색깔이 음료 제품 평가에 미치는 영향

학위논문 (석사)-- 서울대학교 대학원 : 농경제사회학부, 2015. 2. 문정훈.A consumers food choices are related to many factors. Among these, the color of food is one primary way in which a product inspires an expectation of its flavor, while also helping the consumer notice the product. Edible pigment is widely used for coloring food. Yet this basic type of food additive has been the topic of debate among experts and consumers. This study examines the effect of beverage color and bottle color on consumer responses like satisfaction and willingness to buy. To achieve this studys stated aims, this study first created a strawberry-flavored beverage and conducted drinking experiments with 300 participants, testing their reactions to the color of the beverages bottle and of the beverage itself. The results show that when the transparent beverage was offered in a red bottle satisfaction and willingness to buy were greater than they were when the beverage and its bottle were other colors. Additionally, moderating variables had significant effects under different conditions.I. Introduction ………………………………………………… 1 1. Background ………………………………………………………… 1 2. Research Questions ………………………………………………… 3 II. Literature Review …………………………………………… 4 1. Antecedent Factors for Food-related Consumer Behavior ………… 4 2. Food and Color …………………………………………………… 7 III. Theoretical Framework ………………………………… 11 1. Influence of Expectation on Consumer Behavior ………………… 11 2. Expectancy Disconfirmation and Assimilation-Contrast Effect … 13 IV. Research Model and Hypotheses ………………………… 17 1. Research Model …………………………………………………… 17 2. Hypotheses Development ………………………………………… 17 V. Research Methodology ………………………………… 21 1. Measure Development …………………………………………… 21 2. Experiment Design ………………………………………………… 26 3. Experiment Process ……………………………………………… 28 VI Data Analysis and Results …………………………………31 1. Data Collection …………………………………………………… 31 2. Sample Characteristics …………………………………………… 32 3. Assessment of Measurement Model ……………………………… 33 4. Manipulation Check ……………………………………………… 36 5. Hypothesis Test …………………………………………………… 36 VII Discussion …………………………………………………43 1. Summary of Findings ……………………………………………… 43 2. Contributions and Limitations …………………………………… 47 References …………………………………………………… 53 Appendix A. IRB Documents ………………………………59 Appendix B. Recruitment Document …………………………64 Appendix C. Manipulation Material ………………………… 65 Appendix D. Survey ………………………………………… 67 Appendix E. Experimental Tools…………………………… 72 Appendix F. Correlations…………………………………… 73Maste