Korean tableware is an essential element in Korean cuisine and enshrines Korean food culture. Considering changes in the diet of people living in modern times who encounter diverse foods and food cultures according to different societies and economic changes, it is difficult for them to wholly inherit the use of traditional Korean-style tableware, which dates back to the Chosun era. It has thus been contended that an understanding of the changing demands of consumers who knowledgeably choose Korean tableware may serve as vital basic data for food, restaurant, and tableware industries that are associated with the use of Korean tableware, including its use as a lifestyle good in the home. This study aimed to analyze the consumer market in detail according to dietary lifestyles of married women, who are generally in charge of a family’s diet, and thereby identify the impact of attributes of selecting Korean tableware of each detailed market on purchase satisfaction and repurchase intention and the impact of purchase satisfaction on repurchase intention. To this end, a survey was conducted on 333 married women living in Seoul and the Gyeonggi Region, and a barometer on dietary lifestyle was used to categorize them in greater detail. The barometer presumed that tableware was a household good which was intimately related to the dietary sector since it had direct contact with food, among various reasons. Six factors (a pursuit of trends, health, convenience, visual effect, rationality and palate) were identified based on exploratory factor analysis and reliability verification on dietary lifestyles, and the market was divided into three submarkets using the K-mean method among cluster analysis methodologies. An analysis of differences in responses to questions on demography and dietary lifestyles by detailed submarket was utilized to understand the attributes of the market. Submarket A, called “Aesthetical Gourmet Group” for the purposes of this study, was a group which compared information on food prior to purchase, valued aesthetics in food, and did not prefer convenience foods or snacks. There was a high proportion of women in their fifties and over compared to other groups. Submarket B, called “Trendy Gourmet Group” for the purposes of this study, was a group which was comparatively less interested in diets, did not prefer convenience foods or dining outside, and had little interest in acquiring information on price, appearance or taste of food, but was proactive in experiencing new foods and visiting famous restaurants. This group had a low percentage of people under twenties or over sixties compared to other groups. Submarket C, named “Convenience Gourmet Group” for the purposes of this study, was a group highly involved in diets compared to other groups, had little resistance against convenience foods, including pre-cooked meals, frequently dined outside, was proactive in trying out new foods and visiting famous restaurants, and had a high percentage of people in their twenties and thirties. Second, the Simple Regression Analysis and Multiple Regression Analysis were conducted to identify how attributes in selecting Korean tableware influenced purchase satisfaction and repurchase intention, and how purchase satisfaction affected repurchase intention. In terms of the impact of attributes of selecting Korean tableware on purchase satisfaction and repurchase intention, reliability in the quality of Korean tableware and aesthetic factors related to design, including shape and color, were found to have a significant influence for all three groups. The conservative gourmet group of Submarket A was significantly influenced by the functionality of Korean tableware in that it can be used with various kitchen devices, such as the microwave, and the Trendy Gourmet Group of Submarket B was significantly influenced by the functionality of Korean tableware as a household good in terms of storage, washing, and durability. Based on the above, this study noted the need to devise a way to actively share information with consumers regarding raw materials, manufacturing processes and instructions for use of Korean tableware and the call for overall integrated quality management by a specialized management agency in terms of regulations or criteria on quality assurance. Furthermore, it emphasized the urgency for the development of various designs that incorporate changing dietary lifestyles and provide a chance to appreciate the beauty of Korean tableware. ，韩语论文，韩语毕业论文 |
