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KMID : 1011620170330020218
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Korean Journal of Food and Cookey Science
2017 Volume.33 No. 2 p.218 ~ p.227
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The Influence of Consumption Values on Attitudes and Purchase Intentions of Consumers towards Gluten-free Products
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Jung Jin-Hyuck
Kim Hye-Jin
Yoon Hye-Hyun
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Abstract
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Purpose: This study examined the influence of the consumption values on the attitudes and purchase intentions of consumers towards gluten-free products and compared consumption values, attitudes and purchase intentions according to the degree of health consciousness of the consumer.
Methods: The data was collected from July 20, 2016 to August 2, 2016 through a questionnaire survey from three hundred and six consumers who had knowledge of gluten-free products. The data was analyzed by factor analysis, reliability analysis, multiple regression analysis, and an independent sample t-test using the SPSS program.
Results: The regression results showed that the exploratory value (p<0.01) had a negative influence on the attitudes, and the functional value (p<0.001) and emotional value (p<0.001) had a positive influence on the consumers" attitudes. In addition, the attitudes (p<0.001) toward gluten-free products had a positive influence on the purchase intentions. Finally, the high health consciousness group answered with a significantly higher score on the consumption values, attitudes and purchase intentions than the lower group.
Conclusion: These results highlight the causal relationship among consumption values, attitudes, and purchase intentions of consumers towards gluten-free products, and can provide a basic understanding of gluten free products regarding both marketing strategy and consumers" needs. The potential implications for gluten-free products manufacturers, limitations and future research directions are also discussed.
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KEYWORD
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gluten-free product, consumption value, attitude, purchase intention, health consciousness
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