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윤정우,이연준 한국기초조형학회 2021 기초조형학연구 Vol.22 No.2
As pandemic continues, diverse kinds of HMR(Home Meal Replacement) products are being introduced to online markets, and generation 5 of HMR targets the elderly consumers, with introduction of care food kinds. The present study investigated product information page layouts that can support improvement of trust and purchase intention for online sold HMR products for elderly consumers, in both familiar and unfamiliar menu kinds. The purpose and the aim of the study is to improve elderly consumers’ trust and purchase intention through utilization of perceived usefulness in product information page layouts, and the study analyzed the effect of trust due to perceived usefulness of product information layout types on product information pages that lead to purchase intention, and suggest product information layout types for online HMR products targeted for elderly consumers. Study method include, first, literature review on how perceived usefulness and its influence on trust and purchase intention have been reviewed, second, a case study focused on product information pages of online HMR shopping has been followed. As the result of the case study, three types of product information layout types (image focused type, feature focused type, and image and feature mixed type) have been suggested for online HMR shopping environment. Third, a survey has been conducted to empirically investigate product information page for both unfamiliar and familiar menu product kinds. Survey results revealed that perceived usefulness had significant positive effect on trust and purchase intention in online shopping of elderly consumers. Furthermore, the image and feature mixed layout type for information page was most desirable, while the result is most pronounced among unfamiliar HMR menu types. Therefore, the study proved that with considerable improvement in information page layout types, an increase in trust or purchase intention among elderly consumers can be expected. The findings of the study will work as a supportive resource during the planning stage of constructing online stores selling HMR products targeting the elderly consumers.
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윤정우(尹廷瑀) 한국지방자치학회 2014 韓國地方自治學會報 Vol.26 No.2
Recently, it is pointed out that legislative activities need to be improved both qualitatively and quantitatively. Most importantly, council members require active involvement in public service-related legislation that directly influence on inhabitants’ life. This study concentrated on revealing influential factors in local council members’ legislative activities based on theoretical discussions and review of preceding research. In addition, council members’ legislative activities were analyzed grounded on proposed by-laws. The results from analysis have important policy implications for local council members. First, the voters turnout reduced the public service-related legislation. So, the discussion need on the cause in which the effect of voters turnout on incentive motivation of local council members activities. Second, there needs system that can reflect the demand of inhabitants. To enhance the effectiveness of current resident participation system, there should be continuous complementation to the system and public relation. Despite the promising results, this study has the following limitations. To generalized research results, influential factors that can be changed after the revival of local councils should be explored. Also, legislative activities were limited to official proposals of local by-laws, but unofficial activities, such as collaboration with executive department, residents opinion investigation, and research activities, should be included. In addition, considering the legislative power of local autonomy that can restrict activities of local council members will provide more meaningful research results.
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A study of perceived product quality transparency in online shopping product description pages.
윤정우 한국기초조형학회 2020 기초조형학연구 Vol.21 No.3
The category and method of product description are expanding as the genre in Home Meal Replacement(HMR) products expand, and as the consumers’ demand for transparency in product quality increase. Studies encourage utilization of photographic images to increase product transparency. With rapid increase in novel HMR products and brands, it is necessary to analyze current online product description pages and identify ways to improve product transparency. This study first conducted a hierarchical analysis of consumer awareness and corresponding product description categories related to product quality transparency. Second, we looked into whether the font-centric or image-centric description is a more transparent way of communicating information for each product description category. The investigation started with a literature review, followed by a case study analysis of product description categories and description methods in current online food and grocery shopping markets. An online survey was employed to investigate hierarchy in product quality transparency among product description categories and description methods. The study found that the product description categories that consumers perceived as most to least transparent in terms of providing product quality were product summary, food images and descriptions, packaging and storing information, customer reviews and questions, how to eat/cook/store, brand, check list, delivery information, and related products. The results also illustrated that photographic product descriptions do not necessarily improve transparency. They do, however, provide a general explanation of the product. Text descriptions can be more supportive in providing transparency in product quality in some categories of product description, such as brand and produce. The study could be helpful for designing the layout of product description information and selection of transparent product description methods.
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윤정우,이연준 한국기초조형학회 2021 기초조형학연구 Vol.22 No.2
Along with the continuing pandemic situation, companies and restaurants have been introducing care food HMR(Home Meal Replacement) products targeting elderly consumers, which is recognized as the 5th generation of HMR products. This study sought to overcome and improve product quality trust for elderly consumers in HMR products sold online, for both familiar and unfamiliar menus. The study analyzed the effect of product quality trust due to familiarity of images on product display pages that ultimately lead to purchase intention, and suggests display page image for elderly consumers for online sold HMR products. For study method, first, literature review has been conducted to investigate how familiarity influence product quality trust and affect purchase intention, second, a case study of display pages of online HMR shopping environment has been conducted. As a result, three types of display image types (food image type, package image type, and food and package mixed type) for online HMR market have been suggested. Third, a survey was conducted with the types applied to the structure of the test to empirically investigate display page in both familiar and unfamiliar menu kinds, and study model and hypothesis have been set for verification. The result of the survey revealed that familiarity had significant positive effects on elderly consumers' product quality trust as well as purchase intention. Furthermore, the food and package mixed type for display page was most desirable, and this result is most pronounced in unfamiliar menu types. Therefore, the study proved that an increase in product quality trust or purchase intention can be expected with the addition of considerable improvement in display page images, and such improvement is essential in marketing strategy. The study results can be used to improve elderly consumers' trust in product quality and to ultimately trigger purchase intention, which can not only be beneficial for online markets but also provide convenience in shopping in an aging society.
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윤정우 한국기초조형학회 2019 기초조형학연구 Vol.20 No.4
As the variety of styles and flavors of ramyeon(ramen) increase, analysis needs to be conducted of the use of color on packaging and how it portrays flavor. This is especially important as there has been an increase in the non-traditional styles of ramyeon. This study analyzes how new styles of cup ramyeon describe flavor through the use of color on packaging. Eight cup-ramyeon products were selected to serve as the samples most applicable to the concerns of this particular study. All samples were analyzed in terms of overall color, dominant color(background color), illustration, logo background, and logo. A two-part survey was conducted: Part A collected information about color without visual reference to packaging, whereas Part B used images of cup-ramyeon packaging photoshopped to display only color. Six findings have been noted as result of the investigation. First, cup-ramyeon packaging that displays colors similar to the color of the main ingredient or ingredients, like miyeok gook ramyeon and gyaeran tang myeon, allowed the survey subjects to easily predict how the product would taste. Second, certain food items and flavors could also be triggered by the particular color or colors used by a brand or product line, such as Ottugi Curry Ramyeon and other Ottugi curry products. Third, intensity of flavor can be portrayed by accent colors and the proportion of background/dominant colors to depiction colors. Fourth, utilizing colors or color combinations of food item packaging in similar categories can provide information about the flavor of a product. Fifth, creating ramyeon packaging in “sweet”(i.e., in terms of flavor) color combinations can signal that a product is bibim-style ramyeon without broth or soup. Lastly, using colors that are unfamiliar or rarely associated with Korean food does not provide any distinct notion of the product’s flavor. The analysis and results of this survey will be beneficial to future designs of ramyeon packaging, especially in terms of the use of color selection and combination to describe the flavor of new styles of ramyeon.
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