Korean Journal of Community Nutrition

Research Articles

[English]
Exploring the customer perceived value of online grocery shopping: a cross-sectional study of Korean and Chinese consumers using Means-End Chain theory: Xinyu Jiang, Hyo Bin Im, Min A Lee; Korean J Community Nutr 2024;29(4):318-335. Published online August 31, 2024; DOI: https://doi.org/10.5720/kjcn.2024.00007

Abstract PDF PubReader ePub: 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.

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[Korean]
Comparison of Sodium Reduction Practice and Estimated Sodium Intake by Salty Food Preference on Employees and Customers of Sodium Reduction Restaurant in Daegu, Korea: Su-Jin Lee, Keon-Yeop Kim, Yeon-Kyung Lee; Korean J Community Nutr 2022;27(1):27-35. Published online February 28, 2022; DOI: https://doi.org/10.5720/kjcn.2022.27.1.27

Objectives
The purposes of this study were to compare the degree of sodium reduction practice and estimate sodium intake by salty food preference.
Methods
Sodium reduction practices, salty food preferences and estimated sodium intake were surveyed for restaurant owners (n = 80), employees (n = 82) and customers (n = 727) at the restaurants participating in the sodium reduction project in Daegu, Korea. Estimated sodium intake was performed by examining sex, age, body mass index (BMI), salty eating habit and dietary behaviors.
Results
The degree of sodium reduction practice was significantly higher in salinity meter use (P < 0.001), low salt seasonings (P < 0.001) and efforts to make the foods as bland as possible overall (P < 0.001) in the restaurants participating in sodium reduction project than in homes (P < 0.001). The degree of sodium reduction practice appeared lower in the high salty food preference group than in the low-preference group in such items as efforts to make the foods as bland as possible overall (P < 0.05) and washing the salty taste and then cooking (P < 0.05). The high-preference group showed high-salt dietary behavior, including eating all the soup until nothing was left (P < 0.05) more than the low-preference group, but low-salt dietary behavior included checking the sodium content in processed foods (P < 0 .0 5) less than the low-preference group. The high-preference group was higher in the soup and stew intake frequency than the low-preference group (P < 0.05) and much lower in nuts (P < 0.05) and fruits (P < 0.05) intake frequency. The high-preference group had a higher salty eating habit (P < 0.05), salty taste assessment (P < 0.05) and estimated sodium intake (P < 0.05) than the low-preference group.
Conclusions
The present study showed that the salty food preference was strongly associated with lower sodium reduction practice and higher estimated sodium intake.

Citations

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Original Articles

[English]
The Effect of Nutrition Education Using Animations on the Nutrition Knowledge, Eating Habits and Food Preferences of Elementary School Students: Kyung A Kim, Yeon Kyung Lee; Korean J Community Nutr 2010;15(1):50-60. Published online February 28, 2010

Abstract PDF: The purpose of this study was to conduct nutrition education using animations for the establishment of proper eating habits among elementary school students and to evaluate its effectiveness. The subjects of this study were two classes of fourth grade students in an elementary school located in Daegu-city. There were 29 students in each class. One class, the "nutrition-education" group, received nutrition education; the other class, the "no-education" group, did not receive the education. After completing the eight nutrition lessons, the effectiveness of the education was analyzed by measuring changes in the nutrition knowledge, eating habits and food preferences of the nutrition-education group vs. the no-education group. Before nutrition education, there was no significant difference between the two groups in terms of nutrition knowledge. However, after the nutrition education, the nutrition-education group's nutrition knowledge was significantly improved, compared to that of the no-education group (p < 0.001). Following education, the nutrition-education group's responses to the "eating habit" item, "I eat fruits every day," were significantly more positive, compared to the responses of the no-education group (p < 0.01). However, for the ten food groups listed as food preferences, except for fish and shellfish (p < 0.05), there was no significant difference in the responses of the two groups. Following the education, the nutrition-education group showed significantly increased preferences for 12 food items (red beans, mackerels, yellow corvinas, dried laver, kelps, radish, lettuce, pears, kiwi fruits, plums, grapes and sweet drinks made from fermented rice) out of 112 items, compared to the selected preferences of the no-education group. After education, 75.9% of the students in the nutrition-education group indicated changes in their eating habits, and 89.6% of them answered that the nutrition education helped them change their eating habits. The most helpful medium for changing their eating habits was animations (31.0%), followed by songs (20.7%) and lectures (17.2%). As a result of this study, after completing the nutrition education, students in the nutrition-education group showed significant changes in food preferences, and their level of nutrition knowledge was significantly increased. However, their eating habits did not actively change. Therefore, in order to establish proper eating habits, a longer period of consistent education is required, using various educational media and learning methods such as extracurricular activities and discretionary activity programs.

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[English]
Regional Differences in Taste and Food Preferences of College Students Attending Nutritional Education via Internet I. Main and Side Dishes: Sun Hee Cheong, Kyung Ja Chang; Korean J Community Nutr 2005;10(6):845-859. Published online December 31, 2005

Abstract PDF: The purpose of this study was to investigate the regional differences in food preference among college students participating in a nutrition education program via internet. The subjects were 1672 college students (male: 762, female: 910) and divided into 4 regional groups. A survey using a self-administered questionnaire was conducted using a self-administered questionnaire on taste and food preferences. Data was collected via internet or by mail. Prevalence of the food preferences among regional groups was examined using SPSS statistical package. Food preferences were significantly associated with sex and region. Female students in Chungcheong and Kyungsang areas showed significantly higher preference of the hot taste compared to Seoul and Kyunggi areas. Female students in Seoul, Kyunggi and Chungcheong areas showed significantly higher preference of the boiled bean rice compared to the Kyungsang area. The preference for Kimchi stew of female students in Seoul and Kyunggi was significantly higher than those in Chungcheong and Kyungsang areas. Male students in the Chungcheong area showed significantly higher preferences of the Young radish kimchi, while female students in this area showed significantly higher preference of the Radish kimchi compared to other areas. The preference for roasted laver of female students in Seoul, Kyunggi and Kyungsang areas was significantly higher compared to the Chungcheong area. The preference for fried chicken of male students in Seoul was significantly higher than that in other areas. The preference for bean sprouts and season bonnet bellflower of male students in Seoul, Chungcheong and Kyungsang areas were significantly higher compared to the Kyunggi area. Therefore, these results provide nation-wide information on food preferences among Korean college students.

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[English]
Dietary Behaviors, Food Preferences and Its Relationships with Personality Traits in Sixth Grader's of Elementary School: Jeong Ja Paik, Hee Suk Lee; Korean J Community Nutr 2004;9(2):135-141. Published online April 30, 2004

Abstract PDF: Although many studies have focused on dietary habits and behaviors among children, few have looked at individual dietary behaviors and food preferences and their relationships with personality traits. This study examined the relationships between children's dietary behaviors, food preferences and personality traits using a random sample of 236 sixth graders in Chuncheon. Results showed a high prevalence of undesirable dietary behaviors among children: 42.8% of the children had skipped breakfast at least twice a week, 53% had overeaten, 45.8% had eaten irregularly, and 66.5% had eaten an unbalanced meal. These undesirable dietary behaviors were negatively associated with such personality traits as sociability, responsibility, emotional stability, activity, and superiority. When asked about food preference, fruits were most popular while vegetables were least desirable. Total food preference scores were positively correlated with emotional stability (r = .204), activeness (r = .247), sociability (r = .156), responsibility (r = .249), and superiority (r = .133). Preference for meats had negative correlations with responsibility (r = -.133), sociability (r = -.146), and superiority (r = -.132), while preference for vegetables was positively correlated with these personality traits (r = .292, .244, and .230, respectively). In conclusion, the more desirable dietary behaviors and the higher total food preference scores, the more positive the child's personality traits. In addition, preference for vegetables was associated with positive personality traits. The findings suggest the need for continuous attention and guidance on desirable dietary habits for school children both at home and at school.

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