The Impact of Healthy-pleasure Product Choice Attribute Importance on Buyer Attitudes and Purchase Behavior: a Focus on ow-calorie Foods

• 영문명: The Impact of Healthy-pleasure Product Choice Attribute Importance on Buyer Attitudes and Purchase Behavior: a Focus on ow-calorie Foods
• 발행기관: 한국웰빙융합학회
• 저자명: 장경태(Kyung Tae JANG) 이승현(Seung Hyeon LEE) 차성수(Seong Soo CHA)
• 간행물 정보: 『웰빙융합연구』Vol.7 No.2, 23~29쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.06.30

국문 초록

Purpose: This study aims to investigate consumer attitudes towards healthy foods, focusing on low-calorie options, and their impact on purchasing behavior. Methods: The study utilizes structural equation modeling, which incorporates statistical tools such as SPSS and AMOS for thorough analysis. This involves collecting data over a period of time and then inferring patterns and relationships through correlation and trend analysis. Results: The study found that attributes such as quality, price, functional value, and emotional value have a significant impact on customer satisfaction and repurchase intentions, but not on nutrition and brand. The study provides a comprehensive understanding of the factors that influence consumer attitudes and purchase behavior toward healthy indulgences in the context of low-calorie foods, and has important implications for both academic research and practical marketing strategies. Conclusions and Implications: This study provides new insights into consumer behavior theory by validating the impact of the perceived value of low-calorie products on attitudes and purchase behavior, which is of great academic value. It is also expected to provide useful information for the formulation of effective marketing strategies for lowcalorie products and the development of products that meet consumer needs.

목차

1. Introduction

2. Theoretical Background

3. Research Method

4. Result of the Study

5. Conclusions and Implications

References

키워드

Healthy pleasure Low-calorie foods Zero calorie foods