• 디지털융복합연구
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• 제18권10호
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• pp.527-535
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• 2020

연구 목적은 충청권 초등학생 자녀를 둔 어머니를 대상으로 가공식품 표시기준 인식이 구매행동에 미치는 융복합 효과를 살펴보기 위한 것으로, 가공식품 구매행동에 따른 집단 구분을 위해 2단계 군집분석을 하였고, Schwarz's BIC 기준에 의해 군집수를 결정하였다. 그룹 간 구매행태 특징 분석 결과 '편의추구형'과 '대형마트선호형', '고비용반복 구매형'의 3개 모형이 결정되었다. 그룹별 학력 및 직업은 '대형마트선호형'의 대졸 이상 비율이 유의적으로 높았고, '고비용반복구매형'의 취업모 비율이 높았으며, 식품표시기준 필요성은 '대형마트선호형'이 다른 그룹보다 높았다. 모든 그룹에서 식품표시기준 항목 중 '유통기한'을 가장 중요한 것으로 인식하였고, 구매 시 고려사항은 '사용원료'와 '식품첨가물', '영양성분표시'에서 '대형마트선호형'이 높은 점수를 보였다. 가공식품 구매행동 개선을 위해서는 무엇보다 실생활에 쉽게 적용할 수 있는 대상자 맞춤형 교육매체 개발이 필요하다.

• 한국식생활문화학회지
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• 제36권4호
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• pp.373-381
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• 2021

The number of vegans has increased rapidly due to religious and ethical beliefs, environmental concerns, health, etc. Also, as interest in healthy and safe food increases, the demand for organic products or nutrition-enhanced products is increasing. Therefore, this study aimed to investigate the selection attributes and purchasing behavior for protein-fortified and vegan snacks. It is anticipated that the results would find use as basic data for developing protein-fortified snacks for vegans that can meet consumer needs and derive marketing strategies. A survey was conducted on 140 consumers. According to the analysis of their purchase behavior, the number of people who had purchased high-protein snacks and vegan snacks was higher than those who did not have prior experience. The reasons for the purchase of protein fortified snacks included 'meal replacement' at 'offline-convenient store/supermarket'. Vegan snacks were purchased for 'ethical beliefs, health, environment' at 'offline-vegan restaurant, bakery'. Both snacks showed above-normal preferences. However, it is necessary to improve taste and flavor when developing these products as these were the factors that negatively impacted the preferences. The attributes were factorized into the 'showing off factor', 'sensory factor', 'credence factor', and 'functional factor' and the 'sensory factor' was considered the most important.

• 한국식생활문화학회지
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• 제26권6호
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• pp.673-681
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• 2011

The purpose of this study was to analyze the difference in bakery choice attributes according to consumers' general characteristics and purchasing behavior. Among 350 questionnaires distributed to bakery consumers, 277 complete questionnaires (79.1%) were analyzed. Bakery choice attributes were classified into five factors: "environment and image", "bakery product features", "location", "employee service", and "price and sales promotion"; the mean scores of these factors' importance levels were 3.59, 3.58, 3.49, 3.36, and 3.00, respectively. Males considered 'employee service' factor significantly more than did females. Further, the importance level of 'employee service' factor was significantly greater as consumer's age increased. The importance levels of 'bakery product features' and 'employee service' factors were considered significantly more by consumers who spent KRW10,000-15,000 than those who spent KRW5,000 or less. 'Price and sales promotion' was considered to be more important by consumers who obtained information from the Internet than from the TV and radio. 'Location' factor was considered to be more significant as purchasing frequency increased. Such differences in importance level of bakery choice attributes according to consumers' gender, age, job, and purchasing behavior should be considered and applied to the development of marketing strategies targeted at consumers.

• International Journal of Contents
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• 제12권4호
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• pp.45-52
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• 2016

This study focuses on finding ways to stimulate the growth of agricultural sectors in m-businesses, by analyzing and comparing the factors that influence the purchasing behavior of consumers in the open market, social commerce, and integrated shopping malls. Consumers at various mobile shopping malls answered a survey. Among the nine factors considered, one important factor was the frequency of purchasing agrifoods. Regression analysis produced three results. First, in the open market, in addition to various other advantages, the brand image, reasonable pricing, simple payment system, and convenience of using an app were important factors that influenced the purchasing behavior of the individual consumer. Second, in social commerce, the major factors influencing purchase were the reasonable pricing, quick delivery service, and convenience of using an app. Third, in integrated shopping malls, the brand image, guaranteed after-sale service, the variety of products, quick delivery service, and convenience of using an app were the significant factors.

• 한국조리학회지
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• 제13권1호
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• pp.87-98
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• 2007

The purpose of this study was to understand purchasing behavior on sauce products and the credibility of advertisement in Busan. For the study, 240 of samples taking cooking courses at welfare centers and private institutes were selected. The questionnaire consisted of demographic characteristics, the practical situation of purchasing sauce products, and the credibility of mess media advertisements. 260 questionnaires were distributed, among which 240 were returned and 233 were used for statistical analysis. The result of the study was as followed. Considering the practical situation of purchasing, the samples took information about sauce products from discount markets, and TV advertisements. Purchasing sauce products was done by themselves, and the main reason that they didn't purchase was health. Seeing the credibility of mess media advertisements, they trusted "The recommendation of a familiar person" most, department stores were the second highest, and TV advertisement was the third. The statistical differences partly existed depending on demographic characteristics: job, and material status. Identifying the decision making factors on sauce products was needed as further study.

• 한국식생활문화학회지
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• 제21권6호
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• pp.614-622
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• 2006

This study is intended to investigate the wine consumers' reason of drinking and purchasing behavior according to their product involvement. Questionnaires were obtained from wine consumers at wine retailer stores. Trained researchers of this particular study conducted survey and finally 230 questionnaires were analyzed using SPSS package program(v.12.0). The subjects were categorized three different groups(high, medium, and low) based on their wine involvement. The further analysis showed that differences in reasons of wine drinking and purchasing behavior according to their involvement levels, and the characteristics of three segments were summarized at the end of the results. Consumers in high involvement drink wine mainly because they wanted to enjoy various wine experiences and have abundant knowledge for wine. Consumers in medium and low involvement would like to drink due to enjoyment of wine drinking. Expenses of purchasing, quantity and frequency of wine purchasing, country of origin, and sources for wine information showed differences among three consumer groups, but differences were not presented in type of wines and purchasing place by consumers' wine involvement.

• 유통과학연구
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• 제10권2호
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• pp.53-62
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• 2012

본 연구는 소비자의 구매의도 형성과 관련된 선행요인을 설명하는 주된 이론인 계획적 행동모델을 토대로 식품 관련 및 식품소비관련 소비자의 개성특성, 과거 구매행동 빈도 등의 요인들을 포함하여 유기농식품에 대한 소비자의 구매의도에 미치는 구체적인 영향요인을 제시하고자 이루어졌다. 분석결과를 요약하면 다음과 같다. 첫째, 계획적 행동모델에서 주관적 규범을 제외한 태도, 지각된 행위통제(비용)는 구매의도에 유의하게 영향력이 있는 것으로 나타났으며, 특히 유기농식품에 대해 긍정적인 태도를 가질수록 구매의도가 증가할 확률이 높아진다고 할 수 있다. 둘째, 식품에 대한 관심이 많고 중요하게 생각하는 소비자일수록 유기농식품에 대하여 호의적인 태도를 가지게 될 확률이 증가하며, 과거에 유기농식품을 구매한 빈도가 유기농식품에 대한 구매의도에 영향을 미치는 것으로 나타났다. 셋째, 유기농식품을 이용하지 않을 경우 나타날 수 있는 소비자의 부정적 감정이 유기농식품에 대한 구매의도에 부(-)의 영향을 미치는 것으로 나타났다. 넷째, 주관적 규범은 구매의도에, 식품 관련 개성특성(저항감)은 태도에 유의한 영향을 미치지 않는 것으로 나타났다. 본 연구에서 밝혀진 연구결과는 점차적으로 계획적 행동모델의 설명력을 높이기 위해 다양한 요인들을 포함하는 모델의 확장에 대한 필요성이 제기되고 있는 가운데, 향후 소비자들의 구매행동에 있어 구매의도에 추가적인 요인들의 영향력을 검증하였다는 점에서 그 의미를 찾을 수 있다. 하지만 본 연구에서는 식품의 종류를 구분하지 않고 조사하였기 때문에 식품의 종류에 따라 소비자의 반응이 다를 수 있기에 향후에는 이점을 보완해 나가야할 것이며, 또한 구매경험여부에 따라 군집을 나누어 연구하지 않았기 때문에 유기농식품의 구매경험여부에 따라 구매자들을 비교, 검토하여 연구해나가야 필요성이 제기된다.

• 한국식품영양학회지
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• 제29권5호
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• pp.795-800
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• 2016

The objective of this study was to propose motivation for the analysis of consumer's purchasing behavior and willingness to pay for the new soymilk products in cooperative stores. We surveyed the purchasing behavior, willingness to purchase, willingness to pay, and impact factors on willingness to pay. The results indicated that most consumers drank soymilk more than once per week. The reasons for consuming soymilk were health, nutrition, and taste, in order. When purchasing soymilk, consumers considered environment-friendly, quality, country of origin, brand, and price, consecutively. Taste was also an essential quality factor. Thus, consumers showed some willingness to purchase new soymilk products. In addition, cooperative members considered environmental characteristics of raw material and improvement of preference for final product as more important than functionality or food additives. Differentiation of process and marketing strategies are required for the development of soymilk products for cooperative members.

• 한국식품영양학회지
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• 제22권4호
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• pp.650-661
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• 2009

In this study, 230 female college students in Seoul area were surveyed to evaluate their eating habits and behavior, physical activities, and patterns of purchasing diet/low-calorie food. Their body composition was also determined using bioelectrical impedance(Inbody 520). The subjects were divided into two groups according to their BMI index with a mean BMI of 20.2$\pm$1.5(normal) weight and 25.0$\pm$1.7(obesity). Overall, 85.7% of the subjects reported that the food they purchase depends more on their preferences than the nutritional value of the food. When the two groups were compared there was no significant difference in the frequency or experience of purchasing diet-foods. Indeed, 69.3% of all female college students had purchased diet foods, and most consumed these foods 2~3 times a week. Obese group preferred a savory taste, while normal group preferred a sweet taste. The majority of the subjects(80.8%) answered that they "read nutritional labels carefully upon purchasing diet food", and that they examined calories(61.8%) and total fat(48.5%) most carefully. Of the types of low-calorie/diet foods purchased, beverages were the most commonly obtained; followed by noodles, diet-bars, and snacks. The most commonly purchased low calorie snacks were "potato-type C(hot-flavor)" and "potato-type A(salty-flavor)", while the most commonly purchased diet-bars were "low calorie-type A"(55.3%) and "high protein-bar"(32.3%). The most commonly purchased noodles were "thick noodle type"(65.1%), while the most commonly purchased drinks were "cereal tea"(65.1%) and "mixed herb tea"(66.0%). Overall, factors such as self-esteem or the degree of body satisfaction, rather than obesity(BMI index) itself, were significantly correlated with the frequency of purchasing diet-foods.

• Human Ecology Research
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• 제54권1호
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• pp.107-118
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• 2016

This study examined differences in consumers' images of short-term income forest products, preference, willingness to pay prices and purchase behavior according to dietary lifestyle as well as investigated what factors influence the degree of satisfaction when purchasing short-term income forest products and willingness to repurchase. According to dietary lifestyle, the results classified consumers as 'frugal housewife type,' 'convenience-seeking type,' and 'food high-involvement type.' A 'food high-involvement group' is defined as a group that wants high quality products regardless of price. In the 'frugal housewife type,' country of origin and hygiene/safety (considered when purchasing food) had positive influences on the degree of satisfaction. In the 'convenience-seeking type,' country of origin (considered when purchasing food) had a positive influence on the degree of satisfaction while country of origin (checked when purchasing food) had a negative influence on degree of satisfaction. Consumers had a lack of perception for short-term income forest products; subsequently, short-term income forest products had a weakness of low access to consumers. Therefore, farms for short-term income forest products need to divide products into 'high-priced' luxury products and 'low-priced' frugal products according to dietary lifestyle characteristics, improve packaging status to enable consumers to check quality certificates, and clearly indicate country of origin as well as improve distribution processes and increase consumer access to products.