베이커리 소비자의 소비가치가 천연발효빵에대한 태도와 구매의도에 미치는 영향
Effescts of Consumption Value on Attitude and Purchase Intention toward Natural Fermentation Bread in Bakery Consumer
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The purpose of this study was to provide implications for planning marketing strategies in future bakery market by analyzing the rapidly changing current status of Korean bakery consumers through investigating the effects of consumption value perceived by bakery consumers on attitude toward natural fermentation bread and of such attitude on purchase intention. A total of 200 questionnaires were delivered to students of university located in Seoul, and of which, 177 effective samples were used in empirical analysis. In order to perform required statistical analysis in the study, SPSS 18.0 Statistical Program was used for factor analysis, reliability analysis, frequency analysis and regression analysis. The results of exploratory factor analysis showed that the consumption value was determined by using five factors including health-oriented value, quality value, social value, epistemic value, and emotional value, while the attitude was determines three factors such as affective attitude, behavioral attitude and cognitive attitude. The purchase intention was regarded as a single factor variable. The regression analysis results showed that the consumption value has significantly positive effect on attitude and the attitude has also such effect on purchase intention. Based on the results, the hypothesis that identifies the relationship between consumption values, attitude and purchase intention were partially adopted.
Abstract
The purpose of this study was to provide implications for planning marketing strategies in future bakery market by analyzing the rapidly changing current status of Korean bakery consumers through investigating the effects of consumption value perceived by bakery consumers on attitude toward natural fermentation bread and of such attitude on purchase intention. A total of 200 questionnaires were delivered to students of university located in Seoul, and of which, 177 effective samples were used in empirical analysis. In order to perform required statistical analysis in the study, SPSS 18.0 Statistical Program was used for factor analysis, reliability analysis, frequency analysis and regression analysis. The results of exploratory factor analysis showed that the consumption value was determined by using five factors including health-oriented value, quality value, social value, epistemic value, and emotional value, while the attitude was determines three factors such as affective attitude, behavioral attitude and cognitive attitude. The purchase intention was regarded as a single factor variable. The regression analysis results showed that the consumption value has significantly positive effect on attitude and the attitude has also such effect on purchase intention. Based on the results, the hypothesis that identifies the relationship between consumption values, attitude and purchase intention were partially adopted.
참고문헌 (40)
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