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Exploring the customer perceived value of online grocery shopping: a cross-sectional study of Korean and Chinese consumers using Means-End Chain theory
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Xinyu Jiang, Hyo Bin Im, Min A Lee
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Korean J Community Nutr 2024;29(4):318-335. Published online August 31, 2024
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DOI: https://doi.org/10.5720/kjcn.2024.00007
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- Objectives
Despite the growing market share of online grocery shopping, there is a need to understand customer perceived value due to the ongoing advancements in information technology. This study explores the connections between attributes, consequences, and values. Additionally, it conducts a cross-country comparison of consumers’ online grocery shopping behaviors to gain a deeper understanding of consumer market segments and any potential variations among them.
Methods
Data was collected through an online questionnaire survey conducted from May 1 to 15, 2024, targeting 400 consumers in Seoul, Korea, and Shanghai, China, who have experience with online grocery shopping. The survey utilized the Means-End Chain theory and association pattern technique hard laddering. Data collation and analysis were conducted using the IBM SPSS Statistics 28.0 program. The LadderUX software was employed to analyze the links between attributes, consequences, and values and create the consumer purchasing process’s implication matrix and hierarchical value map (HVM).
Results
The study identified key attributes that influence online grocery shopping decisions, including delivery service, price, freshness, and quality. Korean consumers demonstrated a higher sensitivity to price (19.0%) and delivery service (17.0%). In contrast, Chinese consumers prioritized delivery service (15.0%) and after-sales service (14.8%). Commonly cited consequences included time saving (12.6% for Koreans, 11.3% for Chinese), whereas prevalent values encompassed convenience (36.8% for Koreans, 19.6% for Chinese) and economic value (26.6% for Koreans, 14.7% for Chinese). The HVM underscored these insights, highlighting diverse consumer preferences and country-specific nuances.
Conclusions
The findings highlight the current state of online food consumption and consumers’ value systems, revealing variations among countries. These findings offer empirical insights that can be used to create customized global marketing strategies that resonate with various consumer preferences and market dynamics.
- [English]
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Factors influencing consumers’ continuance intention in online grocery shopping: a cross-sectional study using application behavior reasoning theory
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Binglin Liu, Min A Lee
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Korean J Community Nutr 2024;29(3):199-211. Published online June 30, 2024
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DOI: https://doi.org/10.5720/kjcn.2024.29.3.199
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Abstract
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- Objectives
Online grocery shopping has gained traction with the digital transformation of retail. This study constructs a behavioral model combining values, attitudes, and reasons for behavior—specifically, facilitators and resistance—to provide a more novel discussion and further understand the relative influences of the various factors affecting continuance intention in online grocery shopping.
Methods
Data were collected through an online questionnaire from consumers who had engaged in online grocery shopping during the past month in Seoul, Korea. All collected data were analyzed using descriptive analysis, and model validation was performed using partial least squares structural equation modeling.
Results
Continuance intention is primarily driven by facilitative factors (compatibility, relative advantage, and ubiquity). Attitude can also positively influence continuance intention. Although resistance factors (price, tradition, and risk) do not significantly affect continuance intention, they negatively affect attitude. Values significantly influence consumers’ reasoning processes but not their attitude.
Conclusions
These findings explain the key influences on consumers’ online grocery shopping behavior in Seoul and provide additional discussion and literature on consumer behavior and market management. To expand the online grocery market, consumers should be made aware of the potential benefits of the online channel; the barriers they encounter should be reduced. This will help sustain online grocery shopping behavior. Furthermore, its positive impact on attitude will further strengthen consumers’ continuance intention.
- [Korean]
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Analysis of Surveys to Determine the Real Prices of Ingredients used in School Foodservice
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Seo-Hyun Lee, Min A Lee, Jae-Yoon Ryoo, Sanghyo Kim, Soo-Youn Kim, Hojin Lee
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Korean J Community Nutr 2021;26(3):188-199. Published online June 30, 2021
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DOI: https://doi.org/10.5720/kjcn.2021.26.3.188
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Abstract
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- Objectives
The purpose was to identify the ingredients that are usually surveyed for assessing real prices and to present the demand for such surveys by nutrition teachers and dietitians for ingredients used by school foodservice.
Methods
A survey was conducted online from December 2019 to January 2020. The survey questionnaire was distributed to 1,158 nutrition teachers and dietitians from elementary, middle, and high schools nationwide, and 439 (37.9% return rate) of the 1,158 were collected and used for data analysis.
Results
The ingredients which were investigated for price realities directly by schools were industrial products in 228 schools (51.8%), fruits in 169 schools (38.4%), and specialty crops in 166 schools (37.7%). Moreover, nutrition teachers and dietitians in elementary, middle, and high schools searched in different ways for the real prices of ingredients. In elementary schools, there was a high demand for price information about grains, vegetables or root and tuber crops, special crops, fruits, eggs, fishes, and organic and locally grown ingredients by the School Foodservice Support Centers. Real price information about meats, industrial products, and pickled processed products were sought from the external specialized institutions. In addition, nutrition teachers and dietitians in middle and high schools wanted to obtain prices of all of the ingredients from the Offices of Education or the District Office of Education.
Conclusions
Schools want to efficiently use the time or money spent on research for the real prices of ingredients through reputable organizations or to co-work with other nutrition teachers and dietitians. The results of this study will be useful in understanding the current status of the surveys carried out to determine the real price information for ingredients used by the school foodservice.
- [English]
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Consumer Innovativeness and Consumption Behavior of New Sauce Products for the Japanese Consumer
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Su Jin Kim, Seon Young You, Min A Lee, Eunju Park
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Korean J Community Nutr 2019;24(5):374-383. Published online October 31, 2019
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DOI: https://doi.org/10.5720/kjcn.2019.24.5.374
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Abstract
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- OBJECTIVES
This study analyzed Japanese consumers on their sauce consumption, and assessed the relationship between consumer innovativeness and consumption behavior for new sauce products.
METHODS
The survey was completed by local consumers visiting Korean restaurants in Osaka, Japan, in September 2018. The demographic characteristics, consumption of sauce, consumer innovativeness, and factors of theory of planned behavior were evaluated. Totally, 150 collected data were analyzed using the IBM SPSS Statistics 25.0 Program (IBM SPSS INC, Armonk, NY, USA).
RESULTS
Results of the survey indicate that Japanese consumers purchase a sauce by considering the taste and food utilization. Sauce purchases were maximum at mega markets and supermarkets. The consumer innovativeness for Japanese consumers was based on 3 factors: ‘Purchasing adventurous products (3.51 ± 0.96)’, ‘Active information seeking (4.36 ± 1.11)’, and ‘Interactive information seeking (4.33 ± 1.02)’, where the tendency of ‘Active information seeking’ was the highest innovativeness factor. Furthermore, higher values of perceived behavior control (4.68 ± 1.21), attitude (4.66 ± 1.41) and subjective norm (4.39 ± 1.28) were revealed, when assessing for theory of planned behavior factors. Correlating the variables of consumer innovation and factors of planning behavior theory, ‘Active information seeking’ is a positive attribute for attitude (p<0.016), subjective norm (p<0.001), and perceived behavior control (p<0.002). These 3 factors also had significantly positive effects on purchase intention for new sauce product (p<0.000, p<0.000, and p<0.002, respectively). Attitude was determined to be another very influential variable for purchase intention of a new sauce product (B=0.484, t=6.881).
CONCLUSIONS
The results of this study determine the consumption patterns of sauce for the Japanese consumer, and the relationship between consumer innovativeness and consumption behavior for Korean traditional sauces. We believe the data generated from this study will help determine a marketing strategy to enter the Japanese market.
- [English]
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Analysis of the Participation Reasons and Deterrents on Welfare Facility Dietitians for the Elderly
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Su Jin Kim, Min A Lee, Wookyoun Cho, Youngmee Lee, Jiyoung Choi, Eunju Park
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Korean J Community Nutr 2019;24(2):127-136. Published online April 30, 2019
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DOI: https://doi.org/10.5720/kjcn.2019.24.2.127
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Abstract
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- OBJECTIVES
This study analyzed the education participation reasons and deterrents of dietitians who work in welfare facilities for the elderly.
METHODS
The survey was completed by 144 dietitians working at welfare facilities for the elderly in Korea. The survey was conducted in October, 2018, both on-line and off-line, based on the demographic characteristics, work status on welfare facilities for the elderly, Participation Reasons Scale (PRS) and Deterrents to Participation Scale (DPS-G). The data were analyzed using frequency analysis, descriptive analysis, factor analysis, reliability analysis, regressive analysis using SPSS ver. 25.0.
RESULTS
The reason for participation were divided into three factors: ‘Responsibility of professional and self-development (5.76 ± 1.04)’, ‘Job stability and personal benefits (4.98 ± 1.28)’, and ‘Interaction and development of professional competencies (5.85 ± 1.00)’. ‘Interaction and development of professional competencies’ was the highest motivation factor. Also, the deterrents for participation were divided into four factors: ‘Dispositional barrier (2.70 ± 1.29)’, ‘Dissatisfaction of education usability (3.39 ± 1.38)’, ‘Institutional barrier (4.21 ± 1.45)’, and ‘Situational barrier (2.36 ± 1.30)’. ‘Institutional barrier’ showed the highest deterrents factor. In addition, ‘Responsibility of professional and self-development’ and ‘Interaction and development of professional competencies’ were negative attributes for ‘Dispositional barrier’ (p<0.001).
CONCLUSIONS
These results provide basic data to promote participation in education and contribute to the improvement of their job ability and education capacity of the food and nutrition management of welfare facilities for the elderly
- [English]
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A Study on the Consumer Perception and Factor Analysis of Food Tourism
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Eun Hae Kim, Min A Lee
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Korean J Community Nutr 2010;15(1):83-93. Published online February 28, 2010
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- The purpose of this study is to investigate consumer perception and importance of food tourism properties and performance of the properties in Sangju province of Gyeongsangbuk-do. The study has found that persons who have food tourism experiences (75 persons, 50.7%) had slightly more than not experience persons (72 persons, 48.6%). Additionally, most of the respondents were usually satisfied with the local foods. Also, it was found that food tourism had been taken 1-2 times per 6 months (48 persons, 64.0%) on average, and 135 persons (91.2%) had intention of experiencing food tourism. According to the result of Importance-Performance Analysis (IPA) on consumers' food tourism properties, high importance was on 'There are attractive landscapes.' (4.52 +/- 0.56), 'Accommodations with reasonable price.' (4.18 +/- 0.80), and 'The food of the area is famous.' (4.15 +/- 0.73); and the properties such as 'There are local specialty shops or markets selling local produce.' (3.03 +/- 0.83), 'The climate is temperate.' (3.03 +/- 0.87), and 'There are attractive landscapes.' (3.02 +/- 0.98) showed average performance. A factor analysis about consumers' importances to the food tourism properties shows that the factors were divided into four kinds and each of the factors were named as 'convenience-stable propensity', 'valued-oriented propensity', 'adventurous-aggressive propensity' and 'traditional-active propensity'. Variance ratios of each factor were 22.319%, 10.286%, 8.723% and 6.239%, respectively. According to the result of a reliability analysis, Cronbach's alpha value was 0.8621, implying that reliability of each item was very high. Therefore, it is considered that development of food tourism products and promotion strategies therefore should be designed based on the importance of food tourism properties hereafter.
- [English]
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Possibility Analysis of a Rice Based Bread by Analyzing Customers' Needs of Menus for School Foodservice
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So Jung Lee, Min A Lee, Il Sun Yang, Hae Young Lee
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Korean J Community Nutr 2009;14(5):545-555. Published online October 31, 2009
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- School foodservice customers are likely to be tired of repeated cycle menus and their satisfaction for meals offered in school is inclined to be low. The menu variety is an important factor in increasing customer satisfaction. The purpose of this study was to investigate customer perspectives for applying rice based bread menus in order to add menu variety and promote using rice processed products in school foodservice. The questionnaire was distributed to 760 parent samples in elementary schools and 520 student samples in middle/high schools and a total of 665 and 387 usable data were collected, respectively. Food habits such as preference for cooking method, menu preference, food allergy and nutritional perspectives for menu and customer perception for rice based bread like quality, reliability, price, and purchasing convenience were investigated using 7 Likert scale. Also expected menu types applying rice based bread and offering frequency of rice bread menu were examined. Preference level for bread-based meals were moderate and students' preferences were slightly higher than parents. Menu types applying rice bread expected by middle/high school students were western food (49.4%), spaghetti (28.4%), set menu (13.7%), noodle (17.6%), Korean food (11.1%), Chinese food (10.9%) and porridge (4.5%). The most occupied rate was once in a week for expected offering frequency. Most respondents perceived that rice bread was more nutritive and qualitative than the wheat based one.
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Analysis of Customer Expectation and Satisfaction for New Menus in Multi-Chain Family Restaurants
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Min A Lee, Il Sun Yang
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Korean J Community Nutr 2004;9(6):734-741. Published online December 31, 2004
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- The purposes of this study were 1) to understand customers' expectations and satisfaction on menus in family restaurants, 2) to compare customer satisfaction and brand image for positioning new menus, and 3) to analyze customer satisfaction and loyalty to each menu. From May 8th to 28th, 2004, a total of 3,594 membership customers responded to the email survey. Statistical analyses such as t-test, ANOVA and Pearson Correlation were performed using SPSS 12.0. The results of this study consist of four major parts: general findings, customer expectation analysis, new menu positioning and customer satisfaction analysis. The customer expectation analysis discovered that taste was the most expected attribute in menus of family restaurants, followed by quantity, appearance and price. Statistically different expectations existed among different customer groups categorized by their general characteristics including demographics. Also, high correlations existed among the expectations over all the attributes: food quality, shape, quantity and price of food. Over all the attributes, customer expectation was higher than customer satisfaction. Thus, a discrepancy existed between expectation and satisfaction. Positioning of new menus was determined by brand image and customer satisfaction. Lastly, the customer satisfaction analysis revealed that customers in different gender and age have different satisfaction. In addition, high correlation existed between satisfaction and loyalty on new menus of a family restaurant. In consequence, the research findings suggest managers should understand customer expectation and satisfaction and reposition their menus regularly by menu engineering.
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A Conjoint-Based Approach to Analyze the Importance of Brand Choice Attributes: Pizza Restaurant Cases
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In Sook Chae, Min A Lee, Seo Young Shin, Il Sun Yang, Jin A Cha
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Korean J Community Nutr 2002;7(3):354-360. Published online June 30, 2002
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- The purposes of this study were (1) to understand how customers trade off one attribute against another when they choose a pizza restaurant, (2) to compare the importance of individual attributes with their relative importance and (3) to compare customers' brand choice patterns with the prediction of pizza restaurant operators. Empirical data for this study were collected from the customers (n = 307) and operators (n = 273) of four famous pizza franchise restaurants in Korea, Pizza Hut, Mister Pizza, Domino's Pizza and Pizza Mall. The attributes and attribute levels for the hypothetical profiles were decided from the focus group discussion. A total of 16 profiles was selected from fractional factorial designs. The SPSS conjoint procedure was used to calculate utility scores and simulate profiles. The overall group statistics showed the relative importance of all attributes compared with one other. Taste was the most important attribute (32.48%) in choosing a pizza restaurant, followed by service (21.87%), atmosphere (17.23%), price (15.17%) and speed of delivery (13.26%). There was a difference between the customers' ratings of the importance of the individual attributes and the ranking of the same attributes' relative importance as derived from the conjoint analysis. The operators rated service (26.54%) as also being important, as well as taste (27.76%), in choosing a pizza restaurant. The rankings of relative importance for pizza taste, service and price were statistically different in the customers' and operators' data (p < .001, p < .01, p < .05). Operators who want to differentiate themselves from their competitors should make decisions based on an increased understanding of their customers' brand choice decision process and measure the hidden needs of their customers.
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