시판된 장류에 대한 소비자만족과 적응적 기대 연구

A Study of Consumer Satisfaction and the adaptive expectation of the Korean traditional soybean paste products

The purposes of this study were to explain consumer satisfaction after consuming the Korean traditional soybean paste products purchased and to outlook the consumption change in the future based on the current usage of the Korean traditional soybean paste products. The data were collected in 2003 from housewives who were responsible for expenditure decision within the household by on-line survey. The results of this study were as follows: 1) Some people who purchased the products in the marketplace were satisfied with consuming them and, hence were willing to purchase them more or not to change the quantity purchased in the future(the adaptative expectation). 2) The consumer satisfaction was significantly influenced by health recognition, price factor, expense, purchasing place(mart) and age. In addition, the adaptative expectation was significantly influenced by age, education, job, family type and satisfaction. Especially, if consumers were satisfied with the products, then they would like to adjust their expectation levels for purchasing the products in the future.