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KMID : 0665420170320020089
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Korean Journal of Food Culture
2017 Volume.32 No. 2 p.89 ~ p.98
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Exploring Motivations of Koreans Towards Korean Foods: Application of Means-end Chain Theory Approach
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Lee Kyung-Won
Cho Mi-Sook
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Abstract
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To enrich a country's food culture, it is essential that residents understand and care about that culture. Although various efforts to globalize Korean food have been made outside Korea, the importance of understanding Koreans' perception of and increasing interest in Korean food has been neglected. Thus, this study was conducted to identify the cognitive structures regarding Korean food among 30 Koreans living in metropolitan cities using in-depth laddering interviews based on the means-end chain theory. The most dominant cognitive structures toward Korean food were familiarity (attributes), ease of digestion and health (functional consequences), sense of responsibility and will to live (psychosocial consequences), and family affection and sense of achievement (values). In short, Koreans were found to consume Korean food to achieve perceived high-dimensional values rather than simply for its attributes or benefits. These findings have important implications for future strategies and policies aimed at increasing Korean food consumption by Koreans, as they suggest that underlying and symbolic values rather than the attributes of Korean food are more effective in promoting its consumption. Further studies on understanding perceptions and values using a larger Korean population are needed to preserve and further develop Korean food.
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KEYWORD
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Korean food , cognitive structures of Korean food , means-end chain theory , laddering technique , globalization of Korean food
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