J Nutr Health.  2024 Oct;57(5):532-545. 10.4163/jnh.2024.57.5.532.

Examining the impact of attributes and consumer characteristics influencing loyalty to Korean ramen among Chinese consumers using structural equation modeling and artificial neural network analysis

• Liu B
• Lee MA

• KMID: 2561297
• DOI: http://doi.org/10.4163/jnh.2024.57.5.532

Abstract

Purpose
The globalization of food has increased consumer demand for imported food products. China is attracting attention as one of the major overseas consumer markets for Korean ramen. Nevertheless, further understanding of consumer needs is required to adapt to local market conditions and sustain sales growth. This study addressed this gap by investigating the intrinsic and extrinsic food attributes and local consumer characteristics using a hybrid approach of structural equation modeling and artificial neural network analysis to influence loyalty to Korean ramen.
Methods
Two hundred Chinese consumers who participated in the survey had experience in consuming Korean ramen. Data were collected through paper questionnaires. A causality validation model was constructed to screen for factors with an impact on loyalty. The importance of attributes is then further discussed using artificial neural network models.
Results
A causality validation model was constructed using structural equations to confirm the significant effects of intrinsic attributes (e.g., noodles), extrinsic attributes (e.g., packaging), food involvement, and income on loyalty. Using these factors as inputs, further analysis through an artificial neural network model showed that food involvement as an intrinsic consumer characteristic was the most critical factor in predicting loyalty to Korean ramen, followed by packaging, noodles, and income.
Conclusion
These findings revealed the important roles of product attributes and consumer characteristics in predicting loyalty. Therefore, increased attention to food-involved consumer segments, selection of appropriate packaging formats, and meeting consumer product sensory needs and their demand for variety may be more conducive to promoting loyalty to imported foods.

Keyword

food; processed; population characteristics; personnel loyalty