고급 초콜릿 구매의도에 관한 소비자 행동 : 성별의 조절효과 = Consumer Behavior on the Purchase Intention of Luxury Chocolate : Moderating Effects of Gender

국문 초록 (Abstract)

본 연구는 고급 초콜릿 식품 선택 동기가 초콜릿 갈망적 태도에 미치는 영향과 갈망적 태도가 구매의도에 미치는 영향관계를 검증하려는 목적과 이를 토대로 성별에 따른 차이검증을 분석하기 위하여 실시되었다. 연구를 수행하기 위하여 식품 선택 동기요인은 건강, 체중조절, 기분, 감각으로 설정하였고, 초콜릿 소비 태도는 갈망적 태도를 설정하였다. 본 조사는 2018년 3월 5일부터 3월 25일까지 고급 초콜릿을 구매한 경험이 있는 소비자를 대상으로 실시하였다. 분석 결과, 건강과 기분은 갈망적 태도에 긍정적인 영향을 미쳤으며, 갈망적 태도는 구매의도에 긍정적인 영향을 미치는 것으로 실증되었다. 성별에 따른 조절효과 검증 결과, 체중조절이 갈망적 태도에 미치는 영향력과 갈망적 태도가 구매의도에 미치는 영향력은 성별에 따라 차이가 있는 것으로 나타났다. 결과적으로 고급초콜릿 구매의도에 영향을 미치는 선행 요인으로 건강과 기분, 갈망적 태도의 중요성을 규명하였으며, 성별에 따른 차이검증 결과는 시장세분화 전략을 위한 기초자료로 제공할 것이다.

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the effect of luxury chocolate food choice motive on craving attitude and purchase intention. Based on the results, conducted empirical analysis of the differences according to gender. In order to conduct the study, the food choice motivate factors were set as health, weight control, mood, and sensory, and chocolate consumption attitude set a craving attitude. This survey was conducted for consumers who had purchased luxury chocolate from March 5, 2018 through March 25, 2018.
The results showed that health and mood had a positive effect on craving attitude, and craving attitude had a positive effect on purchase intention. The effect of weight control on cravings attitude and cravings attitude on purchase intention were found to be different according to gender. As a result, the importance of health, mood, and craving attitude was identified as a leading factor influencing intention to buy luxury chocolate, and the results of gender - based differences will be provided as basic data for market segmentation strategy.

목차 (Table of Contents)

• I. 서 론
• II. 이론적 배경
• III. 연구 설계
• IV. 실증분석
• V. 결론 및 시사점

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