초록 열기/닫기 버튼
This study explored the relationship between bottled water brands and their selection attributes for the first time in Korea and carried out empirical analysis on its relationship with consumers’ purchasing behaviors. In addition, findings of this research provide both the existing players and those newly entering the bottled water market with suggestions for better marketing strategies and ways to enhance their competitiveness. This research conducted a survey with consumers aged over 20 who have purchased domestically produced bottled water products within one month’s time. An online-based survey was conducted from the 26th of September 2017 to the 29th of September. 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. The summary of hypothesis 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, purchase intention. Second, the hypothesis inspection concluded that brand image has a positive influence on all of the selection attributes of the bottled water products. However, of all the selection attributes of the bottled water, only the ingredient, local characteristics and price were positively correlated with the purchasing intention to a meaningful extent. Hence, only H1, H2-1, H2-4, H2-5, H3 hypotheses are accepted while H2-2, H2-3 hypotheses have been rejected.
