건강기능식품 충성도 형성의 선행요인과 매개요인 연구 = A study on the antecedents and mediating factors of loyalty formation in health functional foods

다국어 초록 (Multilingual Abstract)

Consumers try to maintain a healthy life through health functional foods. According to this market environment, new products are continuously being released and growing in the health functional food market, and competition is becoming more intense. Despite the growing market, the failure rate of health functional foods is high. Many newly launched products are being withdrawn after they hit the market. Therefore, this study sought to provide marketing implications for health functional food brands by examining the impact of health functional food product characteristics on trust and loyalty. For health functional foods to succeed in the market, it depends on consumer acceptance. Trust plays an important role when consumers purchase health functional foods. This trust and confidence will form loyalty to health functional foods. The results of the study showed that the perceived quality, price fairness, label, and brand image of health functional foods all had a significant positive influence on trust. In addition, the perceived quality and familiarity of health functional foods were found to have a significant positive (+) effect on loyalty, but price fairness and label were found to have a significant positive (+) effect on loyalty. Lastly, trust was found to have a significant effect on loyalty. This study studied the impact of product characteristics of health functional foods on trust and loyalty. Through this study, implications for marketing of health functional foods were provided.

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