고객이 지각한 증편 떡 메뉴품질이 지속구매의도에 미치는 영향 : 소비자태도의 매개효과 = The Effects of Perceived Menu Quality of Jeungpyeon Rice Cakes on Repurchase Intention : The Mediating Role of Consumer Attitude|RISS 상세보기

다국어 초록 (Multilingual Abstract)

Tteok （Korean rice cake） is a representative traditional food of Korea and a
cultural heritage that has been deeply embedded in Korean life, from birth and
marriage to ancestral rites and seasonal holidays. From the excavation of
steamers dating to the Neolithic period to recorded recipes in the Joseon
Dynasty, tteok has carried the communal spirit, seasonal wisdom, and symbolic
significance of rites of passage throughout thousands of years of history.
However, amid the westernization of dietary habits and the proliferation of
large franchise bakeries, the consumer base for traditional tteok has gradually
shrunk. A survey by the Ministry of Agriculture, Food and Rural Affairs
（2022） confirmed that purchase experience with tteok is markedly lower than
that of bakery products. At the root of this declining consumption lies not
merely a shift in personal preference, but a lack of understanding of the
historical and cultural significance of tteok as a traditional food.
The author, born as the granddaughter of a rice mill owner, grew up
witnessing tteok-making in Korea during the 1960s and 70s, and has since
directly observed these changes over more than 40 years in the field of
traditional tteok production and distribution. While marketing strategies for
boosting sales are important, what is more fundamental is raising consumer
awareness of the authentic historical and cultural storytelling embedded in tteok.
Sales strategies may move consumers, but storytelling rooted in history and
culture transforms them. The conviction that the market can only be sustained
when consumers are first moved at heart, and the belief that at the very least,
Koreans and those who make Korean cuisine their profession should know and
be able to speak confidently about the history and meaning of tteok, served as
the starting point for this study.
On this basis, the study focused on jeungpyeon—a traditional fermented rice
cake with a distinctive production method involving the fermentation of rice
flour with alcohol—and sought to answer the central question: ＂Through which
quality attributes of jeungpyeon do consumers form positive attitudes, and what
leads them to make continued purchases?＂ As global interest in K-Food
continues to rise, jeungpyeon holds considerable potential for a renaissance as a
K-dessert, carried by the contemporary trends of health and wellness
consumption and the spread of K-Culture. Accordingly, this study hypothesized
that eight consumer-perceived menu quality attributes—taste, quantity, freshness,
price, variety, originality, digestibility, and nutrition—influence repurchase
intention through the mediating role of consumer attitude. A survey was
conducted among consumers with experience consuming jeungpyeon, and the
collected data were analyzed using hierarchical regression analysis, with
analytical rigor ensured through Cronbach's α reliability testing and
KMO·Bartlett validity tests.
The analysis yielded three key findings. First, nutrition had the strongest
influence on consumer attitude formation, indicating that awareness of
jeungpyeon's health value most powerfully generates psychological trust and
favorability. Second, originality had the greatest impact on actual purchase
decisions—an important finding that the factors that move consumers
emotionally differ from those that open their wallets. Third, nutrition exhibited
a full mediation structure, meaning it leads to purchase only through the
psychological process of consumer attitude. This empirically supports that
simply promoting the health value of jeungpyeon is insufficient; it must be
accompanied by a process in which consumers genuinely internalize and trust
that value—a process inseparable from storytelling grounded in history and
culture.
Therefore, an integrated strategy is needed: positioning nutrition as a vehicle for
long-term brand trust rather than short-term promotion; originality as the core
of a differentiation strategy that directly drives consumer purchase conversion;
and taste as the foundational premise of quality management that underpins
both attitude and purchase. It is hoped that the findings of this study will
provide practical guidance for marketing strategies and product development in
the traditional tteok industry, and that they will also be reflected in Korean
food education and cultural policy, serving as a small stepping stone toward the
full transmission of our nation's cherished tteok culture to the next generation.

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국문 초록 (Abstract)

떡은 신석기시대부터 조선시대에 이르기까지 한국인의 통과의례, 절기, 공동체 문화를 담아온 전통 식품이다. 그러나 식생활의 서구화와 1인 가구증가 등 사회적 변화로 소비 기반이 위축되고 있으며, 농림축산식품부（2022）에 따르면 떡류 구입 경험은 베이커리류에 비해 현저히 낮은 것으로 보고된 바 있다. 반면 건강·웰빙에 대한 관심 증가와 K-Culture 확산으로 전통디저트에 대한 소비자 관심은 오히려 높아지고 있어, 소비 위축과 관심 증가라는 역설적 상황 속에서 전통 떡의 소비 활성화 방안 모색이 요구된다.
본 연구는 전통 떡 중에서도 쌀가루에 주류를 첨가하여 발효시키는 고유한 제조 방식을 지닌 발효 떡 증편을 대상으로, 소비자가 지각하는 메뉴품질이 소비자태도를 매개로 지속구매의도에 미치는 영향을 실증적으로 분석하였다. 증편 구매 경험이 있는 소비자 234명을 대상으로 메뉴품질 8가지속성（맛, 양, 재료신선도, 가격, 다양성, 독창성, 소화용이, 영양）을 독립변수로, 소비자태도를 매개변수로, 지속구매의도를 종속변수로 설정하여 설문조사를 실시하였으며, 위계적 회귀분석과 Sobel 검정으로 매개효과를 검증하였다.
분석 결과, 8가지 속성 중 영양（β=.369, P〈.01）, 독창성（β=.220, P〈.01）, 맛（β=.167, P〈.05 ）만이 소비자태도 형성에 유의미한 영향을 미쳤으며（p〈.01）,지속구매의도에는 독창성（β=.322）이 가장 강한 직접 영향을 보였다. 매개효과 검증에서 맛과 독창성은 부분매개 구조를, 영양은 소비자태도를 반드시경유해야만 구매로 이어지는 완전매개 구조를 보였다. 이는 증편의 건강 가치가 태도 형성을 통한 소비자 내면화 과정 없이는 구매로 직결되지 않음을 실증적으로 뒷받침한다.
본 연구는 증편 마케팅에서 영양은 장기 브랜드 신뢰 구축의 수단으로, 독창성은 구매 결정의 핵심 차별화 요소로 활용해야 함을 시사한다. K-Food의세계적 확산과 웰빙 소비 트렌드가 교차하는 지금, 증편은 가장 준비된 K디저트 후보 중 하나다.
본 연구의 결과가 증편을 알리는 방법을 넘어 소비자가 왜 다시 찾게 되는지를 밝힘으로써, 전통 떡 산업의 지속 가능한 마케팅 전략 수립과 전통 식문화의 계승·발전에 기여할 수 있을 것으로 기대된다.

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떡은 신석기시대부터 조선시대에 이르기까지 한국인의 통과의례, 절기, 공동체 문화를 담아온 전통 식품이다. 그러나 식생활의 서구화와 1인 가구증가 등 사회적 변화로 소비 기반이 위축되...

목차 (Table of Contents)