한국조리학회지 (Culinary science and hospitality research)

  • 제21권6호
  • /
  • Pages.331-340
  • /
  • 2015
  • /
  • 2466-0752(pISSN)
  • /
  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
권호 표지

기능성 베이커리 구매동기가 소비자태도 및 구매의도에 미치는 영향 - 부산지역을 중심으로 -

Functional Bakery Impact on the Degree of Motivation to Purchase Consumer Attitudes and Buying Intention - Focused on Busan -

  • 한상훈 (경주대학교 외식조리학부) ;
  • 김보성 (경주대학교 외식조리학부)
  • Han, Sang-Hoon (Dept. of Food Service Management and Culinary, Gyeongju University) ;
  • Kim, Bo-Seong (Dept. of Food Service Management and Culinary, Gyeongju University)
  • 투고 : 2015.11.13
  • 심사 : 2015.12.12
  • 발행 : 2015.12.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구에서는 기능성 베이커리 구매동기가 소비자태도와 구매의도에 미치는 영향요인들과 그 요인을 이용한 앞으로의 활용방안을 제시하고자 한다. 총 230부의 설문지를 배포하여 불성실하게 응답한 20부의 설문지를 제외한 나머지 210부의 유효한 설문지를 실증연구에 사용되었다. 조사 연구의 목적을 달성하기 위하여 통계프로그램 SPSS 18.0을 활용하여 빈도분석, 요인분석 및 신뢰도분석, 상관관계분석, 회귀분석을 실시하였다. 분석결과를 보면 구매동기에 대한 측정항목의 탐색적 요인분석 결과, 3개 요인으로 KMO 값은 0.735, 총분산비율 65,759%, 소비자태도에 대한 요인분석은 총분산비율 72.421%, KMO 값은 0.684로 나타났다. 구매의도에 대한 요인분석은 총분산설명력 67.139%, KMO 값은 0.683으로 나타났다. 변수들 간의 상관관계가 다른 변수에 의해 설명되는 정도가 좋게 분석되었고, 유의확률이 0.000으로 나타나 전반적으로 변수들 간의 상관관계는 유의적이다. 따라서 구매동기에 따른 소비자태도와 구매의도에 미치는 영향에 관한 가설은 부분 채택되었다.

This study examined the factors that affect the relationship among functional bakery purchase motivation, consumer attitudes, and purchase intention. A total of 230 questionnaires were distributed to the consumers, of which 210 were deemed suitable for analysis after the removal of 20 unusable responses. In order to perform statistical analyses required in current study, SPSS 18.0 statistical program was employed for frequency analysis, factor analysis, and reliability analysis, Correlations, regression analysis. The results of exploratory factor analysis showed that four factors regarding local specialties purchase motivation were extracted from all measurements with a KMO of 0.735 and a total cumulative variance of 65.759%, with regard to consumer attitudes, one factors were extracted with a total cumulative variance of 72.421% and a KMO score of 0.684. One factor for purchase intention was extracted that accounted for a total cumulative variance of 67.139% and a KMO score of 0.683. All factors were significant and the correlation between variables was significant as well. Thus, based on the results, the main research hypothesis that identifies the relationships purchase motivation between consumer attitudes and purchase intention were partially adopted.

키워드

참고문헌

  1. Kim SH (2000). Study on Improving Consumer Use of Functional Bakery Products. Kyonggi University Master's Thesis.
  2. Kim WM, Lee YS (2004). Study on utilization and selection factors of functional bakery products. Korea Journal of Culinary Research 10(2):1-15.
  3. Kim JS (2007). Health food situation and outlook. Food Science and Industry 40(2).
  4. Kim JE (2012). Functional Impact on the Bakery Product Selected Property is perceived Value and Use Satisfactory: in Seoul and Gyeonggi Province. Chungwoon University Master's Thesis.
  5. Kim JY (2008). Lifestyle and Wine Selection Attributes, Values, Relationships between Customer Satisfaction. Keimyung University Doctoral Dissertation.
  6. Park SY, Hwang JE (2005). Stores also impact on the experience of my experiential brand attitude and purchase: Focused on Digital Experience Hall. Business Journal 23(2):69-93.
  7. Lee SJ (2001). Physical Elements of Service Family Restaurant that Impact on Consumer Attitudes: Focusing on the Background Music. University Master's Thesis Game.
  8. Lee SS (2006). Study on the Functional Bakery Product Selection Factors. Chungwoon University Master's Degree Dissertation.
  9. Lee YH(2006). Evaluation of the Reaction of Those who utilize and take Advantage of Recent Trends in Functional Foods. Choson University Master's Thesis School of Public Health.
  10. Cha EG (2007). Study on the Recognition and Satisfaction of Health Food. Chung-Ang University Graduate School of Medicine Food Master's thesis.
  11. Woo IS, Lee JH (2015). The effect of selected properties bakery act in accordance with the customers use of propensity to consume : Focused on Busan. Korean Journal of Culinary Research 21(2):243-253.
  12. Assael H (1998). Consumer Behavior and Marketing Action. Cincinnati, OH: South-Western College Publishing.
  13. Cheng S, Lam T, Hsu CHC (2005) Testing the sufficiency of the theory of planned behavior: A case of customer dissatisfaction responses in restaurants. International Journal of Hospitality Management.24(4): 475-492. https://doi.org/10.1016/j.ijhm.2004.10.006
  14. Engel JF, Blackwell RD, Paul WM (1990). Consumer Behavior, 6th ed. The Dry den Press, Inc.
  15. Fishbein M, Ajzen I (1985). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research Reading. MA: Massachusetts: Addison-Wesley.
  16. Magnusson MK et al (2003). Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behavior. Appetite 40:109-117. https://doi.org/10.1016/S0195-6663(03)00002-3
  17. Oliver A (1980). A cognitive model of the antecedents and consequences for satisfaction decisions. Journal of Marketing Research. 17(4): 460-469. https://doi.org/10.2307/3150499
  18. Solomon M, Robolt NJ (2004). Consumer Behavior in Fashion, New York: Prentice Hall.
  19. Steptoe A, Pollard TM, Wardle J (1995). Development of a measure of the motives underlying the selection of food: The Food Choice Questionmaire Appetite 25:267-284.
  20. Tsiotsu R (2006). The role of perceived product quality and over all satisfaction on purchase intentions. International Journal of Consumer Studies 20(2):207-217.
  21. 임종원, 김재일, 홍성태, 이유재 (2002). 소비자행동론. 경문사, 서울.
  22. 이학식, 안광호, 하영원 (2006). 소비자행동(제4판). 법문사, 파주.
  23. 월간 Patissier (2004). 9월호.