건강기능식품 제품 품질속성이 구매의도와 프리미엄 지불의사에 미치는 영향에 관한 연구

Abstract

This study aims to investigate key variables in the quality attributes of health-functional foods selected by consumers and verify how quality attributes affect consumers' purchase intention or willingness to pay a premium. For this purpose, a survey was conducted from May 22 to June 5, 2024, targeting people with a history of purchasing healthy functional foods, and out of a total of 225 respondents, the final 195 copies were purified and used for analysis. The research method was conducted through structural equation analysis to verify the influence relationship between variables. Based on the research results, first, this paper confirmed that nutritional quality was the most influential factor among nutritional quality, price quality, and information quality sub-dimensions as quality attributes of health functional foods. Second, quality attributes were identified as factors that have a positive impact on customer satisfaction. Third, customer satisfaction was found to be a factor that had a positive impact on purchase intention and willingness to pay premium. Based on these research results, academic and practical implications are presented.