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.

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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]
A Survey on Preferences for Vegetable Cooking Methods and Vegetable-aversion-related Factors among Elementary School Students in Kwangju and Chonnam Regions: Yu Kyong Ahn, Hee Kyong Ro; Korean J Community Nutr 2009;14(5):531-544. Published online October 31, 2009

Abstract PDF: This study was conducted to survey multiple factors of aversion to vegetables and preferences for vegetable-related recipes in school meal services among elementary school children in order to help develop various menus and recipes for school meal services. Questionnaire survey was carried out with the study subjects, who were 401 children in 6th grade attending elementary schools in Chonnam and Kwangju metropolitan regions. Results from the survey can be summarized as follows: 65.1% of respondents answered they try to eat vegetables and other namul side dishes served in school meal service for health. As for the frequency of taking vegetables and namul side dishes out of daily meals, 47.4% of respondents chose 'once or twice'. The reasons for aversion to vegetables in boys were taste and cooking method, while girls were taste and feeling between teeth. In boys there were no differences between regions of Kwangju and Chonnam but the tendency of aversion to vegetables was significantly high in girls. As for the aspects of vegetable aversion of subjects, 46.9% of respondents took up 'black & purple' in the unfavorable color of vegetables. 49.1% in 'bitterness' and 39.2% in 'greasiness''were in terms of the aversive taste of vegetables. The aversive vegetable recipes were 58.6% in 'raw &seasoned' and the unfavorable feeling of vegetables were 53.1% in 'squashiness'. There were differences between regions of Kwangju and Chonnam with boys in color and cooking method in girls. Results from the survey on their preferences for vegetable recipes showed that leafy vegetables like crown daisy (raw/slightly seasoned) and pak choi (broth/pot stew) fell to the most aversive category, while bean sprouts (broth/pot stew) were chosen as the most favorable one. Among root begetables bell-flowers were found to belong to the least preferred recipe, while potatoes were proven to be most preferable in terms of recipes. As for fruit vegetables and other vegetables, all respondents didn't like 'fatsia shoots' vegetable and it's cooking method and they preferred 'green pumpkins (broth/pot stew)'. In respect of mushrooms, enoki mushroom (broth/pot stew) was found most preferred and had high tendency of preferences in boys and girls in Kwangju compared with Chonnam region. The study results indicated that respondents did not show big differences in factors influencing them to be averse to vegetables and their preferences for vegetable recipes depending on regions. In order to have high preference and intake in children's diets, it needs to study in reform of menu about using namul or vegetables mixed with meats and fruits that children preferred or applying roasted and fried other less than namul.

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[English]
Relationships among Personality Preferences, Psychosocial Factors and Dietary Habits of Middle School Students: Hye Sung Kim, Hye Young P Kim; Korean J Community Nutr 2007;12(5):511-518. Published online October 31, 2007

Abstract PDF: The purpose of this study was to obtain an understanding of the association of personality preferences and food behavior factors in middle school students. The subjects were 319 boys and girls in a middle school located in Kyunggi province. A self-administered questionnaire was used to assess demographic factors, dietary habits and psychosocial factors including self-efficacy, perceived benefits and barriers. The MMTIC (Murphy-Meisgeier Type Inventory for Children) test was used to assess the personality preferences of the students. Sixty-seven percent of the subjects were extrovert, 53.9% were the sensing type, 76.8% were the feeling type and 81.8% were the perceiving type in personality preferences. The extrovert had higher self-efficacy than the introvert. The feeling type perceived more benefits and fewer barriers than the thinking type. The education levels of the parents, especially mothers, were positively related with self-efficacy and dietary habit scores of the students. The self-efficacy and perceived benefits and barriers were significantly associated with dietary habits of the students (explained variance: 17.9%). Results of this study presented the relationship of character types and parents' education levels on psychosocial food behavior factors and a need for the development of tailored nutrition education program considering these factors.

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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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[English]
Strategies to Improve Nutrition for the Elderly in Suwon : Analysis of Dietary Behavior and Food Preferences: Kyeong Sook Yim, Young Hee Min, Tae Young Lee, Young Joo Kim; Korean J Community Nutr 1998;3(3):410-422. Published online August 31, 1998

Abstract PDF: To promote health status, strategies and interventions to improve nutrition should be based on the proper diagnosis of the subject's eating patterns. The elderly usually have traditional food habits and preferences, and it is very difficult to change them. This study was designed to identify dietary behavior and food preference of the elderly, in order to provide baseline data for the Elderly Nutrition Intervention Program for the Public Health Center. A survey questionnaire was made for use by trained interviewers to query 151elderly people from 5 community elderly centers located in Suwon, Korea. The majority of them ate regularly and partook of all available side dishes. Their major dietary problems were frequent consumptions of salty foods, and eating too quickly. They consumed grains and vegetables regularly, but seldomly ate dairy products, fruits, meat and food prepared with oil. They also tended to eschew ready made processed food, high cholesterol food, and fast food. Also they did not dine out as much as younger people. Desirable eating habit score were not significantly influenced by socioeconomic variables and nutrition-related characteristics. These included nutrition knowledge, Nutritional Risk Index(NRI) and a score of health concerns. However, meal balance scores were significantly higher in the younger group(p<.05), the higher household income group(p<.05). According to stepwise multiple regression analysis, NRI was the most important determinant of a desirable eating habit score for the male elderly, whereas the score of health concerns was most important for female elderly subjects. The greatest predictor of the meal f balance score was nutrition knowledge. The elderly liked sweet tasting food, grains, rice, stews and Korean style soups. They disliked sour food, dairy products, processed food, and bread. The results indicate that the Elderly Nutrition Education Program should focus on increasing consumption of dairy products, fruits and food with oil, prepared by traditional Korean cooking methods. It also suggests that the program planning should consider the socioeconomic status of the elderly, such as income and education level, as well as concern for health.

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[English]
The Effectiveness and Preferences of Nutritional Supplementary Drinks for the Elderly: Kyung Hee Han, Eun Hee Jung, Sook Ja Cho; Korean J Community Nutr 1997;2(3):366-375. Published online August 31, 1997

Abstract PDF: This study was conducted to evaluate the effectiveness and preferences of supplementary drinks for very old subjects who are likely to be malnourished. Twenty-five elderly subjects were divided into two groups. The supplemented group(N=15) received 500mls of nutrient supplement(New Care) two times daily for 4 weeks. This resulted in a significant increase in the total calories, protein, minerals and vitamins. Nutritional status was assessed both anthropometrically and biochemically, before and after the study period. A significant improvement in mid arm circumference, triceps skinfold thickness and serum albumin were observed in the supplemented group but not in the control group. There is a possibility that most of the elderly were in an anemic state at the beginning of the study since their mean hematologic parameters were within the lower normal range while their mean serum osmolarities was slightly higher than normal,. Although mean serum hemoglobin and hematocrit were not increased significantly, th percentage of the recovery rate from anemia in the supplemented group was higher than in the control group. Total lymphocyte count also showed similar tendency. Sensory evaluation of nutritional supplementary drinks were relatively good and the elderly showed great interest in nutrient supplements. This study suggests that a nutritional status of poorly nourished elderly subjects can be improved by providing them with nutritional supplementations.

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