A Study on Purchase Intention of Sleep-Improving Health Functional Foods

Abstract

This study was undertaken to provide basic data for revitalizing the market and help increase the demand for sleep-improving health functional foods by identifying factors that influence the purchase intention of these products. This was a nationwide consumer survey study. Data were collected through an online self-report questionnaire from August 24 to August 31, 2021, for adults aged 19 years and over. Age (P=0.005), household income (P=0.001), the expectation of effect (P<0.001), purchase experience (P<0.001), and willingness to pay (P<0.001) were significantly associated with the intention to purchase health functional foods for improving the quality of sleep. Moreover, analyzing the factors of selection criteria and reasons for difficulty in making a purchase revealed that the majority of respondents selected the efficacy and effect indicated on the product as the selection criterion when purchasing. The most difficult reason was determined to be the lack of judging the data for false and exaggerated claims. Examining the factors that affected the purchase intention of sleep-improving health functional foods, we determined that the probability of purchase intention was higher when satisfaction with the quality of sleep (P<0.001) was lower or expectation of the effect of sleep-improving health functional foods (P<0.001) was higher. Furthermore, the likelihood of purchase intention was higher when with purchase experience of sleep-improving health functional foods (P<0.001) or the willingness to pay (P<0.001) was greater. Age (P=0.002) and household income (P=0.018) were determined to have a significant effect on the purchase intention of sleep-improving health functional foods.