This study deals with employee’s functional food consumption behavior and how it is related to the factors that guide them when purchasing functional health food on the internet. In spite of the high-speed growth of internet shopping and also an increase in the public's interest in functional health...
This study deals with employee’s functional food consumption behavior and how it is related to the factors that guide them when purchasing functional health food on the internet. In spite of the high-speed growth of internet shopping and also an increase in the public's interest in functional health food for health management, shopping on the internet for health food products is only a small percentage inthe total sales of internet shopping sites. Therefore it will be essential to find out the factors that can be used to influence consumer purchasing behavior when it comes to buying functional health food online, so as to expand the functional food market to its full potential. Consequently, the purpose of this study is to 1) understand consumer’s perception and intake behavior when it comes to functional health food, 2) investigate consumer’s purchasing behavior when it comes to buying functional health food on the internet, 3) extract the factors that influence consumer purchasing behavior related to functional health food in internet shopping so that they can be used to improve current online shopping sites to expand the functional health food market on the internet. The sample size of this study is composed of 156 employees who consume functional health food and are able to respond to ‘the consuming health food’ part of the survey. For data analysis, the SPSS statistics 18.0 program was used. To investigate respondents’ data, frequency analysis, χ²(Chi-square), reliability analysis, and regression analysis were used. To analyze the level of influence each consumer purchase behavior factor held logistic regression analysis was used. The results of this study were as follows: Part I. Functional Food Intake Behavior 70 percent of those surveyed said they have a positive perception and would like to know more about functional health food. 33 percent knew what health food is and how to figure out a suitable functional health food. And only 25 percent said they had been satisfied with the effect of functional health food and some 56 percent said they were neutral about it. It it is not easy to measure how effective the functional health food is even though ‘the effectiveness’ is the most important criterion of functional health food for consumers’choice. It is found that 50 percent of those surveyed said they used the reputation of the manufacturer and the brand of the products. Part II. Purchasing behavior in internet Shopping Of those 156 surveyed, 64 respondents were also able to answer the questions related to their functional health food internet shopping behavior. When purchasing, they prefer to use an integrated shopping-mall (about 56 percent) to a specialized food shopping mall (about 41 percent). Some respondents have a high level of risk-sensitiveness to internet shopping have some a tendency to use integrated shopping-malls. The lower prices are not as important for internet shopping as other purchasing channels are. In spite of the lack of good information and the difficulty measuring the effectiveness of the functional health food, most (91.7 percent) who were polled stated that they are going to continue to consume the functional health food for their health management. Part III. The factors that influence consumer purchasing behavior related to functional health food in internet shopping As for the result by regression analysis, the survey identifies that the factors can be divided into five clusters according to what the consumers value most when purchasing functional health food on an internet shopping mall. The purchasing factors which influence consumer behavior related to functional health food in internet shopping are as follows: 1. #1 factor is ‘shopping convenience value’ 2. #2 factor is ‘purchasing information value’ 3. #3 factor is ‘value about accessibility and familiarity of the internet’ 4. #4 factor is ‘value for manufactured goods’ 5. #5 factor is ‘risk of data leakage’. The survey identifies the predictions for consumer purchase behavior and what factors are statistically meaningful. As a result of a logistic regression analysis, two factors were shown to be statistically meaningful: ‘Purchasing information value’ and ‘value about accessibility and familiarity of internet’. Among these two factors, the most powerful influence factor was ‘Purchasing information value’ which consisted of four sub factors: ‘user’s evaluation about the product is useful’, ‘product information is easy to get’, ‘convenience to compare purchasing information’ and ‘valuable answers on purchasing inquiries’. As consumers’ interest in functional health food is continually going to increase and as internet shopping has become popular, many more consumers will try to purchase functional health food through internet shopping malls. According to the research results, an effective way to expend and activate the functional health food market would be to provide more valuable information to help the smart purchase and suitable choice through internet shopping mall. Internet shopping is a strong channel to provide enough information that consumers’really want for smart purchasing of functional health food. Lastly, the research results can offer marketing implications related with the internet shopping for functional health food to internet seller, marketing practitioners in manufacturing companies. Also, this research covered what consumers’value most. This information will be able to contribute to satisfaction improvement of internet consumers.
This study deals with employee’s functional food consumption behavior and how it is related to the factors that guide them when purchasing functional health food on the internet. In spite of the high-speed growth of internet shopping and also an increase in the public's interest in functional health food for health management, shopping on the internet for health food products is only a small percentage inthe total sales of internet shopping sites. Therefore it will be essential to find out the factors that can be used to influence consumer purchasing behavior when it comes to buying functional health food online, so as to expand the functional food market to its full potential. Consequently, the purpose of this study is to 1) understand consumer’s perception and intake behavior when it comes to functional health food, 2) investigate consumer’s purchasing behavior when it comes to buying functional health food on the internet, 3) extract the factors that influence consumer purchasing behavior related to functional health food in internet shopping so that they can be used to improve current online shopping sites to expand the functional health food market on the internet. The sample size of this study is composed of 156 employees who consume functional health food and are able to respond to ‘the consuming health food’ part of the survey. For data analysis, the SPSS statistics 18.0 program was used. To investigate respondents’ data, frequency analysis, χ²(Chi-square), reliability analysis, and regression analysis were used. To analyze the level of influence each consumer purchase behavior factor held logistic regression analysis was used. The results of this study were as follows: Part I. Functional Food Intake Behavior 70 percent of those surveyed said they have a positive perception and would like to know more about functional health food. 33 percent knew what health food is and how to figure out a suitable functional health food. And only 25 percent said they had been satisfied with the effect of functional health food and some 56 percent said they were neutral about it. It it is not easy to measure how effective the functional health food is even though ‘the effectiveness’ is the most important criterion of functional health food for consumers’choice. It is found that 50 percent of those surveyed said they used the reputation of the manufacturer and the brand of the products. Part II. Purchasing behavior in internet Shopping Of those 156 surveyed, 64 respondents were also able to answer the questions related to their functional health food internet shopping behavior. When purchasing, they prefer to use an integrated shopping-mall (about 56 percent) to a specialized food shopping mall (about 41 percent). Some respondents have a high level of risk-sensitiveness to internet shopping have some a tendency to use integrated shopping-malls. The lower prices are not as important for internet shopping as other purchasing channels are. In spite of the lack of good information and the difficulty measuring the effectiveness of the functional health food, most (91.7 percent) who were polled stated that they are going to continue to consume the functional health food for their health management. Part III. The factors that influence consumer purchasing behavior related to functional health food in internet shopping As for the result by regression analysis, the survey identifies that the factors can be divided into five clusters according to what the consumers value most when purchasing functional health food on an internet shopping mall. The purchasing factors which influence consumer behavior related to functional health food in internet shopping are as follows: 1. #1 factor is ‘shopping convenience value’ 2. #2 factor is ‘purchasing information value’ 3. #3 factor is ‘value about accessibility and familiarity of the internet’ 4. #4 factor is ‘value for manufactured goods’ 5. #5 factor is ‘risk of data leakage’. The survey identifies the predictions for consumer purchase behavior and what factors are statistically meaningful. As a result of a logistic regression analysis, two factors were shown to be statistically meaningful: ‘Purchasing information value’ and ‘value about accessibility and familiarity of internet’. Among these two factors, the most powerful influence factor was ‘Purchasing information value’ which consisted of four sub factors: ‘user’s evaluation about the product is useful’, ‘product information is easy to get’, ‘convenience to compare purchasing information’ and ‘valuable answers on purchasing inquiries’. As consumers’ interest in functional health food is continually going to increase and as internet shopping has become popular, many more consumers will try to purchase functional health food through internet shopping malls. According to the research results, an effective way to expend and activate the functional health food market would be to provide more valuable information to help the smart purchase and suitable choice through internet shopping mall. Internet shopping is a strong channel to provide enough information that consumers’really want for smart purchasing of functional health food. Lastly, the research results can offer marketing implications related with the internet shopping for functional health food to internet seller, marketing practitioners in manufacturing companies. Also, this research covered what consumers’value most. This information will be able to contribute to satisfaction improvement of internet consumers.
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