중국 소비자의 소비가치가 건강기능식품에 대한 태도와 구매의도에 미치는 영향 = The Influence of Consumption Value towards Attitude and Purchase Intention Perceived by Chinese Consumers in the Context of Healthy Functional Foods

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze the factors which affect attitudes and purchase intention of healthy functional food. First, this study examined various consumption value variables(functional value, social value, emotional value, epistemic value, conditional value). Second, this paper is aiming to test whether the WOM plays as a moderating role by consumers when purchasing healthy functional food that affects the consumers purchase intention rate. The research used the measurement instruments validated by previous researchers. Data were collected through a questionnaire survey and the respondents were Chinese consumers who living in Beijing and Shanghai in China. A total of 236 responses were collected using on-site survey. For the data analysis, the SPSS 12.0 for Windows program and AMOS 6.0 program were used and various statistical techniques were applied, including frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, path analysis, and χ²-test. The results of this study can be summarized as follows: First, functional value, emotional value, conditional value have a positive effect on consumers` attitude towards heathy functional food. However, on the other hand, social value and epistemic value have a negative effect on attitude towards heathy functional food. Second, the consumers` attitude towards the heathy functional food showed a positive influence on the purchase intention. Third, the WOM has played a significant moderating role between consumers` attitude towards heathy functional food and purchase intention. Finally, the results of this research can provide significant implications for various factors about heathy functional food of Chinese consumers for health food industry.

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