생활양식에 따른 소비자의 웰빙 제품 구매행동, 만족도, 재구매의사 분석

Abstract

This paper classifies several comsumer groups based on their different life styles, and then investigated whether those groups differ in the purchase frequency, satisfaction after purchasing, and repurchase intention. A total of 224 male and female consumers older than 19 years old who live in and near Seoul were collected using survey questionnaire. The following is the summary of the main results. First, consumers purchase well-being cereal, health and leisure, beverage, and vegetable frequently, but do not purchase frequently well-being clothing, air-cleaner, and rice. Second, married consumers are more likely to purchase well-being rice and vegetables, while non-married consumers are less likely to purchase well-being products of beverage and healthleisure. In addition, female consumers are more likely to purchase well-being products of clothing and cosmetics, while old consumers are more likely to purchase well-being products of clothing and healthleisure. Consumers are willing to purchase well-being products of vegetable, clothing, and cosmetics even though their prices are high compare to non well-being products.Third, the group of “pro-environmentalconspicuous” showed high level in the purchase frequency, satisfaction, and intentions to repurchase. The group of “non-environmentalseeking new” are more enthusiastic to purchase well-being beverage and cosmetics. The group of “health seekingneutral” purchase frequently well-being beverage and healthleisure. In addition, both level of their satisfaction after purchasing and intentions to repurchase are high. The purchase frequency, satisfaction, and repurchase intention of well-being products are low in the group of “negative lifeisolated” and “pro-environmentnon-conspicuous”.