食品添加物에 대한 認識이 購買意圖에 미치는 影響

An Influence That Awareness of Food Additives has on Purchase Intention: Focused on the Bakery Consumers’

The purpose of this study is to provide basic materials that can help consumers to make a good choice of bakery products and that an help understand consumers' awareness of food additives by investigating an influence that consumers' awareness of food additives has on purchase intention. Data collected from 270 bakery consumers were analyzed for this study. Total explanatory power of factors about food additives was 68.47% and loadage of factors ranged from 0.570 to 0.923. For awareness of food additives, five factors - relative advantage, environmental capacity, stability of human body, possibility of observation and experience level - were drawn. Cronbach's Alpha was 0.8 or more which means Cronbach's Alpha has reliability. F value that shows suitability of model that explains awareness variable on food additives was significant at the level of 20.428. R2 value was o.265. It was found that environmental capacity, stability of human body and experience level had influence on purchase intention. It was found that relative advantage and possibility of observation did not have influence on purchase intention. Hypothesis 1 was adopted partially.