라이프스타일 유형이 건강기능식품의 구매의도에 미치는 영향에 관한 연구－제품 품질과 브랜드 이미지의 매개효과를 중심으로－

Abstract

This study has performed to identify the factors of lifestyle types which influenced to the purchase intention of health functional food and the mediating effect of product quality and brand image applications between the lifestyle types and purchase intention to activate the setting of marketing strategy and operating of health food-related companies. Based on previous studies, it suggested and verified a study model which the customer''s lifestyle types played an independent variable to the dependent variable called purchase intention through the mediating variable called product quality and brand image. To verify this model, it collected materials from 500 males and females living in Seoul and Gyeonggi-do and performed multiple regression analysis. The major findings were as follows. First, ‘health-pursuing’ and ‘reasonable price-pursuing’ type were found to be positively related with purchase intention while ‘convenience-pursuing’ and ‘safety-pursuing’ types were found to be negatively related with it. Second, ‘health-pursuing’, ‘reasonable price-pursuing’ and ‘safety-pursuing’ type were found to be positively related with product quality while ‘convenience-pursuing’ type was found to be negatively related with it. Third, product quality was found to be positively related with brand image and brand image was found to be positively related with purchase intention. Fourth, there is a significant indirect effect between ‘health-pursuing’, ‘safety-pursuing’ and purchase intention when passing through product quality, brand image and product quality at the same time, But indirect effects was insignificant when only brand image is passed. There is a significant indirect effect between ‘reasonable price-pursuing’ and purchase intention when passing through brand image. There is a insignificant indirect effect on all mediators between ‘convenience-pursuing’ and purchase intention. The result of the study is significant in that it clarifies the relation of lifestyle and purchase intention of health functional foods, subsequent studies will require the introduction of other independent variables, models through the introduction of parameters and control variables