식품보건융합연구 (The Korean Journal of Food & Health Convergence)

한국식품보건융합학회 (Korea Food & Health Convergence Association)
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A Consumer Behavioral Study of Dietary Supplement Choice Attributes in the Post-COVID-19 Era: Focusing on Generation MZ

  • Bo-Kyung SEO (Department of Human Service, Addiction Counseling Major, Eulji University) ;
  • Gyu-Ri KIM (Department of Food Science & Service, College of Bio-Convergence, Eulji University) ;
  • Seong-Soo Cha (Department of Food Science & Service, College of Bio-Convergence, Eulji University)
  • 투고 : 2024.05.01
  • 심사 : 2024.06.05
  • 발행 : 2024.06.30
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초록

The global nutraceuticals market continues to grow due to rising income levels, increasing life expectancy, and a growing interest in personal health. Especially after the COVID-19 pandemic, the market for nutraceuticals has expanded rapidly with positive perceptions driven by increased attention to immune management for disease prevention. However, there is still a lack of research on the relationship between nutraceuticals and consumer behavior. This study aims to provide new insights into the dietary supplement market and help establish marketing strategies by analyzing consumer behavior toward dietary supplements in the post-COVID-19 era, focusing on Generation MZ. An online survey was conducted among consumers who have purchased dietary supplement products to test the hypotheses. The collected data were analyzed for validity and reliability using SPSS and AMOS programs. The results showed that the taste, price, brand, and design of dietary supplements significantly positively affect the satisfaction of MZ consumers. This study provides an in-depth understanding of the mechanisms of consumer behavior toward dietary supplements in the post-COVID-19 era, focusing on Generation MZ. By offering insights into consumers' health concerns and consumption behaviors, this study provides valuable perspectives on the future development of the market and helps companies develop effective strategies to meet consumer needs.

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과제정보

This work was supported by the research grant of the KODISA Scholarship Foundation in 2024.

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