Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Functional Bakery Impact on the Degree of Motivation to Purchase Consumer Attitudes and Buying Intention - Focused on Busan -

기능성 베이커리 구매동기가 소비자태도 및 구매의도에 미치는 영향 - 부산지역을 중심으로 -

  • Han, Sang-Hoon (Dept. of Food Service Management and Culinary, Gyeongju University) ;
  • Kim, Bo-Seong (Dept. of Food Service Management and Culinary, Gyeongju University)
  • 한상훈 (경주대학교 외식조리학부) ;
  • 김보성 (경주대학교 외식조리학부)
  • Received : 2015.11.13
  • Accepted : 2015.12.12
  • Published : 2015.12.31
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Abstract

This study examined the factors that affect the relationship among functional bakery purchase motivation, consumer attitudes, and purchase intention. A total of 230 questionnaires were distributed to the consumers, of which 210 were deemed suitable for analysis after the removal of 20 unusable responses. In order to perform statistical analyses required in current study, SPSS 18.0 statistical program was employed for frequency analysis, factor analysis, and reliability analysis, Correlations, regression analysis. The results of exploratory factor analysis showed that four factors regarding local specialties purchase motivation were extracted from all measurements with a KMO of 0.735 and a total cumulative variance of 65.759%, with regard to consumer attitudes, one factors were extracted with a total cumulative variance of 72.421% and a KMO score of 0.684. One factor for purchase intention was extracted that accounted for a total cumulative variance of 67.139% and a KMO score of 0.683. All factors were significant and the correlation between variables was significant as well. Thus, based on the results, the main research hypothesis that identifies the relationships purchase motivation between consumer attitudes and purchase intention were partially adopted.

본 연구에서는 기능성 베이커리 구매동기가 소비자태도와 구매의도에 미치는 영향요인들과 그 요인을 이용한 앞으로의 활용방안을 제시하고자 한다. 총 230부의 설문지를 배포하여 불성실하게 응답한 20부의 설문지를 제외한 나머지 210부의 유효한 설문지를 실증연구에 사용되었다. 조사 연구의 목적을 달성하기 위하여 통계프로그램 SPSS 18.0을 활용하여 빈도분석, 요인분석 및 신뢰도분석, 상관관계분석, 회귀분석을 실시하였다. 분석결과를 보면 구매동기에 대한 측정항목의 탐색적 요인분석 결과, 3개 요인으로 KMO 값은 0.735, 총분산비율 65,759%, 소비자태도에 대한 요인분석은 총분산비율 72.421%, KMO 값은 0.684로 나타났다. 구매의도에 대한 요인분석은 총분산설명력 67.139%, KMO 값은 0.683으로 나타났다. 변수들 간의 상관관계가 다른 변수에 의해 설명되는 정도가 좋게 분석되었고, 유의확률이 0.000으로 나타나 전반적으로 변수들 간의 상관관계는 유의적이다. 따라서 구매동기에 따른 소비자태도와 구매의도에 미치는 영향에 관한 가설은 부분 채택되었다.

Keywords

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