Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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The Influence of Consumption Values on Attitudes and Purchase Intentions of Consumers towards Gluten-free Products

개인소비가치가 글루텐 프리 가공식품에 대한 태도와 구매의도에 미치는 영향

  • Jung, Jin Hyuck (Department of Foodservice Management, Graduate School of Kyung Hee University) ;
  • Kim, Hyejin (Department of Foodservice Management, Graduate School of Kyung Hee University) ;
  • Yoon, Hye Hyun (Department of Culinary Arts and Foodservice Management, Kyung Hee University)
  • 정진혁 (경희대학교 대학원 조리외식경영학과) ;
  • 김혜진 (경희대학교 대학원 조리외식경영학과) ;
  • 윤혜현 (경희대학교 조리.서비스경영학과)
  • Received : 2016.12.12
  • Accepted : 2017.02.13
  • Published : 2017.04.30
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Abstract

Purpose: This study examined the influence of the consumption values on the attitudes and purchase intentions of consumers towards gluten-free products and compared consumption values, attitudes and purchase intentions according to the degree of health consciousness of the consumer. Methods: The data was collected from July 20, 2016 to August 2, 2016 through a questionnaire survey from three hundred and six consumers who had knowledge of gluten-free products. The data was analyzed by factor analysis, reliability analysis, multiple regression analysis, and an independent sample t-test using the SPSS program. Results: The regression results showed that the exploratory value (p<0.01) had a negative influence on the attitudes, and the functional value (p<0.001) and emotional value (p<0.001) had a positive influence on the consumers' attitudes. In addition, the attitudes (p<0.001) toward gluten-free products had a positive influence on the purchase intentions. Finally, the high health consciousness group answered with a significantly higher score on the consumption values, attitudes and purchase intentions than the lower group. Conclusion: These results highlight the causal relationship among consumption values, attitudes, and purchase intentions of consumers towards gluten-free products, and can provide a basic understanding of gluten free products regarding both marketing strategy and consumers' needs. The potential implications for gluten-free products manufacturers, limitations and future research directions are also discussed.

Keywords

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