The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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A Study on Effect of Silver Consumer's Lifestyle on Purchase Satisfaction and Repurchase Intention of the Health Functional Foods

실버 소비자의 라이프스타일이 건강기능식품 구매 만족도 및 재 구매 의도에 미치는 영향에 관한 연구

  • Choi, Soo-Il (Dept. of Venture Management, The Graduate School of Ventrue, Howeo University) ;
  • Kwak, Jong-Hyung (Dept. of Venture Management, The Graduate School of Ventrue, Howeo University)
  • 최수일 (호서대학교 벤처전문대학원 벤처경영학과) ;
  • 곽종형 (호서대학교 벤처전문대학원 벤처경영학과)
  • Published : 2007.09.30
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Abstract

The purpose of this study is to analyze silver consumers' life style, and whether silver consumers ’ life style have an effect on purchase satisfaction and repurchase intention of the health functional foods. To this end, a survey was conducted from May 28 to June 20 in 2007, among silver consumer aged in over 50s, on their purchase experience of the health functional foods. The survey was conducted with 326 subjects, and the statistical analysis methods were frequency analysis, factor analysis, and multiple regression analysis. According to the result of this study, First, the silver consumers' life style factors were determined to be health and leisure pursuit, material pursuit, family pursuit, and outgoing challenge pursuit. And purchase satisfaction factors of the health functional foods were determined to be taking after dosage and service, function and purchase, appearance of health functional foods. Second, silver consumers' family pursuit life style and outgoing challenge life style had an effect on taking and service satisfaction, appearance and products satisfaction of the health functional foods. Third, purchase satisfaction had an effect on repurchase intention of the health functional foods. Therefore, this study is significant in that it clarifies the relation of silver consumers' life style and purchase satisfaction and repurchase intention of the health functional foods.

Keywords

References

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