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KMID : 1134820190480040482
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Journal of the Korean Society of Food Science and Nutrition
2019 Volume.48 No. 4 p.482 ~ p.493
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The Effect of Food Choice Motive on Consumption Attitude, Satisfaction, and Purchase Intention for Traditional Fermented Foods in the Twenties (Mediating Effect of Attitude and Satisfaction)
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Kim Seong-Ah
Hong Wan-Soo
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Abstract
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This study analyzed the food selection motives of consumers in their 20s using Steptoe’s Food Choice Questionnaire (FCQ) to ascertain how the motives affect consumer attitude, satisfaction, and purchase intention regarding traditional fermented foods (TFF). The study also verified the mediation effect between attitude and satisfaction in food selection motives and purchase intentions. The study aims to propose a direction for the development of TFF that reflects the demands identified through analysis of the perception and need for TFF. The results showed that among the eight subfactors under food selection motives, only price had a significant influence on attitude, while health, weight control, healing, and price factor had significant effects on satisfaction. In addition, purchase intention had a significant effect on health, safety, price, and weight control. These results showed that price factor was identified as a key food selection motive with significant effects on attitude, satisfaction, and purchase intention. The consumers also perceived the TFF as being beneficial for health but having a negative influence on weight control, and thus their higher motive for weight control led to a lower satisfaction and purchase intention. Accordingly, there is an imminent need to construct a standardized, scientific database of the function and nutritional value of each TFF to correct such misperceptions. Also, social interest, education and specialized marketing strategies by businesses were identified as necessary to increase motivation to select TFF.
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KEYWORD
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traditional fermented food, food choice motive, attitude, satisfaction, purchase intention
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