Journal List > J Nutr Health > v.51(6) > 1111490

J Nutr Health. 2018 Dec;51(6):590-598. Korean.
Published online Dec 31, 2018.  https://doi.org/10.4163/jnh.2018.51.6.590
© 2018 The Korean Nutrition Society
Comparison of food involvement scale (FIS) and use intention for block type sauce between US and Japanese consumers
Hojin Lee,1 Su Jin Kim,2 and Min A Lee2
1Industry-Academic Cooperation Foundation, Kookmin University, Seoul 02707, Korea.
2Department of Food and Nutrition, Kookmin University, Seoul 02707, Korea.

To whom correspondence should be addressed. tel: +82-2-910-5745, Email: malee@kookmin.ac.kr
Received Nov 14, 2018; Revised Dec 01, 2018; Accepted Dec 11, 2018.

This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.


Abstract

Purpose

This study was conducted to compare the food involvement scale (FIS) of American and Japanese consumers. In addition, the effects of familiarity, likability, and expectations on willingness to use intentions for block type sauce by nationality were evaluated.

Methods

A total of 149 and 112 American and Japanese consumers, respectively, completed the survey. Consumers were asked about familiarity, likability, expectation, willing to use intention, and usage frequency of block type sauce, food involvement scale (FIS), and demographic information.

Results

There were differences in the using frequency of block type sauce according to nationality, with consumers in Japan showing significantly higher frequency of using block type sauce than those in the United States (US) (p < 0.001). According to the FIS, US consumers were more focused on how to provide food than food, such as cooking process, table setting, and food shopping, compared to Japanese consumers. In addition, ‘expectation’ and ‘likability’ among US consumers and ‘expectation’ and ‘familiarity’ among Japanese consumers were positive attributes for willing to use intention (p < 0.01).

Conclusion

In the case of the US consumers, ‘familiarity’ was not significant because the using frequency of the block type sauce was lower than that of Japanese consumers. In the case of the Japanese consumers, ‘likability’ was not significant because they enjoy cooking itself according to the FIS. Therefore, it is necessary to recognize positive attributes as a key factor for block type sauce, as well as to search for ways to apply marketing strategies based on attributes by nationality.

Keywords: block type sauce; food involvement scale; use intentions

Tables


Table 1
Demographic description in groups by nationality
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Table 2
Differences of food involvement scale (FIS) by nationality
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Table 3
Using frequency of block type sauce by nationality
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Table 4
Differences of internal factors (familiarity, likability), external factor (expectation) and willing to use intention for block type sauce by nationality
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Table 5
Differences of the effect of willing to use intention on internal (familiarity, likability) and external (expectation) factors for block type sauce by nationality
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Notes

This research was supported by Korea Institute of Planning and Evaluation for Technology in Food, Agriculture, Forestry and Fisheries (IPET) through High Value-added Food Technology Development Program, funded by Ministry of Agriculture, Food and Rural Affairs (MAFRA) (Grant number: 316072-03).

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