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KMID : 0665420120270010049
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Korean Journal of Food Culture
2012 Volume.27 No. 1 p.49 ~ p.56
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Effects of Instant Noodle (Ramyun)’s Selection Attribution upon Satisfaction - Focus on Children and Adolescents -
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Jung Hyo-Sun
Yoon Hye-Hyun
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Abstract
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The purpose of this study was to understand the influence of instant noodle’s selection attribution on satisfaction and to
empirically analyze whether or not grade (elementary schoolchildren, middle school students, high school students) plays a moderating role in the relationship between selection attribution and satisfaction. Further, this study examined the
differences in demographic characteristics among two groups of subjects divided by instant noodle’s selection attribution.
Based on a total of 1021 samples, this study verified a total of 3 hypotheses using the SPSS program. Data were analyzed
by frequency analysis, chi-square, t-test, factor analysis, reliability analysis, cluster analysis, discriminant analysis, and
hierarchical regression analysis. Results of the study were as follows. There were three different instant noodle’s selection
attributions among the children and adolescents investigated: internal element, external element, and company reliability.
The multiple regression results show that internal element (=.391), external element (=.239), and company reliability
(=.063) among customers’ selection attributions had significant positive effects on satisfaction. In addition, the effect of
selection attribution upon satisfaction was partially moderated according to grade. Further, cluster analysis divided subjects into two groups according to instant noodle’s selection attribution: high-selection group vs. low-selection group. The wo groups of subjects classified by instant noodle’s selection attribution were also different from each other in demographic characteristics. Limitations and future research directions are also discussed.
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KEYWORD
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Selection attribution, satisfaction, instant noodle (Ramyun), children, adolescent
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