The Effect of Selective Attributes of Customers using Organic Seaweed Processed Food on Purchase Determinants

In order to achieve the purpose of the study, a survey was conducted on consumers who have used or intend to use organic seaweed processed foods. The survey period was conducted from August 1, 2024 to August 15, 2024, by self-study method, and 450 copies were collected by distributing 500 copies of the questionnaire. 430 copies were used for the analysis, excluding 20 copies of the questionnaire that had no or were unfaithful. In this study, the SPSS/WIN statistical program 24.0 was used for statistical processing, and factor analysis was performed to verify the validity of each factor, simple regression analysis, and multiple regression analysis were performed to verify the hypothesis. First, the hypothesis that H1's 'customer's selection attributes (taste/quality, awareness, hard/nutritive, convenience) for organic sea algae processed foods will have a significant positive (+) effect on purchasing determinants' was found to be statistically significant. and awareness (β=.372, p<.001) and health/nutrition (β=.352, p<.001) were found to have a positive (+) effect as variables that influence purchasing determinants by the significance of t values to determine the significance of each factor of the selection attribute.