과자제품 구매 시 기대불일치가 브랜드 태도 및 만족에 미치는 영향 - 슈링크플레이션 사례를 중심으로 -

Abstract

This study set up a hypothesis and conducted a study to find out the effect of expectation disconfirmation on brand attitude and satisfaction when purchasing confectionery products. Through this study, we conducted an empirical study on confectionery products that incorporated the expectation disconfirmation theory, thereby identifying the shrinkage inflation problem of low-involvement confectionery products that had not been studied in previous studies, and were able to reduce the damage caused by price increases through simple capacity changes. In addition, food companies will be able to present effective strategies for shrinkage inflation marketing. The survey selected six products with the same price but reduced the amount of confectionery, and 199 people who had purchased at least one of the six selected confectionery products within the past three months were targeted from April 1 to 20, 2024. The collected data were analyzed using SPSS 22.0 and AMOS 22.0 programs for frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural analysis. The analysis results showed that pre-purchase expectations did not have a significant effect on negative disconfirmation. However, post-purchase performance showed a significant negative effect on negative disconfirmation, and negative disconfirmation had a significant negative effect on brand attitude and satisfaction. Brand attitude had a significant effect on satisfaction. The results of this study suggest that when food companies use shrinkflation strategies, they should seek consumers' understanding and notify them in advance even for low-priced confectionery products so that consumers do not feel deceived. It is also believed that consumers need to develop the habit of carefully checking the capacity and price before purchasing a product.