건강음식에 대한 위험지각의 세분화에 따른 구매의도의 차이

• 영문명: Differences of Purchase Intention Based on Perceived Risk Segmentation of Health Food
• 발행기관: 한국외식경영학회
• 저자명: 임은순(Im Eun Soon) 이영주(Lee Young Ju) 김성희(Kim Sung Hee)
• 간행물 정보: 『외식경영연구』12권 4호, 415~439쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.10.30

영문 초록

This study attempted to segment perceived risk of health food, and identify differences of purchase behavior by those segments. A sample of 307 surveys which showed a 87.7% usable response rate. Confirmatory factor analysis was adopted to identify five underlying dimensions of perceived risk of health food : financial, performance, physical, social, and time-loss. A cluster analysis of perceived risk of health food based on the underlying dimensions identified resulted in three clusters of perceived risk of health food (highly-perceived group, mid-perceived group, low-perceived group). The highly perceived group of perceived risk were found to differ from the other two groups on levels of their satisfaction and loyalty. And the managerial implications of these results for perceived risk of health food are examined.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

Purchase Intention Perceived Risk Cluster Analysis Health Food