Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Convergence Effect on the Purchasing Behavior of Elementary School Mothers' Recognition of Processed Food Labeling Standards

초등학생 어머니의 가공식품 표시기준 인식이 구매행동에 미치는 융복합 효과

  • Kang, Keoung-Shim (Dept. of Food Service Management & Nutrition, Kongju National University) ;
  • Lee, Se-Jeoung (Dept. of Food Service Management & Nutrition, Kongju National University)
  • 강경심 (공주대학교 외식상품학과) ;
  • 이세정 (공주대학교 외식상품학과)
  • Received : 2020.09.03
  • Accepted : 2020.10.20
  • Published : 2020.10.28
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Abstract

The purpose of research is to examine mothers with elementary school children in Chungcheong and the convergence effect of recognition of food labeling standards on purchasing behavior. A two-step cluster analysis was performed for group classification according to the purchase behavior of processed foods and the collection was determined by Schwarz's BIC criteria. Three types were determined: "convenience pursuit," "large mart preference," and "high cost reverse purchase". The proportion of college graduates in 'large mart preference' was higher, the proportion of employment mothers in 'high cost reverse purchase' was higher, and the need for food labeling standards was higher in 'large mart preference'. 'Shelf life' was recognized as the most important item. 'Large market preference' scored higher in 'used materials' and 'food additives', 'nutrition labelling'. In order to improve the purchasing behavior of processed foods, above all else, it is necessary to develop customized educational media that can be easily applied to real life.

연구 목적은 충청권 초등학생 자녀를 둔 어머니를 대상으로 가공식품 표시기준 인식이 구매행동에 미치는 융복합 효과를 살펴보기 위한 것으로, 가공식품 구매행동에 따른 집단 구분을 위해 2단계 군집분석을 하였고, Schwarz's BIC 기준에 의해 군집수를 결정하였다. 그룹 간 구매행태 특징 분석 결과 '편의추구형'과 '대형마트선호형', '고비용반복 구매형'의 3개 모형이 결정되었다. 그룹별 학력 및 직업은 '대형마트선호형'의 대졸 이상 비율이 유의적으로 높았고, '고비용반복구매형'의 취업모 비율이 높았으며, 식품표시기준 필요성은 '대형마트선호형'이 다른 그룹보다 높았다. 모든 그룹에서 식품표시기준 항목 중 '유통기한'을 가장 중요한 것으로 인식하였고, 구매 시 고려사항은 '사용원료'와 '식품첨가물', '영양성분표시'에서 '대형마트선호형'이 높은 점수를 보였다. 가공식품 구매행동 개선을 위해서는 무엇보다 실생활에 쉽게 적용할 수 있는 대상자 맞춤형 교육매체 개발이 필요하다.

Keywords

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