김치 소비자의 소비성향이 제품선택속성과 재구매의도에 미치는 영향

The Effect of Consumption Tendency of Kimchi Consumers on Product Selection Attribute and Repurchase Intention

본 연구는 김치 소비자의 소비성향이 제품선택속성과 재구매의도에 어떠한 영향을 미치는지를 분석하고자 한다. 이를 위해 설문지는 2021년 9월 1일부터 9월 30일까지 실시되었으며 총 550부의 설문지를 배포하여 500부를 실증분석에 이용되었다. 분석한 결과, 첫째, <가설1> 검증한 결과, 건강추구와 실속추구 모두 유의한 영향을 미치는 것으로 나타났다. 둘째, <가설2> 검증한 결과, 건강추구와 실속추구 모두 유의한 영향을 미치는 것으로 나타났다. 셋째, <가설3> 검증한 결과, 건강추구와 실속추구 모두 유의한 영향을 미치는 것으로 나타났다. 넷째, <가설4> 검증한 결과, 품질, 브랜드, 가격 등 모두 유의한 영향을 미치는 것으로 나타났다. 다섯째, <가설5> 검증한 결과, 실속추구는 유의한 영향을 미치는 것으로 나타났으나 건강추구는 유의한 영향을 미치지 않는 것으로 나타났다.

The purpose of this study is to analyze effects of Kimchi consumer's consumption tendency on product selection attribute and repurchase intention. To achieve this goal, The study was conducted from September 1st, 2021 to September 30th, 2021. A total of 550 questionnaires were distributed, and 500 copies were collected and used for empirical analysis. The following are the results of the analysis. First, as a result of the Hypothesis 1 test, it was found that both pursuit of health and pursuit of value had a significant effect. Second, as a result of the Hypothesis 2 test, it was found that both pursuit of health and pursuit of value had a significant effect. Third, as a result of the Hypothesis 3 test, it was found that both pursuit of health and pursuit of value had a significant effect. Fourth, as a result of the Hypothesis 4 test, it was found that quality, brand, and price all had a significant effect. Fifth, as a result of the Hypothesis 5 test, it was found that pursuit of value had a significant effect while pursuit of health did not.