먹는샘물 선택속성이 브랜드이미지 및 구매의도에 미치는 영향

This study explored the relationship between selection attributes of bottled water and brand image for the first time in Korea and carried out an empirical analysis on its relationship with consumers’ purchasing behaviors. This research conducted a survey with consumers aged over twenty who have purchased domestically produced bottled water products in the past month. An online research company with the largest panels in Korea performed quota sampling. An online-based survey was conducted from September 26th to September 29th 2017. A total of 338 responses to the questionnaires were used for analysis. The survey performed frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis and pass analysis using SPSS 20.0 and AMOS 20.0 programs. Confirmatory factor analysis checked reliability and validity of the measures. The structural model yielded an acceptable fit to the collected data. The summary of hypotheses verification is as follows. First, based on the factor analysis, variables were classified into brand image, selection attributes of the bottled water, ingredient, taste, package design, local characteristics, price and purchase intention. Second, the hypothesis inspection concluded that the selection attributes such as ingredient, local characteristics and price have a positive influence on brand image. Therefore, H1-1, H1-4, H1-5 hypotheses are accepted while H1-2, H1-3 hypotheses have been rejected. Third, ingredients and local characteristics have a positive influence on purchase intention. Hence, H2-1, H2-4 hypotheses are accepted while H2-2, H2-3, H2-5 hypotheses have been rejected.