다이어트 식품에 대한 태도와 주관적 규범이 구매의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

This study investigated food purchasing behaviors of those 549 women aged 20-40 who have purchased diet food, and factors that affect purchase intention of diet foods. Based on the theory of reasoned action, the causal relationship between attitudes, subjective norms, and purchase intentions on the attributes of diet foods was examined. The result suggests that the higher the perceived credibility and value of diet foods, the higher the intention to purchase diet food. When consumers" positive attitudes toward diet foods are accompanied by the positive reactions of the reference people, their purchase intention would increase. Also, it is explored the effect of variables in two groups divided by the level of expenditure on diet foods. The group with a lower level of expenditure showed the significant effect of all three variables (credibility, values, and subjective norms) on purchase intention of diet foods while the group with a higher level of expenditure showed the significant effect of only two variables(credibility and subjective norms). The results of this study will be used as basic information to generate marketing implications of diet foods.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구 방법
• Ⅳ. 연구결과
• Ⅴ. 결론 및 제언
• 참고문헌