Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Effects of Consumption Value of Female Consumers who Buy Bakery Goods on Impulse Buying and Purchase Satisfaction

베이커리제품을 구매하는 여성소비자의 소비가치가 충동구매와 구매만족도에 미치는 영향

  • Chung, Hye-Sun (Foodservice & Culinary Management, Kyonggi University) ;
  • Sim, Ji-Suk (Foodservice & Culinary Management, Kyonggi University) ;
  • Lee, Jong-Jin (Foodservice & Culinary Management, Kyonggi University)
  • 정혜선 (경기대학교 외식조리관리학과) ;
  • 심지숙 (경기대학교 외식조리관리학과) ;
  • 이종진 (경기대학교 외식조리관리학과)
  • Received : 2017.09.11
  • Accepted : 2017.12.05
  • Published : 2017.12.30
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Abstract

This study was to examine how consumption value of female consumers affects impulse consumption and purchase satisfaction when they buy bakery goods, present specific determinant factors that affect them, and identify its influencing factors. The survey was conducted with those who have bought bakery goods of female consumers in Seoul and Kyonggi area, using a convenience sampling method. After a total of 400 responses was collected, 366 responses were included for the multiple regression analyses in order to test the hypotheses. To summarize findings from this study, analysis of the first hypothesis showed that "emotional impulse buying," "stimulating impulse buying," "reminder impulse buying," and "situational impulse buying" among impulse buying factors in consumption value factors had positive effects. The second hypothesis analyzed that "emotional impulse buying," "stimulating impulse buying," and "situational impulse buying" gave positive impacts on "purchase satisfaction," while "reminder impulse buying" had no influence. Analysis of the third hypothesis demonstrated that "consumption value" had positive effects on "purchase satisfaction." These findings were significant to examine consumption value that show the consuming pattern of consumers, analyze influencing factors on impulse buying of female consumers, and further present marketing strategies used for advantageous tools with competing stores to bakery owners or marketers.

Keywords

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