Selective Attributes and Purchase Behavior for Black Sesame (Sesamum indicum L.) Seolgi: An Empirical Study of South Korean Consumers

The purpose of this study is to examine how the selective attributes of Heugimja Seolgi, a traditional Korean food, influence consumers’ purchasing behavior. Data were collected through an online survey of adults in their 20s to 60s residing in the Republic of Korea who had previously consumed Heugimja Seolgi. Most respondents were in their 30s (34.5%) and 60s (25.7%). A total of 342 valid responses were analyzed using SPSS 25.0. Diversity and image, as sub-factors of the selective attributes for Heugimja Seolgi, were found to have a significantly positive impact on repurchase behavior, whereas quality did not show a statistically significant effect. This finding suggests that to increase repurchase rates, these factors must be considered, as Heugimja Seolgi is commonly chosen as a meal replacement, snack, or gift. Consumers also place great importance on the hygiene, cleanliness, and image of the stores selling the product. Ongoing research in this area is essential for the sustainable development of the Korean rice cake industry and is expected to contribute significantly to promoting the cultural and nutritional significance of traditional Korean rice cakes.