The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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Effect of Consumption Values on Attitude and Behavioral Intentions toward a Premium Lunch Box at a Convenience Store

편의점 프리미엄 도시락에 대한 소비가치가 태도 및 행동의도에 미치는 영향

  • 백승희 (신구대학교 외식서비스경영전공) ;
  • 김영신 (연세대학교 심바이오틱라이프텍연구원 식품영양급식센터)
  • Received : 2017.02.22
  • Accepted : 2017.04.13
  • Published : 2017.04.30
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Abstract

This study investigates what consumption values affect attitude and behavioral intentions toward a premium lunch box at a convenience store using VAB(Value-Attitude-Behavior) model. The main survey was conducted by a research company by means of an online survey in the form of a self-administered questionnaire. The samples were limited to customers who had tried the premium lunch box before. The survey was conducted in October 2016. The collected data were analyzed by using SPSS 21.0 for Windows and AMOS 21.0. A structural equation model(SEM) was used to verify the proposed relationships among the study variables. Three factors representing the value of the premium lunch box were identified: social & functional value, economic value, and epistemic value. The finding showed that these values had a positive effect on attitude toward the premium lunch box and that attitude had a positive effect on behavioral intentions.

Keywords

References

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