Analysis of Consumption Values of a Seaweed Functional Food

해조류 건강 기능 식품에 대한 소비가치 분석

  • Cha, Myeong-Hwa (Department of Home Economics Education, Kyungpook National University) ;
  • Kim, Yoo-Kyeong (Department of Home Economics Education, Kyungpook National University)
  • 차명화 (경북대학교 가정교육과) ;
  • 김유경 (경북대학교 가정교육과)
  • Published : 2008.08.31

Abstract

In this study, we assessed college students' consumption values with regard to a seaweed functional food, and compared differences between the respondents' purchasing intentions and their educational levels. A self-administered questionnaire was designed and distributed to college students in Daegu/Kyungbook province. A total of 288 questionnaires were collected, and the total response rate was 96.0%. The results demonstrated that purchasing intention influenced all five consumption values. The high purchasing intention (HPI) group evidenced greater functional value, social value, emotional value, conditional value, and epistemic value than was observed in the low purchasing intention (LPI) group. However, individuals' educational levels, as related to food, influenced only the functional value and epistemic value. These results demonstrate that college students' consumption value in terms of seaweed functional foods is affected by purchasing intentions and educational experience.

Keywords

consumption value;seaweed functional food;purchasing intention

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