약선요리 품질속성이 소비자 만족도 및 구매태도에 미치는 영향

Abstract

The recent domestic dining out consumption trend is developing into a well-being type of dining out culture that contains emotional values that combine taste, fashion, and pleasure. Therefore, the paradigm of eating out culture is changing to improve the quality of life of consumers. This change has been shown by consumers' interest in well-being and well-being food that pursues a healthy and happy life. The purpose of this study was to empirically verify the effects between quality attributes, satisfaction, and purchasing attitude on medicinal cuisine targeting consumers who are interested in or have experienced medicinal cuisine. This survey conducted a survey of 248 consumers who were interested in or experienced medicinal cuisine. The main research results of this study are summarized as follows, focusing on hypothesis verification. First, as a result of analyzing the effect of the pharmacological quality attribute on consumer satisfaction, it was found that the pharmacological action and cooking selection attribute had a significant positive effect on satisfaction, and the nutritional quality attribute did not significantly affect satisfaction. Second, as a result of analyzing the effect of consumers' satisfaction with the quality of medicinal products on the purchase attitude, it was found that the consumer's satisfaction had a significant positive effect on the purchase attitude. Third, as a result of analyzing the effect of the medicinal food quality attribute on the consumer's purchasing attitude, it was found that the pharmacological action and cooking selection attribute had a significant positive effect on the purchasing attitude, and the nutritional quality attribute did not.