The purpose of this study is to investigate the effects of ginseng consumers `lifestyle` s `health seeking type`, `taste seeking type`, `convenience seeking type`, `fashion seeking type` , 'Potential motivation', and 'satisfaction' and 'repurchase intention'.
First, the influence of the lifestyle of the red ginseng consumers on the explicit motivation of the perceived purchasing motive was examined. The five factors of the life style of the red ginseng consumers (health seeking type, taste seeking type, convenience seeking type, Only the positive pursuit type, the taste pursuit type, and the convenience pursuit type have positive effects on the explicit motivation of perceived purchasing motive. Respectively. These results show that the red ginseng consumers continued to manage the problems of the red ginseng product effectiveness, and continued to investigate the various motivations of performance analysis and perceived purchase motivation. Therefore, continuous monitoring of consumers for the purchase of red ginseng products is needed.
Second, the influence of the lifestyle of the red ginseng consumers on the potential motivation of the purchase motivation was examined. The five factors of the lifestyle of the red ginseng consumer (health - seeking type, taste - seeking type, convenience - seeking type, The positive motive of the motivated motivation of purchasing motive was found to be positive influence only on health seeking type, taste seeking type and convenience seeking type. The influences of fashion seeking type and safety seeking type . The results of this study are as follows: First, the health status and lifestyle of the respondents, the lifestyle of the respondents, The satisfaction of purchasing red ginseng products was found to be higher when the products were perceived as health maintenance and preventive purposes.
Third, the effect of perceived purchasing motive on the satisfaction of the red ginseng consumers was examined. The results showed that the two factors (explicit motivation, potential motivation) (+), Respectively. The results of this study are as follows. First, the results of the analysis of the general factors, health behavior and lifestyle of the respondents, the lifestyle of the respondents, the perception and attitude of red ginseng products on the satisfaction of red ginseng products, Respectively.
Fourth, the influence of perceived purchasing motive of red ginseng consumers on repurchase intention was examined. As a result, it was found that two factors (explicit motivation, potential motivation) (+) Effect on intention. These results suggest that continuous monitoring of the problems of red ginseng products 'consumers' effectiveness and solving the problems through various performance analysis and thorough monitoring of red ginseng products.
Fifth, the results of verifying the effect of the satisfaction of the red ginseng consumers on the repurchase intention showed that the red ginseng consumers' satisfaction had a positive (+) influence on the repurchase intention. The results of this study are as follows: First, the effect of general merchandise, health behavior and lifestyle, lifestyle, perceived purchasing motive and satisfaction of red ginseng product consumers on purchase intention of red ginseng product purchase, The more life style, the more red ginseng products perceived as health maintenance, the higher the satisfaction of purchase of red ginseng products and the higher the repurchase intention.
This study suggests that consumers who buy red ginseng products can use red ginseng products efficiently with the proper awareness of red ginseng products with the following suggestions.
First, the influence of nearby people is high when purchasing red ginseng products, and it is necessary to provide more accurate and correct information to consumers. To this end, it is necessary to develop a product program for various consumer groups. Also, it is necessary to publicize the right of knowing the people through red ginseng product advertisement.
Second, the companies that produce red ginseng are aiming at marketing strategy to improve consumers' palatability such as high price, excellent efficacy, proper product packaging, ease of drinking, taste, flavor, nutrition, Should be. Also, for the purpose of providing more precise and correct information to consumers, manufacturers and finsellers will continue to sell through the training of red ginseng sellers, which will lead to the purchase of more consumers.
Third, promote the website of the KFDA and activate the homepage using the Internet pop-up window or banner as a way to generate interest. Information on the clear efficacy and safety of red ginseng products should be provided.
Fourth, strict regulations on false and over-hyped advertisements are required for the improvement of red ginseng product indication. In case of damage, a call center associated with the consumer group is operated to eliminate the consumer's concern about red ginseng products. shall.
Fifth, consumers are more likely to change their consciousness, rather than relying on false or misleading advertisements, We need to select healthy foods and improve their health efficiently.
Therefore, research on the determinants of purchasing motivation of red ginseng consumers is urgently required to systematically evaluate purchase motivation, satisfaction, and repurchase intention of lifestyles of red ginseng consumers and to develop effective red ginseng products, It needs to be studied in the direction of expanding drinking.
Finally, the limitations of this study are as follows.
In order to overcome the limitations of research, in-depth research or research is required. Considering various control variables that affect the perceived purchasing motivation, satisfaction, and repurchase intention of the life style of red ginseng consumers, It should be done. Therefore, it is expected that a more advanced follow - up study reflecting the relevance of the scope and subject of the study to a wider range of applications and other possible variables is expected.