Jong Han Hyun
5 Papers
Jong Han Hyun is an academic researcher. The author has contributed to research in topics: Value (mathematics) & Consumption (sociology). The author has an hindex of 1, co-authored 1 publications.
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Papers
Why Do and Why Don’t People Consume Fast Food?: An Application of the Consumption Value Model
TL;DR: In this paper , the authors explored the nature of the consumption values that differentiate regular consumers of fast food and non-regular consumers using the consumption value model and found that regular consumers consume fast food due to convenience and taste whereas non-consumers avoid fast foods due to the feelings of guilt when consuming fast foods and the sense of accomplishment when not consuming fast food.
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Fast food consumption value: examining the moderating role of process value
Kiwon Lee,Jong Han Hyun,Youngmi Lee +2 more
TL;DR: In this paper , the authors examine whether process value moderates the impact of fast-food consumption value on consumer decision-making and find that positive impact of product value (physical attributes of fast food) on behavioral intention through attitude is attenuated by process value (consumers’ level of concern on sustainability of fastfood production).
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Perceptions of Presence as Antecedents to E-tail Shopping - An Extended Technology Acceptance Model -
TL;DR: The findings suggest that online consumers` perceptions of "being there" and "socialness" stimulate their perceptions of usefulness and interest in the website use, and e-tailers should consider effective ways to increase consumers` perceived presence.
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Authenticity in ethnic restaurants: investigating the roles of ethnocentrism and xenocentrism
Jong Han Hyun,Kiwon Lee +1 more
TL;DR: In this paper , the authors examined how perceived authenticity of ethnic restaurants interacts with personality traits (ethnocentrism and xenocentrisms) to predict behavioural intentions, and found that the extent to which people are influenced by the authenticity of restaurants was reduced for consumers with higher levels of ethnocentric and xenocentricity.
Why do and why don't consumers use fashion rental services? A consumption value perspective
Heeju Noe,Jong Han Hyun +1 more
TL;DR: The study explores the factors that define and differentiate users and nonusers of fashion rental services based on consumption value theory. Findings suggest that emotional and social value factors are the most differentiating factors between users and nonusers.
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