건강관련 웰빙 제품 소비가 삶의 질에 미치는 영향에 관한 모델 연구

국문 초록 (Abstract)

본 연구는 건강 관련 웰빙 제품의 소비가 소비자의 삶의 질에 미치는 영향 (PQOLI)에 관한 모델을 검증한 실증연구이다. 본 연구에서는 웰빙 제품의 소비가 기능적 욕구의 충족, 자아 표현적 욕구의 충족, 그리고 친사회적 욕구의 충족을 통하여 소비자의 삶의 질에 미치는 영향 (PQOLI)에 긍정적인 영향을 미치며, 또한 이러한 웰빙 제품의 소비가 소비자의 삶의 질에 미치는 영향 (PQOLI)은 소비자의 구전 의향에 긍정적인 영향을 미친다는 가설을 수립하였다. 대학생 소비자를 대상으로 한 설문 조사 결과, 웰빙 제품의 소비가 소비자 삶의 질에 미치는 영향 (PQOLI)은 기능적 욕구의 충족 및 자아 표현적 욕구의 충족에 의해서 큰 영향을 받는 것으로 나타났다. 웰빙 제품의 소비가 소비자의 삶의 질에 미치는 영향 (PQOLI)은 소비자의 구전에 긍정적인 영향을 미쳤다. 하지만 웰빙 제품의 소비를 통한 친사회적 욕구의 충족은 웰빙 제품 소비가 소비자의 삶의 질에 미치는 영향에 유의한 영향을 미치지는 않았다. 이러한 결과는 소비자 삶의 질을 향상시키기 위하여 기능적 및 자아 표현적 가치의 향상에 전략적 우선 순위를 두어야 함을 의미한다.

다국어 초록 (Multilingual Abstract)

Despite recent emphasis on well being product, few studies have examined the effects of well being product on consumers perceived quality of life impact (PQOLI). The main purpose of this study is to test a model of PQOLI in the context of health-related consumer products. Specifically, it has been hypothesized that satisfaction with functional needs, self expressive needs, and societal needs resulting from consumption of a well being product has a positive impact on a consumer`s perceived quality of life impact (PQOLI), which in turn has a positive influence on the consumer`s word of mouth intentions. It also has been hypothesized that consumer`s functional need satisfaction has a greater influence on consumer`s PQOLI when consumers are less involved with the product, while consumer`s self expressive and societal need satisfaction has a greater on influence on consumer`s PQOLI when consumers are highly involved with the product. In order to test the model of this study, we conducted a survey. The sample was composed of 204 university students in Korea. The respondents were first asked to select a consumer well being product that they use regularly. The results of this study indicate that a consumer`s PQOLI is significantly influenced by satisfaction with functional needs and self expressive needs. Yet, satisfaction with societal needs did not have a significant influence on PQOLI. We also found that PQOLI has a positive influence on consumer`s word of mouth intentions. The findings of this study suggest that firms should make efforts to increase a consumer`s PQOLI from a product since PQOLI has a positive and significant influence on consumer`s word of mouth intentions. Our findings indicate that firms need to first provide satisfaction with functional needs and self expressive needs. In addition, the results of this study suggest that policy makers need to regularly measure consumer`s PQOLI at the macro level. Policy makers need to put higher priorities on programmes that provide customers with functional and self expressive needs satisfaction. Study limitation and future research directions are discussed.

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