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웰빙 제품에 대한 소비 만족이 소비자 웰빙에 미치는 영향

The Effect of Consumption Satisfaction with Well-being Products on Consumer Well Being

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참고문헌

키워드

주제분류경제학

초록

웰빙에 대한 높은 사회적인 관심에도 불구하고, 소비자 웰빙에 관한 구체적인 연구는 아직까지 활발하게 진행되지 못하고 있다. 이에 본 연구에서는 웰빙 제품들에 대한 소비 만족이 삶의 주요 영역 중의 하나인 건강에 대한 만족을 높임으로, 궁극적으로 소비자들의 웰빙을 향상시키게 된다는 가설을 제안하고 이를 검증하였다. 실증 결과, 웰빙 제품들에 대한 소비 만족은 본인의 건강에 대한 만족에 긍정적인 영향을 미치며, 소비자들이 지닌 제품 지식은 이 효과의 크기를 조절하는 것으로 나타났다. 본 연구는 웰빙 제품의 사용이 소비자의 웰빙에 영향을 미칠 것이라는 개념적 논의를 넘어서 제품군들의 영향력을 실증적으로 기술함으로써, 웰빙 산업에서 활동하는 기업들에게 소비자들의 웰빙을 향상시킬 수 있는 전략을 제안하였을 뿐만 아니라, 웰빙 제품에 관한 조사를 준비하고 있는 연구자들에게는 다양한 직관을 제공하고 있다는 점에서 그 의의가 있다고 하겠다. 또한 본 연구는 소비자 웰빙에 관한 구체적인 연구 방향들을 제안함으로써, 웰빙 연구의 활성화에 기여할 수 있을 것으로 기대된다.

Abstract

There has been an increasing interest on marketing of well being products. Yet. limited studies have been done on the impact of well being products on consumer's well being. The main purpose of this study is, therefore, to develop and test a model on the effect of well being product satisfaction on consumer's well being. The Study results indicate that consumer's satisfaction with well being products has a positive influence health satisfaction, which in turn increases consumer's well being. It also has been found that the positive influence of satisfaction with well being products on health satisfaction is greater when consumers have a high level of product knowledge. Policy implications are also discussed.

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