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KMID : 0665220070200030334
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Korean Journal of Food and Nutrition
2007 Volume.20 No. 3 p.334 ~ p.340
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A Study on Effect of Silver Consumer’s Lifestyle on Purchase Satisfaction and Repurchase Intention of the Health Functional Foods
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Choi Soo-Il
Kwak Jong-Hyung
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Abstract
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The purpose of this study is to analyze silver consumers’ life style, and whether silver consumers ’ life style have an effect on purchase satisfaction and repurchase intention of the health functional foods. To this end, a survey was conducted from May 28 to June 20 in 2007, among silver consumer aged in over 50s, on their purchase experience of the health functional foods. The survey was conducted with 326 subjects, and the statistical analysis methods were frequency analysis, factor analysis, and multiple regression analysis. According to the result of this study, First, the silver consumers’ life style factors were determined to be health and leisure pursuit, material pursuit, family pursuit, and outgoing challenge pursuit. And purchase satisfaction factors of the health functional foods were determined to be taking after dosage and service, function and purchase, appearance of health functional foods. Second, silver consumers’ family pursuit life style and outgoing challenge life style had an effect on taking and service satisfaction, appearance and products satisfaction of the health functional foods. Third, purchase satisfaction had an effect on repurchase intention of the health functional foods. Therefore, this study is significant in that it clarifies the relation of silver consumers’ life style and purchase satisfaction and repurchase intention of the health functional foods.
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KEYWORD
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silver consumers, life style, health functional foods
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