수정된 IPA 기법을 활용한 비알코올 맥주 선택 속성 연구

초록

This study explores the selection attributes of non-alcoholic beer and proposes practical market improvement strategies using a revised Importance-Performance Analysis (IPA). As global interest in health and wellness continues to rise, the non-alcoholic beer market has seen significant growth. However, prior research has predominantly focused on conventional and craft beers, neglecting the distinct behaviors and preferences of non-alcoholic beer consumers. To address this gap, this study employs the revised IPA framework, which accounts for the asymmetric relationships between importance and performance, analyzing both explicit and implicit importance. A survey of 222 respondents was conducted, and data were analyzed using exploratory factor analysis and the revised IPA model. The findings reveal that sensory and design attributes, such as drinkability and raw materials, are critical in shaping consumer satisfaction and purchase decisions. In contrast, pricing and origin information emerged as key areas requiring improvement to better meet consumer expectations. This research advances the literature by providing a nuanced analysis of non-alcoholic beer's selection attributes through an enhanced analytical approach. Practical implications include recommendations to improve product quality, increase origin transparency, and enhance price competitiveness to secure a stronger foothold in the market. Future research should focus on diversifying samples and conducting longitudinal studies to understand evolving consumer preferences.

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