Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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EInfluence Food-related Lifestyle of Chinese Customers on Purchase Intention for Korean Ramen - Moderatoring Effects of Food Neophobia and Korean Attitude to Food Safety -

중국 소비자의 식생활 라이프스타일이 한국 라면 구매의도에 미치는 영향 - 푸드네오포비아와 한국 식품안전태도의 조절효과 중심으로 -

  • Ha, Heon-Su (Dept. of Food Service Management and Culinary, Gyeongju University)
  • 하헌수 (경주대학교 외식조리학부)
  • Received : 2016.02.17
  • Accepted : 2016.04.01
  • Published : 2016.04.30
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Abstract

The purpose of this study is to investigate how food-related lifestyle of Chinese customers affect purchase intention for Korean Ramen and to verify the moderator effects of food neophobia and Korean attitude to food safety between them using hierarchical regression analysis suggested by Baron & Kenny. The findings and implications can be summarized as follows. First, while food-explorer or convenience-oriented traits in Chinese customers have significant and positive effects, the health-oriented trait has a negative effect on purchase intention of Chinese customers for Korean Ramen. Second, there is negative moderating effect between the trait of convenience-oriented and purchase intention of Chinese customers for Korean Ramen. Third, there is a positive moderating effect between the trait of food-explorer or convenience-oriented, and purchase intention of Chinese customers for Korean Ramen.

본 연구는 Baron & Kenny가 제시한 위계적 회귀분석을 이용하여 식품 안전에 태도의 중재자 효과를 확인하는 것입니다. 다음과 같은 연구 결과 및 시사점을 요약될 수 있다. 첫째, 중국소비자의 식품탐구형이나 편의추구형 성향이 강할수록 한국 라면 구매의도가 높아지지만, 건강추구형 성향이 강할수록 한국 라면 구매의도가 낮아졌다. 둘째, 중국 소비자의 푸드 네오포비아 성향이 강할수록 전반적으로 한국 라면 구매의도가 낮아지는 경향을 보였고, 편의추구형 유형의 사람의 한국 라면 구매의도를 억제하는 조절효과가 있는 것으로 나왔다. 셋째, 한국 식품안전태도에 긍정적으로 인지할일수록 전반적으로 한국 라면 구매의도를 상승시키고, 식품탐구형과 편의추구형 유형의 사람들의 한국 라면 구매의도를 유의적으로 상승시키는 조절효과가 있었다.

Keywords

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