ESG 관점에서 본 유아보충식품의 포장 투명성이 소비자 만족도에 미치는 영향: 확장 TAM 모델

초록

This study investigates how the transparency of packaging information for infant supplementary food influences consumer satisfaction through perceived usefulness (PU), perceived ease of use (PEOU), and perceived trust (PT) within the context of expanding ESG-oriented management. An online survey was conducted targeting representative infant rice-based supplementary food brands in the Chinese market, yielding 244 valid responses. Structural equation modeling (SEM) was employed for empirical analysis. The results indicate that packaging information transparency significantly enhances PU, PEOU, and PT, all of which exert positive effects on satisfaction. Among them, PT shows the strongest impact, suggesting that trust serves as a crucial pathway to improving satisfaction, particularly in high-risk product contexts.

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