Consumer Innovativeness and Consumption Behavior of New Sauce Products for the Japanese Consumer

Su Jin Kim; Seon Young You; Min A Lee; Eunju Park

doi:10.5720/kjcn.2019.24.5.374

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Kim, You, Lee, and Park: Consumer Innovativeness and Consumption Behavior of New Sauce Products for the Japanese Consumer

Research Article

Korean Journal of Community Nutrition 2019; 24(5): 374-383.

Published online: 30 October 2019

DOI: https://doi.org/10.5720/kjcn.2019.24.5.374

Consumer Innovativeness and Consumption Behavior of New Sauce Products for the Japanese Consumer

Su Jin Kim¹

, Seon Young You¹

, Min A Lee²

, Eunju Park³

¹Department of Food and Nutrition, Kookmin University, Seoul, Korea, Student.

²Department of Food and Nutrition, Kookmin University, Seoul, Korea, Professor.

³Department of Food and Nutrition, Kyungnam University, Changwon, Korea, Professor.

Corresponding author: Eunju Park. Department of Food and Nutrition, Kyungnam University, Changwon 51767, Republic of Korea. Tel: (055) 249 2218, Fax: (055) 244 6504, pej@kyungnam.ac.kr

Received 19 August 2019 Revised 30 September 2019 Accepted 1 October 2019

The Korean Society of Community Nutrition

(open-access):

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

Objectives

This study analyzed Japanese consumers on their sauce consumption, and assessed the relationship between consumer innovativeness and consumption behavior for new sauce products.

Methods

The survey was completed by local consumers visiting Korean restaurants in Osaka, Japan, in September 2018. The demographic characteristics, consumption of sauce, consumer innovativeness, and factors of theory of planned behavior were evaluated. Totally, 150 collected data were analyzed using the IBM SPSS Statistics 25.0 Program (IBM SPSS INC, Armonk, NY, USA).

Results

Results of the survey indicate that Japanese consumers purchase a sauce by considering the taste and food utilization. Sauce purchases were maximum at mega markets and supermarkets. The consumer innovativeness for Japanese consumers was based on 3 factors: ‘Purchasing adventurous products (3.51 ± 0.96)’, ‘Active information seeking (4.36 ± 1.11)’, and ‘Interactive information seeking (4.33 ± 1.02)’, where the tendency of ‘Active information seeking’ was the highest innovativeness factor. Furthermore, higher values of perceived behavior control (4.68 ± 1.21), attitude (4.66 ± 1.41) and subjective norm (4.39 ± 1.28) were revealed, when assessing for theory of planned behavior factors. Correlating the variables of consumer innovation and factors of planning behavior theory, ‘Active information seeking’ is a positive attribute for attitude (p<0.016), subjective norm (p<0.001), and perceived behavior control (p<0.002). These 3 factors also had significantly positive effects on purchase intention for new sauce product (p<0.000, p<0.000, and p<0.002, respectively). Attitude was determined to be another very influential variable for purchase intention of a new sauce product (B=0.484, t=6.881).

Conclusions

The results of this study determine the consumption patterns of sauce for the Japanese consumer, and the relationship between consumer innovativeness and consumption behavior for Korean traditional sauces. We believe the data generated from this study will help determine a marketing strategy to enter the Japanese market.

Keywords: new sauce product, Japan, theory of planned behavior, consumer innovativeness, consumption behavior

Figures and Tables

Table 1

Consumption of sauce N=150

Table 2

Factor analysis of consumer innovativeness N=150

KMO=0.715, Cronbach's α=0.692

Bartlett's test of sphericity χ²=523.222, df=91, (p<0.001)

Total accumulation variance explanation=52.213%

1. strongly disagree 4. neither agree nor disagree 7. strongly agree

R: Reverse coding

Table 3

Factor analysis of attitude, subjective norm, perceived behavior control, and purchase intention N=150

KMO=0.922, Cronbach's α=0.951

Bartlett's test of sphericity χ²=2482.018, df=136, (p<0.001)

Total accumulation variance explanation=82.498%

1. strongly disagree 4. neither agree nor disagree 7. strongly agree

Table 4

Correlation analysis between consumer innovativeness, attitude, subjective norm, perceived behavior control, and purchase intention N=150

Pearson Correlation

^*: p<0.05 ^**: p<0.01 ^***: p<0.001

Table 5

Effect of attitude on consumer innovativeness factors

R²=0.060, F=3.116 Sig.=0.028

Table 6

Effect of subjective norm on consumer innovativeness factors

R²=0.117, F=6.418 Sig.=0.000

Table 7

Effect of subjective norm on consumer innovativeness factors

R²=0.068 F=3.533 Sig.=0.016

Table 8

Effect of purchase intention on attitude, subjective norm, and perceived behavior control for new type of Korean traditional sauce

R²=0.625, F=80.706 Sig.=0.000

Acknowledgments

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

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ORCID iDs

Su Jin Kim
https://orcid.org/0000-0001-5270-7081

Seon Young You
https://orcid.org/0000-0002-4765-8593

Min A Lee
https://orcid.org/0000-0001-7479-9888

Eunju Park
https://orcid.org/0000-0002-3462-6090

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