Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

The Effect of Radish Liquid Naturally Fermented Bread Selection Motive on Consumer Attitude and Purchase Intention

무우액종 천연발효 빵 선택동기가 소비자태도와 구매의도에 미치는 영향

  • Woo, Iee-Shik (Dept. of Food Service & Culinary, Kyongju University) ;
  • Go, Geon-Oh (Dept. of Hotel & Culinary, Dongwon Institute of Science and Technology)
  • 우이식 (경주대학교 외식조리학부) ;
  • 고건오 (동원과학기술대학교 호텔조리학부)
  • Received : 2015.12.19
  • Accepted : 2016.02.03
  • Published : 2016.02.29
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Abstract

This study examined the factors that affect the relationship between radish liquid naturally fermented bread selection motive, consumer attitude and purchase intention. A total of 300 questionnaires were distributed to the consumers, of which 279 were deemed suitable for analysis after the removal of 21 unusable responses. In order to perform statistical analyses required in the 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 naturally fermented bread selection motive were extracted from all measurements with a KMO of 0.735 and a total cumulative variance of 65.759 %, with regard to consumer attitude, one factor was 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 at 0.000 and the correlation between variables was significant. Thus, based on the results, the main research hypothesis that identifies the relationships selection motive between consumer attitudes and purchase intetion was adopted.

본 연구에서는 무우액종 천연발효 빵 선택동기가 소비자태도와 구매의도에 미치는 영향요인들과 그 요인을 이용한 앞으로의 활용방안을 제시하고자 한다. 총 300부의 설문지를 배포하여 불성실하게 응답한 21부의 설문지를 제외한 나머지 279부의 유효한 설문지를 실증연구에 사용되었다. 조사 연구의 목적을 달성하기 위하여 통계프로그램 SPSS 18.0을 활용하여 빈도분석, 요인분석 및 신뢰도분석, 상관관계분석, 회귀분석을 실시하였다. 분석결과를 보면 선택동기에 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 선택동기에 따른 소비자태도는 구매의도에 미치는 영향에 관한 가설은 채택되었다.

Keywords

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