With the recent demographic changes like the increase of single-person household, increase of double-income family caused by the increase of women's entry to society, expansion of leisure activity and economic depression, the dietary lifestyle is movi... With the recent demographic changes like the increase of single-person household, increase of double-income family caused by the increase of women's entry to society, expansion of leisure activity and economic depression, the dietary lifestyle is moving from family-centeredness to individual-centeredness while the consumer culture pursuing convenience and efficiency is expanding. Due to such demographic changes, the consumption of CVS dosirak is rapidly increasing. However, diverse consumers' needs are not fully reflected. Therefore, this study researched the selection attributes and purchase behaviors of CVS dosirak in accordance with personal value which would be effective for anticipating consumers' behaviors. A survey was conducted targeting male and female customers in their 20s and 30s as the main purchasers of CVS dosirak, and the analysis was conducted based on total 251 samples. The main results of this study are as follows. First, in the results of factor analysis on the selection attributes of CVS dosirak, total four factors were extracted. Factor1 was the trust factor, which included the nutrition, storage temperature and product information of CVS dosirak. Factor2 was the quality factor, which included the menu, taste and safety of CVS dosirak. Factor3 was the brand factor, which included the dosirak brand and convenience store brand. Factor4 was the accessibility factor, which included the price and access convenience. Second, in the results of factor analysis on the subjects' personal value, total seven value factors were extracted like achievement·power value, tradition·conformity·benevolence value, universalism value, hedonism ·stimulation value, self-direction value, social security value and personal security value. Based on personal value, the cluster analysis was conducted, and the cluster was classified into three groups. Cluster1 considered the personal security, achievement·power, hedonism·stimulation, and social security values as important, so that it was named “stability-oriented group”. Cluster2 generally showed the higher level of every personal value factor than other clusters, so that it was named “midway group”. Cluster3 considered the hedonism·stimulation, personal security, social security and self-direction values as important, so that it was named “group with openness to change”. Third, regarding the selection attributes of CVS dosirak in accordance with the personal value cluster, the trust factor (p<0.001), the quality factor (p<0.001) and the accessibility factor (p<0.001) showed significant differences. Compared to the stability-oriented group and the group with openness to change, the midway group paid more attention to quality, accessibility, and trust factor when selecting CVS dosirak. The group with openness to change showed significantly higher importance of the accessibility factor than the stability-oriented group (p<0.001) while the stability-oriented group considered the brand factor as more important than the group with openness to change. Fourth, the multiple regression analysis was conducted on the influence relations between personal value factors and selection attributes of CVS dosirak. The personal security value showed significantly positive (/) effects on the quality factor like menu, taste, and safety of CVS dosirak. Also, the universalism value had significantly positive (/) effects on the trust factor of CVS dosirak. The social security value showed significantly positive (/) effects on the quality factor of CVS dosirak. The hedonism·stimulation value had significantly negative (-) effects on the trust factor, and also had positive (/) effects on the accessibility factor. Fifth, the multiple regression analysis was conducted on the influence relations between selection attributes of CVS dosirak and attitude towards it. The trust factor of CVS dosirak showed significantly negative (-) effects on the attitude towards CVS dosirak while the accessibility factor had significantly positive (/) effects on the attitude. Sixth, regarding the effects of attitude towards CVS dosirak on the satisfaction, the attitude towards CVS dosirak had significantly positive (/) effects on the satisfaction. In summary, regarding the selection attributes of CVS dosirak, the research subjects considered the quality factor (menu, taste and safety) and accessibility factor (price and access convenience) as important. This propensity might be influenced by the 'personal security' value about safety of their own and family and the 'social security' value about the safety/stability of state and society. The significance of this study is to provide basic data for the development of CVS dosirak and marketing strategies by understanding consumers of CVS dosirak based on personal value.
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