쌀 베이커리 시장에서 소비자의 건강라이프스타일, 구매태도, 구매의도의 구조관계 분석

A Structural Relationship among Consumers' Health-related Lifestyle, Purchasing Attitude, and Purchase Intention in the Rice-based Bakery Products Market

This study aims to examine the structural relationship between consumers’ health-related lifestyle. purchasing attitude and purchase intention in the rice-based bakery products market. Data were collected from 397 consumers in their 20 years old and more. Results showed that purchasing attitude positively affected nutrition, trends and taste, and it was a key variable in explaining the intention to purchase rice-based bakery products. Therefore, it is necessary to develop and cultivate rice flour varieties containing various nutrients and develop products by capturing the food trends among consumers to induce them to purchase rice-based bakery products. Purchasing attitude fully mediated the relationship between taste and purchase intention, which suggests that it is necessary to hold tasting or sampling events and carry out promotional activities for consumers to perceive that rice-based bakery products taste good, which may lead to positive purchasing attitude.