건강기능식품의 추구혜택이 소비자 태도와 구매의도에 미치는 영향

Abstract

The living standard of consumers has improved considerably from the improvement of national income followed by economic growth. Due to this, consumers are showing a great deal of interest in healthy life. The background of increasing consumer demand toward health can be found from health-oriented broadcasting programs, health related magazines and the fact that health related articles are increasing on newspapers. The purpose of this study is to understand the interrelationship between the influence of benefits sought on the attitude of consumers related to health functional food products. For the study, the survey was performed using general consumers in Korea from in Busan, Seoul, Gyeongnam and Gyeongbuk area from May, 2007 to August, 2007. As the result, total of 323 respecting were used as the data for final analysis. For the result analysis, the descriptive analysis, simple regression analysis and multiple regression analysis have been performed. For the statistics processing, the SAS WIN12.0 has been used to perform the analysis. As a result of study, the benefits sought have been classified as two types of factors called primary and derived in terms of selecting the health functional food products. As a result of real analysis, it has been classified that there was a positive effect in primary of the health functional food products. The attitude of consumers could be seen as having high power of influence between intentions to purchase. The difference followed by intake experience shows difference in terms of primary sought. There were differences by groups in the attitude of consumers and there was a difference also in the intentions to purchase. As a result of analysis, are adopted if the strategy according to multi-attribute attitude model is examined. The general strategy used by marketer in order to change the attitude of consumers means adding new beliefs toward health functional food products or changing existing beliefs by providing new information. While the marketer may persuade consumers to study new benefits or re-evaluate the importance of certain benefits in order to change the attitude of consumers, changing the "motive of trying to adapt" is also naturally possible at an extended evaluation model. But the strategy of changing the crave structure must have set its precondition as the fact that consumers are accommodating to such change. In the Korean health functional food product market, it is necessary to focus on the effort of applying the sought benefits of products having scientific grounds to the flow of consumer trend effectively, delivering information on products and the effective management toward customers.