC, 95% for fat, 92% for protein, 89% for lactose, 92% for TS. However, the measurement time for high performance spectroscopy was 10 minutes for 1 sample, while for the portable quality evaluation system it was 6 minutes. This means that the high performance spectroscopy system can measure 48 samples per day (8 hours), while the portable quality evaluation system can measure 80 (8 hours). Therefore, it was found that the portable qual ity evaluation system enables quick on-site quality evaluation of milk samples.

As basic research to develop HEV and EV agricultural field machinery, the present study analyzes the technical trend of electric agricultural field machinery through product analysis, paper analysis, and patent analysis concerning HEV and EV in the automobile, construction machinery, and agricultural machinery sectors. For product analysis, the homepages of companies in these sectors were consulted to analyze the number of products of each company. For paper analysis, key words related to HEV and EV were selected, a search formula was drawn up, and articles search sites were consulted. And for patent analysis too, key words were selected and then a search formula was drawn up to examine published patent applications or registered patent applications, and trends were analyzed by structure, country, and year. The number of HEV and EV products were 17 in the automobile area, 8 in construction machinery, and 4 in agricultural machinery. Notably, in the agricultural machinery area, all HEV and EV products were from advanced companies overseas. In terms of papers, papers published in the past 5 years were searched and 33,195 papers were from the automobile area, 3,806 were from construction machinery, and 2,687, the fewest papers, were from the agricultural machinery area. A search of patents in the electric drive technology area in Korea, USA, and Japan, and Europe showed 1,927 valid patents, with 1,120 in Japan, 497 in USA, 193 in Korea, and 117 in Europe. Analysis of the trend of research on electric agricultural field machinery by product, paper, and patent shows the development of HEV and EV technology in Korea is insufficient compared to USA, Japan, and Europe, which means rapid technological development is needed.