지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The purposes of this study were to explain consumer's purchasing intention considering consimption experience for functional food and to explore the influencing factors on them. To achieve the purposes, bivariate probit model was applied to test two equations of consumption experience and consumer's purchasing intention at the same time by using STATA 8.0.
The results of this study were as follows. first, purchasing intention of functional food was found to be significantly influenced by consumer attitude such as perceived necessity and willingness to trade bad taste, as well as individual characteristics such as sex. However, consumption experience which might be closely related with purchasing intentions was found to be significantly influenced by convenience for using functional food and individual characteristics such as sex and age. It might imply that influencing factors for purchasing behavior would be different with those for consumption behavior in case of functional food. Thus marketers should concem and try to find why the behavioral difference for functional food was presented.
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