본 연구는 생산 가능인구의 세대별 스포츠 용품 온라인 소비성향을 탐색하고, 스포츠 4.0 시장 의 온라인 소비자를 세분화하여 미래의 소비 시장을 예측하기 위한 기초자료를 제공하고자 했다. 따라서 생산 가능인구의 세대별 집단(Y세대 이상, Z세대) 중 스포츠 용품을 소비한 경험자를 대상으로 본 조사를 실시했으며, 총 478명의 자료를 최종 분석에 적용했다. 자료처리는 SPSS statistics(ver. 21.0)으로 빈도분 석, 탐색적 요인분석, 재검사 신뢰도의 상관관계 분석, 신뢰도 분석, 의사결정 나무 분석을 실시했다. 생산 가능인구의 세대별에 따른 스포츠 용품 온라인 소비성향 탐색결과, 여유, 즐거움, 자아 상징, 가격 요인이 높을 경우와 자아 상징, 기능, 환경 친화 요인이 낮을 경우 Z세대 집단으로 분류될 확률이 크게 나타났으 며, 여유 요인이 낮고, 자아 상징 요인이 높을 경우와 즐거운 요인이 낮고, 연대적 소비 요인이 높을 경우 Y세대 이상 집단으로 분류될 확률이 크게 나타났다. 또한 이와 같은 모형의 분류 정확도는 69.7%로 나타 났다.

Mushroom production in Korea is concentrated on five major mushroom types. To create a new source of income for farmers, it is necessary to establish new mushroom production and marketing systems. This study was conducted to evaluate the marketability of and establish a marketing strategy for Pleurotus nebrodensis variety 'Uram'. The evaluation of distributors showed that it was necessary to cultivate mushrooms of uniform shape and size, to compensate for their low storability, and to sell them in small packages. The consumer evaluation showed that the texture of P. nebrodensis had the highest level of satisfaction for quality, but the levels of satisfaction for size and shape were low. In the consumer evaluation, as in the distributor evaluation, improvements in cultivation were found to be necessary, as the storage time is short due to a high moisture content. An evaluation of the market gave the following results regarding the marketing strategy. It was found to be necessary to consider the production of mushrooms of a uniform shape and size and sell them in small packages in the range of 150 to 300 g. The price of the mushrooms should be set using a high-end strategy for high-end sales. The mushrooms should be introduced to local food and eco-friendly stores in the early stages of production. Subsequently, if farmhouse production increases, shipments should be made to wholesale markets through a regular contract. Finally, considering that P. nebrodensis is an unfamiliar mushroom to consumers, it is necessary to promote it by increasing the accessibility of consumers through tasting events and experience groups.

This study aims to investigate protein consumption market trends in Korea. Protein consumption was divided according to the protein source into meat, fishery, and plant-based protein. To accomplish the goal of this study, food purchase data from 525 households panels collected by the Rural Development Administration over the last 10 years were used. The results of the study showed an increase or decrease in protein consumption by protein type over the last 10 years, and a reason to explain this change has been suggested. Specifically, this study found a dramatic increase in the consumption of several proteins, including beef sirloin, beef tenderloin, seasoned beef & steak, pork belly, pork shoulder, pork neck, seasoned pork, pork cutlet, sweet and sour pork, canned ham, chicken drumstick, chicken breast, dak gangjeong, Chinese fried chili chicken, salmon, eel, abalone, squid, octopus, webfoot octopus, octopus minor, canned whelk, tofu, cold bean soup,and plant-based milk. Some items showed no increase in consumption (such as beef jerky, pork rib, sausage, bacon, whole raw chicken, cutlass fish, oyster, fish cake, crab stick, surimi sausage,and canned fishery), whereas a few items showed decreased consumption (e.g., mackerel, pollack, cod,and canned tuna)

The purpose of this paper is to suggest an export strategy of seaweed products from Korea to Vietnam by analyzing the seaweed products consumption in Vietnam. This research surveyed 217 people in Hanoi and Ho chi minh, Vietnam. The result of the research revealed that consumers in Vietnam perceived seasoned kim as a healthy and easy-to-eat Korean food with snacks and side dishes, and it was recognized as a nutritious snack especially suitable for children to 20s. Kimbap is recognized as simple and healthy Korean food that is consumed as a substitute for meals at home, on the streets, and at restaurants. Sea mustard was the healthiest among seaweeds and are consumed in the form of sea mustard soup as good food for women, children, and the elderly. Summarizing the Vietnam seaweed market, it is a market that is similar to Korean seaweed consumer culture. In conclusion, we suggested a seaweed promotion strategy targeting women in their teens to twenties, communication on seaweed production process, experiential marketing strategy and seaweed food culture strategy.

As the usage of smartphones increased rapidly due to the popularization of smart phones, it appears that the average daily usage time of Korean people was 3 hours and 39 minutes, and it was analyzed that the twenties uses 4 hours 41 minutes longer than the average (Jung, 2015). It, also, was found that users mainly use smartphones for receiving information retrieval, social network sites (SNS) activities, listening to music, watching games, and watching videos. In consequence, various contents suitable for smartphones are increasing rapidly. In particular, the number of users who are engaged in SNS activities through smartphones is rapidly increasing and its influence is gradually getting bigger. (Park & Lee, 2012). SNS activities provide content that gives entertainment in a short time and at the same time make consumption regardless of time and space like in subways or cafes, and also stimulate users through visual elements. The content that can be enjoyed in 10 to 15 minutes like snacks, which are easily eaten regardless of time and space, is called 'snack culture'. (Ko, 2015) According to Cheil Worldwide, 2000 media outlets for men and women aged between 13 and 59 living in major cities across the country, the phenomenon of easily consuming short videos, web cartoons, and web novels appeared noticeably. As a result of investigating the main purposes of smartphones, the use of relatively short contents such as SNS has increased (Bae, 2015). SNS provides users with simple contents similar to snacks, and users tend to use SNS as a leisure activity by using these services in 'leisure time' which is the time of their spare time. In this way, as the number of SNS steadily increased, SNS activity has also naturally increased. Consequently, as the SNS market has rocketed among various activities, the e-commerce using it is become popular. This type of consumption activity is called leisure spending (Cho & Do, 2010). Thus, it is necessary to analyze whether consumers view SNS activities as part of their leisure life. Although there are a lot of active consumption activities happening in consequence of using SNS after the spread of smartphones, there is very little research done on the relationship between SNS activity and the leisure life. This study, therefore, intends to conduct in-depth interviews on twenty women in their twenties and thirties who are actively engaged in consumption activities in the SNS market, on the issue of whether they acknowledge SNS activities and consumption behavior in the SNS market as recreational activities. The purposes of this study are as follows: first, to find out the meaning to SNS activities as a leisure activity to female consumers of the twenties and the thirties; second, to explore the approaching process and motivation of leisure life extending to leisure spending; third, to examine the relation between experience of commitment and leisure satisfaction through previous research and in-depth interview In addition, this study is the cornerstone of research on SNS market which is becoming an issue as one new consumption trend and which recognizes consumption activity that happens in the market as leisure consumption in reference to leisure. It is considered to be utilized variously when establishing marketing strategy of fashion companies, which will use image consumption based SNS later.

On the one hand, organic food consumption has emerged as a rapidly growing consumption trend, juxtaposed against the unsustainability of industrialized food provisions. On the other hand, recent reports highlight that premium food consumption is one of the fastest growing luxury market segments worldwide. This paper draws on the theory of social practices in order investigate how organic food consumption can be understood as an emerging luxury fashion trend, comprised of multiple interrelated ‘nexuses of doings and sayings’ that represent the elements of, and situated within the broader context of consumer culture. In this endeavour, we have conducted a situated investigation of organic food consumption in South Korea. Our findings illustrate that Korean consumers engage in organic food consumption not merely for their superior health benefits or sustainability concerns. Instead, organic consumption conveys three distinct consumption value types – namely, functional (e.g., superior quality), experiential (e.g., feeling better about themselves because they purchase eco-friendly produce), and symbolic (e.g., allows them to convey their social status). Importantly, when these value types are taken together, they closely resemble the value derived from luxury fashion, which lead us to the conclusion that organic food consumption can be conceived as a particular type of luxury fashion trend. The paper concludes with the discussion of theoretical contributions and managerial implications.

It’s well known that the sustainable improvement of China's economy has to focus on fostering domestic consumption; this turns out more meaningful given the fact that foreign demand shrinks and the investment brings more risk. Moreover, China is still and will be experiencing rapid industrialization and urbanization and this makes tremendously increasing demand possible. Both of China Marketing Association and Commerce Economy Association of China aim to understanding the diversity of consumer demand and consumer behavior of Chinese consumer. We also provide consulting service for manufacturing enterprises in innovation, product development, quality control and brand marketing. We believe these are important to meet consumer demand. Moreover, information technology is making on-line shopping more important. We call for more research to understand the change of marketing environment; this matters so much in encouraging consumption and promoting steady and healthy development of consumption in China.

This study attempted to identify differences in Korean food consumption behaviors between groups of Japanese consumers segmented in accordance to their food-related lifestyles. This study was performed to provide Korean food service companies basic information to implement a strategy for the globalization of Korean food. As a result of the empirical analysis, the food-related lifestyles of Japanese consumers were deduced to the following four factors: "health and safetyoriented lifestyle", "palate and safety-oriented lifestyle", "economic efficiency-oriented lifestyle", and "simplicity-oriented lifestyle". Further, as a result of the cluster analysis, food-related lifestyles were classified into the following three groups: "a group highly interested in food-related life", "an economic efficiency-oriented group", and "a simplicity-oriented group". Second, there were significant differences in demographic characteristics and the characteristics of Korean food consumption behaviors between the groups. Third, also in a comparison of satisfaction with and loyalty to Korean restaurants with crucial attributes during the selection of Korean food, there were significant differences between the groups. Therefore, it is necessary to develop various Korean food products that will cater to Japanese consumers in accordance with each segmented group.

중국의 프리미엄 생수시장은 "웰빙", 프리미엄, 특별함에 대한 관심이 높아지면서 경기불황에도 불구하고 빠른 속도로 성장하고 있다. 이에 본 연구는 글로벌 프리미엄 생수 브랜드를 지속적으로 구매하는 호의적인 태도인 소비동기요인기초연구로서 중국시장 소비자를 대상으로 소비동기요인을 정서적 차원 문항과 시각적 차원의 실증분석 문항으로 구성하여 생수 브랜드에 대한 호의적인 동기 요인에 대한 선호도를 분석하였다. 분석 결과, 소비동기요인의 정서적 차원 문항인 가격은 7~9$가 적당한 것으로, 구입 장소는 프리미엄 생수이기에 호텔․ 레스토랑에서 구입하는 경우가 많은 것으로, 구입 시 고려사항에 대해서는 브랜드, 가격, 물의 성분, 디자인 순으로 나타났다. 시각적 차원의 실증분석 문항에 대해서는 용기 형태 디자인이 모던하고, 심플한 형태, 색상은 용기 형태와 차별화되는 무채색의 선호도가 높게 나타났으며, 라벨은 역사와 전통성이 있는 형태와 단순한 문자 형태가 선호가 높은 것으로 나타났다.