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KMID : 0665420130280050463
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Korean Journal of Food Culture
2013 Volume.28 No. 5 p.463 ~ p.472
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Contextual Appropriateness of Commercial Beverages According to Product Information Exposure
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Kim Hyun-Kyung
Jeon Seon-Young
Kim Kwang-Ok
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Abstract
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Beverages can vary in their appropriateness depending on the context of their different uses; therefore, an intention to
consume a beverage is likely dependent on the context of its use. This study associated the consumer acceptability of
commercial beverage products examined in a previous study (Kim and others, 2013) with its appropriateness under different use contexts. Consumers (n=360) were divided into two conditions: blind and brand. Consumers rated appropriateness for 13 use contexts for each beverage product. The results indicated that the contextual appropriateness were significantly different among the beverage samples and seemed to be positively influenced by the acceptability of beverages. The beverages with higher liking scores were more appropriate in a greater number of contexts, including “when tired”, “refreshing”, and “rest”. However, there were inappropriate contexts (e.g., “while weight watching”, “after exercise”, “with a meal”, and “health care”) regardless of degree of acceptability. In the brand condition, some differences in contextual appropriateness were observed when comparing results from the blind condition (e.g., “with a meal”, “health care”).
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KEYWORD
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Contextual appropriateness, consumer acceptability, beverage, product information
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