1인 가구 소비자의 전통장류 식품 구매 저항행동에 대한 연구

Attracting new customers is critical for traditional fermented soybean food companies that are located in small cities. The current living trend of single household that makes up a large part of the consumer market presents big challenge with current situation. Single household consumers prefer instant small size and already cooked food due to their busy daily life and convenience. Their purchasing behavior leads to a significant decline in revenue for the traditional fermented soybean food industry. Therefore, this study proposes a research model to explain the purchase resistance behavior of single household consumers using the concepts from resistance theory. Current study empirically tested the model using 398 samples who are from single household and have not purchased any traditional fermented soybean products for the past one year. The results of SEM analysis shown that financial cost, benefit loss, and relative attractiveness had positive influence on perceived overall cost. Perceived overall cost, in turn, had a strong positive effect on resistance to purchase. Implications and limitations for academic research and practice are discussed.