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초콜릿 식품선택 동기가 구매의도에 미치는 영향과 구매목적 조절효과- 양산 브랜드 초콜릿 중심으로 -

The effect that chocolate food choice motive influences on a purchasing intention and the moderating effect of purchasing purpose- focused on manufacturer brands chocolate -

이애주|김선희
한국외식산업학회 (The Korean Foodservice Association)|2017.12|한국외식산업학회지 (FoodService Industry Journal)|제13권 제4호|pp. 47-63|DOI 10.22509/kfsa.2017.13.4.003

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참고문헌

키워드

MoodPurchasing IntentionConvenienceChocolateFood Choice MotivePurchasing Purpose
주제분류관광학

초록

This study was examined to verify a difference of food choice motive in accordance with an effect that a chocolate food choice motive influences on a purchasing intention and a food choice motive in accordance with gender. In addition, there is a purpose to realize if there is the moderating effect or not by analyzing an influence relation that purchasing purposes of self-gift and interpersonal-gift influence on a purchase intention. In this study, totally 271 copies were used for ordinary people who have bought chocolate within the last 2 months. A frequency analysis, a reliability test, an exploratory factor analysis, a multiple regression analysis, a moderating effect were conducted utilizing a statistic program SPSS 20.0 based on the collected data. As a result, a mood and a convenience influenced on a purchase intention as a significant (+) and there were significant differences from a health, a price, a weight control in accordance with gender. In addition, it was examined that a present for others is controlled when a perceived sense and a purchase intention are high. Therefore, there should be emotional marketing in accordance with sense factors that influence a purchase intention and various conveniences should be offered.

Abstract

This study was examined to verify a difference of food choice motive in accordance with an effect that a chocolate food choice motive influences on a purchasing intention and a food choice motive in accordance with gender. In addition, there is a purpose to realize if there is the moderating effect or not by analyzing an influence relation that purchasing purposes of self-gift and interpersonal-gift influence on a purchase intention. In this study, totally 271 copies were used for ordinary people who have bought chocolate within the last 2 months. A frequency analysis, a reliability test, an exploratory factor analysis, a multiple regression analysis, a moderating effect were conducted utilizing a statistic program SPSS 20.0 based on the collected data. As a result, a mood and a convenience influenced on a purchase intention as a significant (+) and there were significant differences from a health, a price, a weight control in accordance with gender. In addition, it was examined that a present for others is controlled when a perceived sense and a purchase intention are high. Therefore, there should be emotional marketing in accordance with sense factors that influence a purchase intention and various conveniences should be offered.

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