기능성 베이커리 제품 속성이 소비자 태도와 구매의도에 미치는 영향 = Effects of Functional Product Attributes on Consumer Attitudes and Purchase Intentions

다국어 초록 (Multilingual Abstract)

Objective:This study aims to empirically examine the effects of functional bakery product attributes on consumer attitudes and purchase intentions. To accomplish these objectives, this study seeks to identify the product attribute factors that positively affect consumer attitudes and purchase intentions, and provide theoretical foundations necessary for the development of functional bakery products and the formulation of marketing strategies aligned with consumer preferences. Methods:This study conducted an online survey from October 1 to October 25, 2025, yielding a total of 240 valid responses. Then, this study used the SPSS 25.0 statistical program for an empirical analysis on the collected data. Results:First, the attributes of functional bakery products—specifically health, quality, taste, and price—had a positive influence on consumer attitudes, in that order of significance. Second, consumer attitude positively influenced on purchase intention. Third, among the product attributes, health, quality, and taste positively affected purchase intention, whereas price did not exhibit a statistically significant effect. Implications:Based on these findings, this study provides practical implications for differentiating from existing bakery products and enhancing its competitiveness.