가상 당 조절 편의점 도시락의 소비 가치, 선택 속성 중요도 및 구매의도 연구

Abstract

This study intended to identify consumers’ perceptions and purchase intention of diabetic lunch boxes from convenience stores. The research was divided into two studies. Study 1 dealt with the importance and satisfaction of lunch boxes for consumers who had eaten convenience store lunch boxes. Study 2 focused on the diabetic lunch boxes, especially the importance and satisfaction of selection attributes of imaginary diabetic lunch boxes, and it compared perceptions between normal consumers and diabetics. The results found that 70% of diabetics had difficulties eating outside meals. The “quality” and “controllability of sugar” influenced the purchase intention of imaginary diabetic lunch boxes. Considering the number of insufficient studies on consumer perceptions of diabetic lunch boxes, the results could be applied to develop new lunch boxes in convenience stores and to marketing strategies in the healthy food industry.