The purpose of this study was to investigate the use behavior and satisfaction of home-baking premix products. A total of 275 questionnaires were completed and statistically analyzed by the SPSS 14.0 package. The reasons for home-baking were: fun(33.8%), quality time with the family(33.8%), and distrust in foodstuffs(13.5%). The respondents(38.9%) used home-baking premix products 2~3 times per year. And the respondents purchased home-baking premix products primarily for snack foods(83.3%). Among the selection attributes of home-baking premix products, the respondents considered the importance of ``sanitation``(m=4.16) a top priority, followed by ``taste``(m=4.15), ``ease of use``(m=4.12), ``detailed instructions`` (m=4.05), ``quality of raw materials``(m=4.04), and ``origin``(m=3.91). However, in the case of satisfaction, ``ease of use`` (m=3.81) was the most satisfying aspect, followed by ``detailed instructions``(m=3.67), ``sanitation``(m=3.56) and ``manufacturer`` (m=3.48). According to importance-performance analysis(IPA), ``quality of raw materials`` and ``origin``, which were selection attributes, should be quickly improved. Also, ``taste``, ``ease of use``, ``detailed instructions`` and ``sanitation`` should be maintained. This survey found that the satisfaction levels for home-baking premix product selection attributes had a significant influence on overall satisfaction(F=7.91, p<0.001). In particular taste(β=0.32, t=3.53, p<0.001) had a meaningful effect on overall satisfaction. In addition, the satisfaction levels for home-baking premix product selection attributes affected repurchase intention(F=8.61, p<0.001).

• 김창섭 | Chang Seob Kim