여성들의 식생활 라이프스타일에 따른 김치구매 선택속성이 구매의도에 미치는 영향에 관한 연구 - 부산․울산지역을 중심으로 -

This study aimed at learning the effect of Kimchi purchasing selection features on purchasing intent by food-related lifestyles. Our study subject was 215 women of Pusan and Ulsan regions, and we used SPSSS 18.0 in order to perform frequency analysis, cause and reliability analysis, ANOVA analysis, cluster analysis, and regression analysis. The result suggested that functional quality, perceived quality, and sales service influence purchasing intent. Group analysis suggested that the safety-oriented group preferred the content of Kimchi, functional quality and sales service, to perceived quality and this is partly in line with our hypothesis that Kimchi purchasing selection features influence purchasing intent. The group without any interests in their diet life was a group that showed lower preference in food-related lifestyle to the other group, and this group preferred perceived quality to other features. This is also in line with our hypothesis that the features influence purchasing intent. The group with much interest in their diet life paid much attention to safety of the food they purchase, prefering to enjoy variety of tastes by referring other people’s experience and surrounding mood, and this is also in line with our hypothesis that the features influence purchasing intent.